June 6, 2023

IFF Wows at Gulfood Manufacturing Show with Innovative Nature Inspired AR Experience

IFF showcased its expanded range of solutions across beverages, dairy, snacks, bakery, culinary, bars & confectionary categories at the Gulfood Manufacturing Show recently, at the Dubai World Trade Center. IFF’s presence at this global food tradeshow focused on key food and beverage trends in the Middle East – health, sustainability, and sensorial delight. These themes were brought to life through three nature inspired experiential zones powered by augmented reality.

One of the most visited rooms was the planet first ocean zone which provided underwater experience to people, where they also got the opportunity to dive into IFF’s do more good inititaives on seaweed, UPCYCLE and RE-IMAGINE WASTETM through AR application.

In another digitally simulated green rainforest zone, people experienced holistic health through IFF’s RE-IMAGINE WELLNESSTM space which gave a 360o journey of omnipresent health & wellbeing. The ambience was complimented by some refreshing ‘health shots’, beverages especially created to boost brain health and overall immunity.

The booth end was even more spectacular with the desert experiential zone which gave a desert safari experience right in the middle of the exhibition center. Adding to all the fun were the Cake Pops, which the people were co-creating with the IFF food designers using IFF’s flavors and toppings.

In the double story booth, all the zones and the food and beverage concepts including an energizing Ambient Yougurt Drink were inspired by Panoptic – IFF’s proprietary Trend & Foresight capability. All future-forward F&B concepts featured IFF flavors, ingredients and systems, were customized to suit local taste profiles along with providing enhanced nutrition and in some prototypes a longer shelf life, in turn a possibility to elminate the need for cold chain suply which can result in positive benefits to customer’s distribution value chain.

Helga Moelschl, regional president, AMETI, Nourish, IFF spoke about how following the global pandemic, consumers have become more conscious about their choices in terms of health, environment and price sensitivity. She said, “we understand these changing industry dynamics and support our customers by bridging innovation with local insights. With our expanded flavor and ingredient portfolio and product design approach, we have merged science and creativity into our entire process, from conceptualization to commercialization.”

Overall, IFF at the Gulfood Manufacturing 2022 with its nature inspired AR zones and some tasty F&B concepts provided an incredible experience.

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