Seedlab Australia's Bootcamp 11 helps incubate the next wave of FMCGs

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 is designed to equip founders with essential business fundamentals, strategic insights and a supportive community, to help them refine their offerings and prepare for scalable success.

Kenna MacTavish, Seedlab Australia’s Chief Operating Officer, highlighted the significant number of first-to-market products that stand out in Bootcamp 11, reflecting the evolving landscape of consumer demand.

“We’re seeing a surge in locally manufactured, innovative products entering the market, which is both exciting and challenging for emerging brands. Bootcamp is specifically designed to help these businesses refine their value propositions and ensure they are set up for long-term success,” MacTavish said.

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 supplement Crayv, and superfood chocolate mixing powder Crunchio are redefining nutrition with bioactive, plant-based formulations. Meanwhile, the hangover-fighting Dodge and non-alcoholic botanical drinks from 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. This growing focus on wellness presents both opportunities and challenges, particularly in scaling sustainably while maintaining product efficacy,” MacTavish said.

Seedlab Australia continues to refine its approach to help ensure its 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.

“Early-stage businesses often have those ‘aha’ moments in Bootcamp, realising they need to tighten up their business structures or intellectual property. By focusing on communication and customer experience, we’re helping them think beyond the product to build and maintain a loyal customer base,” MacTavish said.

Bootcamp isn’t just about business strategy; it’s about connection. With access to an online community of over 550 like-minded FMCG business owners, participants can 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. Applications close on 23 May at 5 pm AEST.

For more information, visit seedlabaustralia.com.au.