EXECUTIVE SUMMARY

For our Garage Start-Up InFood we have a vision: That you do not have to worry about your food being unhealthy, having tons of sugar or being non-regional. Instead, your food should be easy to get and easy to consume. And most importantly: It should taste amazing.

Goal

We want to introduce a high protein müsli to the market. It should not only be high in protein (at least 25g of protein per 100g of müsli) but should also contain insects in order to achieve a more holistic protein profile. Thanks to InFood’s müsli our athletic customers have a quick, easy and always ready-to-eat breakfast or snack option. InFood aims to satisfy their young and open-minded customers who are conscious about their health and care for their bodies. Our consumers’ interests are also the reason why we reduce the sugar content of our müsli to below 10g of sugar per 100g and why we use regionally sourced ingredients. Overall, we want to help our customers to reach their personal goals in the best possible way.

Methodology

Our main method used was the lean start-up method. Iteration by iteration we updated and tested our business models and prototypes. We  conducted several (online and offline) surveys with a total of over 240 participants, we conducted expert interviews, visited events, and participated in the Entrepreneurship Avenue in order to improve our Business Model in the best way possible and to learn as much as possible from our work.

Another aspect we had to take a deeper look into were regulations regarding insect production and selling for human consumption as are restrictions (such as maximum allowed amounts in müsli) are quite complicated with these just newly allowed food groups. Researching further and developing prototypes with different insect contents, however, showed us that – with the right preparation and when picking the right species for our high-protein müsli, this should not be an issue for InFood.

We also investigated our competition to find their weaknesses and to define our possible strengths.

Results

Thanks to the quick iterations of the lean start-up model, we were able to adapt quickly to small and big changes that were shown to be needed in our tests. For example, at first, we wanted to produce a replacement for traditional meat made from insects. Conducting interviews with several people, especially people trying to reduce their meat consumption, vegetarians, and vegans showed that this customer group would not be interested in consuming insects as much as other groups would which eventually – over many more iterations – led us to the decision of settling on high-protein müsli enriched with insect protein.

Not only did our testing approach help us to arrive at our final product – also our diverse team of BOKU, TU and WU students made it possible to always have different perspectives on arising challenges which helped tremendously.

Cooperation Partner

• InFood

Student Team

• Sophia Calo

• Laura Kasinger

• Anna Kolber

• Adrian Lehrner

• Lena Meiseleder

Project Manager

• Thomas Pannermayr

• Alexander Staub