At Gulfood Manufacturing 2025, Givaudan presented its innovative approach to reshaping the future of the food and beverage industry with a theme as bold and unexpected as it was: "Sparking a New Era of Food Experiences”. Across categories, Givaudan showcased smoky and chargrilled culinary concepts, fiery yet refreshing beverage creations, and indulgent snacks infused with heat and texture. Each of these concepts reflect the company’s value proposition of going beyond great taste to deliver food experiences that do good and feel good for body, mind, and planet.

Naheel Abdelall, the Regional Communications Head for Givaudan’s Taste & Wellbeing division, shared insights into the thought process behind their theme, the innovations on display, and how Givaudan is pushing the boundaries in unprecedented ways.

A bold new era: Fire as the central theme

Givaudan’s idea of “Sparking a New Era of Food Experiences” is more than just a catchy phrase; it’s a strong statement of their innovative approach to create food experiences. For Givaudan, fire isn't just a symbol of heat and intensity—it stands for bold, transformative ideas in food and beverage innovation.

Fire immediately brings to mind cooking techniques like grilling, roasting, and barbecuing, which often produce rich, smoky, and savory flavors. These familiar sensations were then adapted in exciting new ways. “We are infusing fiery notes—grilled, smoky, charcoal, and wok flavors—into unexpected categories,” Naheel continued. Visitors at the event could taste fiery flavors in everything from savory snacks and sweet goods to beverages, an unconventional approach that Givaudan was eager to showcase.

Three out of the four beverage concepts were either low added sugar or no added sugar, demonstrating Givaudan’s commitment to creating healthier choices without compromising taste. “We managed to incorporate our sweetness modifier to produce a beverage that still tastes good but with the added health benefit,” Naheel explained. Beyond sugar reduction, the team also introduced pre- and probiotics—one of the biggest global health trends today—bringing added focus on gut health and overall wellbeing.

For example, Naheel pointed to a new concept where “you could bite into a chocolate biscuit, and after you have eaten it, you will get a surprising touch of heat. Or imagine sipping on an energy drink and tasting the smoky flavor that you would typically associate with grilled food. These bold combinations are what make our booth so unique.”

Fire in unexpected places: Bold innovations in beverages and snacks

Givaudan’s booth at Gulfood Manufacturing was not just about familiar culinary experiences; it aimed to push the boundaries of what consumers might expect from food and drink. “We are showing that even the most unexpected fiery applications can work beautifully in categories where they have never been explored before,” Naheel said. A highlight was the Flame Bar, where Givaudan showcased beverages infused with fiery notes. From citrus to pineapple drinks, the smoky undertones challenged the palate, leaving many visitors intrigued and impressed.

This year, the innovations also carried a strong “Does Good” dimension. With health trends at the forefront, Givaudan reduced the sugar content in its biscuit concepts by 30%, demonstrating the power of its sugar-reduction technology. One standout example was the energy drink sandwich biscuit, where the team incorporated guarana extract as a natural source of energy instead of caffeine — offering a cleaner, more functional solution that aligns with modern consumer expectations.

The idea of “snacksification” was another bold innovation showcased at the event. Naheel said, “It’s all about infusing fiery flavors into snacks that people wouldn't normally associate with heat.” She highlighted that, although the mix of sweet biscuits and smoky flavors might sound odd, it was a tasty surprise for those willing to step outside their culinary comfort zones. “It’s all about elevating food experiences to a new level. We are sparking a new era where people can enjoy flavors they never thought possible,” she explained.

Co-creation and innovation: Givaudan’s immersive room

One of the most exciting additions to Givaudan's Gulfood participation this year was the Immersive Room, a 360-degree space designed to bring co-creation to life. Naheel highlighted how this setting allowed customers to engage with Givaudan’s capabilities in a deeply interactive and future-focused way. “We built this immersive room to give customers the chance to experience and experiment with our innovations firsthand,” she said.

At the heart of the room was Givaudan’s patented Myromi™ aroma diffuser. This portable device, which resembles a coffee mug, enables instant aroma blending and real-time feedback, offering partners a tangible look at how the technology accelerates development and strengthens collaboration.

By combining sensory exploration with smart tools, the Immersive Room helped customers stay close to emerging trends and understand consumer preferences more clearly. “Myromi™ allows us to blend aromas on the spot and capture reactions instantly, making the creation process faster, more intuitive, and more connected to what consumers really want,” Naheel explained.

Balancing indulgence with well-being: The Givaudan philosophy

Beyond innovative flavors, Givaudan is equally committed to promoting wellbeing through its offerings. Naheel emphasized the company’s approach to creating food experiences that are not only delicious but also better for the body and mind. “We focus on balancing indulgence with wellbeing,” she stated, explaining that Givaudan’s capabilities in sugar reduction, salt reduction, and bio-based ingredients ensure that food can be both enjoyable and nutritious.

She added that Givaudan’s commitment to sustainability also plays a crucial role in the company’s food innovations. “Protecting the environment is a fundamental part of our business strategy. It’s not just an ethical trend for us—it’s essential for our long-term success,” Naheel said. The company’s sustainable practices are designed to preserve the planet while ensuring that they meet the needs of today’s consumers.

Feedback from customers: Surprising reactions and industry leadership

As the exhibition continued, Naheel shared that feedback from visitors was overwhelmingly positive. “We have had amazing responses from our customers, with many expressing surprise at how well fiery flavors worked in unexpected categories like snacks and beverages,” she said. While Givaudan’s capabilities are well-known in the industry, the company views each Gulfood Manufacturing as an opportunity to demonstrate how together with our partners, we are shaping the future of food experiences.

The challenge, Naheel explained, is deciding what to showcase each year at Gulfood Manufacturing. “Our team spends months brainstorming and deciding what to bring to the table. Gulfood Manufacturing is not just a sales event; it’s a platform for us to share the future of food innovations. Our customers already know what we can do, but here, we show them what’s coming next,” she said.

A future-oriented message for potential customers

For Naheel and the Givaudan team, the message to potential customers is clear: the company is far more than a traditional flavour house. “We create food experiences that go beyond great taste,” Naheel explained. “Our solutions are holistic — integrating taste, nutrition, health, and well-being, all while leveraging deep consumer insight and foresight. Through collaboration and co-creation with our customers, we unlock new opportunities for meaningful and high-value innovation.”

Givaudan’s co-creation approach — powered by robust consumer insights and a culture of collaborative innovation — ensures its customers are always ready for what’s next.

“We listen closely to consumers, understand their evolving needs, and work hand in hand with our partners to create the next big thing in food and beverage,” Naheel added.

The future of food and flavor

As Givaudan continues to lead the way in flavour innovation, its participation in events like Gulfood Manufacturing is a testament to the company’s dedication to pushing the boundaries of food experiences. Whether through unexpected fiery flavours, co-creation technologies like Myromi™, or their commitment to sustainability and wellbeing, Givaudan is sparking a new era of food experiences—one that promises to challenge conventions, surprise consumers, and set new industry standards for years to come.

For anyone who missed Givaudan’s showcase this year, Naheel had one final piece of advice: “If you weren’t able to visit us this time, don’t miss out next year. The future of food is just getting started.”