Finnish FoodTech wins startup competition for vegan cheese alternatives from Lidl and ProVeg

Finnish start-up Mö Foods is one of the winners of the start-up competition for vegan cheese alternatives organized by Lidl together with the ProVeg Incubator. The company will celebrate its premiere in German food retail from mid-February 2026: the feta alternative "Mö Foods Greek Style" will initially be available in selected Lidl stores.

Competition for the next generation of plant-based cheese products

The aim of the competition was to bring innovative plant-based alternatives to Gouda, Camembert and the like from the start-up world to the mass market. At the same time, young companies were to be supported in entering the market. A total of 55 international applications were received in 2025. The jury was ultimately won over by Mö Foods with its combination of sensory quality, technological maturity and scalability.

Oats instead of milk

Mö Foods was founded by sisters Annamari Jukkola (CEO) and Marjaana Vuorio (CCO), who grew up on a dairy farm. Instead of animal milk, they use oats as the raw material base and thus continue their family's cheese tradition in plant-based form. At the heart of the innovation is a patented zero-waste technology that works without side streams and has been specially developed for the production of cheese alternatives.

Based on a specially developed oat drink, products are created that are intended to imitate the taste and consistency of classic milk cheese. Another advantage is the resulting improved carbon footprint.

Sensory properties and suitability for everyday use impress the jury

In addition to sustainability, suitability for everyday use played a major role in the selection process. Both Lidl and ProVeg emphasized the sensory quality of the products. The aim is to take plant-based cheese alternatives out of their niche and make them accessible to a broad customer base.

Market launch as a starting point for further innovations

The sales launch of "Mö Foods Greek Style" marks the start of further innovations in the chilled section. Lidl is already working with other finalists in the competition to develop their concepts to market maturity. The initiative is part of the company's long-term strategy of continuously expanding its vegan variety and providing targeted support to start-ups as they scale up. This puts Lidl more in the spotlight as a potential partner for food & beverage start-ups. The chances don't seem to be bad for the start-ups if they can demonstrate a solid product, based solely on the fact that they are now working with several participants from a competition with 55. It is important to remember that this is the highly competitive chiller cabinet.