IFF to showcase ‘Innovate the future of Food’ theme at Gulfood Manufacturing Show

Visitors can experiment with food innovation using augmented reality and discover end-to-end food and beverage solutions across six market categories
IFF to showcase ‘Innovate the future of Food’ theme at Gulfood Manufacturing Show
Photo - IFF

IFF for the first time will showcase its expanded range of solutions across beverages, dairy, snacks, bakery, culinary, bars & confectionary categories at the Gulfood Manufacturing Show (GFM) held on 8 to 10 November, at the Dubai World Trade Center. IFF's presence at this global food tradeshow centers around key food and beverage trends in the Middle East: health, sustainability, and consumer demand for experiential delight. The key themes are brought to life through three nature-inspired experiential zones powered by augmented reality.

Following the global pandemic, consumers have become more health conscious with at least eight out of ten people in the Middle East keen on taking care of their diet in a sustainable way. "We understand these changing industry dynamics and support our customers by bridging innovation with local insights," said Helga Moelschl, regional president, AMETI, Nourish, IFF. "With our expanded flavor and ingredient portfolio and product design approach, we have merged science and creativity into our entire process, from conceptualization to commercialization."

Booth B7-4, Hall 7

In the double-story booth, seven food and beverage concepts inspired by Panoptic - IFF's proprietary Trend & Foresight capability will be showcased in three different experiential zones.

  • Planet First Ocean Underwater zone: Learn more about IFF's upcycling initiatives under the company's RE-IMAGINE WASTETM innovation program.

  • Holistic Health Rainforest zone: Enter a 360o simulated RE-IMAGINE WELLNESSTM space, and sip on a specially curated health shot for inclusive well-being.

  • Experience Amplified Desert zone: Co-create cake pops using IFF's flavors and toppings. Attendees can also capture digital postcards in a desert safari setting for online sharing.

IFF's latest creation for the market includes a healthy and tasty ambient stable yogurt drink that provides a longer shelf life and eliminates the need for cold chain supply which can result in positive benefits to our customer's distribution value chain.

"We've taken the experiential and sensorial experiences for our partners to the next level," said Armand Engelen, regional creation & design director, AMETI, Nourish, IFF. "Our future-forward concepts feature enhanced nutrition and are customized to suit local taste profiles. Even better, they offer manufacturers efficiency advantages, and consider environmental impact."

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