Thirteen creative founders from across Australia and New Zealand are gearing up for Seedlab Australia’s latest five-month accelerator, as the Tasmania-based FMCG program backs startups reinventing everything from skincare to coffee, spices and frozen foods.
The cohort ranges from solo founders to established small businesses, including startups such as Sydney-based Indonesian chilli sauce maker Ibu Sambal, Chinese street-style dumpling brand Dumpling Cheers and Melbourne instant caffeine-free coffee company Not Coffee.
Over the next five months, the 13 selected founders will be offered Seedlab workshops focusing on cost and margin analysis, packaging design, logistics and consumer activation.
The program also offers one-on-one coaching and mentoring, with businesses receiving more than 20 hours of 1:1 guidance, in addition to opportunities to pitch to Woolworths.
“We’re seeing a wave of founders who want to bring pleasure back to the everyday, whether that’s through a morning coffee, a skincare routine, or a Sunday BBQ,” Seedlab COO Kenna MacTavis said.
“There’s an indulgence to this cohort that feels grounded and grown-up. They’re not preaching wellness; they’re designing products that feel good, taste good, and make sense in real, everyday life.”
To date, the program has helped more than 150 alumni, with 63 per cent of participants being women-led businesses and six per cent taking part, including First Nations startups.
Of the 13 startups selected this year, eight are based in Australia, with the remainder from New Zealand. The majority of the businesses are focused on food-related consumer goods, ranging from meat to frozen food to sauces and spices.
“The freezer aisle is having its redemption moment. For a long time, Australians equated frozen with compromise,” MacTavis said.
“But with cost-of-living pressures reshaping how people cook and shop, frozen is now where quality meets convenience. These brands aren’t cutting corners; they’re freezing craftsmanship.”
The program leads into Seedlab’s annual EXPO 2026, where founders will be given the chance to present their brand directly to potential buyers and category managers.
Meet the 2025 Seedlab Cohort:
- Bondi Beach Balm - Bondi Beach Balm is 100% organic, hormone-friendly skincare made in Australia using just a few powerful natural ingredients, designed for women who want low-maintenance, high-impact skin results.
Location: NSW, Australia - Byron Bay Chilli Company - Australian Made Chilli Sauces, Salsas & Corn Chips
Location: NSW, Australia - Chur Bol BBQ - Low and Smoked meat made with New Zealand ingredients, from freezer to plate in 15 min.
Location: Tasman, New Zealand - Dumpling Cheers - Premium northern Chinese dumplings (street food style) made with Australian ingredients.
NSW, Australia - Googys - High protein chocolate and protein bars, low sugar and dairy free, using a unique combination of egg and collagen protein.
Location: Victoria, Australia - Hillston Black Garlic - Australia's most affordable, farm-grown black garlic, rich in umami, slow-fermented from 100% Australian garlic on our family farm in Location: Hillston, NSW.
- Ibu Sambal - Ibu Sambal is handcrafted Indonesian chilli sauces made with traditional recipes and fresh ingredients to bring bold, authentic flavours to your table.
Location: NSW, Australia - L'Authentique - We make delicious Chicken & Duck Parfait, Pate, Terrines & Rillettes. We are the biggest brand in dollar sales in New Zealand supermarkets, ranged in 600 stores nationwide.
Location: New Zealand - Melvourni - Premium specialty grade organic Greek, Freddo and Frappe coffees.
Location: VIC, Australia - Not Coffee - Not Coffee is a completely caffeine and stimulant-free coffee alternative, designed to look, act, and taste like coffee. Our range includes:
Not Coffee Now is our instant version that dissolves in hot water or hot milk just like instant coffee for a quick and convenient brew. Not Coffee Original, is our ground version that works in all coffee machines, from espresso makers, Moka pots to French presses.
Not Coffee was created for those who love their coffee ritual but can no longer tolerate caffeine due to health reasons. Unlike many alternatives on the market, our blends are free from gluten, dairy, nuts, soy, and GMOs, making them suitable for a wide range of dietary needs.
Location: VIC, Australia - The Four Saucemen - We design and sell premium quality BBQ rubs, sauces and seasonings.
Location: Auckland, New Zealand - The Gut Comfort Company / Kiwi Sorbet - Kiwi Sorbet, and freeze-dried organic green kiwifruit powder to support natural, gentle laxation and overall gut health.
Location: Auckland, New Zealand - Wholly Shrink! - Wholly Shrink! is an Australian startup helping households and small offices turn soft plastics into tidy, compact capsules ready for recycling, using the Shrinker!‚ The world's first home soft plastic compactor‚ designed to support better recycling habits, reduce bin overflow, and make soft plastic recycling easy, clean, and convenient, especially in areas with drop-off or kerbside collection schemes.
Location: NSW, Australia
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