Bread & Jam launch The Taste Academy

Bread & Jam have teamed up with Givaudan, the world’s largest flavour and fragrance house, to launch The Taste Academy. Four of the hottest challenger brands in the UK will get the chance to develop a new product from concept to taste test, or fine-tune an existing product for greater success, in just 12 weeks. FOR FREE!

Jason Gibb from Bread & Jam says “FMCG is not a level playing field. The big corporates have access to knowledge and expertise that the challenger brand community can only dream of. But that dream has just become a reality. And for free. I can’t quite believe it myself."

The Taste Academy is for early-stage and pre-launch brands looking to create their first range or established brands looking to improve existing lines. Four shortlisted brands will benefit from insights into global trends data and lived sensory experiences, this could be anything from plant-based indulgence to functional botanicals and cultural flavour twists; technical brains and production muscle with access to a lab team who can perfect costs, flavours and stability whilst ensuring product compliance; access to Givaudan’s world of sustainable sourcing and ethical ingredient networks - giving brands a transparent and responsible edge from day one; and a platform at the UK's biggest Food and Drink Founders' Festival, Bread & Jam Festival on 14th & 15th July, where they will launch their new products and pitch to national, international and speciality fine food buyers.

The Taste Academy runs for 12 weeks from 30th March. Throughout the program, four brands will work hand in hand with Givaudan’s Applications Team, bringing together flavourists, chefs, consumer insights specialists and experienced application scientists to co-create and perfect their products. They will then meet the team at Givaudan’s UK HQ in Milton Keynes, receiving samples of their new products in good time for the showcase at the Bread & Jam Festival in July.

The deadline for applications is 10th March, apply now. Applications will be carefully reviewed by Givaudan’s team of technical, marketing, and commercial experts, and then shortlisted candidates will be invited to pitch online from 16th to 20th March, with the final four being selected thereafter.

Find out more about The Taste Academy, and the criteria for entry here.