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CP Group Launches Healthylicious Pitching Program to Scale Food Startups Internationally
Brickinfo News Agency – Charoen Pokphand Group (CP Group) has officially launched the “Healthylicious: Food • Drink • Snack Pitching Program” as a key initiative under the CP Innovation Exposition 2026. The program marks the first time the conglomerate has opened a full-scale food innovation competition to external participants, including researchers, startups, SMEs, and entrepreneurs across Thailand. Selected participants will gain access to CP Group’s global network spanning over 17 countries, allowing them to scale their products through co-investment, business development, and market expansion.
The pitching initiative is designed to address shifting global consumer behaviors that prioritize health, nutrition, sustainability, and great taste. CP Group aims to discover high-potential food, beverage, and snack products that can be developed into viable commercial businesses. The competition offers various collaboration models for participants, including equity investment, intellectual property (IP) licensing, product co-development, industrial-scale manufacturing, and joint ventures. At the initial application stage, teams are not required to specify investment amounts or equity ownership structures.
The selection process will consist of four competitive rounds: Product Concept, CP Synergy & Pitch, Market Opportunity, and the Final Pitch. The applicant pool will be progressively shortlisted to 30 teams, then 10 teams, and ultimately five finalists who will present their innovations to a panel of senior executives. These finalists will leverage CP Group’s end-to-end capabilities in production, technology, supply chain management, and marketing to bring their culinary innovations to the market.
“Healthylicious is a space for new possibilities, where external innovators, researchers, startups, and entrepreneurs with high-potential ideas can bring their food, drink and snack innovations to life,” said Sigve Brekke, Group Chief Executive Officer of True Corporation Plc. and Chairman of CP Innovation Exposition 2026. “Through the program, they will gain access to CP Group’s end-to-end capabilities across investment, production, technology, supply chain, and business networks in 17 countries, helping these innovations move from concept to market, and from market to long-term growth. With Thailand’s health and wellness food market growing at more than 10% a year, and the country being one of the few in the world with three UNESCO Creative Cities of Gastronomy, Phuket, Phetchaburi, and Songkhla, food is a powerful economic driver. As consumers increasingly seek products that combine health, nutrition, great taste, and sustainability, this creates an important opportunity to turn innovative products into scalable business growth.”
Applications for the Healthylicious Pitching Program are open from July 1 to July 31, 2026. Participation is free of charge with no limit on the number of teams that can apply. Interested applicants are required to submit their product concepts alongside an introductory video and pitch deck through the official program website. The CP Innovation Exposition 2026 event is scheduled to take place later this year from October 20 to October 22, 2026.
