Reclaiming authenticity in the new age of poultry

The food industry has reached a regulatory and culinary crossroads, signalled by the release of Besmoke’s fifth Smoke Report.

This analysis arrives at a critical turning point for global manufacturers: a phased EU ban on traditional smoke flavourings that mandates their total removal from sauces, soups, and seasonings by July 2026.

Besmoke founder and CEO Huw Griffiths characterises this period as a fundamental shift in food production. “We’re witnessing a defining moment for the food industry,” Griffiths notes. “Producers, retailers and flavour houses are all looking for ways to stay ahead of regulation while delivering better taste.”

As the deadline approaches, the report identifies the “Age of Poultry” as the primary theatre for flavour innovation.

Poultry now accounts for more than half of all meat consumption in the UK, favoured by consumers as a lean, affordable, and versatile protein. According to Griffiths, this is no coincidence: “We’re entering what we call the ‘age of poultry’, where demand for healthier, affordable protein is driving huge innovation.”

The report advocates for a technical pivot toward naturally derived smoke solutions. Unlike synthetic predecessors, these are created through controlled wood combustion and filtration — a process that effectively removes harmful compounds while enhancing flavour complexity.

Griffiths argues that the move away from synthetic options is a long-overdue correction. “With the EU’s smoke flavourings ban now imminent, the market is recognising that traditional flavourings were often too harsh and artificial,” he explains. “Natural smoke, produced through controlled processes, offers a safer, more subtle and far more authentic alternative.”

From a formulation standpoint, this shift offers distinct technical advantages

• Salt reduction: natural smoke acts as a genuine flavour enhancer, allowing producers to reduce sodium content.
• Deep penetration: poultry’s naturally mild profile serves as an ideal “canvas,” allowing these subtle smoke profiles to penetrate deeply.

This innovation is aimed squarely at the “Adventurous Consumer” seeking sophisticated fusions of sweet, spicy, and smoky profiles. Griffiths emphasises that poultry is the ideal vehicle for these trends: “Poultry, with its global appeal and versatility, is where much of that innovation will happen next.”

For manufacturers, the mission is dual-purpose: satisfying this trend while reformulating high-volume items to remain compliant with the 2026 mandate. Griffiths sees this as an opportunity to move past the limitations of the last century. “Our message, and our number one aim, is to help the world reclaim the emotion, authenticity and science of conventional smoke and end the decades-long domination of flavourings,” he says.

Besmoke’s strategy urges the industry to be proactive rather than reactive. By partnering with industry heavyweights such as Pilgrim’s Europe and Nando’s, Besmoke aims to establish a cleaner global standard. Griffiths concludes that the industry must be challenged “to deliver deeper, more authentic flavour in cleaner, more natural ways.”

The July 2026 deadline is less a ticking clock and more an invitation to upgrade legacy recipe technology. For producers, the path forward comprises:

• Health as a USP: use natural smoke to replace salt and “clean up” labels.
• Go global: leverage poultry’s neutrality to experiment with complex smoky fusions.
• Future-proof: adopt natural solutions now to ensure seamless market access as EU-style regulations move into international territories.