Brands

Tastes Like Joy

IFF partners with food and beverage manufacturers, grocery retailers and foodservice providers across the UK to create products people crave — made better for people and planet.

For more than 130 years, we’ve applied science and creativity to help brands respond to changing consumer needs, evolving regulations and commercial pressures — while protecting the enjoyment that makes food and drink worth choosing.

At Food Matters Live London Olympia 2026, we bring this to life through Tastes Like Joy - our Tastes of Better multi‑sensory showcase, created for a food system under pressure.

Today’s challenges are real: HFSS reformulation, sugar and salt reduction, clean‑label demands, ingredient volatility, rising costs and the rapid emergence of GLP‑1‑influenced eating occasions. Through flavour, ingredients and insight, we show how manufacturers, retailers and foodservice operators can design products that perform commercially, function nutritionally and still deliver pleasure.

Guided by IFF’s chefs, flavourists, scientists and technologists, Tastes Like Joy turns insight into something you can taste; demonstrating how health, performance and indulgence can be designed to work together.

Because when food and beverages delight, it lasts.