Why getting closer to the market is non-negotiable
Most food innovations do not fail because the technology is weak. They fail because their market assumptions are never tested early enough. Teams invest months or years developing products based on internal beliefs about users, use cases, pricing, or value propositions. By the time the market finally responds, the costs are already sunk and the room to adapt is limited.

The Route2Market Call exists to break this pattern. Its purpose is simple and demanding: to support Swiss Food Research members in validating their most critical market hypotheses early, before committing significant time, money, and reputation to market entry.

It is about stress-testing assumptions, identifying blind spots, and creating clarity on what the next step should be. Focusing on the process of structured validation, challenge, learning, and adaptation. Teams benefiting most will be those willing to listen, question their own thinking, and adjust direction based on evidence rather than conviction.

The Route2Market Call exists to break this pattern. Its purpose is simple and demanding: to support Swiss Food Research members in validating their most critical market hypotheses early, before committing significant time, money, and reputation to market entry.

It is about stress-testing assumptions, identifying blind spots, and creating clarity on what the next step should be. Focusing on the process of structured validation, challenge, learning, and adaptation. Teams benefiting most will be those willing to listen, question their own thinking, and adjust direction based on evidence rather than conviction.

Funding value

  • up to 20'000 CHF funding value as services from our partners
  • Confidentiality is ensured by membership contract

Funding value

  • up to 20'000 CHF funding value as services from our partners
  • Confidentiality is ensured by membership contract

Eligibility

The call is open to:

  • Swiss Food Research members
  • Projects with new or early-to-mid-stage food products
  • Product development ready to be tested with real users
  • Product still flexible enough to change

Eligibility

The call is open to:

  • Swiss Food Research members
  • Projects with new or early-to-mid-stage food products
  • Product development ready to be tested with real users
  • Product still flexible enough to change

How to apply

  • Submit your short application via this form
  • Deadline: 22 March 2026 (end of day)
  • Clearly describe:
    • The current stage of your product
    • The problem you are solving and for whom
    • What you want to validate (e.g. desirability, feasibility etc)
  • Applications are reviewed by a jury of experts
  • Shortlisted teams join the Route2Market War Room

How to apply

  • Submit your short application via this form
  • Deadline: 22 March 2026 (end of day)
  • Clearly describe:
    • The current stage of your product
    • The problem you are solving and for whom
    • What you want to validate (e.g. desirability, feasibility etc)
  • Applications are reviewed by a jury of experts
  • Shortlisted teams join the Route2Market War Room

Route2Market War Room

Date: 01 April 2026. Up to 6 teams are selected.

Format:

  • 2-minute pitch per team
  • 5-minute structured listening phase (input only – no defending)
  • Peer-to-peer challenge and reflection (mastermind-style)

The session is designed to challenge assumptions – not to promote ideas.

Route2Market War Room

Date: 01 April 2026. Up to 6 teams are selected.

Format:

  • 2-minute pitch per team
  • 5-minute structured listening phase (input only – no defending)
  • Peer-to-peer challenge and reflection (mastermind-style)

The session is designed to challenge assumptions – not to promote ideas.

Validation phase (Q2-Q4 2026)

The Route2Market Call is designed to help Swiss Food Research members validate key hypotheses around:

  • desirability
  • feasibility
  • usage
  • and market readiness

Validation phase (Q2-Q4 2026)

The Route2Market Call is designed to help Swiss Food Research members validate key hypotheses around:

  • desirability
  • feasibility
  • usage
  • and market readiness

Frequently Asked Questions

Can Novel Food products be included in the Route2Market Call?
Yes. However, because we work with external partners and follow strict safety and compliance rules, Novel Food products will not be consumed during testing. Instead, we can support non-ingestion validation, such as testing your concept, value proposition, packaging, pricing assumptions, and consumer interest through interviews, surveys, and controlled concept tests.

Who can apply, and do I need an external partner to participate?
You do not need an external partner to apply. The call is open to startups, SMEs, and other organisations working on a product that is ready to be tested. If your project would benefit from additional expertise, we may suggest relevant partners during the programme, but it is not a requirement for eligibility.

How does confidentiality work (NDA)?
All jury members are bound by confidentiality obligations, including an NDA framework linked to Swiss Food Research participation. For activities like the War Room, we strongly recommend sharing non-confidential or sanitised information only (for example: anonymised data, high-level figures, and non-sensitive slides). If sensitive information is required, we will align with you in advance on what can be shared, with whom, and in what format.

Will I receive feedback if my application is not selected?
Yes. If you request it, our team will provide brief feedback highlighting the main reasons for the decision and potential next steps (when relevant).

Do I need to co-fund anything?
No co-funding is expected. Your contribution is to provide the product samples needed for testing (including shipping/logistics if applicable). Any additional optional activities beyond the call scope would be discussed separately in advance.

More questions?

Join our webinar on 2 March (12:45 - 13:30). Register here