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Dubai’s Food & Beverage Startup Scene Gets a Bold New Stage with “Off the Menu”

Dubai, UAE – June 17, 2025 — The region’s most ambitious food & beverage founders will step into the spotlight at “Off the Menu”, a first-of-its-kind event taking place on June 26th 5:30 – 9:00 PM, curated by leading F&B innovation expert Seda Solmaz, Founder & CEO of Idea Atelier.

While “startup” has become synonymous with tech, F&B founders face a very different journey, one that’s often overlooked. Unlike apps or SaaS tools, these entrepreneurs are building physical products for human consumption, where every detail — from formulation and packaging to supply chain and retail readiness — must be figured out early, with little structured support.

Off the Menu is the first event in the region built exclusively for F&B startups — not to pitch for funding, but to gain strategic insight, real connections, and practical tools across the entire value chain. With a curated guest list of founders, investors, suppliers, collaborators and retailers, it’s a targeted, intimate space for bold conversations and meaningful momentum.

Agenda Highlights Include:

● From Idea to MVP – our first panel will cover navigating the early-stage product journey, from a lightbulb moment to an actual product.

Our speakers include Olly Joshi, Founder, Pure Filth UAE; Rabail Ali, Founder, Good Candy UAE; Maya Ibrahim, Founder, More.Than Noodles UAE expertly moderated by Seda Solmaz, Founder & CEO of Idea Atelier.

● From Start-Up to Scale-Up – our second panel will cover lessons in growth, distribution and leadership, what it really takes to build momentum.

Our speakers include Mazen Kanaan, Co-Founder, House of Pops UAE; Sebastien Herriau, Co-Founder, Rite. UAE; Erika Doyle, Founder & CEO, Drink Dry UAE expertly moderated by Rana Baydoun, Global Senior Channel and Ecosystem Manager, SIG Group UAE.

● The Exit: From Dream to Deal – lightning talk – a raw, honest look at what it takes not to only build but exit your startup successfully.

Our speaker is the one and only Mahmoud Adham, Ex-Founder & CEO, Munch Box UAE and Board Member, Virtual Advisory Board.

● From Pitch to Funding – our third panel will focus on how to craft a compelling pitch, attract the right investors and secure funding at the right time that fuels growth.

Our speakers include Nader Amiri, Founder, Homegrown Ventures UAE Partner in a VC; James Dawson, Founder, Unpack Marketplace Agency; Kavita Madhvani, Founder, Fighter Shots UAE Angel Investor; Liliana Slowinska, Founder, Below Farm UAE expertly moderated by Sascha Dutta, F&B Consultant, Foodpreneurs Collective UAE.

● From Disruption to Acquisition – our fourth panel will focus on how founders can build brands worth buying and what major FMCG’s are looking for. Our speakers include Didem Molay Sevin, Regional Marketing Lead, Unilever Food Solutions MEAP; Milad Rouhana, Managing Director, Perfetti Van Melle MEAP; expertly moderated by Olga Bezukladova, Head of Regional Innovation, Givaudan.

● Cracking The Retail Code – lightning talk – we will hear all about the retailer’s perspective on what they are really looking for and how to stand out on shelf.

Our speaker is Warwick Gird, General Manager Marketing, Spinneys. “As someone who’s worked across all continents with some of the most exciting F&B brands, I know the unique challenges founders face — especially in this region,” says Seda Solmaz, Founder and CEO of Idea Atelier. “Off the Menu offers space for real talk, real tools and real relationships. And it’s only the beginning.”

The event also marks the conclusion of the first cohort of Seda’s From Zero to Hero Startup Advisory, a quarterly program designed to support F&B startups fast-track their journey from idea to market — with a focus on strategy, differentiation, bold positioning and creating real value across the F&B ecosystem.

View full event details here: https://bit.ly/45iMqjB

About Seda Solmaz

Founder and CEO of Idea Atelier, Seda Solmaz is a globally recognized innovation catalyst on a mission to revolutionize Food & Beverage for healthier lives and a sustainable future. For over two decades, Seda Solmaz has been a transformative force in the F&B industry, driving both revenue and profitability growth through innovation with purpose.

She has proudly served as a permanent judge for the Gulfood Innovation Awards since 2018. Featured on Dubai Eye 103.8, she is a sought-out speaker at industry events including Gulfood, Gulfood Green, Saudi Food Manufacturing, Forbes Middle East Summit, and more.

