The Taste Academy fast-tracks challenger brands

In a move set to level the playing field for the UK’s food and drink start-ups, Bread & Jam has partnered with Givaudan, the world’s largest flavour and fragrance house, to launch The Taste Academy.

This high-octane, 12-week program offers four lucky challenger brands the ultimate industry “golden ticket”: the chance to develop a new product from concept to shelf — or overhaul an existing line — using the technical muscle of a global corporate giant. The best part? It is entirely free.

Breaking the corporate barrier

The initiative aims to bridge the massive resource gap between multinational FMCG corporations and the independent start-up community.

“FMCG is not a level playing field,” says Jason Gibb, co-founder of Bread & Jam. “The big corporates have access to knowledge and expertise that the challenger brand community can only dream of. But that dream has just become a reality. I can’t quite believe it myself.”

What’s on the menu?

The four shortlisted brands will enter a 12-week sprint starting March 30th, working hand-in-hand with Givaudan’s Applications Team in Milton Keynes. The “brain trust” at their disposal includes world-class flavourists, chefs, and application scientists.

Key benefits of the Academy include:

• Trend-led innovation: access to global data on everything from plant-based indulgence to functional botanicals.
• Technical muscle: a dedicated lab team to perfect flavour stability, cost-engineering, and compliance.
• Ethical edge: direct access to Givaudan’s sustainable sourcing and transparent ingredient networks.
• The ultimate launchpad: the programme culminates at the Bread & Jam Festival (July 14-15), where brands will debut their products and pitch directly to national and international retail buyers.

Is your brand a match?

The Academy is open to both early-stage/pre-launch brands and established companies looking to fine-tune their current range. Whether you’re chasing a “cultural flavour twist” or a clean-label revolution, Givaudan’s team will provide the technical “oomph” to make it happen.

The countdown is on

Founders don’t have long to sharpen their knives. The application process is rigorous:

Deadline: March 10th.

The pitch: shortlisted candidates will pitch online between March 16th and 20th.

The final four: selected immediately after for the March 30th kick-off.

For the UK’s artisan and challenger community, this isn’t just a mentorship—it’s an opportunity to borrow the keys to the world’s most advanced flavour engine.

Apply now at breadandjamfestival.com before the March 10th deadline.