Migros UP
Migros UP is the corporate co-innovation accelerator of Migros T.A.Ş., running 3-month agile sprints that pair MVP-stage startups with Migros experts to develop AI, IoT, sustainability, and food-tech solutions commercialized through Migros' 600+ stores.
- Company typePrivate
- Founded2021
- HeadquartersIstanbul
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
What Migros UP does
Migros UP is the corporate innovation and co-innovation platform of Migros T.A.Ş., Turkey's largest retailer (Borsa Istanbul: MGROS, part of Anadolu Group), established formally in 2021 and headquartered in Istanbul. It runs a structured, community-led accelerator in which MVP-stage startups are selected through periodic open calls, present to Migros senior management on Pitching Days, and then execute 3-month agile co-innovation projects embedded inside joint teams with Migros experts. Seven cohorts have been completed to date, with the seventh explicitly AI-focused and supported by a 2025 Microsoft partnership; the program also operates the EIT Food Straight2Market food-technology track, which has placed three entrepreneurs into €300,000 of European funding. EIT Food, Here2Next (founding member since 2022), and an array of technology partners (HubSpot, StartUpCentrum, Canva) form the supporting ecosystem.
The platform's core technology output is not a single product but a portfolio of co-developed solutions covering AI, IoT, blockchain, machine learning, image processing, and sustainability. Notable assets include ETTA (AI-driven energy management scaled to 600 stores), WAMO (a nationally patented electric vehicle for distribution-center goods collection, showcased at CES Las Vegas with first commercial sale in 2024), PulpoAR (AI skin analysis and cosmetics recommendation integrated into the Mion Super App), KolajeM (collagen-based personal care and food products from Bugamed Biotechnology, on Migros shelves), Foresight (real-time fraud detection with Bomensoft), Farmer Chain (blockchain traceability for Migros suppliers), Yıka (IoT hand-hygiene tracking), MüşteriM (2025 MVP customer-feedback platform), and an in-development pipeline including CarbonSmart carbon-footprint tooling, cognipeer shopping assistants, Hiri.ai recruitment automation, Patika Robotics autonomous vehicles, and Microne BLE-locked foldable crates.
Migros UP does not charge startups fees; its economic mechanics are (i) minority venture investments into selected startups (e.g., 4.5 million TL in Bugamed in March 2024, a $350,000 third investment round in 2024, and a 2025 investment in PulpoAR), (ii) commercialization of co-developed products through Migros' 600+ physical stores, the Mion Super App, and the Migros Sanal Market e-commerce channel, and (iii) program-administration upside from EIT Food. The entity is privately held within the publicly listed parent, has a core operating team of roughly 40-50, was recognized as Best Accelerator at the 2025 Global Startup Awards, and continues to expand international visibility through CES and European ecosystem programs.
Migros UP firmographics
Firmographics- Name
- Migros UP
- Legal name
- Migros T.A.Ş
- Website
- https://migrosup.com
- Company type
- Private
- Founded year
- 2021
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Migros UP is the corporate co-innovation accelerator of Migros T.A.Ş., running 3-month agile sprints that pair MVP-stage startups with Migros experts to develop AI, IoT, sustainability, and food-tech solutions commercialized through Migros' 600+ stores.
- Ownership category
- akta.pro rank
Where Migros UP is headquartered
LocationHeadquarters
- HQ city
- Istanbul
Offices1 record
Markets served
Migros UP business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Others
Revenue model
- Startup Investment: Migros Up invests in selected startups through its venture capital program. Investment rounds include first investment in 2022, second in 2023, and third investment of $350,000 in 2024. Specific investments include 4.5 million TL in Bugamed Biotechnology.
- Co-Development and Commercialization: Joint innovation projects that lead to commercialization of products within Migros retail network. Products like KolajeM collagen-based cosmetics and Yummate green lentil chips are sold in Migros and Macrocenter stores.
- EIT Food Program Funding: Partnership with EIT Food Straight2Market program providing up to 300,000 EUR in funding support for food technology startups.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Acceleration Program - No fee for participating startups |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels9 records
Migros UP product offering
Product offeringCore offering
Migros UP is the corporate co-innovation and accelerator platform of Migros T.A.Ş., Turkey's leading retailer. It runs open-call cohorts where MVP-stage startups and Migros experts form joint agile teams to co-develop products and solutions across retail, food, logistics, AI, and sustainability over 3-month sprints. Selected startups receive investment, in-kind and cash resources, mentorship, marketing support, and access to Migros' 600+ store retail network for commercialization. The program has completed 7 cohorts and produced more than 25 co-innovation projects, including WAMO electric vehicles, ETTA energy management, PulpoAR skin analysis, and KolajeM collagen products.
