Event series 2023
Tastes of Better
Ascot 10-11 October


Solve your innovation challenges with groundbreaking solutions and innovative ingredients
Join us in Ascot the 10 and 11 of October

Explore the preview
This two day event gives VIPs the opportunity to discover tastings, technical insights and market trends to help solve their product innovation challenges. Each day, VIPs will take part in four tasting sessions and one innovation insight session of their choice, ending with networking opportunities with leading ingredient innovators and industry peers.
Explore the event preview showcasing all the innovation and insights taking place across the 2-day event. You’ll be able to explore highlights across the programme, discover the ingredient innovators and attendees you will be able to meet with and get a flavour of what to expect to help you plan-ahead.
Event programme highlights
Tuesday 10 October
Pick a reformulation challenge, any challenge. Whether you want clean label formulation, shelf life extensions or a replacement for palm oil, the role that fat plays in any successful reformulation is seriously undervalued. AAK will demonstrate exactly why fat plays a compelling role in whatever it is you want to reformulate.
Join the expert team at Beneo as they take you on a multi-sensory journey:
Vegetarian white fish
On a bed of Seaweed & leek, refreshed with young herbs
Vegan-style feta salad
Accompanied by roasted fennel, orange and black olives
Meatless chicken chunks
Served with naan bread, marinated vegetables and smoky BBQ sauce
30% sugar-reduced, vegan muffins
30% sugar-reduced milk chocolate
“Expect the unexpected” is the theme for Edlong’s suite at Ascot this year, an exciting prospect for anyone seeking out innovative products, techniques or production processes. What is expected is dairy-free products that have been developed with one overriding factor in mind – how does it taste?
If you’re thinking sugar, think again. Tate & Lyle is particularly excited about its new developments with fibre and will explain exactly why at Tastes of Better in October. On-pack messaging about added fibre is becoming more prominent on products, and partnering up with Tate & Lyle is a perfect way to achieve it.
Themes covered throughout the sessions will include macro trends in 2024, the food design ecosystem, affordable nutrition through innovative NPD and consumer driven better-for-you solutions.
Panellists include: Ronald Nyakairu, Head of Insights & Analytics, Local Data Company
Joanna Lunn, Parter & Senior Ethics and Sustainability Manager, Health, John Lewis Partnership
Julie Owst, Head of Sustainability, Bidfood
Anne Simonnet, Sustainability Director – Compass One, Compass Group
Cathy Goodwin, Head of Food Innovation, Costa Coffee
Jo Tivers, Head of Food and Quality, KFC UK & Ireland
Ayela Spiro, Nutrition Science Manager, British Nutrition Foundation (BNF)
Penny Willson, Head of Product Innovation, Britvic
Continue conversations with ingredient innovators and connect with your industry peers.
Wednesday 11 October
Pick a reformulation challenge, any challenge. Whether you want clean label formulation, shelf life extensions or a replacement for palm oil, the role that fat plays in any successful reformulation is seriously undervalued. AAK will demonstrate exactly why fat plays a compelling role in whatever it is you want to reformulate.
Azelis has cooked up a real treat for you! Throughout the day, VIPs will be treated to a brunch tasting menu in the morning and an afternoon tea tasting menu for later in the day.
Brunch menu:
Cinnabunlatte
A dreamy, creamy oat cafe latte. Ready to drink and awake your senses.
No fridge required
Glorious granola served with an ambient pourable yoghurt
Meat up in the Middle East
A British favourite transformed with inspiration from Morocco – a sausage roll and ketchup, without the guilt but with mounds of flavour.
The American brunch
A healthy reboot of the indulgent modern breakfast classic of pancakes, vegan Cumberland sausage and maple syrup
Just loafing around
Spiced malt loaf slathered with golden butter
Afternoon tea menu:
