Seedlab Australia Launches 12th FMCG Bootcamp to Support Emerging Brands
Seedlab Australia has opened applications for Bootcamp 12, calling on early-stage fast-moving consumer goods (FMCG) startups to join its free, online business incubator program. The initiative aims to help aspiring founders refine their product-market fit, brand positioning, and retail readiness.
Funded by Woolworths, Seedlab’s Bootcamp provides targeted support to entrepreneurs across diverse food, non-alcoholic beverage, beauty, and home care categories. The program is tailored for producers with early traction who are looking to grow their operations and gain greater clarity on their commercial roadmaps.
Bootcamp 12 kicks off with a group of up to 100 selected participants, who will go through a two-week interactive sprint designed to strengthen foundational business skills. Participants also gain access to industry mentors and valuable feedback on their products’ potential in the retail space.
Those demonstrating the most promise during the Bootcamp may be chosen to join Seedlab’s intensive Accelerator program—Lab, giving brands the opportunity to further refine their strategy and connect with major retail partners, including Woolworths. To date, more than 90 alumni have graduated from the Lab program, with several now stocked nationally.
Dr Hazel MacTavish-West, founder and CEO of Seedlab Australia, noted that the program is filling a well-established capability gap in the Australian FMCG startup space. “Many startup founders have a great product idea but lack the business knowledge and retail literacy to scale. Seedlab gives them the tools, guidance and support needed to succeed,” she said.
Over 660 founders and co-founders from nearly 470 businesses have already taken part in the Bootcamp series. Participants commonly report a better understanding of pricing, compliance, and pitching—areas often cited as critical barriers to retail entry.
Applications for Bootcamp 12 are open nationwide to Australian businesses producing consumer-ready products aligned with Seedlab’s focus areas. Applicants must meet criteria that include being an Australian-registered business, producing safe and legal products, and demonstrating founder commitment to retail growth.
As consumer demand sharpens for innovative, purpose-driven brands, programs like Seedlab offer a clear pathway for small businesses to accelerate their development and scale sustainably in a competitive FMCG landscape.