# Seven Years of Silence, Then ETH — BE THE CHANGE Goes Public > On September 12, 2019, BE THE CHANGE presented its product line for the first time at ETH Zurich. The ISPO BrandNew 2020 Selected Brand award followed a few months later. - Published: 2019-09-12 September 12, 2019, ETH Zurich. The Swiss Association for Food Science and Technology (ZFASS) is celebrating its tenth anniversary — and is using the occasion to present a new Swiss sports nutrition brand. Sven Altorfer and Barbara Stolba, both food scientists, founded their company [**Swiss Health & Nutrition AG**](https://thechange.swiss) on November 6, 2012, with seven years elapsing between its foundation and its first public appearance. ## First Research, Then Talk Most start-ups launch a product in the first year. BE THE CHANGE did not. Altorfer and Stolba spent the time until 2019 developing recipes, testing raw materials and certifying production processes. The result is the Swiss Sports line: Endurance Drink, Isotonic Sports Drink, Multi Protein Shake and Regeneration Shake — all four certified on the Cologne List for Doping Safety. A few weeks after the ETH launch, the first public appearance in sport followed: from September 27 to 29, 2019, BE THE CHANGE was the official food partner of the Swiss Trail Tour in Lenk. Not a trade fair, not an influencer campaign — a competition in which endurance athletes tested the products under real conditions. ## ISPO BrandNew 2020 In January 2020, confirmation came from outside: ISPO recognized BE THE CHANGE as an [**ISPO BrandNew 2020 Selected Brand**](https://www.startupticker.ch/en/news/be-the-change-is-ispo-brandnew-2020-selected) in the Body & Mind category. The award is presented by the world's largest sports trade fair to start-ups with convincing products and market potential — not a public vote, but a jury decision. Anyone who spends seven years researching before selling their first product is setting a clear priority. The ISPO jury's verdict confirmed that the calculation worked out. --- Source: https://kilometro.ch/en/articles/seven-years-of-silence-then-eth-be-the-change-goes-public