In this month's edition of 'Start-up spotlight,' which champions smaller and earlier-stage businesses innovating in the plant-based space, we speak to Força Foods. The US-based company has developed MILKish, the 'world's first' watermelon seed milk, aiming to bring fresh innovation to a category dominated by soya, oat and almond options. Guilherme Maia Silva, Força Foods' founder, tells us more.

What led to the establishment of Força Foods and what is the company’s long-term mission?

Força was created to craft 'better-for' alternatives: products that are not just better for you, but also better for the environment. We are on a mission to empower healthier lives and a thriving planet with the power of watermelon seeds – a sustainable superfood. Our long-term goal is to continue being at the forefront of innovation by bringing novelty and competitive products to various categories.

Why did you focus on watermelon seeds?

Because of my background in agriculture and plant sciences, I really fell in love with watermelon seeds due to their sustainability attributes. Being a drought-tolerant fruit, watermelons really stood out to me as incredibly nutritious while requiring a fraction of the water to grow. The seeds themselves pack more protein than almonds, while requiring 99% less water to grow! Not to mention that watermelon seeds are also rich in antioxidants and essential minerals.

How does this product differentiate itself within the crowded plant-based milk alternatives market?

MILKish is the world’s first watermelon seed milk, bringing innovation to a category that is famously dominated by almonds, oats and soy. We set out to create a plant-based milk that’s not only delicious but also incredibly versatile. With its smooth texture and delicious flavour, MILKish complements everything from coffee and matcha to cereal and beyond, making it a game-changer for anyone looking for a new, functional and sustainable alternative.

In your view, what are some of the biggest challenges currently faced by the plant-based dairy industry and how does Força Foods hope to address these?

I believe the plant-based milk industry is experiencing a shift in consumer preferences, habits and perceptions. As awareness grows around the environmental impact of almonds and the high glycemic index of oat milk due to processing – often compounded by added sugars – consumers are becoming more curious about alternative options. MILKish is here to provide an outlet for those consumers, to integrate a superfood into their diet without compromising on flavour, texture or functionality.

Have there been any particular challenges for Força Foods so far?

As with all start-ups, there are many challenges we face. Right now, our biggest challenge is gaining access to retail and expanding our distribution, as breaking into the competitive retail space requires strong relationships, strategic positioning and consumer demand.

However, we are well underway to achieving our retail goals and have already seen amazing velocities and retail success with our current partners. We are also making great progress in our existing relationships with various retailers to bring MILKish onto their shelves, further expanding our reach and availability.

What has been the company’s biggest achievement to date?

As the founder, in my opinion, our biggest achievement to date is receiving all the amazing feedback we receive on a daily basis! Seeing customers resonate so deeply with MILKish is incredibly rewarding, especially knowing the time, effort and dedication that went into developing this product. Every positive review, repeat purchase and customer story reinforces that we’re not just creating a competitive plant-based milk – we’re building a brand that truly connects with people and their values.

What’s next for Força Foods? Any big plans in the pipeline?

We’re focused on expanding MILKish’s retail availability while growing nationwide brand awareness. Our mission to spotlight watermelon seeds as the next viral superfood continues to drive us forward. We’ve shipped MILKish across the US and have exciting marketing campaigns, social media partnerships and retail expansion plans in the works to introduce even more people to watermelon seed milk.

For aspiring start-ups in the food and beverage industry, what valuable advice or insights would you share to help them navigate the challenges and opportunities in this dynamic sector?

My advice is to be diligent in researching your market and understanding your consumers. The food and beverage industry is dynamic, and I believe that success comes from balancing creativity with strategic execution. Build a strong brand story, listen to consumer feedback, and stay adaptable. Surround yourself with a network of mentors, industry experts and fellow entrepreneurs who can offer guidance and support. Lastly, persistence is key –setbacks will happen, but staying resilient and continuously learning will set you apart.