MISTA’s 2025 Growth Hack produces breakthrough nutrition concepts through industry collaboration
MISTA, the food innovation platform owned by Givaudan, has concluded its third annual Growth Hack programme, which brought together more than 50 start-ups with seven global corporates to develop solutions for healthy nutrition. The twelve-week initiative resulted in over 15 new food and beverage concepts.
The programme addressed growing concerns around obesity, which now affects over one billion people globally, and increasing consumer scrutiny of ultra-processed foods. Participating companies included ingredient producers Givaudan, Ingredion and AAK, technology suppliers SIG, JPG Resources and Buhler, and CPG leader Danone.
Prototype concepts unveiled
Results were presented at MISTA’s Healthy Nutrition Demo Day in San Francisco, attended by over 200 food and beverage professionals. The event featured expert panels, technology demonstrations and prototype tastings.
Among the concepts developed were a Power Start Breakfast Burrito, described as a high-protein, low-fat, animal-free breakfast option; Smart Nougat, a low-carbohydrate, high-fibre confectionery designed to support brain and gut health; and Blue Wave Brain Shot, a smoothie shot formulated for cognitive support.
Scott May, Head of MISTA, commented: “The future of food will not be defined by one breakthrough but by how well we work together. This year’s Growth Hack demonstrated that with curiosity, collaboration and the right technologies, we can create products that nourish both people and the planet – without compromising on taste, safety or accessibility.”
Collaborative innovation model
The Growth Hack programme operates on a curated collaboration model, pooling resources from established food companies and emerging technology start-ups. This approach aims to accelerate innovation across beverages, snacking and centre-of-plate applications.
Alexandre Bastos, Head of Front End Innovation, Ventures & Competitive Intelligence at Givaudan, said: “The MISTA Growth Hack is the platform where all kinds of players can come together and collaborate. It is not only about the technologies or ingredients but the sense of community that drives systemic change.”
The evening programme included a reception featuring animal-free culinary preparations by Executive Chef Phil Saneski, demonstrating practical applications of alternative protein technologies.
Platform mission
MISTA operates as a global network connecting large established companies with food technology start-ups. The platform focuses on developing solutions to address challenges in the global food system through what it terms “trust-based ecosystem” collaboration.
Parent company Givaudan employed over 16,900 people worldwide in 2024 and achieved CHF 7.4 billion in sales with a free cash flow of 15.6%. The Swiss-based company operates across fragrance and taste sectors, with MISTA positioned within its Taste & Wellbeing division.
The platform has indicated it will continue to develop food innovation concepts through similar collaborative programmes, building on the frameworks established in its three Growth Hack initiatives to date.
For more information, visit: www.mistafood.com
