Bread & Jam announces the four challenger brands selected to take part in The Taste Academy

Bread & Jam recently launched The Taste Academy in partnership with Givaudan, the world’s largest flavour and fragrance house, to find four of the hottest challenger brands in the UK. After a huge number of submissions, shortlisted brands were invited to pitch, and four exceptional product ideas were selected. The Taste Academy gives entrepreneurs the opportunity to develop a new product from concept to taste test, or fine‑tune an existing one for greater success, in just 12 weeks — all completely free.

Congratulations, in no particular order, to Soul Kitchen, Belly Dance, FRANK and Three Robins!

Jason Gibb, co-founder of Bread & Jam says “We were blown away by the quality of the applications which were a reminder that challenger brands really are the drivers of innovation in this industry, constantly pushing the boundaries of what is possible and what the consumer wants. With so many exceptional brands applying to take part it was only the smallest margins that separated those moving forward from those that weren’t chosen this time. We’re excited to see the four products come to life, and launch at our Festival in July and grateful to Givaudan for supporting this unique opportunity."

Soul Kitchen is taking the next step in convenient, nourishing food that challenges the instant meal pot category, with a product that has a nutrient-dense ingredient base and bold, trend-led flavours. Belly Dance is creating a new gut-groovin’ water kefir soda with a bold flavour, putting the FUN in functional and making good gut health accessible to all types of bellies. FRANK is redefining the protein bar, with a bold, savoury combination made with real culinary ingredients. Three Robins will develop a new addition to its Little Smoothies range, with real ingredients, no added sugar and great taste, responding to growing demand for healthier and more functional everyday kids’ snacks.

Bella Acland, founder of Soul Kitchen says “It genuinely feels like we’re hitting the market at the right time with our wholefood concept. Having Givaudan’s expertise and global insight into flavour innovation involved is incredibly exciting and really elevates what we can create.”

Harriet Armston-Clarke and Hannah Calder, co-founders of Belly Dance say “Our bellies are dancing to be joining the Taste Academy! Belly Dance was born to put the FUN in functional with sodas that don’t compromise on health or taste, and working with Givaudan's flavour experts is going to help us do just that.”

Sam Billinge, founder of FRANK says “It feels unreal to be part of The Taste Academy. Partnering with Givaudan gives us a unique opportunity to redefine what a protein bar can be. We believe people deserve more choice in the protein bar aisle, and this collaboration will help us deliver it.”

Karen Robinson, founder of Three Robins says “The opportunity to work with a company like Givaudan is incredibly valuable and not something we would normally have access to. We’ve seen strong demand for a third flavour in our Little Smoothies range, so this is a chance to develop something new, pushing a bit further in terms of both flavour and functionality.”

The Taste Academy four are now working with Givaudan on a 12-week programme that will bring 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 on 14th & 15th July.