Seedlab Australia has launched Bootcamp 11, a six-week sprint to shape the next wave of FMCG stars, and wellness-focused startups are stealing the spotlight. With Australians spending $5.2 billion on health foods last year, this cohort—packing hangover cures and superfood snacks—could crack a booming market, backed by Woolworths’ muscle.
The six-week intensive program is designed to equip founders with the core business skills, strategic insights, and a strong support network needed to refine their offerings and prepare for scalable success. Kenna MacTavish, Seedlab Australia’s Chief Operating Officer, points out that many first-to-market products are emerging in Bootcamp 11, reflecting the dynamic shift in consumer demand. “We’re seeing an exciting rise in locally manufactured, innovative products hitting the market, which poses both opportunities and challenges for emerging brands. Bootcamp is designed to help these businesses sharpen their value propositions and set themselves up for long-term success,” said Kenna.
One notable trend in the latest cohort is the rise of wellness-focused brands. From snack bar company Bar None and protein-packed gym supplements Crayv, to superfood-based chocolate alternative, Crunchio—these businesses are reshaping nutrition with bioactive, plant-based formulations. Functional beverages like hangover-fighting Dodge and non-alcoholic botanical drinks Purple Universe are also gaining traction, providing science-backed solutions for hydration and recovery. “We’re seeing more FMCG trends from overseas making their way into Australian and New Zealand markets—from flavoured beef jerky to creatine supplements and brain-boosting drinks. The growing wellness focus presents both opportunities and challenges, especially when it comes to scaling sustainably while maintaining product effectiveness,” Kenna added.
Seedlab Australia continues to evolve its approach, ensuring Bootcamp participants are well-prepared for Cultivate, the next phase of Seedlab’s accelerator program. The latest Bootcamp iteration places a stronger emphasis on communication and customer journey mapping, helping founders shift focus from product development to market engagement. “Early-stage businesses often experience those ‘a-ha’ moments in Bootcamp, realising the importance of strengthening their business structure and intellectual property. By focusing on communication and customer experience, we help them think beyond the product and build lasting customer loyalty,” said Kenna.
Bootcamp is not only about business strategy—it’s about connection. Participants gain access to a community of over 550 like-minded FMCG entrepreneurs, offering real-world advice from peers and alumni who’ve faced similar challenges. 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 begins, applications for Bootcamp 12 are now open, offering another opportunity for FMCG businesses to access the support they need to scale. Applications close on 23rd May at 5pm AEST.
For more information about Bootcamp and Seedlab Australia, visit https://seedlabaustralia.com.au/.
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Seedlab’s Bootcamp 11 opens retail doors for SMEs, showcasing wellness brands like Dodge and Crunchio, as they target Australia’s $135 billion FMCG market News, FMCG, SMEs Dynamic Business
