Submit offer Fúli: Go‑to‑market strategy, market trends, and entry pathways into Sweden

1.    GENERAL INFORMATION:
Date: 27th of March 2026 
Questions and proposals should be directed to: Claus Mortensen – Head of Business Acceleration at Food & Bio Cluster Denmark
Phone and email: +45 4030 4820 / cm@foodbiocluster.dk

2.    PRESENTATION OF THE ISSUING ORGANIZATION:
Food & Bio Cluster Denmark is the national cluster for food and bioresources in Denmark. The organization supports innovation and sustainable development and facilitates collaboration between startups, corporates, and investors. 

With a network of over 500 startups and participation in Denmark’s largest accelerator, Beyond Beta, the cluster focuses on commercialization and internationalization of solutions within foodtech, agtech, and biosolutions.

3.    DESCRIPTION OF THE TASK UNDER MARKET EXPLORATION:

One of the startups in Beyond Beta is Fúli. Fúli is a food company focused on traditional Chinese flavors made with local ingredients, best known for its dumplings, including soup dumplings, produced in Denmark.

Fúli is now exploring opportunities to expand beyond the Danish market, with a particular interest in Southern Sweden as a first step. The company sees growing interest from foodservice, Asian‑focused retail, and potential private‑label partners, but needs structured support to understand market dynamics, pricing logic, access routes, and go‑to‑market strategies in a Swedish context.

The task under market exploration is aimed at engaging an industry or market consultant who can spar with the Fúli team on go‑to‑market strategy, market trends, and entry pathways. This includes exploring access to Asian‑focused shops and restaurants, foodservice players, potential private‑label collaborations, and selected retail opportunities, where pricing, margins, and positioning are critical.

The consultant will support Fúli in building a realistic and commercially grounded view of the Swedish market, including how to approach partners, how to position the product, and how market dynamics differ from Denmark.

OBJECTIVES AND SUCCESS CRITERIA:

·         To provide strategic sparring with the Fúli team on go‑to‑market strategies and market trends relevant to Sweden.

·         To assess access routes to the Swedish market, including Asian‑focused shops, restaurants, 

·         Foodservice players, private‑label opportunities, and selected retail channels.

·         To clarify pricing logic, margins, and positioning, including how price sensitivity and purchasing structures differ from Denmark.

·         To support Fúli in understanding market dynamics, buyer expectations, and how to approach dialogues with potential customers and partners.

Success criteria

·         Spare with the Fuli team on market entry outlining market potential, key segments, access routes, and main risks.

·         Clear identification of relevant target segments (e.g. foodservice, Asian retail, private label, selected retail) and their attractiveness.

·         Practical sparring and guidance that strengthens the Fúli team’s readiness to engage in concrete market dialogues.

·         A clear assessment of whether and how Fúli should target the Swedish market, including recommended, next steps and priority actions.

4.    BUDGET AND PROPOSAL SPECIFICATION

Budget: 30.000DKK

Deadline for submission: 20th of April 2026 through the link below. 

Expected project start: Start/mid May 2026

The proposal must include:
• Date on offer
• Brief presentation of the bidder incl. references from similar assignments
• Suggested team and approach
• Price and hourly rate
• Any applicable discounts
• Overall timeline
• Assumptions and conditions (contract template should be provided)

The agreement will be entered into between FBCD A/S (Food & Bio Cluster Denmark) and the selected bidder/consultant.

5.    BACKGROUND FOR THE CALL:

This call is part of a requirement for sound financial management and documentation of market pricing.
Only proposals for the requested advisory service will be accepted. Implementation and execution services are not included.