About Idea Atelier

Idea Atelier is a Dubai-based boutique innovation consultancy, partnering with Food and Beverage manufacturers to create bigger, bolder ideas and turn them into commercially successful products. Led by Seda Solmaz, its unique co-creation approach distinctively helps companies break down category norms, innovate with purpose and bring deliciously disruptive products to market — fast.

For media inquiries, please contact:

Seda Solmaz

seda@ideaatelierdubai.com 

+971 56 993 5016 

https://www.linkedin.com/in/seda-solmaz/

Innovation, a term that’s thrown around liberally – often is misunderstood and misapplied. To demonstrate the point, let’s talk about energy drinks, where story of “innovation” unfolds as a saga of similarity rather than differentiation. Since Red Bull planted its flag, defining the category with its iconic slim can, caffeine kick, and promise of wings, numerous brands have jumped onto the bandwagon with strikingly similar offerings.

The Imitation Game in Energy Drinks

The energy drink category is a classic example of an industry stuck in a loop of imitation. New brands continually emerge, each touting a familiar cocktail of high caffeine and sugar levels, often encased in a shiny aluminum can akin to that of Red Bull. Sugar-free options abound, sweetened with the same artificial sweeteners used by competitors. The result? A market cluttered with products that blur together, with little to differentiate one brand from another beyond the logo on the label.

Innovative thinking is a differentiator when it comes to your teams’ learning and development.

Innovation isn’t just for creatives; it’s the cornerstone of any forward-thinking business strategy. By dedicating time for your teams across marketing, sales, R&D, technical and more to cultivate an innovative mindset, you empower them to think outside the box and approach business challenges with fresh, strategic solutions.

This approach not only enhances problem-solving but also ensures a dynamic adaptation to market changes and customer needs.

The Essence of Cross-Functional Innovation

Most successful companies understand that innovation has to permeate every part of the organization. When cross-functional teams come together with time and space to innovate, the results can be groundbreaking. Innovation does not always mean new products. Innovation at its core is, being able to think differently. And this is a skill all teams can use, breaking down the silos that often constrain creative thinking and strategic planning. By fostering an environment where ideas can be freely exchanged, companies can enable holistic solutions that deliver against multiple business challenges.

Nowadays, the line between meals and snacks is increasingly blurred, especially among younger consumers who often prefer grazing over sitting down for traditional meals. This shift has sparked a delicious dilemma: Can we indulge in our snack cravings without compromising on our health?

Front and Center – Vegetable Chips

Gone are the days when snacking was synonymous with guilt. Today’s consumers are savvier about their snack choices, seeking options that are not only tasty but also nutritious. This shift is more than a trend; it’s a movement towards mindful eating, where every bite counts, and nothing is off-limits, as long as it’s balanced.

Let’s take Other Foods from the UK as an example here. They have a wonderful range of vegetable snacks made with real vegetables, only a pinch of salt, delivering crunch and outrageous taste – besides counting as your one serving of vegetable for day.

The classics have always held their ground: chocolate, strawberry, and vanilla. These flavors are the pillars in categories like ice cream, flavored milk, and ready-to-eat desserts. They’re the comforting tastes we all turn to, time and time again. But as much as we love these familiar favorites, there’s a craving that’s hard to ignore – consumer desire for something new, something different, something adventurous.

However, F&B manufacturers often find themselves in a dilemma. The drive to innovate and introduce novel flavors is tempered by concerns over volume, shelf space, retailer adoption and consumer takeoff. It’s true, innovations may start small, and they do require more effort, but is sticking to the classics a sustainable strategy in the long term?

The Demand for Taste Adventures

Consumers’ palates are becoming increasingly adventurous. We have seen salted caramel make a big splash, pumpkin spice representing LTO’s, matcha bringing vibrancy, coffee bridging the gap to young adults etc. As much as consumers love comfort, they     also want to break the monotony of their usual choices. This quest for novelty is more than a passing trend; it’s a real opportunity for differentiation tackled correctly.

Innovation in the F&B world, often feels like trying to solve an impossible puzzle, getting through the jungle of internal challenges. Think about it: each function is stuck in their own little world, making it tough to work together, and the constant tug-of-war over resources can really put a damper on the creative spark.

But, here’s a ray of sunshine – strategic collaboration. It’s like finding the secret path that turns all those roadblocks into launching pads for innovation and sustainable growth. So, why don’t we dive into how a good dose of strategic collaboration can tackle these challenges head-on and spark some serious change?