Inspired italicus
An RTD with citrus, botanics and sparkle – a cool take on the hottest spritz of year
Goan, you know you want one!
An aromatic, warming update of the classic chicken vol-au-vent
Korean beef-cake
Vegan roast-beef and spicy mayo that’s full of protein and packs a punch
Jaffa cake joy
Pure indulgence in a pot with an accompanying coated cookie to scoop up the tiers of taste.
Espresso cherrytini gateaux
A trio of coffee, caramel and cherries, this is a tower of flavoured layers – piled high with taste while keeping an eye on the nutrient profile
One of the best things about travelling is the food from far-flung places. In October, IFF brings the world of ingredients to Ascot, taking guests on a trip around the world to showcase its portfolio of products and flavours. At the same time it will offer insight into their development, and why they are the solution for you.
Themes covered throughout the sessions will include macro trends in 2024, future tastes, functionality and experiences, allergens: strategies to better protect consumers and affordable nutrition through innovative NPD.
Panellists include: Becca Fitzgerald, Nutrition, Regulatory & Scientific Affairs Senior Manager EMEA, Starbucks Coffee Company
Alex Glover, Senior Nutritionist, Holland and Barrett
Jacqui McPeake, Food Allergen Specialist and Director, JACS
Saquib Ramday – VP, Head of Category Development & Planning – Europe, Tate & Lyle
Continue conversations with ingredient innovators and connect with your industry peers.
Lead ingredient partners
Supporting ingredient partners
Some of the teams attending include:
Bidfood | BOL Foods | Brioche Pasquier | City Dietitians | Compass Group | Costa Coffee | Evolution Foods | Fresh Fitness Food | Herbalife | Holland Barrett | Huel | Jamie Oliver Group | KFC | Little Moons | McDonald’s | Mizkan | Mueller | Nomad Foods | Organix | OTC Beverages | Park Cakes | Pladis | Premier Foods | Redefine Meat | Starbucks | Subway | Tesco | The Dairy Collective | Twinings | Ugo Food Group | Unilever | Waitrose
Partner highlights
Discover what the Tastes of Better innovation partners will be bringing to the table and a taste of what to expect in their room at Ascot.
Getting to Ascot
By train
South Western Railway runs a frequent service to Ascot from both Reading, Guildford and London Waterloo. The average journey time is 27 minutes from Reading and 52 minutes from Waterloo. The railway station is a seven-minute walk from the racecourse, via a spacious paved path away from roads.
By car
Please ensure you park in Carpark 2. Parking is free-of-charge.
From London & The North
M4 Junction 6 onto the A332 Windsor by-pass and follow the signs to Ascot.
From the West
M4 Junction 10 to the A329(M) signed to Bracknell and follow the signs to Ascot.
From the South & East
M3 Junction 3 onto the A332 signed to Bracknell and follow the signs to Ascot.
From the Midlands
M40 southbound, Junction 4. Take the A404 towards the M4 (Junction 8/9). On the M4 head towards Heathrow/London. Leave M4 at Junction 6 and follow the A332 Windsor by-pass to Ascot.
Event calendar for 2023 and 2024
Themes and categories



A new concept for the ingredient sector
Tastes of Better series is an opportunity for ingredient innovators to showcase first-hand their latest ingredient, colour, flavour and texture innovations to our carefully curated audience of key decision makers amongst brands, manufacturers, retailers, foodservice and QSRs.

VIP audience
These VIP events brings together manufacturers, brands, retail and foodservice within the UK. This cross-category experience to these sectors focuses on being a team learning and network experience.
There is a particular demand for innovative solutions across the following areas: Ambient foods, Bakery, Confectionery
Dairy and dairy alternatives, Desserts, Meat and fish alternatives, Healthy snacking Food-to-go/convenience,
Meat and fish alternatives, Sauces and condiments and
Soft drink and low/alc – no /alc
Dates and venues
Ascot
10 – 11 October 2023
16 – 17 April 2024
8 – 9 October 2024
Manchester
22 May 2024
19 November 2024
Dublin
5 – 6 November 2024