Concept to Creation in Just 12 Weeks: Inside The Bread & Jam X Givaudan Taste Academy
At the start of 2026, Bread & Jam launched The Taste Academy powered by Givaudan, giving four of the hottest challenger brands in the UK the chance to develop a new product from concept to taste test in just 12 weeks. Applications from FRANK, Soul Kitchen, Three Robins & Belly Dance stood out, and so they’ve spent the last few months creating new & exciting products to bring to market.
With applications for a new cohort opening this October, we caught up with these winning founders to find out what actually came from it, what products we can expect to see and what’s next for their brands.
Hey, how was your experience with the Taste Academy and what came from it?
Sam Billinge, FRANK - “Being selected for the Taste Academy has been a real sliding-doors moment for FRANK. We went into the Taste Academy intending to develop one new SKU. Givaudan provided data around what is performing in the wider savoury-snacking category and we landed on BBQ as the flavour opportunity.
Working with Givaudan has been exceptional. They’ve been incredibly supportive, encouraging and, importantly, very “yes, we can do that” in their approach. What started as one new bar quickly grew into something much bigger and more exciting. Givaudan offered to support us with our existing flavours too, and we’ve now developed a completely new three-SKU range that we plan to launch in October.”
Bella Acland, Soul Kitchen - “We used the Taste Academy to work on an entirely new range for Soul Kitchen, building on our mission to reinvent instant food. The concept is an ambient, instant, lentil based meal pot which serves as a premium and wholefood alternative to pot noodle. Givaudan helped us develop the flavour base for the first product: a Korean BBQ-style seasoning blend. It gave us the opportunity to take an idea we were really excited about and work with genuine flavour experts to make it feel commercially ready, while still staying true to the Soul Kitchen approach of bold flavour, bold nutrition and genuinely convenient food.”
Karen Robinson, Three Robins - “We came away with a much clearer direction for the next flavour in our Little Smoothies range, but also with the backing of a global flavour expert behind the product. As a small brand, being able to say we’ve worked with Givaudan adds real credibility when we’re talking to buyers, manufacturers and other partners.”
Hannah Calder & Harriet Armston-Clarke, Belly Dance - “An innovative, healthy, gut-groovin' mocktail!”
So, what did you actually create with Givaudan’s help?
Sam Billinge, FRANK - “We’ve come away with three new SKUs, a significantly stronger understanding of flavour development, and a relationship with Givaudan that we see as genuinely long-term.
The biggest change has been in how we think about flavour. Givaudan brought an extraordinary depth of expertise to the process, but they also took the time to understand what FRANK is trying to achieve as a brand. That combination has helped us develop products that are much more distinctive and exciting.”
Bella Acland, Soul Kitchen - “We developed a fully bespoke, one-pot seasoning blend specifically for the new range. One of the biggest benefits was creating something that could work within our existing manufacturing process, while also complementing the other ingredients and recipes in the pot.
That has allowed us to create something much more advanced and premium than we could have achieved simply by working with an off-the-shelf flavour blend. For a small brand, having access to that level of flavour expertise has been incredibly valuable.”
Karen Robinson, Three Robins - “We were able to explore different flavour options for our new apple-led Little Smoothie and understand much more about how subtle changes can affect the overall taste. Givaudan brought a huge amount of detailed flavour knowledge to the process, as well as access to really high-quality flavourings and ingredients that we simply wouldn’t otherwise have had. The team were also brilliant to work with and went above and beyond to get samples ready for us within a very tight timeframe.”
Hannah Calder & Harriet Armston-Clarke, Belly Dance - “We launched the newest edition to the Belly Dancefloor - the non-alc Spicy Margarita.”
The Taste Academy opens again soon! Any advice for brands thinking of applying?
Sam Billinge, FRANK - “Apply. But go in with a clear problem you genuinely need help solving. It doesn’t have to be simply “we need a new flavour”. The Academy can help you think about flavour and how a product is likely to perform with consumers. Come with an open mind and be prepared to challenge your own assumptions.
Also, be prepared to commit the time. We found the more engaged we were, the more we got out of it. Givaudan have been incredibly flexible around our timelines and launch plans, especially as the programme grew beyond the original brief.
Most importantly, don’t underestimate what can happen when you put a small, ambitious brand in a room with people who have world-class expertise. The new flavours are banging.”
Bella Acland, Soul Kitchen - “Firstly, do your homework and get tasting! Try as many comparable products as you can and get really clear on what you think works, what doesn't, and where the gaps are.
I'd also really encourage brands to lean into the data and expertise Givaudan can provide. They have an enormous amount of insight into flavour trends, consumer preferences and category development, and that can be incredibly useful not only for the product itself, but also for strengthening your proposition and the story you take to retailers or investors.”
Karen Robinson, Three Robins - “I think it’s particularly valuable if you already have a product or base recipe and have a specific flavour challenge you want to solve. Go in with a clear brief, be open to the expertise the team brings and make the most of the opportunity to work directly with people who really understand flavour. The Givaudan team were incredibly supportive and generous with their time and knowledge.”
Hannah Calder & Harriet Armston-Clarke, Belly Dance - “Do it! You'll work closely with Givaudan's experienced team to accelerate the development process, allowing your ideas to come to life.”
What is next for the product you created with Givaudan? When can we expect to get our hands on it?
Sam Billinge, FRANK - “We’re launching the new FRANK range in October, both online and into Whole Foods Market. We cannot wait to get the bars into people’s hands and see how they respond.
And this isn’t the end of our relationship with Givaudan. We see the Taste Academy as the beginning of a much longer collaboration.”
Bella Acland, Soul Kitchen - “We're now moving into manufacturing trials, which is incredibly exciting. We've already had a really encouraging response to the concept after pitching it at Bread & Jam, particularly from the foodservice sector, so the race is now on to get it launched.
The branding is coming together nicely - with strong flavour cues, the product is getting very close, and we're really excited about what this range could become. For Soul Kitchen, soup was always intended to be the starting point rather than the end point. This is an important next step in our ambition to reinvent the whole instant food category.”
Karen Robinson, Three Robins - “We’re continuing to develop the product, using what we learned through the Taste Academy as part of that process. The goal is for it to become the third flavour in our Little Smoothies range alongside Super Berry and Totally Tropical, so hopefully people will see it out in the world before too long - watch this space!”
Hannah Calder & Harriet Armston-Clarke, Belly Dance - “To get more bellies dancing! Wellness never felt this fun ;)”
The Taste Academy powered by Givaudan opens again very soon! So whether you’re an early stage / pre launch brand looking to create your first range or an established brand looking to improve existing lines, and working with the the world’s largest flavour and fragrance house sounds good, then check it out! 👇
