Over the last six months, PepsiCo has been working with eight breakthrough nutrition food and drink companies from across Europe. During this time PepsiCo has helping them tackle key business challenges, including distribution, marketing and supply chain issues. After a rigorous review from a 9-member selection committee, we’re pleased to announce that UK-based start-up Erbology London has received the final €100,000 grant. 

Announcing the winner, Juan Ignacio Amat, Vice President Nutrition for PepsiCo Western Europe and Sub-Saharan Africa and leader of the programme, commented: 

“We launched the Nutrition Greenhouse to partner with the best and the brightest entrepreneurs in the food and beverage nutrition space. Our goal was to work with breakthrough brands that share our vision to deliver more convenient great tasting everyday nutrition products and we’ve achieved just that with these 8 stand-out companies. It was a very hard decision to choose only one to receive the final €100,000 grant but my sincere congratulations go to Irina and Victor Turcan of Erbology. Their enthusiasm, drive and collaboration during the Nutrition Greenhouse programme have been exceptional and that shows in the results they have achieved.” 

All eight start-ups have seen impressive expansion, brand evolution and revenue growth since receiving the €25,000 grant at the start of the programme. Overall retail sales of the collective group grew by nearly €10.7million.  However, Erbology was chosen as the recipient of the final grant after its sustainable and scalable growth stood out.
Founded in London in 2015 by siblings Irina and Victor Turcan, Erbology aims to inspire people to embrace a balanced way of living, turning powerful plants into wholesome foods, drinks, oils and recipe ingredients for everyday eating.

During the last six months, Erbology has introduced 11 new products, drawing on PepsiCo’s marketing expertise to help launch the expanded range. A key part of the last six months has also been to help Erbology develop its approach with retailers. This was certainly a success, with the company now listed on Ocado.

Erbology founder Irina Turcan commented on their success:

“We’re honoured to receive the final €100,000 PepsiCo Nutrition Greenhouse grant. We’ve achieved a great deal in the last six months working with our PepsiCo mentor to best utlise our initial €25,000 grant and the injection of a further €100,000 into our business is going to make a huge difference as we focus on accelerated growth in retail and e-commerce. Thanks to everyone involved in this programme – it’s been a fantastic experience that’s really helped us understand how to focus hard on what is right for our brand and then to execute that activity flawlessly. My fellow 2017 Greenhouse entrepreneurs and their mentors have all done outstanding work over the past six months and I am proud to have grown alongside them.”

Each finalist was appointed a mentor at the start of the programme; Lee Chung, Erbology’s PepsiCo mentor and our West Europe Marketing Director for Premium Products, added:

“I’ve loved being part of this programme – it’s been so incredibly rewarding to work alongside an exceptional talent like Irina and help a fast-paced start-up grow so rapidly. The experience has really challenged my way of thinking and broadened my horizons. Seeing what Erbology has achieved within the Nutrition Greenhouse window of just a few months has been really inspiring.”

Science Minister Jo Johnson MP has applauded PepsiCo’s programme:

“The UK has a thriving, world-renowned food and drink sector, built on strong agricultural and manufacturing foundations, with products in demand across the globe. New and innovative businesses such as Erbology drive earning power across the economy. Our modern Industrial Strategy celebrates and supports initiatives like this to boost the UK’s position as the best place to innovate and grow a business.”

The PepsiCo Nutrition Greenhouse programme is part of PepsiCo’s commitment to open innovation and to collaborating with the entrepreneurs and innovators that are helping to shape the food and beverage industry. It plays an important role in helping PepsiCo to realise its Performance with Purpose goal of transforming its portfolio and bringing more convenient, nutritious options to consumers: For more information on Performance with Purpose visit http://www.pepsico.com/sustainability/performance-with-purpose 

Erbology is stocked at independent select UK retailers, as well as being available online at www.erbology.co and on Ocado and Amazon Prime.