European performance marketing network Tradedoubler has unveiled the winning trio from its innovative incubator scheme.

Known as The Zoo Project, the e-commerce venture was launched by the company’s chief executive officer (CEO) Rob Wilson in 2011. It offers ambitious entrepreneurs the opportunity to pitch their business idea to a panel of industry judges.

Winners of the Dragons’ Den-style project enjoy one year of rent and rates-free office space at the network’s London headquarters, and also benefit from having a Tradedoubler mentor.

The three latest startups to win a residency are the Mighty Spice KitchenFresh 8 Gaming and

Online TV, Integration & Tracking 

The Mighty Spice Kitchen is the destination for world cuisine, luxury travel and lifestyle. It was launched this year by presenter and cookbook author John Gregory-Smith.

The online magazine offers exclusive recipes, celebrity chefs’ recipes, travel reviews, features and lifestyle editorial. Through the magazine the reader can buy cookbooks, kitchen and homeware and holidays. The next phase is for the business to develop online TV.

“I wanted to join The Zoo Project so I could get the support and know-how to create the best online editorial and TV magazine possible, and work with advertisers and brands to create a unique experience for our readers,” Smith said.

Fresh 8 Gaming is a product development business. The products create smarter connections between gambling operators and publishers.

The platform enables richer, more intelligent integrations between betting providers and affiliates that monetise content more effectively than traditional banners – providing shortened signup journeys for new customers and simplified bet placement for existing customers. It does this all without asking the user to click out from the publisher’s site; installed using just one line of code. is a social media impact tracking software which specialises in helping companies to quantify ROI from Facebook, Twitter and Pinterest.

Since it was launched, WhichSocial has received investment from business pioneers and institutional investors such as Creative England, Unilever, Ingenious and Bauer Media. The company is currently working with several fashion retailers.

Hot-bed of New Business Talent 

Tradedoubler’s regional director, Dan Cohen, said: “The Zoo Project is becoming an established hot-bed of new business talent. And with online fashion retailer and previous Zoo Project winner LUX FIX recently closing an all-important financing round of £350,000, it is proving effective in attracting investment as well as new business models and talented teams.”

Entries are judged by a panel of ‘dragons’, made up of marketing and business experts from some of the UK’s top companies, including Tesco and British Gas.

As well as scoring access to Tradedoubler’s performance marketing experts, winners also gain access to major brand advertisers and partners and benefit from networking opportunities with other Zoo Project companies and industry entrepreneurs.

Did you read PI’s news story on Incubator Success as Fashion Startup Closes First Investment Round?