IFE, part of Food, Drink & Hospitality Week, will once again put innovation centre stage with a dynamic programme of tastings and trend-led sessions in the New Products Discovery Theatre, sponsored by TT ICE TEA. 

Bringing together emerging brands, international producers and category disruptors, the theatre offers buyers from retail, wholesale and foodservice the opportunity to experience first-hand the flavours, formats and functional benefits driving new product development across the market. 

The stage sessions will be moderated by AJ Sharp, Host of Food Rebels and MD of Sharp Relations, who says: "Hosting the New Products Discovery Theatre at IFE this year is a massive privilege. I'm so excited about the line-up; the team has gathered an incredible mix of producers, tastemakers and pioneers from all over the world. Each of them are innovating, pushing boundaries and reimagining their categories. Expect some really candid, fascinating, and provocative conversations that will challenge the way we think about the future of food." 

IFE Key Sponsor Qualiko will be taking to the stage with a show-stopping culinary experience featuring the company’s Ambassador Chef Andrii and award-winning chef, author and TV personality Shalina Permalloo, both crafting delicious dishes using succulent Qualiko chicken.  

Functional drinks and next-generation wellness will be high on the agenda. ‘Functional Hydration: The Next Wave in Drinks’ will showcase brands including Chill Spritz Drink with Ashwagandha, Kloudy Matcha, Hydrogen Innovation and Now Coco, exploring how hydration is evolving beyond basics into added-value propositions. ‘The Future of Functional: Next-Gen Wellness Brands’ will feature Coffola, INTACT, Vitz, Hustle Bars, and Yogoody, highlighting the continued appetite for products that blend convenience with credible health benefits. 

The rapid rise of iced tea will be examined in ‘From Global Favourite to UK Fixture: The Rise of Natural Iced Tea’, led by TT Iced Tea, offering insight into how the category is shifting from niche to mainstream. Coffee and ready-to-drink innovation will also be in focus during ‘Speciality Beverages: Premium Coffee & RTD Innovation’, with 100 Coconuts, Junca Coffee, Kay – Kuna and She Real Cocktails demonstrating premiumisation within beverages. 

Global flavours remain a powerful growth driver, reflected in several sessions across the programme. ‘Modern Cuisine: Global Flavours Driving Growth’ will bring together Daawat Rice, Dragon Mama’s Kitchen, Emilias Crafted Pasta and OMAKASE BY CUPID to explore how international cuisines are influencing UK product development. Meanwhile, ‘The Italian Sunday Lunch: Rituals and Flavours with The Italian Trade Agency’ and ‘FICT Taste and Share – the Delights of French Charcuterie’ will celebrate European culinary heritage while highlighting export opportunities and cross-border collaboration. 

Premiumisation and indulgence also feature strongly. ‘Premium Indulgence: Craft-Led Growth Brands’, with Mr. Sprinkle, Omega Pressery, Robin Ice Cream and Zeit Fuer Brot, will demonstrate how craftsmanship and quality cues can drive margin. ‘Premium Snacking: for Healthy Indulgence’ will see Delicday, Lovelove Art, Xhunca & Fermentia, and Morish Snacks tap into the balance between permissible indulgence and better-for-you positioning. ‘Redefined indulgence and luxury innovation’ will feature Coccola Suitefoods, Golden Bar Aqua, Kannavi Caviar and Pherico Interbrands. 

VATSAK will explore value-led luxury in ‘Artisan Patisserie with Profitable, Affordable Indulgence for Modern Retail & Foodservice’, addressing how operators can deliver standout bakery offers while protecting margins. 

Recognising the growing importance of free-from and inclusive innovation, the ‘Free From Food Awards Tasting’ will spotlight award-winning products meeting evolving dietary needs. 

Together, the sessions underline IFE’s role as the UK’s largest and most successful product sourcing platform, providing a launchpad for new ideas and a curated space for buyers to identify the products and trends that will define the years ahead. 

Find out more about this year’s event, and register for your free trade ticket, at ife.co.uk.