The VkusVill team adapted the classic startup incubator for the foodtech market; the project’s main idea is to lead participating teams through the entire product development cycle. 20+ universities from Russia, Belarus, Kyrgyzstan, and Kazakhstan, as well as VkusVill’s suppliers, acted as partners of the incubator.

Over 70 teams applied for the incubator. They were competing within two tracks, one focused on fish and the other – on dairy products. In the first stage, participants presented their proposals: the products had to have a shelf life of over 3 days, contain no harmful additives, and solve a problem experienced by a target audience chosen by the teams themselves. The ITMO team in the dairy track focused on finding a healthy alternative for coffee and energy drinks, while the fish track team was looking for an easier way to cook pollack. Those teams that passed the selection round then entered a three-month stage with tasks from VkusVill and workshops from the company and its partners – all aiming to help the teams bring their projects to MVP under the guidance of mentors. 14 projects made it to the finals.

“At each stage of product development, teams had the ability to consult with experienced technology, marketing, and other specialists from VkusVill and its suppliers. They shared their knowledge of market analysis, finding the target audience, and developing the recipe and packaging. At any time, each team could get feedback from those who know the foodtech business from the inside to see how the knowledge acquired at university could be used in real-world cases,” shares Olga Orlova, a PhD in engineering, an associate professor at ITMO’s Faculty of Technological Management and Innovations, an expert on the FoodNet market, and head of the New Food division of the National Technological Initiative. 

Olga Orlova with the fish track team. Credit: t.me/collab_vv

Olga Orlova with the fish track team. Credit: t.me/collab_vv

At the finals, students presented their project concepts to the jury and investors and provided tasting samples of their product. TechSol, a team from ITMO, secured second place in the dairy track. Currently, the students are working together with VkusVill specialists to refine their high-protein yogurt with matcha and probiotics, preparing it for the pilot stage. Their plans include putting the product on the shelves of retail chains and expanding the flavor range by adding various superfoods. Additionally, team members intend to become a part of a joint project between ITMO’s R&D student projects and VkusVill focused on developing a fermented milk starter culture and related products.

“We decided to take part in the incubator because we wanted to create a product that would one day be sold in stores – and we are on our way there! Thanks to the help from the project’s experts and our expert mentor, we were able to create a multifunctional healthy product that stimulates the body and provides nutrients. We wanted to create a biohacking product. I think we benefited a lot from communicating with our mentor – this way, we were able to understand the thinking process of a business expert. Also, thanks to the funding provided by the organizers, we didn’t face any constraints on raw materials needed for recipe testing. So, we were able to experiment with taste and diversify our product line,” shares Artemy Verbitsky, a member of TechSol and a Bachelor’s student at the Faculty of Technological Management and Innovations.

The people’s choice award went to another team from ITMO – they have developed a frozen ready-to-cook dinner with pollack in two variations: Georgian- and Mediterranean-style. Agama Group, a seafood supplier, took note of the project at the incubator and suggested a collaboration. The student team is currently negotiating the product’s launch on the market, to be sold via Agama’s online store and its partner retailers. 

“We joined the incubator to learn more about VkusVill and receive an offer from the company. We somewhat succeeded: one of the team members was offered a position at a relevant department within VkusVill. Additionally, while working on the project, we gained a new perspective on the food production process. Previously, we focused solely on how to create the product. At COLLAB 2K24, we were taught to primarily consider our target audience. This approach allows us to work directly on projects that meet consumer needs. Furthermore, through communication with business representatives, we learned about current trends in the Russian food tech sector and the needs of the market and companies that could be potential investors,” shares Polina Popova, a member of the team and a Master’s student at the Faculty of Technological Management and Innovations.