Givaudan partners with Moonshot Pirates to inspire the next generation of alternative protein innovators

Givaudan, a global leader in taste, flavors, and nutritional solutions, has announced an innovative collaboration with Moonshot Pirates, a global network of young leaders and changemakers. Their joint initiative, the Shape the Future Challenge, is designed to inspire Gen Z participants to create forward-thinking solutions for the alternative protein sector. The goal is to envision alternative protein products that go beyond replicating traditional meat, fish, and dairy and instead address key concerns such as affordability, nutrition, sustainability, and convenience.

The Shape the Future Challenge has already attracted applications from around 1,000 young innovators, aged 15 to 24, from various countries. Participants are tasked with developing groundbreaking ideas for alternative protein experiences that meet the demands of today’s consumers while aligning with environmental and ethical goals. The collaboration highlights the importance of involving younger generations in tackling complex food system challenges.

Flavio Garofalo, Growth Platform Director for Culinary & Plant Attitude at Givaudan Taste & Wellbeing, underscored the importance of this initiative. “We are thrilled to collaborate with young leaders globally to drive alternative protein innovations that challenge conventional norms and deliver unforgettable, multi-sensory food experiences. We eagerly anticipate igniting fresh and creative ideas, ultimately inspiring and co-creating the next generation of delicious consumer products centered around alternative proteins with our customers.”

The challenge is not about replicating existing animal-based products but instead exploring entirely new concepts that appeal to consumers’ evolving needs and preferences. This approach reflects a growing trend in the alternative protein market to innovate beyond imitation and focus on original solutions.

Finalists in the Shape the Future Challenge will present their ideas in a virtual, live-streamed pitch to a jury of experts on 9 January 2025. The winners will earn an exclusive visit to MISTA, an innovation platform in San Francisco co-founded by Givaudan. MISTA provides a collaborative environment where startups and established companies can optimize their ideas, products, and business models. The winners will gain valuable insights into the processes behind developing and scaling innovative food solutions.

Aneta Londa, Co-Founder of Moonshot Pirates, highlighted the value of engaging young innovators. “Over the years, we’ve witnessed how collaborating with the next generation of innovators brings in fresh ideas and unique perspectives that can truly drive change. These young, digital natives are passionate about sustainability and the future, so it’s exciting to see companies like Givaudan appreciate the value of these partnerships. We’re thrilled to partner with Givaudan to explore the future of alternative proteins and develop solutions that contribute to a healthier, more sustainable food system.”

As part of the challenge, Givaudan will provide nine expert mentors to support participants in refining their ideas. These mentors will share their expertise in taste, texture, nutrition, and food innovation to help shape concepts that are practical, scalable, and market-ready. Givaudan’s extensive global innovation ecosystem will also be leveraged, providing participants with access to advanced technologies and solutions for overcoming challenges related to taste, sensory experiences, and nutrition.

This collaboration aligns with Givaudan’s broader mission to create food experiences that are not only enjoyable but also beneficial for health and the environment. The company’s commitment to sustainability and innovation positions it as a key player in the evolving alternative protein market.

The Shape the Future Challenge underscores the importance of alternative proteins in addressing global food security, climate change, and ethical concerns around animal agriculture. By engaging Gen Z in the innovation process, Givaudan and Moonshot Pirates are tapping into the creativity and passion of young people who are motivated to build a more sustainable future.