Cornelia Habacher (© AWS)

April 22, 2025

A taste for innovation

When Cornelia Habacher finished her PhD, she knew she loved science, but she also felt a growing urge to make a more direct impact on the world beyond academia. That drive led her to co-found Rebel Meat, a start-up aimed at reducing meat consumption through hybrid meat products. Her journey — from researcher to entrepreneur to investor — was shaped by curiosity, persistence, and a commitment to sustainability and innovation.

After completing her PhD at the FMI in 2017, Cornelia Habacher stayed in academia for a short postdoc, but soon began reflecting on what truly motivated her. “I wrote down the aspects I enjoyed about my past work experiences and the impact I wanted to have on the world,” she says. Sustainability had always been a key concern, and she became increasingly interested in tackling the problem of excessive meat consumption.

In 2018, a mutual friend introduced Habacher to her future co-founder, who shared her concerns about sustainability in the food industry. The two began meeting weekly to exchange ideas. “When you realize that there is an unmet need in the market, it’s up to you to fill it”, she says. By 2019, the duo’s concept had taken shape, and they launched Rebel Meat, a Vienna-based startup specializing in plant-based meat alternatives.

Unlike many competitors, Rebel Meat focused on hybrid meat products combining 50% meat with 50% plant-based ingredients. “We wanted to reduce meat consumption while preserving the real taste and texture people love,” Habacher says. In Europe, Rebel Meat was the first to offer such a product.

The start-up quickly gained traction. An initial € 1 million, sourced from both private investors and government funding, enabled the company to grow and enter Austria’s largest retail chains. By 2020, Rebel Meat’s products were available in about 1,000 stores across Austria. In 2021, the company broadened its portfolio with Rebel Meat Kids, a line of chicken nuggets and meatballs made with vegetables. In 2022, Rebel Meat expanded into Germany.

Despite the initial successes, breaking into the retail market proved challenging. “A great product is just the beginning; without a marketing budget to promote it, your brand won't gain the visibility it needs,” says Habacher, who was named “Austrian of the year 2021” in the category start-up by Die Presse, one of Austria’s leading daily newspapers.

Moving on

In 2024, Habacher and her team decided to sell Rebel Meat to an Austrian frozen foods company. “We realized that we were great at developing products and building a brand, but to scale it long-term, we needed someone with deep expertise in the retail game,” Habacher says. The transition ensured that Rebel Meat products remained available in stores while allowing her to move onto new opportunities.

Letting go of the company was bittersweet. “The hardest part was saying goodbye to the team — we had 10 employees”, Habacher says. “But the journey felt complete, and seeing our products still on the shelves is incredibly rewarding.” 

After selling Rebel Meat, Habacher transitioned from start-up founder to start-up investor. She now works at Austria Wirtschaftsservice, one of Austria’s major grant agencies, where she evaluates applications from deep-tech start-ups. “I spend my days reading business plans, learning about new technologies, and supporting entrepreneurs who want to create a more sustainable future — which is very fulfilling.”

Lessons learned

Habacher holds fond memories of her time at the FMI. “The first thing that comes to mind when I think of the FMI are the microscopy rooms: they were really high-end, and I loved spending time there, poking at C. elegans.” [C. elegans is a worm used as a model organism in research]. She also remembers Friday Happy Hours, enjoying burgers and beers by the Rhine with her lab colleagues, and Basel’s charm and liveliness. 

Habacher says her PhD years were very formative, equipping her not only with technical expertise but also with resilience — an essential trait in entrepreneurship. “Publishing during my PhD was nerve-wracking, but it taught me not to give up, as long as I’m clear on the core reason behind what I’m doing,” she says. She also sees parallels between research and product development: both require a systematic approach, careful documentation, and patience. 

Having navigated both academia and the start-up world, Habacher has insights for PhD students considering entrepreneurship. “First, make sure your idea is unique and truly needed — talk to potential customers, to see if someone would actually pay money for your solution.” She also stresses the importance of finding the right co-founder. “It’s hard to build a company alone. You need someone who complements your skills.” Her most important takeaway is simple: “An idea is worth nothing if you don’t act on it.”

For those who are uncertain about their career path, Habacher says she found clarity through a book called How to Find Fulfilling Work. “There are so many career options out there; it’s important to know what truly matters to you when making decisions.” For her, it’s sustainability, science and innovation. She doesn’t know exactly where she’ll be in 10 years, but one thing is certain: she’ll still be working to drive forward innovation sustainably — always staying true to herself.

Additional information

» Rebel Kids website (former Rebel Meat)

» An interview with Cornelia Habacher done at the FMI in 2016