You've done your trials, you've done your tastings, the product tastes good or even really good, and your team is happy with it.

But you're still not launching your food or drink product.

Because what if it could be better? What if you tweak the sweetness just a little bit more? What if you try on...

"The product doesn't taste the same any more."

This is one of the most common emails I get from food and drink brands. And when I start asking the questions, nine times out of ten it's the same story.

Someone in the supply chain or procurement team changed the supplier.

They thought it would be f...

Today I want to talk to you about something that sounds brilliant on paper but that can actually cost you thousands of pounds and months of wasting time and that is free flavour development.

If you are a food and drink business, chances are you worked with a flavour house or a contractor manufactur...

Is that time of year where everyone is talking about trends for 2026. Every flavour house is announcing their flavour of the year. Every report is predicting what consumers will want next.

And if you are food and drink brands planning for the next launch, you may be wondering, should I follow these...

You've launched your product with the flavours everyone loves. Chocolate, vanilla, strawberry, caramel. The safe bets. The ones that should guarantee sales.

So why are your numbers dropping? Why do reviews keep mentioning the taste isn't quite right? Why are customers buying once and never coming b...