From June 16 to 18, 2025, the EIT Food Challenge Labs competition was held online and on-site at the Faculty of Food Technology and Biotechnology, organized by EIT Food Hub Croatia.
The program brought together students, young professionals, and experts to jointly work on finding solutions to real challenges in the food industry. The main challenge was:
“How can we design and successfully position a functional whey- and fruit-based beverage that appeals to Croatian consumers and succeeds in the market?”
What Is Whey?
Whey is a highly nutritious liquid produced as a byproduct of cheese manufacturing. In many countries, it is discarded or used as animal feed. In Austria and Germany, fruit-based whey drinks (such as Lattella) are popular across all age groups.
In Croatia, despite strong local cheese production, such functional beverages have not gained market traction. Producers are often required to pay for the disposal of acidic whey, creating an additional economic burden. The potential for sustainable, locally produced solutions exists, but consumers are not accustomed to such products, and branding and marketing have not been aligned with local tastes or trends.
What Did the Competition Look Like?
After introductory lectures and a presentation of the challenge, participants formed teams based on their interests and worked on the Challenge Labs platform. Over the course of two days, they developed innovative solutions with mentor support. Teams addressed key questions such as: why whey is not popular in Croatia, who the potential consumers are, how to position whey as a “cool” and sustainable beverage, what innovations could enhance the product, and what a market entry strategy might look like. On the final Pitch Day, teams presented their solutions to an expert jury.
Awarded Teams for the Best Ideas
WheyUp – an innovative functional whey-based drink with freeze-dried peach, promoting health, sustainability, and fun through interactive consumption
GreenDeal – a line of practical, nutrient-rich whey and fruit beverages designed for young and working consumers
Trashformers – a functional beverage for environmentally conscious, on-the-go consumers, with packaging and distribution tailored to sustainability
Conclusion
Projects like this are important because they encourage the practical application of knowledge, interdisciplinary collaboration, and the development of sustainable solutions with real impact. If you organize similar initiatives or are interested in collaboration, feel free to contact us!
“Addressing the challenge of popularizing fruit-based whey beverages in Croatia was extremely motivating and further strengthened the competitive spirit within our team. We focused on transforming a byproduct into an innovative, sustainable, and market-attractive product, while developing concrete strategies for successful market entry and consumer engagement. Through dynamic and intensive teamwork, we gained valuable insights into marketing, branding, and the importance of educating the market. This experience showed us how creativity and team collaboration can lead to real, applicable solutions in the food industry and achieve outstanding results.” – WheyUp
