New Innovation Company
Your
Gateway
to the
DACH Market.
New Innovation Company helps innovative food, FMCG and consumer brands
enter and grow in Germany, Austria and Switzerland — with strategy, sales access,
the right partners and hands-on execution.





Market Entry DACH
We reduce complexity. You capture opportunity.
Germany, Austria and Switzerland represent one of the largest and most sophisticated consumer markets in Europe. But for international brands, the complexity is frequently underestimated. The DACH region has its own trade logic, buying culture, pricing expectations and regulatory requirements — and what works in the UK, US or Southern Europe often does not translate directly.
New Innovation Company reduces this complexity by combining strategic market knowledge with an operational network that opens doors where cold outreach rarely works.
What International Brands Often Underestimate
  • Highly consolidated retail and wholesale structures
  • Price architecture and margin logic specific to the German trade
  • Opaque buyer access and long decision cycles
  • Foodservice and wholesale entry barriers
  • Language, labelling and packaging requirements
  • Regulatory and compliance complexity
  • Logistics, minimum order quantities and distribution setup
  • Category fit and local consumer positioning
  • Building trust with decision-makers over time
About Us
Two founders. One mission.
David Trümner and Attilio Antonucci combine strategic and operational expertise to help brands grow in DACH.
Attilio Antonucci — Retail & Foodservice Expert
Attilio brings hands-on retail and foodservice expertise to New Innovation Company. With experience in trade environments including METRO and Deutsche See, as well as key account management and sustainable sales structures, he helps brands navigate the commercial reality of the DACH market. Attilio understands how buyers think, what distributors need and how to translate strong product potential into real sales conversations. His practical knowledge bridges the gap between a brand's ambitions and the operational demands of German trade.
David Trümner — Account & Foodservice Expert
David brings over a decade of experience in the food and consumer goods industry, with a strong focus on innovation, New Food, plant-based categories and sustainable consumer products. He helps brands understand the German-speaking market from the inside: sharpening positioning, identifying the right sales channels, developing commercial materials and building the network connections that accelerate market entry. David is a practical operator, mentor and networker within the DACH food innovation ecosystem — not only a strategic advisor, but someone who executes alongside his clients.
Our Companies
Two Companies. One DACH Market. Full Coverage.
Together, New Food Company and International Export Solutions form a complementary duo — each with a distinct focus, united by the same mission: getting the right brands into the right hands across Germany, Austria and Switzerland.
New Food Company
The Vegan & Plant-Based Specialists
With 14+ years of experience and 50+ successful projects, New Food Company is the go-to partner for vegan and plant-based brands entering the DACH market. As a ProVeg partner and V-Label jury member, David Trümner and his team bring unmatched credibility and deep category expertise in the fast-growing vegan segment — from retail listings to foodservice distribution and private label development.
  • Vegan & plant-based brands
  • Retail & foodservice distribution
  • Private label development
  • Assortment consulting for retailers & wholesalers
International Export Solutions
The Broad FMCG & Food Specialists
International Export Solutions, led by Attilio Antonucci, specialises in bringing international food and FMCG brands of all categories into the DACH market — and beyond into Italy. From nuts and seafood to premium meats and specialty foods, the company handles product placement, retail access, compliance, and on-the-ground negotiation so brands don't have to travel or navigate the market alone.
  • All food & FMCG categories
  • Retail chains, wholesalers & foodservice
  • Compliance & certification
  • On-site representation & negotiation
Together, we cover the full spectrum — from niche vegan innovation to mainstream FMCG — giving your brand the right entry point into DACH.
Services
Our Services
Our services cover the full journey from first market assessment to long-term commercial representation in DACH. Every engagement is tailored — we work with brands at different stages, from first exploration to active sales acceleration.
DACH Market Entry Strategy
Market fit analysis, category potential assessment, positioning, price architecture, channel strategy and a clear go-to-market roadmap tailored to the German-speaking market.
Sales & Distribution Access
Direct access to relevant conversations in wholesale, foodservice, retail, with distributors, importers and strategic commercial partners across Germany, Austria and Switzerland.
Product & Portfolio Localisation
Adapting your product story, sales materials, packaging logic, assortment structure and brand communication for German-speaking buyers and consumers.
Partner Search & Business Development
Identifying, approaching and developing the right commercial partners — importers, distributors, co-manufacturers, foodservice operators and retail buyers — across DACH.
Sampling, Tastings & Trade Activation
Organising product presentations, buyer tastings, market feedback loops, trade fair support and face-to-face activation to build credibility and generate first interest.
Ongoing Local Representation
Long-term support as a local commercial partner, sales representative or business development extension — keeping your brand active and visible in the DACH market.
Our Process
From First Contact to First Sales Conversations
We follow a structured, transparent process — designed to give brands clarity fast and move toward real commercial outcomes without wasting time on generic market reports.
01
01 Market Fit Check
We evaluate your product, category, pricing and market potential in DACH. Honest, direct, actionable.
