With the confirmation that the spin-off pitch battle will be making a come-back at 4YFN25, as part of the University & Spin-off Hub, we’ve caught up with ColorSensing: winner of the Spin-off pitch battle at 4YFN24.
ColorSensing aims to reduce food waste and improve safety with a unique smart packaging technology. Driven by research from the University of Barcelona, the team overcame early challenges to bring their innovative solution to market, transforming how food quality is monitored.
We spoke with CEO María Eugenia Martín to hear more about their pioneering work and how winning the competition has helped out with their path so far. We also heard from Matheus Provinciali, Head of Innovation and Entrepreneurship at StartUB!, about how the University of Barcelona has been supporting ColorSensing and other innovative projects sprouting from its vibrant research community.
Maria, could you share the story behind your startup? What was the inspiration behind creating ColorSensing, and what unique challenges did you face in the field?
Maria: ColorSensing was born in 2018 from the intersection of academic research and the desire to make a tangible impact on the food industry. I used my experience in innovation management and a passion for technology transfer, and teamed up with Dr. Daniel Prades, whose research group at the University of Barcelona developed the core technology to solve a significant problem—reducing food waste while enhancing food safety.
One of the biggest challenges was building the right team early on and tackling the complex chemistry needed to create a viable product. However, we overcame these hurdles through market validation and are now driving toward making a real difference in food packaging.
Can you tell us more about how ColorSensing is innovating and making a difference in the sector? What impact do you hope to achieve in the next five years?
Maria: ColorSensing’s smart labels are transforming the way food quality and safety are monitored, providing real-time, non-invasive insights directly from the packaging. Our unique technology, which combines colour-changing inks with an advanced algorithm, sets us apart from traditional methods by delivering clear, digital data accessible through a smartphone.
In five years, we aim to expand our reach across Europe and enter into key markets like the USA and Mexico, contributing to significant reductions in food waste while helping manufacturers optimize their supply chains.
At 4YFN24 you exhibited as part of the UB startup delegation. What was your experience like? Would you recommend it to other startups?
Maria: Exhibiting at 4YFN24 was an incredible experience. It gave us the opportunity to present our technology to a diverse and engaged audience, allowing us to gather feedback and forge valuable connections. The exposure and networking opportunities were game-changers for us, we are determined to participate again in 2025 to continue building on this momentum. I would highly recommend it to other startups looking to make a mark in their industry.
During the 4YFN24, you have also won our the first edition of our Spin-off Pitch Battle – Congrats! Could you describe your experience during the competition? How has it influenced your startup's journey?
Maria: Winning the Pitch Battle at 4YFN24 was a pivotal moment for ColorSensing. The experience of pitching our innovation to a global audience of investors and industry leaders was both exhilarating and validating.
The recognition has not only boosted our visibility but also opened doors to strategic partnerships and potential investors, giving us the momentum needed to scale our technology. It reinforced our belief in the impact our solution can have on the food industry.
Maria, after achieving this milestone, what’s next for ColorSensing? Are there any upcoming projects or milestones you’re particularly excited about? How can the community support you in achieving your future goals?
Maria: Next for ColorSensing is our move into full industrial prototyping and pilot tests with key players in the food sector. We're excited about the upcoming pilots and the validation they will bring, as well as launching a new round of investment to fund our expansion. The community can support us by helping spread the word about our smart label technology and connecting us with potential partners in the food and packaging industries.
Finally, based on your experience, what do you believe is the key to success for startups in your industry?
Maria: The key to success in our industry is finding the right balance between innovation and market need. Startups must focus on solving real problems with scalable solutions. For us, collaboration has also been critical—whether with research institutions, manufacturers, or investors. Surround yourself with the right team, never stop iterating on your product, and stay connected to industry trends.
Matheus, you have been supporting ColorSensing from its first steps as a UB Spin-off. Could you tell us more about the link between ColorSensing and UB?
Matheus: ColorSensing is a spin-off of the University of Barcelona and is currently incubated at StartUB! The team receives our support in different aspects, like mentorship, connection with stakeholders, business support, access to finance public or private, and visibility across the ecosystem at the national and international levels.
How is UB, and specifically StartUB!, helping these companies succeed?
Matheus: StartUB! focuses on helping and supporting the entrepreneurs behind the startups daily, we support them by trying to understand their needs and identifying how can we customize ways to find solutions for their challenges. We working on empowering entrepreneurs working with their skills, making them feel stronger and able to face all the barriers they will face alongside the process of growing. We make them see that it is possible to achieve anything they want counting on their knowledge, dedication, and perseverance to understand that it takes time to create a successful company.
ColorSensing joins a list of UB spin-offs winning awards at 4YFN. What is your secret sauce behind these big wins?
Matheus: Indeed, ColorSensing is not the only startup from UB’s community to have won a 4YFN award: Vitalera (previously HumanITCare) has won the 4YFN Awards in 2022 and Qilimanjaro in 2024.
In addition to the merit of these companies, we believe that pitch training is a must here too! We care about the details!!!
Thank you, Maria and Matheus. We look forward to seeing you again in 2025 at the 4YFN University and Spin-off hub!
To learn more about the programme, click here.