The 10X Innovation is the start-up incubator of the Melitta Group and sees itself as a driver of innovation. The task: to conquer new markets with new topics. The division analyses and illustrates promising product ideas and pushes them to market maturity. The activities also include trend research, assessing market developments and needs, and supporting the individual innovation teams within the Melitta Group. One of the first successful innovation projects of 10X Innovation is ffeel® - a combination of two popular trends: cold brew coffee and super fruits.