Seedlab Australia is welcoming a fresh cohort of ambitious entrepreneurs into Bootcamp 11, continuing its mission to accelerate the growth of early-stage FMCG businesses across Australia and New Zealand.
The six-week intensive program aims to equip founders with essential business fundamentals, strategic insights, and a supportive community, all designed to help them refine their offerings and prepare for scalable success.
“We’re seeing a surge in locally manufactured, innovative products entering the market, which is both exciting and challenging for emerging brands,” said Seedlab Australia CEO Kenna MacTavish.
“Bootcamp is specifically designed to help these businesses refine their value propositions and ensure they are set up for long-term success.”
Wellness wave
One of the strongest trends in the latest Bootcamp cohort is the rise of wellness-focused brands. Businesses like snack bar brand, Bar None, protein-packed gym supplements, Crayv, and superfood alternative to chocolate mixing powders, Crunchio are redefining nutrition with bioactive, plant-based formulations. Meanwhile, the hangover-fighting Dodge and non-alc botanical drinks, Purple Universe are tapping into functional beverages, offering science-backed solutions for hydration and recovery.
“We’re seeing more FMCG trends from overseas influencing Australian and New Zealand markets, from flavoured beef jerky to creatine supplements and brain-boosting drinks,” said Ms MacTavish.
“This growing focus on wellness presents both opportunities and challenges, particularly in scaling sustainably while maintaining product efficacy.”
Cultivating connections
Seedlab Australia continues to refine its approach, ensuring Bootcamp participants are better positioned for Cultivate, the next stage of Seedlab’s accelerator program. The latest iteration of Bootcamp places a stronger emphasis on communication and customer journey mapping, helping founders shift their focus from product development to market engagement.
With access to an online community of over 550 like-minded FMCG business owners, participants gain real-world advice from peers and alumni who have navigated similar journeys. Past graduates like Sheet Yeah and Sobhna’s have gone on to secure major retail partnerships and continue to support fellow entrepreneurs within the Seedlab network.
As Bootcamp 11 gets underway, applications for Bootcamp 12 are now open, providing another opportunity for FMCG businesses to gain the support they need to scale. Applications close on 23 May at 5pm AEST.
For more information about Bootcamp and Seedlab Australia, visit seedlabaustralia.com.au.