Open call - Showcase your innovations to AB InBev, Coca-Cola and Procter & Gamble during The Impact Circle @Love Tomorrow

The European Innovation Council (EIC) is inviting EIC-backed start-ups and scale-ups to apply for the EIC Multi-Corporate Day with AB InBev,  Coca-Cola, and Procter & Gamble.  

This exclusive business acceleration initiative will offer curated, tailored preparation and guidance to maximise the opportunity to do business with decision makers of some of the largest corporations in the food and beverage, consumer goods and the fast-moving consumer goods (FMCG) sector. Selected EIC-beneficiaries will also gain access to a final networking, pitching and one-to-one activities taking place during “The Impact Circle”, an invitation-only event bringing top startups, investors and corporates at Love Tomorrow Summit in Boom (Belgium) on 23-25 July 2025.

Don’t miss this unique opportunity and apply by 9 June 2025

Application to the EIC Multi-corporate Day with  

AB InBev, Coca Cola and Procter & Gamble during the Impact Circle Event. 

The services, provided by the EIC to the selected EIC-backed companies, includes dedicated training, mentoring, pitch dry runs, and further support to present their solutions in an in-person pitching and matching session in July with the corporations' decision-makers. Additionally, EIC companies will also benefit from post-event support to maximise the impact of their business proposals, participating in a high-level networking dinner and tickets to participate in the main event. 

AB InBev, Coca Cola and Procter & Gamble (P&G) are global leaders in the entertainment and consumer goods sectors, with a combined presence in over 200 countries. These companies play a pivotal role in shaping everyday consumer experiences through the development, production, and distribution of iconic brands and essential products. With a collective workforce of over 250,000 employees and a combined revenue of more than EUR 170 billion in 2023, these companies are committed to driving innovation and sustainability in the food and beverage, consumer goods, FMCG, and biotech industries. 

Why apply? 

The selected EIC-backed companies will benefit from: 

• Personalised preparatory support, including a group session with AB InBev, Coca Cola and P&G, a 1-to-1 session with business experts, high-quality feedback to adjust the pitch deck, pitch dry run, and business proposal review. 

• Privileged access to high-level decision-makers within AB InBev, Coca Cola and P&G 

• Knowledge-sharing and networking for future business. 

• Possibility to initiate collaborations, strategic partnerships, or enter new markets with AB InBev, Coca Cola and P&G. 

• Access to The Impact Circle event at Love Tomorrow Summit (23-25 July 2025) in Boom (Belgium). 

Who can apply? 

This call is open ONLY for EIC-backed start-ups, scale-ups and SMEs. 

Ab InBev, Coca Cola and P&G are seeking disruptive technologies and innovative solutions provided by EIC-backed start-ups that can be applied to the food and beverage, consumer goods, manufacturing, and biotech sectors. Please find here the detailed breakdown of each of the following focus areas and innovation priorities: 

AB InBev innovation priorities:

Health & Wellness 

• Improve Calories, Carbs, and Sugar: Develop technologies that help lower the calorie, carbohydrate, and sugar content of our products while maintaining taste and quality 

• Enhancing Nutritional Value: Methods to increase macro- and micronutrient value of our beverages through innovative raw materials & process—beyond traditional fortification 

• Fermentation-Based Flavor Solutions: Utilize fermentation as an in product & in process alternative to flavor addition in non-alcoholic & alcoholic beverages 

Pasteurization 

• Alternative methods for pasteurization 

Process optimization 

• Technologies enabling process efficiencies and sustainability 

Packaging customization and recycling 

• How can we create new ways for consumers to customize their beer, making each drink unique to their preferences 

• Smart packaging to unlock consumer insights 

• Multi censorial packaging experience 

• Increased recycled content 

Coca-Cola innovation priorities:

Ingredient & product innovation 

• Sweetener challenge 

• Digital transformation – Product innovation platform 

• Digital transformation – predictive modelling applied to sensory & consumer research 

• Product innovation 

Packaging 

• Packaging R&D 

• Reduce, Reuse, Recycle 

Water and Climate 

• Water stewardship 

• Climate Action 

Supply Chain, Manufacturing & Logistics 

• Packaging operations 

• Microbiological performance & hygiene monitoring 

• Filler & seamer performance optimisation 

Occupational Safety & contextual risk insights 

Procter & Gamble innovation priorities:

New safe and sustainable materials and ingredients 

• Novel polymers 

• Perfume materials via fermentation 

• Carbon capture proof of concepts 

• Novel preservative and surfactant solutions 

• Fragrance actives 

Circular economy solutions 

• Packaging innovations 

• Digital traceability 

• Sustainability metrics 

Elevate manufacturing sites towards net-zero impact 

• Energy and resource management 

Leveraging AI for innovation 

• Consumer research 

• Marketing optimization 

• Production process efficiency 

Robotics for sustainability and efficiency 

• Packaging and logistics 

• Production processes 

• Consumer engagement 

EIC-backed companies can apply here 

Please acknowledge that the information you provide on the application form will be shared with Ab InBev, Coca-Cola and Procter & Gamble, who will select the participants based on their business interests and strategic goals. 

