About the Challenge

Our food choices have a significant impact on our health, society, and the environment. Plant-based food is a multiproblem solution to several global challenges, including climate change, food security, animal welfare, and health and pandemics.

In response to the growing global shift towards plant-based living and as a means of attracting young talent to pioneer plant-based food innovation, ProVeg is launching the Food Innovation Challenge across Southeast Asia, in partnership with World Animal Protection.

If you are passionate about promoting a sustainable lifestyle, creating delicious healthy food, and reducing animal consumption, apply immediately!

Why Asia?

The Asia Pacific region has the largest share of plant-based consumers globally. Given the increasing awareness of health and environment, the region is also expected to constitute the largest share of the global plant-based food sector in the near future. ProVeg wants to help transform the most innovative, impactful, and sustainable plant-based food ideas into successful quality products.

Why plant-based?

HEALTH Five Pro Icon


ANIMALS Five Pro Icon




JUSTICE Five Pro Icon


TASTE Five Pro Icon


What’s the outcome for the finalists?

The finalists of the ProVeg Food Innovation Challenge will have the potential opportunity to:

  • Receive mentorship and potential internship opportunities from leading food and beverage companies
  • Gain real-world experience and hone essential
    food-innovation skills
  • Meet peers from the 10 ASEAN countries
  • Win a share of cash awards totalling 5,000 USD

1st Place

1,500 USD

2nd Place x2

1,000 USD

3rd Place x3

500 USD

All 125 groups of participants have been awarded with the ProVeg Food Innovation Challenge certificate by ProVeg International.

Selection Criteria

Impact: 30%

Projected revenue, profitability, and growth, taking competition and substitutes into consideration.

Creativity: 20%

Teams should clearly explain how their project is innovative and different from what is currently available in the sector.

Feasibility: 20%

Feasibility of product (or campaign) ideas, including formulation, manufacturing, supply chain, and distribution.

Launch Plan: 20%

Teams should clearly explain how they would introduce their products to the market and what it would take to do so.

Online Voting: 10%

The online voting will be launched from 25 May to 7 June. Final results will be announced during the Final Award Ceremony.

  • Nuti Hutasingh

    Student from Chulalongkorn University, Thailand

    Nuti invited the most friends to the Facebook group, winning the first round of ‘Friends inspire friends’ competition. As one of the most influential participants, Nuti received a a gift from CPF worth 550 Thai Baht.

  • Vera Lynn Lam Yen

    Student from UCSI University, Malaysia

    Vera invited five teams to join the challenge, winning the second round of ‘Friends inspire friends’ competition. As one of the most influential participants, Vera received a free pass to the New Food Invest event and to the New Food Conference event, courtesy of ProVeg.

  • Isabelle Geh Zhen-Xin and Ng Hsing Fan

    Students from International Medical University and Universiti TunKu Abdul Rahman, Malaysia

    Isabelle Geh Zhen-Xin and Ng Hsing Fan submitted their team’s idea proposal before 10 February and won the first round of the Early Bird Submission lucky draw.

  • Bevhia Moza Agusthi, Rana Hafizhah Haura, Hasna Nida Putri Nabillah and Naysha Arrayyanni

    Students from Sahid University of Jakarta, Indonesia

    Bevhia Moza Agusthi, Rana Hafizhah Haura, Hasna Nida Putri Nabillah and Naysha Arrayyanni submitted their team’s idea proposal before 2 March and won the second round of the Early Bird Submission lucky draw.

About World Animal Protection

For 55 years World Animal Protection has been protecting animals from needless suffering. From the frontlines of disaster zones to the boardrooms of large corporations, we are fighting to create better lives for all animals. From the jungle to the oceans, wild animals face ongoing threats of cruelty and abuse. But genuine, long-lasting change is possible. Which is why we help governments and communities worldwide to protect wild animals. By supporting our campaigns, you can help to keep wild animals safe and wild. With 14 offices around the world, our mission is to create a better world for animals. This means that we end the needless suffering of animals, we influence decision makers to put animals on the global agenda, we help the world see how important animals are to all of us, and we inspire people to change animals’ lives for the better. In short, we move the world to protect animals – and keep them in the wild. We believe that animals, and people, deserve a better world. Together, we can end this cruelty. Join our global movement of animal protectors now.

About ProVeg

ProVeg is an international food awareness organisation working to transform the global food system by replacing conventional animal-based products with plant-based and cultured alternatives. ProVeg works with international decision-making bodies, governments, food producers, investors, the media, and the general public to help the world transition to a society and economy that are less dependent on animal agriculture and more sustainable for humans, animals, and the planet. ProVeg has permanent-observer status with the UNFCCC, is accredited for UNEA, and has received the United Nations’ Momentum for Change Award.