Product overview
Migros UP is an accelerator and co-innovation center that brings together entrepreneurs and Migros experts in joint agile teams to co-develop products across retail tech, food tech, AI, sustainability, and logistics. The core offering is the Migros Up Co-Innovation Program, which runs 3-month sprints culminating in pitching days, with startups receiving investment, in-kind and cash resources, mentorship, marketing support, and access to the Migros ecosystem. Key co-innovation products include: WAMO (electric vehicle for distribution center logistics, nationally patented), KolajeM (collagen-based personal care and food products from Bugamed Biotechnology), ETTA (AI-powered energy management platform scaled to 600+ stores), Farmer Chain (blockchain traceability via Migros mobile app), Yıka/Yıka Lite (IoT hand hygiene tracking), PulpoAR (AI skin analysis and cosmetics recommendations in Mion Super App), Foresight (AI image processing fraud detection), Microne secure crates, Patika Robotics autonomous vehicles, CarbonSmart carbon footprint calculator, cognipeer AI shopping assistant, and Hiri.ai recruitment automation. Products are delivered through 7 co-innovation cohorts plus the EIT Food Straight2Market food-tech program, with new AI-focused verticals launched in 2025 alongside a Microsoft partnership.
Differentiator
Problem solved
Functional benefit
Brands
- KolajeM: Collagen-based personal care and cosmetics product line developed with Bugamed Biotechnology
- Wamo
- ETTA
- Yıka
- Farmer Chain
- Foresight
Products and services
- Migros Up Co-Innovation Program Core accelerator program bringing together entrepreneurs and Migros experts in joint agile teams to co-develop products for Migros processes across retail tech, food tech, AI, sustainability, and logistics. Operates through periodic open-call cohorts.
- KolajeM Collagen-based personal care and cosmetics product line co-developed with Bugamed Biotechnology, including atelocollagen cream, serum, sunscreen, and collagen lemonade. Transforms organic waste into collagen products.
- WAMO Electric Vehicle Innovative electric scooter-based vehicle co-developed with Hergele Mobility for efficient and ergonomic goods collection in Migros distribution centers. Nationally patented. Showcased at CES Las Vegas.
- ETTA Energy Management Platform AI-powered energy consumption analysis platform co-developed with Servissoft that forecasts consumption, alerts anomalies, and triggers energy efficiency actions. Scaled to 600+ Migros stores.
- PulpoAR Skin Analysis & Cosmetics Recommendation AI-powered skin analysis and cosmetics recommendation platform integrated into the Migros Super App (Mion), providing personalized skin analysis scores and product recommendations.
- Yıka Hand Hygiene Tracking IoT-based hand hygiene tracking system co-developed with ERG Controls to monitor and report hand hygiene activities of facility employees in the retail sector.
- Foresight Fraud Detection Real-time fraud detection system co-developed with Bomensoft using machine learning and image processing to detect fraudulent activities in Migros stores.
- Amanos Dryers Upcycling project with Amanos that places waste heat-powered dryers in Migros stores to dry fruits and vegetables near freshness loss, bringing them back for sale in dried form.
- Yummate Green Lentil Chips Healthy snack product (vegan, gluten-free, high-protein green lentil chips in 3 flavors) launched in 600+ Migros and Macrocenter stores. Won Sustainable Food Summit Supplier Empowerment Award.
- MüşteriM Customer Analytics Platform Customer feedback analysis platform that uses AI to analyze Migros customer feedback and provide actionable insights for product and service improvement.
- Microne BLE Lockable Foldable Crate Secure, traceable transportation system co-developed with Microne for valuable products in Migros distribution and store goods receiving operations, eliminating the need for manual counting.
- Patika Robotics 1-Ton Autonomous Vehicle 1-ton capacity autonomous vehicle under development with Patika Robotics to increase operational efficiency, reduce costs, and adapt to changing conditions in distribution centers.
- CarbonSmart Carbon Footprint Interface Interface and algorithm co-developed with CarbonSmart to calculate standard product-level carbon footprint within ISO 14067 scope, using AI-supported solutions.
- cognipeer AI Shopping Assistant AI-powered shopping assistant being developed for Migros virtual market customers to interact with for post-sales and post-delivery services, using company documents as knowledge source.
- Hiri.ai End-to-End Recruitment System End-to-end AI-powered candidate management system co-developed with Hiri.ai for Paket Taxi courier recruitment, including CV screening, candidate evaluation, autonomous interviews via HiriBot, document verification, and contract management.
