Show season is well and truly underway for 2025. I ventured out to IFE at London’s ExCel this week to support clients and see what’s new. As events go, it’s an impressive one full of innovation and I discovered plenty of new and exciting products and producers.
IFE is a seriously large event, comprising IFE Manufacturing, The Pub Show, HRC (Hotel, Restaurant & Catering) and the International Salon Culinaire. A lot of ground to travel from large groups of stands representing international trade delegations to equipment manufacturing. With an extensive programme of panels and talks, plenty of new products in the startup zone, it was a busy day. I thought I’d share some of my favourite ‘finds’.
A beautiful story and a divine product
Greek saffron is the hero ingredient in Krocus & Co’s range of Great Taste Award-winning herbal teas. I loved the beautiful premium packaging and they tasted divine. I listened to founder Alexandros’ enchanting story about growing up in Greece surrounded by saffron in his home town (Kronos Konanis). It was an ingredient regularly used in family cooking and, as a child, he would help with harvest. Krocus & Co celebrates this heritage and buys its saffron directly from the farmers, as well as giving 1% back to Greek farmers. I’ve already bought a pouch of the Orange, Honey and Saffron blend. It’s beautiful.
Find out more at: https://krocus.co
‘Insanely sustainable’ burgers and meatballs
Wriggle Foods is launching a range of burgers and meatballs powered by crickets. The business is on a mission to help consumers make the switch to sustainable and nutritious insect protein. They have a lovely light-hearted and decidedly non-preachy approach to educating UK consumers about the benefits of the protein source that 80% of the world already enjoys. Delightful branding that makes eating crickets fun too.
Find out more at: https://www.wrigglefoods.com/why
Creative health drink positioning
Back in the day, a trip to a major food event might have meant a couple of nights of heavy apres-show socialising. Pre Pear’s 100% Korean pear juice is niching down to focus on the issue of heading off hangovers before they appear.
Pre Pear is a super-healthy drink that you can enjoy any time to help your body detox. However, they recommend that you drink one 20 minutes before alcohol to benefit from its antioxidants and micronutrients. They help your body process the alcohol and are proven to help you feel better on the morning after. The handy pouches are crisply branded and the neat positioning really helps them stand out too.
Find out more at: https://prepearjuice.com
Gluten-free, grain-free, dairy-free, soy-free and legume-free
I’ve not come across pasta made from almond flour before, but ALPA offers penne and tagliatelle that more of us can eat. It’s a fresh take that makes a staple food available and convenient for more of us.
Delivered freshly frozen, it promises the real taste and texture of pasta, as well as having extra fibre and protein and a low carb count. The science around grain-free diets shows it supports gut health, reduces inflammation, boosts energy and improves cognitive function. Almonds are nutritionally dense and the freezing process locks in the goodness.
Find out more at: https://www.alpafoods.co.uk
A sucker punch of taste
Last but not least, I picked up a sample shot of Sucker Punch pickle juice. Founder and Chicago native David Van Alphen launched his pickle business in 2012, initially based on his own signature blend of 11 spices. Since then he’s been on a crusade to spread the word about the wonders of pickles, bringing the taste to bloody mary and margarita mixers and a range of low-calorie, flavourful snack packs for pickles on-the-go.
Now there’s a range of Pickle Juice Shots, that pack a punch and help athletes banish muscle cramps. The shots are packed with electrolytes, keeping you hydrated too (so bang on-trend). I love pickles but this one was a bit intense for me in this format.
Find out more at: https://suckerpunchpickles.com
Next up is the Farm & Deli Show in Birmingham (April 7-9). If you’re going, drop me an email or message me on LinkedIn.