PepsiCo incubator supports Erbology

PepsiCo Nutrition Greenhouse supports brainchild of LBS alumna

 201801  Business  Erbology

Erbology has been selected to participate in PepsiCo’s first collaborative incubator programme in Europe. Designed to support nutrition food and beverage entrepreneurs, the PepsiCo Nutrition Greenhouse programme offers Erbology a grant and six months partnering with PepsiCo experts to accelerate the growth of its business.

Founded in London by siblings Irina and Victor Turcan, Erbology creates organic wholefoods using powerful plants, carefully selected to balance the range. Irina is an LBS alumna from the 2010 Masters in Management (MiM) programme.

PepsiCo has launched an incubator programme to help nurture the ‘best and brightest’ entrepreneurs in the nutrition, health and wellness sectors. Eight breakthrough brands will benefit from a €25,000 ($26,500) grant, as well as ongoing support from PepsiCo’s incubator team. 

Erbology works in partnership with independent farmers and is, say its founders, on a mission to create healthy, ethically sourced food.

“Among our ingredients you’ll find plants such as Jerusalem artichoke, packed with prebiotic fibre, and sea buckthorn, rich in rare omega-7 fatty acids.  We also work with amaranth, which is known for its high-quality protein,” says Irina.

The PepsiCo Nutrition Greenhouse was launched in March 2017 and focuses on emerging nutrition, health and wellness brands founded in Europe. Erbology was chosen based on its product and brand qualities, focus on consumer health, scalable business model and uniqueness in the market.

Erbology partners with PepsiCo’s functional and brand experts in order to help it realise market potential, and with PepsiCo partners to address immediate market challenges and put in place plans to achieve accelerated growth.

Irina believes that what she terms the ‘wellness market’ has become exciting, with Erbology promising to play a unique role: “Healthy eating isn’t a short-term trend. People are increasingly looking for genuinely healthy food to manage their health. We turn rare plants into powerful and accessible foods that complement each other. We aim to inspire people to break free from supplement and diet mentality and embrace healthy eating as part of their daily routine. Erbology is thrilled to be part of the PepsiCo Nutrition Greenhouse programme as we seek to grow our community and expand our distribution across Europe and the US.”

For more information on PepsiCo Nutrition Greenhouse, go to