PepsiCo is among the ranks of the world's largest food companies that are turning to the industry's start-ups and early-stage businesses for insight into tapping into the emerging consumer trends that are shaping the sector. The US snacks-to-cola giant has set up an "incubator" programme in Europe to support a select batch of businesses it says are providing "breakthrough nutrition". Helen Arnold spoke to Irina Turcan, the founder of one of the companies chosen, the UK-based Erbology.