Meallions: new food startup reality TV show on YouTube

Hi everybody! I am in Singapore right now and tomorrow is a big day for me and my team: we are launching new food startup reality-show – Meallions – at the Speciality & Fine Food Asia 2017 on July 19, 2017. The show will premiere on YouTube in October 2017.

It took me a long time to research new ways of promoting the idea of food-entrepreneurship. I noticed that a lot of potentially successful entrepreneurs from Russia, Asia and Europe needed a stimulus to get inspired and play the Big game. We want Meallions to be this kick!

The final episodes of both versions will be filmed in Singapore where finalists will have to test-sell their products on street markets.

15 startups from Asia and 15 from Europe and Russia will take part in the reality show, pitching their ideas for new food products with the ultimate goal of breaking into the global market. In the first 9 episodes, the entrepreneurs will live together on a campus and compete for a spot in the semi-finals, the stage when the products will be market-tested on the streets of New York and London. The final episodes of both versions will be filmed in Singapore where finalists will have to test-sell their products on street markets, stand behind the counter and give out samples to ordinary people and gather customer feedback. In the end, we will see two super entrepreneurs walk away from European and Asian versions and a cheque for $100,000 US dollars to roll out their products in new market. Angel investors will help participants ahead of elimination rounds along the way.

The first season of “Meallions” will consist of 12 episodes, and production is already underway for both the European and Asian versions. The Asian version begins in India and will be produced by A&P Group, owned by famous Bollywood actor, television producer, and director Arun Pandian. The final series of the first season will be shot in Singapore.

The winners will receive a cheque for $100,000 US dollars to roll out their products in new market.

I will take part in the show as a guest mentor. Being co-owner of NMGK group of companies and long-term partner of the Asian agriculture giant Wilmar International, I have extensive experience in food FMCG business and investing in food-startups. So, I have a lot to share with future stars of FMCG global markets. I will be joined by Andrey Ryvkin, whose gourmet product canned crab King Claw has already made its debut on the British market. Other Meallions mentors’ names who will lead participants to the victory we will be revealed soon.

Our Mabius Food Startup Centre will provide professional expertise, helping selected startups and mentors take part in the series, and shape the show’s content and format. Russia’s first food startup business-accelerator was founded in 2014 and now has five offices across Europe, CIS and Asia. Mabius has developed its own unique IT system to measure and predict a product’s future business prospects, using online focus groups and crowdsourcing techniques.

Young people without much experience in FMCG will set the hottest trends in the food industry.

A champagne reception with Meallions reality TV show team will be held at stand B18 at the Speciality & Fine Food Asia 2017 in Singapore on July 19, 2017. Please join us if you are in Singapore! If not, keep an eye on Singapor launch of Meallions in the media and bloggers, we’re aiming to update them by the end of the week.

I’m now going to throw some light on the rules of applying for the reality show, so that folks that prepare morally. Anyone can apply for Meallions as long as they speak fluent English and have a unique idea for a food product. Additional conditions will be announced soon, we’ll start accepting applications for both Asian and European versions on the 10th Aug 2017 on the project’s website – meallions.show. Filming will commence in September: European – in Sochi (Winter Olympics capital 2014), Asian – Chennai (India). First episode will be aired on YouTube in October.

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