02
02 Go-to-Market Roadmap
We define target channels, sales priorities and the first concrete activation steps for your brand.
03
03 Partner & Customer Access
We identify and approach relevant buyers, distributors, foodservice operators and wholesale structures.
04
04 Activation & Feedback
We support tastings, sampling, sales conversations and gather structured market feedback.
05
05 Growth & Representation
We help brands build momentum, secure partnerships and scale their long-term DACH presence.
Who We Work With
Built for Ambitious Brands Entering a Demanding Market
New Innovation Company works with a focused set of partners — brands that have a strong product, a clear ambition and the readiness to invest in a serious market entry process. We are not a volume agency. We are a strategic partner for brands that want to do DACH right.
International Food & Consumer Brands
Brands from Europe, North America, Asia-Pacific and beyond that are ready to enter Germany, Austria or Switzerland with a structured, professional approach.
Start-ups & Scale-ups
Innovative companies with strong products in New Food, plant-based, convenience, sustainability or FMCG — seeking their first serious DACH traction.
Manufacturers Seeking Distribution
Established producers looking for the right importer, distributor, wholesale access or foodservice entry point in the German-speaking market.
Investors, Incubators & Accelerators
VCs, food-tech investors and accelerator programmes that want to give their portfolio companies a real competitive advantage in the DACH market.
Experience & Cases
Practical Experience Across the DACH Food Landscape
New Innovation Company is built on real market experience — not theoretical frameworks. David and Attilio have worked across retail, wholesale, foodservice, key account management, brand consulting and market entry projects in the German-speaking region over many years.
We understand how German retail buyers evaluate new products, what foodservice operators look for, how wholesale structures work and what it takes to build sustainable commercial relationships in DACH. Our experience spans categories including plant-based food, innovative FMCG, sustainable consumer goods, Foodservice concepts and premium retail brands.
Areas of Hands-On Experience
Retail channel entry and listing preparation for innovative food brands
Foodservice sales structures and operator access in DACH
Wholesale and cash-and-carry channel development
New Food, plant-based and sustainable product positioning
Key account management in established trade environments
Trade fair presence and buyer-facing brand activation
Partner identification, importer search and distributor development
Partner With Us
Become a DACH Market Partner
New Innovation Company is actively building a network of like-minded partners who share our commitment to bringing innovative, high-quality brands into the German-speaking market. We collaborate with importers, distributors, foodservice operators, retail buyers, brokers, consultants, investors and trade associations.
Importers & Distributors
Looking for exciting new brands to add to your portfolio? We connect you with pre-screened international brands that match DACH market requirements and your assortment strategy.
Foodservice Operators & Buyers
We bring you relevant product innovations and new concepts before they hit mainstream retail — and support the sampling and evaluation process from start to finish.
Investors & Accelerators
Partner with us to give your portfolio companies a structured, founder-led pathway into the DACH market — with real connections, real feedback and real commercial outcomes.
Consultants & Trade Advisors
If you work with international brands seeking DACH market access, we welcome collaboration with experienced consultants, lawyers, logistics partners and trade advisors.
Become a Partner
Apply for a DACH Market Entry Check
Tell us about your brand and what you are looking for. We review every application personally and respond with an honest assessment of fit, priorities and potential next steps. No automated responses, no generic proposals.
What Happens Next
We review your submission within 3–5 business days. If there is a potential fit, we will reach out to schedule a focused 30-minute market entry call. We do not share your information with third parties and we do not send newsletters or unsolicited follow-ups.
Prefer to reach out directly?
You are welcome to contact David or Attilio directly via LinkedIn or email. Details are available on request.
Ready to Enter the DACH Market?
New Innovation Company. Market entry, sales access and growth execution for innovative brands in Germany, Austria and Switzerland.
14+
Years of Experience
Combined food & trade expertise in DACH
3
Markets Covered
Germany, Austria and Switzerland
6
Service Areas
From strategy to long-term representation
Impressum
New Food Company – David Trümner (Einzelunternehmen)
Office Hamburg
Stockmeyerstraße 43 (Hafenquartier)
D-20457 Hamburg HafenCity
David Trümner – New Food Company
Rahlstedter Str. 136
D–22143 Hamburg, Germany
Kontakt
Telefon: +49 1577 3134420
Wichtiger Hinweis zur Zuordnung
Der jeweilige Vertragspartner ergibt sich aus dem konkreten Angebot/der Auftragsbestätigung. Auf Angebotsseiten wird der Vertragspartner jeweils direkt ausgewiesen.
Streitbeilegung
Die Europäische Kommission stellt eine Plattform zur Online-Streitbeilegung (OS) bereit: https://ec.europa.eu/consumers/odr/
Wir sind bereit, an einem außergerichtlichen Schlichtungsverfahren vor einer Verbraucherschlichtungsstelle teilzunehmen. Zuständig ist die Allgemeine Verbraucherschlichtungsstelle des Zentrums für Schlichtung e.V., Straßburger Straße 8, 77694 Kehl am Rhein, www.verbraucher-schlichter.de