What happens after your application? 

The EIC team will contact all selected applicants once the process is finished. However, this contact does not include feedback or recommendations for those not selected. 

If selected, participants must be available for the entire duration of the programme, which includes the preparation phase (online training sessions, pitch checks, and business proposal reviews), the event days (in-person) on 23-25 July 2025, and follow-up activities. Selected companies must be represented by C-level executives. Additionally, selected participants will be responsible for arranging and covering their travel and accommodation costs. 

All participants are expected to fill out a brief satisfaction survey shortly after the matchmaking opportunity and a business impact survey after six months. Failure to do so may lead to exclusion from future EIC Business Acceleration Services. 

Cancellation policy 

Cancellations will only be considered in duly documented cases of "force majeure". Unjustified cancellation can lead to exclusion in future EIC Business Acceleration Services business opportunities. For additional information, please refer to our Helpdesk (please choose "EIC Multi-Corporate Day with AB InBev, Coca Cola and Procter & Gamble during the Impact Circle" as the subject). 

About the EIC Corporate Partnership Programme 

This call and service are part of the EIC Corporate Partnership Programme, an initiative of the EIC Business Acceleration Services supporting EIC-backed companies looking to scale by securing new customers and business partners. To date, more than 1,500 EIC-backed start-ups and scale-ups, together with over 2,500 high-level representatives from more than 100 large companies, have taken part in the programme, resulting in significant impacts on organisations, tracking progress, and closing deals, often within 6 months. 

About the EIC Business Acceleration Services 

This opportunity is brought to you by the EIC Business Acceleration Services. To explore other opportunities to connect with the largest corporations in Europe, keep an eye on our events page. 

Stay up to date! 

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About our corporate partners  

AB InBev is the world's largest beer company with roughly 170,000 employees and annual revenue exceeding USD 50 billion. Operating in nearly 50 countries with brands like Budweiser and Corona, AB InBev has established their 100+ Accelerator programme focusing on circular packaging, smart agriculture, water stewardship, and climate action. They are interested in start-ups developing fermentation innovations, precision agriculture solutions, water purification technologies, and consumer engagement platforms that promote responsible consumption while enhancing brand loyalty. 

The Coca-Cola Company is the world's largest non-alcoholic beverage company with operations in over 200 countries, approximately 80,000 employees, and annual revenue of about USD 45 billion. Beyond their iconic beverage brands, they are actively pursuing innovations in sustainable packaging, digital engagement platforms, and alternative ingredients. Coca-Cola seeks partnerships with startups developing plastic alternatives, carbon capture technologies, blockchain for supply chain transparency, and interactive marketing solutions that connect physical products with digital experiences. 

Procter & Gamble (P&G) is a multinational consumer goods corporation with over 100,000 employees and an annual revenue of approximately USD 80 billion. Operating in 180 countries with brands like Tide, Pampers, and Gillette, P&G is focused on digital transformation of consumer experiences, sustainability initiatives, and smart packaging innovations. The company is looking to collaborate with startups developing IoT-enabled consumer products, AI for personalized marketing, biodegradable materials, and technologies that reduce water and energy consumption across their product lifecycle. 

The Impact Circle is an initiative within the Love Tomorrow event, which takes place between the two weekends of Tomorrowland. Love Tomorrow is an event that, for the third year, is expected to attract 7,000 attendees. It features keynotes and panels focused on impact entrepreneurship, science and technology, entertainment, and broader topics such as socio-economic issues, health, and the environment. Some of this year's speakers include: 

• David De Schutter, Global Vice President of GITEC at AB InBev 

• Sevim Aktas, Policy Officer, European Commission and Founder of Inside EU Climate & Careers 

• Koen Schoors, Economics Professor at Ghent University 

• Dennis Clarijs, Head of Remote Sensing Services at VITO 

The Impact Circle project, integrated into the Love Tomorrow event, aims to create a platform to foster collaboration between large corporations, start-ups, and investors. This year, the Impact Circle will host around 700 attendees, including 1/3 startups, 1/3 investors, and 1/3 corporates such as Procter & Gamble, Coca-Cola, AB InBev, KPMG, VITO, Port of Antwerp, Port of Rotterdam, European Property Association, Amazon Web Services (AWS), and the European Space Agency.