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Ever had a product idea in your mind but no idea how to bring it to life?
Ever wanted to commercialise a recipe and optimise it for retail?
Ever been desperate to jump on an upcoming trend before anyone else?
Ever wanted to create a product that meets an unserved need?
And have you ever wanted it… Without spending a penny?
Bread & Jam have teamed up with Givaudan (the world’s largest flavour and fragrance house) to launch The Taste Academy: a chance for four of the hottest challenger brands in the UK to develop a new product from concept to taste test in just 12 weeks. For free.
You can be an early stage / pre launch brand looking to create your first range or an established brand looking to improve existing lines. This is a chance for you to turn your ideas into real life products that consumers crave - products that deliver on flavour, functionality and fragrance. It’s free to apply, free to take part and free for you to launch it and pitch to hundreds of retail buyers at this year’s Bread & Jam Festival in July.
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Applications are open now and you’ll need to complete yours by 2nd March. The application form is here. Your application will be carefully reviewed by Givaudan’s team of technical, marketing, and commercial experts, passionate about discovering innovative ideas. Applications will be reviewed by Givaudan and shortlisted candidates will be invited to pitch online 16th - 20th March.
Four brands will be selected for the Taste Academy. Each brand will put forward one brief, which could be the co-creation of a new concept, a product extension or an improvement of an existing product.
The Taste Academy runs for 12 weeks from 30th March, throughout the program, you will work hand in hand with Givaudan’s Applications Team, bringing together flavourists, chefs, consumer insights specialists and experienced application scientists to co-create and perfect your products, during which you will work closely with the Givaudan team to develop your products.
You’ll attend workshops at their UK HQ in Milton Keynes, with flavorists, scientists and consumer insight specialists, receive samples of your new products and be in regular contact with their team to bring your product idea to life.
You’ll then launch your new product at the Bread & Jam Festival, 14th - 15th July at the Business Design Centre in London and pitch it to national, international and speciality fine food buyers.
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A Givaudan product is touched at least 10 times a day by every person in the world, whether formulated with one of their ingredients or scents. They’re passionate about innovation, understanding consumers and bringing the two together through taste and smell.
Used by the big corporates for decades, Givaudan are now opening their doors to challenger brands for the first time. This is a once in a lifetime opportunity: the chance to develop products alongside the largest and most experienced flavour and fragrance house in the world. Co-creating at Givaudan’s Innovation & Co-Creation space moves at light speed - you’ll go from initial concept development to taste testing your product in just 12 weeks.
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We’re Givaudan — the food experience people. Human by Nature.
As one of the world’s leading flavour and fragrance houses, we’re powered by science, creativity, and our love of taste. Our teams live and breathe flavour, helping products not just taste great but stand out, perform effectively , and connect emotionally with people everywhere.
But here’s what really matters if you’re building a food or drink startup: we’re more than an ingredient supplier. We collaborate, experiment, and co-create alongside founders — turning bold ideas into products that food lovers crave.
In Short...
Givaudan Taste & Wellbeing is your creative flavour experience partner. Powered by innovation and creativity, we aim to shape the future of food by becoming your co-creation partner of choice. Together, we create food experiences that do good and feel good — for body, mind, and planet.
Let’s make something unforgettable together.
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“We couldn’t be more excited to be teaming up with Bread & Jam for The Taste Academy! It’s all about helping brilliant up‑and‑coming brands turn bold ideas into real‑life products consumers will crave. We can’t wait to watch the creativity unfold!”
Beth Berry, Givaudan
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