- Farmer Chain Blockchain Traceability Blockchain-based traceability system co-developed with Farmer Expert enabling Migros suppliers to track the full journey of products from production stage and present this information to customers via the Migros mobile app.
- EIT Food Straight2Market Program Acceleration and support program delivered through the Migros UP partnership with EIT Food that brings innovative food technology solutions to market faster, providing financial support, proof-of-concept project opportunities with retailers, and consumer testing for startups.
Quantifiable outcome
- Over 600 Migros and Macrocenter stores reached for product distribution
- +3 more outcomes
Companies that use Migros UP
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles2 records
Migros UP technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability12 records
Feature8 records
Migros UP partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Here2NextcoreMigros is one of the founding members of Here2Next innovation ecosystem, which connects entrepreneurs with industry partners to drive innovation in Turkey.
- EIT FoodcoreEIT Food Straight2Market program partnership enabling food technology startups to access European markets with up to €300,000 funding support. 3 entrepreneurs accepted into program in 2025.
- MicrosoftcoreMicrosoft partnership established in 2025 for AI vertical calls, providing technology resources for startups developing AI solutions with Migros.
- OttanminorCo-innovation with Ottan to produce mLife section of Migros Ataşehir MMM store using recycling techniques from nut shells sold in Migros stores.
- Hergele MobilitycoreCo-developed Wamo electric vehicle for Migros distribution centers. First sale completed. National patent received. Showcased at CES Las Vegas.
- Bugamed BiotechnologycoreBiotechnology startup transforming organic waste into collagen products. Received 4.5 million TL investment. Collagen-based cosmetics sold in Migros stores. Atelocollagen B2B sales advancing.
- YummatecoreHealthy snack company. Green lentil chips launched in 600+ Migros and Macrocenter stores. Won Sustainable Food Summit Supplier Empowerment Award.
- Servissoft / ETTAcoreCo-developed ETTA energy management platform. Scaled to 600 stores. Won 10th Retail Technologies Conference Best Technology Award.
- PulpoARcoreAI-powered skin analysis and cosmetic recommendation platform integrated into Mion app. Won 12th Retail Technologies Conference Best Technology Application Award. Investment made.
- Patika RobotikminorCo-developing 1-ton autonomous vehicle for distribution centers to increase operational efficiency and reduce costs.
- CarbonSmartminorDeveloping ISO 14067 compliant carbon footprint calculation interface and algorithm for product-level carbon accounting.
- cognipeerminorDeveloping AI-powered shopping assistant for Migros Sanal Market customers for post-sale and post-delivery services.
- Co-one / Up SchoolminorDeveloping AI solution for Migros Yemek restaurants to increase performance and sales with recommendations and insights.
- FarmhoodminorFreeze-dried healthy snacks under EIT Food Straight2Market program. Additive-free, nutritious food being positioned on Migros shelves.
- AmanoscoreCo-developing waste heat-powered fruit and vegetable dryers for stores. Upcycling project to recover near-expiry produce. Won Kale Group Social Entrepreneurship Award and Anadolu Holding Bi' Fikir Festivali.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Migros UP competitors and assessment
Company assessmentMarket position
Weaknesses1 record
Competitive moat5 records
Key risks1 record
Key highlights1 record
Customer concentration
Migros UP social profiles
Digital presenceMigros UP financial estimates
Financial estimateRevenue estimate
Valuation estimate
Migros UP leadership team
Management profileNumber of profiles
Profiles6 records
Migros UP funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Migros UP M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Migros UP
What does Migros UP do?
Migros UP is the corporate co-innovation and accelerator platform of Migros T.A.Ş., Turkey's leading retailer. It runs open-call cohorts where MVP-stage startups and Migros experts form joint agile teams to co-develop products and solutions across retail, food, logistics, AI, and sustainability over 3-month sprints. Selected startups receive investment, in-kind and cash resources, mentorship, marketing support, and access to Migros' 600+ store retail network for commercialization. The program has completed 7 cohorts and produced more than 25 co-innovation projects, including WAMO electric vehicles, ETTA energy management, PulpoAR skin analysis, and KolajeM collagen products.
Is Migros UP a public or private company?
Migros UP is a private company. It is classified as corporate owned and is currently operating.
When was Migros UP founded?
Migros UP was founded in 2021. It employs 501 to 1,000 people.
Where is Migros UP based?
Migros UP is headquartered in Istanbul.
How does Migros UP make money?
Three revenue lines are on record. Startup Investment is the primary driver. The others are co-Development and Commercialization and EIT Food Program Funding.
Does Migros UP have an API?
No public API is recorded for Migros UP.