The challenge represented the first phase of a transversal project that follows our master’s programme across different locations: concepts developed in Paris will be prototyped in Dublin kitchens during the second semester, then refined and scaled for those returning to Paris in the third semester.

Day 1: Thursday, October 2^nd - Building Foundations
Morning: Context and Framework
The day commenced with a comprehensive introduction session. Facilitators established the connection with TU Dublin, outlined project objectives and deliverables, and presented the 2025 sandwich brief. The session "Food Innovation Today: Creativity, Constraints & Complexity" provided essential insights into current industry challenges and trends.

Initial groups were then formed, and we were divided into three regional teams: Europe, Latin America, and Asia. This was followed by an interculturality workshop focusing on team charter development and addressing cultural dynamics within our diverse international cohort. Each team presented the various sandwich types from their home countries, identifying differences and commonalities across cultures. This exercise proved invaluable for understanding how sandwich concepts vary globally and revealed opportunities for cross-cultural innovation.

Afternoon: Collaboration and Research
The afternoon’s highlight was an online presentation by Anna Cruickshank (TU Dublin), who detailed the brief’s context, specifications, challenges, and Irish market characteristics.

Day 2: Friday, October 3^rd - Concept Development and Pitching
Morning: Ideation and Concept Definition
Day two began with creativity exercises focused on idea generation within newly formed groups to maximize diverse perspectives. Teams then engaged in structured idea sorting, evaluating concepts against feasibility, innovation potential, and brief alignment.

The late morning introduced frameworks for concept development, including SWOT analysis, value proposition design, target market identification, and technical specifications. Each group was assigned a specific thematic focus for their sandwich innovation. This structured methodology, combined with diverse thematic approaches, transformed creative ideas into strategic, viable sandwich concepts that addressed different market needs and consumer preferences.

Afternoon: Pitch Preparation and Final Presentations
The students received guidance on effective pitching techniques and intercultural communication strategies. Students then worked individually on pitch preparation, allowing for specialized contributions to different aspects of the presentation.
The moment everyone anticipated arrived: pitch presentations began. Each student had three minutes to present their concept, followed by a quick Q&A. The diversity of concepts was remarkable - from sweet ice cream sandwiches to savoury sandwiches with health purposes, and even sandwiches focusing on innovative packaging. This format tested participants’ ability to communicate complex innovation ideas concisely and persuasively under time pressure.
The challenge concluded with voting for "Most Convincing Pitch" and "Most Innovative Idea" awards, followed by a prize’s ceremony recognizing outstanding work.

This Innovation Challenge successfully combined creativity, business strategy, and intercultural collaboration, providing an authentic experience of how food innovation happens in the real world. The energy, commitment, and innovative thinking demonstrated by all participants promise exciting developments as we continue this journey across our master’s programme.