1. Cross-Functional Collaboration

Challenge: The innovation journey is often hampered by the lack of synergy across various functions, making it difficult to pursue a unified goal. Each function has its own KPI’s, so who gives?

Catalyst for Change: No one has to! Our collaborative innovation approach across functions bridges gaps, ensuring that R&D, marketing, sales, finance, operations and production etc. all pull in the same direction. Using creative tools, bringing everyone together on a shared objective, yields a unified approach which accelerates the innovation pipeline, turning diverse perspectives into a cohesive strategy for success.

In recent times, F&B industry has encountered unprecedented supply chain disruptions. From geopolitical tensions to climate change impacts and global health crises, these disruptions have presented significant challenges. However, within these challenges lie vast opportunities for innovation.

Here’s how supply chain disruptions are fostering innovation and reshaping the F&B industry for the better.

Sustainable and Local Sourcing

The push towards sustainability and local sourcing is gaining momentum, driven by both supply chain challenges and changing consumer preferences. By prioritizing local suppliers, companies can reduce their carbon footprint, support local economies, and often secure fresher, high-quality ingredients. This approach not only aligns with environmental and social responsibility goals but also caters to the growing consumer demand for sustainably produced goods.

In a marketplace buzzing with competition, capturing the attention of Gen Z has become the new battleground for food and beverage manufacturers. This digitally savvy and values-driven cohort demands more than just taste; they seek products that align with their deep-rooted preferences for health, sustainability, and authenticity. The quest to attract Gen Z is not just about the product itself but about crafting experiences that resonate with their lifestyle and values.

Gen Z has a Clear Preference for Healthy and Sustainable Options

In general, they place a big emphasis on health and wellness. They prefer foods that are not only “physically” healthy but also beneficial for their mental and emotional well-being. This includes a preference for:

• Functional foods: They are more likely to consume functional food and beverages that offer additional benefits, such as energy, hydration, immunity and collagen amongst others.   
• Non alcoholic movement: Trends indicate that Gen Z are drinking less alcohol than previous generations, with a growing interest in non-alcoholic, inclusive options for social occasions. Beyond sparkling water and juice. 
• Plant-based foods: Many in Gen Z opt for vegetarian, vegan, or flexitarian diets, focusing on the health benefits and environmental impact of their food choices. TikTok is filled with recipes!

In a world brimming with innovations at every corner, standing out is more than just a matter of creating something new; it’s about creating something meaningful. The shotgun approach of targeting everyone often leads to messages lost in the void with products sitting on shelves.

The truth is, when brands attempt to appeal to everyone, they often fail to resonate deeply with anyone. This is not just a missed opportunity; it’s call for a more focused approach to innovation.

The Misconception of Universal Appeal:

Some brands, in their quest to capture the largest market share possible, dilute their offerings and message, leading to a lack of genuine connection with potential consumers. Product categories where we see routine consumption like milk, water, candy bars, juice, soda just to name a few, we see more of this behavior.

Brand is the glue that holds everything together, but when it comes to sub-brands and products, specific targeting is needed to deliver solutions to consumers tailored to their unique needs and lifestyles.

Hey there, fellow foodies and beverage buffs! Today, I want to discuss the value of innovation partnerships… and yes, I’m looking at you, startups and scale-ups in the food and beverage industry!

Now, I know what you’re thinking. Resources are tighter than a jar lid that’s been closed by a bodybuilder, budgets are leaner than a cut of grass-fed beef, and the closest thing to an innovation process might be deciding whether to use Google Trends or Instagram for your future products. But here’s the kicker: not investing in innovation collaboration now could be the recipe for a not-so-tasty future, with the biggest potential flop being your product itself. And let’s not forget, a whopping 80% of innovations fail. Scary, right?

The Cost of Waiting: More than Just Spilled Milk

Waiting to invest in innovation is like saying you’ll start your diet “tomorrow”—it’s a magical land where productivity and success live but somehow never becomes today. The truth is, the longer you wait, the higher the costs and risks become. Imagine finally launching a product, only to find out it’s about as appealing as a soggy sandwich because someone else beat you to the punch with something better. That’s not just a bruised ego; it’s a bruised budget too.

Innovation Experts: Think of Us as Your Culinary Co-pilots

Think of us, innovation experts as the sous chefs to your executive chef. We don’t want to take over your kitchen; we’re simply there to make sure your dish becomes the talk of the town. We are wizards, we come armed with tools, methodologies, and a pantry full of processes that most startups and scale-ups dream of.