Friday, April 12, 2024

New products in the spotlight as IFE prepares to return

IFE, part of Food, Drink & Hospitality Week, will see hundreds of new food & drink product launches when the event returns to ExCeL London on 25-27 March.

For more than 40 years IFE has been a trust product sourcing resource for retailers, wholesalers and hospitality professionals from the UK and around the world. This year’s event is divided into 14 distinct zones, with 2024 seeing the addition of the Fresh Produce Section, in partnership with the Fresh Produce Consortium, the Cheese Pavilion and the Hot Beverages Pavilion.

The show will also welcome suppliers from more than 60 countries including Turkey, Thailand, France, Sri Lanka, China, Italy, Ecuador, Hungary and Cyprus.

The Startup Market at this year’s event is home to 24 innovative startup food & drink brands and a must-attend for buyers eager to discover completely new products from up-and-coming suppliers.

Among the companies taking part are wellness tea and superfood brand Better Food Mood, Froot Pops, supplier of chocolate-dipped raspberries, FoodHak, supplier of freshly-prepared plant-based and gluten-free dishes, and Pure Coaties, an innovative “raw” pastry comprised of date paste and gluten free oats, palm-free margarine and natural flavours, covered by milk-free chocolate sweetened by fibres from chicory roots.

New product launches elsewhere at the event include:

  • ALO Drink, a leading aloe vera beverage brand in the United States and Canada will be introducing a new line of ready to drink boba teas under the brand name JENJI and available in four different flavours: Original Milk Tea, Matcha Latte, Strawberry Latte, and Brown Sugar.
  • Antipodes Gin Co. Will be bringing what the company says is Australia’s first certified organic and sustainable spirit company to IFE 2024, entering new markets in the UK and Europe and redefining the Australian spirits category.
  • Family owned Cremoloso Gelato will be launching new 460ml gelato pots at IFE this year, a Salted Amaretto with a balance of premium sea salt and Amaretto infused into a velvety gelato base.
  • Gerald McDonald Group will be launching a new Yuzu Juice NFC (not from concentrate), pressed in Japan and with a complex citrus flavour.
  • Speedibake will be on hand at the show with a new product turning heads in the foodservice market. A premium pre-baked pizza base, Scrocchiarella is light, crunchy and a perfect answer to consumer demand for healthy, high-quality snacking and on-the-go food.
  • Marigold Health Foods, known for its range of vegan Engevita® nutritional yeast flakes, bouillon, gravy, sauces, plant-based meat and fish, will be launching a new healthy snack: Popcorn Plus.
  • Canada-based Dare Foods will be launching new vegetarian crisps, popped not fried, in two distinct flavours: sea salt and ranch dressing.
  • French bakery manufacturer Bridor will be launching new Lenôtre Mini Tartelettes, made with a delicate and pure butter puff pastry and available in three flavours. 
  • Novo Farina, the only British manufacturer of pea protein ingredients, will launch quick hydrate pea mince and quick hydrate pea chunk.

IFE takes place alongside IFE Manufacturing, The Pub Show, HRC and International Salon Culinaire as part of Food, Drink & Hospitality Week on 25-27 March at ExCeL London. To find out more and register for your complimentary trade ticket visit

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