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Tastes of Better Partnerships

Bring your ingredient innovation to life

A bespoke menu for a bespoke audience

The only event of its kind, Tastes of Better accommodates ingredient innovators in showing their latest solutions to a qualified technical audience.

Bring your innovations to life through technical presentations and intimate conversations.

Food Matters Live Ascot April 2024 Tastes of Better

Taste speaks louder than words 

Tastes of Better empowers partners to showcase a range of ingredient solutions across a variety of applications. From unique flavours, textures and colours, nutrition-focussed solutions surrounding HFSS and clean label, to cost and carbon reduction – this is your chance to truly own the spotlight.

Food Matters Live Ascot April 2024 Tastes of Better

Your target audience, delivered

Attendance at Tastes of Better is invite-only, granting you access to a highly curated community of leading brands, manufacturers, retailers, and QSRs. The stage is set for your team to showcase their technical expertise and innovative solutions first-hand.

Food Matters Live Ascot April 2024 Tastes of Better

Your space, your way 

Customise your private suite as you see fit, choosing the medium, message and menu that best showcases your product portfolio. Each event provides partners with their own branded hospitality suite, fully equipped private kitchen and front-of-house staff to help bring their innovation to life.

Tastes of better partner themes

Tastes of better partner themes

You’re in good company

A glimpse inside previous partner rooms

Partner testimonials

“It was great to attend Taste of Better Ascot, the third Food Matters Live event for IFF this year, and to see a diverse cross-section of the industry come together and talk about the key challenges facing the sector now and in the coming years. New to this event were the insights panel sessions, a feature we found invaluable as they provided an opportunity for guests to ask questions and interact with each other on key issues impacting food formulation.”

Vincent Mathys, Marketing Director EMEA, IFF

Tastes of Better is a brilliant event format and has enabled us to have personal interactions with an engaged, interactive, and relevant audience. Each session provided a valuable opportunity for Kalsec to introduce our brand and get in front of our target customers, who ordinarily we wouldn’t get the chance to meet. We can see the value of this peer-to-peer approach and look forward to continuing the discussions started on the day.

Chloe Stewart, Marketing Manager Europe, Kalsec

Hear from our VIP attendees

attendee testimonial

“I’ve taken away a lot of learnings of trends and innovation ideas to share with my team. I much prefer the Tastes of Better format over large exhibition shows.”

NPD & Brand Manager, Evolution Foods

attendee testimonial

“It was a truly great event and I learned (and ate) so much! It would be a pleasure to come again in April next year!”

Food Development Manager, Disney

attendee testimonial

“The flow of the tastings and talks worked really well and it was a brilliant opportunity to talk directly to suppliers.”

NPD Manager, Valeo Food

Let’s Discuss Partnerships


What makes the Tastes of Better format unique?   

Tastes of Better empowers ingredient suppliers to showcase food and drink innovation first-hand to an invite-only audience of product development teams (VIPs). Delivered from their own private hospitality suites equipped with fully fitted kitchens, it’s a unique opportunity for suppliers to bring their innovation to life for potential clients and collaborators. 

So, who will be in the room? Expect a cross-category audience of technical + innovation specialists curated from some of the biggest brands, manufacturers, retailers, foodservice and QSRs in Europe. You can browse an audience profile, including job titles and brands, from our 2023 events here

What’s included in a Tastes of Better partnership?  

Tastes of Better provides partners with everything they need to stand out in the industry and build valuable connections. Here’s what’s included: 

An innovation kitchen and private hospitality suite: All partners have access to a private hospitality suite with a fully fitted kitchen adjoining. Each kitchen/room is provided with 100 pieces of CCG – main white plates, white side plates, water glasses, knives, forks, spoons and side plate knives – whilst kitchen and front-of-house staff will be on-hand to support event deliverables. Floral is optional. 

Marketing support: In the lead up to the event our team will run a multi-channel content marketing campaign prospecting relevant VIPs for each partner showcase. As part of your marketing toolkit, you’ll receive personalised email banners, social assets and social media copy as well as an exclusive VIP registration page. 

Lead generation: After the event, partners will receive the full list of audience lead data from their sessions to follow-up conversations begun at the event. 

Photo and video assets: Photographers and videographers from the Food Matters Live team will be attending and visiting your hospitality suite on the event day. You’ll be provided with these assets to support marketing efforts and they’ll also appear on our own content channels. 

What should a partner session look like? 

There is no right or wrong way to utilise your room at Tastes of Better – it’s your space to customise and own as you see fit, choosing the medium, message and menu to do justice to your concepts. Our expert team will work closely with you to achieve your vision and curate an unforgettable experience for VIPs. 

Previous partners have approached their sessions in a variety of ways, each catering to their unique product portfolio and brand. For some, this meant a seated presentation with product samples, for others a themed tasting menu, whilst many opted for an open-room format showcasing end-product concepts on stands.

Is there a specific theme at each event?

There is no single theme per event, instead, we welcome a range of food and beverage innovations underpinning core categories such as sustainability, positive nutrition, affordability and allergens.

If you have a solution which enhances the taste, texture, shelf life, affordability, nutrition, flavour, colour, or environmental impact of food and drink products, then it belongs at Tastes of Better. Within these criteria, no solution is too granular. 

Can ingredient suppliers enter other suites/sessions? 

Due to the sensitive nature of the content on-show, we do not allow ingredient suppliers to access any session except their own. Stewards will be on hand at partner suites to take VIP registration and ensure competitors don’t enter your room.

Explore more Tastes of Better

Find out information about the next sessions, partners, dates and venues