Category: Industry news

Flavour Trends 2025: What Product Developers Need to Know

Posted on by itsflavours

Attention all food and beverage innovators – 2025 is shaping up to be a game-changing year in flavour. Consumers are craving bolder experiences, nostalgic throwbacks, and global inspirations, and it’s up to you to bring those trends to life.

We’ve dived into the latest market trends, so you don’t have to. Here’s what’s driving consumer preferences – and how you can stay ahead in an increasingly competitive market.

Eastern Eats: The Global Flavours Taking Over

Asian cuisine has been quietly dominating menus, and now it’s taking over flavour innovation too. Expect to see punchy, tropical, and aromatic flavours hitting everything from beverages to bakery.

Flavour Opportunities:

  • Yuzu (+19%) – A citrus superstar making waves in drinks, desserts, and even condiments.
  • Japanese-Inspired Flavours (+20%) – Think matcha, miso, and wasabi breaking into new categories.
  • Korean Flavours (+32%) – Gochujang, kimchi, and soy-garlic are ready to shake up snacks, marinades, and beverages.
  • Lychee (+10%) – Floral, fruity, and ideal for premium drinks.

Key Takeaway: Eastern flavours aren’t just a trend – they’re a movement. Consumers are craving depth, umami, and complexity in their flavour experiences.

Request a flavour sample

Big, Bold & In-Your-Face Flavours

Forget subtle. Consumers want impactful flavours that stand out from the first bite (or sip). Think smoky, salty, sour, and rich umami profiles designed to create memorable experiences.

Flavour Opportunities:

  • Salty (+40%) – Lean into salt-forward snacks, salted caramel desserts and sweet and salty flavour explosion.
  • Margarita (+17%) – Expand into alcohol-free RTDs, sorbets, desserts and even cupcakes!
  • Hickory Smoked (+10%) – Add depth to sauces, cheese, meats, and plant-based alternatives.
  • Sour (+20%) – Perfect for next-gen confectionery, sour ales, and something a little bit different.

Key Takeaway: Consumers expect bold, statement flavours. How will your next launch deliver?

Request a flavour sample

Swicy: The Sweet + Spicy Revolution

The fusion of sweet and spicy—aka “swicy”—is on fire (literally). Gen Z loves it, and it’s popping up in snacks, condiments, cocktails, and desserts.

Flavour Opportunities:

  • Flamin’ Hot (+10%) – How can you evolve the spicy snack craze?
  • Green Chili (+23%) – Consumers are looking for heat with depth.
  • Sweet BBQ (+16%) – Perfect for marinades, nuts, glazes, and dips

Key Takeaway: This trend isn’t slowing down. If your sweet & spicy line isn’t evolving, it’s falling behind.

Request a flavour sample

Mad About Melon: The Breakout Fruit of 2025

Melon is emerging as the next big flavour, particularly in beverages, frozen treats, and confectionery.

Opportunities for Flavour:

  • Melon (+24%) – A staple in RTDs, hydration drinks, and summer-inspired snacks.
  • Honeydew (+68%) – Underutilized in dairy, cocktails, and functional foods.

Key Takeaway: Consumers associate melon with refreshment and fun – capitalize on that emotional connection.

Request a flavour sample

Everlasting Flavours: Nostalgia with a Twist

Retro flavours are making a modern comeback – but with premium, creative twists. Think childhood favourites reimagined for today’s sophisticated consumer.

Opportunities for Flavour:

  • S’mores (+73%) – The classic indulgent American dessert snack. A natural fit for desserts, dairy, and coffee syrups.
  • Honeycomb (+18%) – Luxurious ice creams, spreads, and bakery items. A trusted indulgent flavour. 
  • Blue Raspberry (+24%) – Retro, bold, and prime for energy drinks and candies.

Key Takeaway: Tap into emotional connections by modernizing comforting, nostalgic flavours.

Request a flavour sample

Brave Flavours: The New Frontier

Consumers – especially younger demographics – are seeking adventurous, boundary-pushing flavours. Expect floral, tropical, and heat-infused options to rise.

Opportunities for Flavour:

  • Habanero Chili (+37%) – A growing player in chocolate, sauces, and RTD cocktails. More spicy flavours exploding into new product development. 
  • Pina Colada (+21%) – Trending in alcoholic and non-alcoholic beverage categories – perfect flavour to cross over into new sectors like dairy and bakery.
  • Elderberry (+28%) – An exciting verry flavour that works perfectly with botanical-infused options for teas, spirits, and wellness brands.

Key Takeaway: Stand out by offering unexpected flavour combinations that challenge the norm.

Request a flavour sample

What’s Next? Stay Ahead of the Curve

Flavour trends in 2025 are lasting longer, hitting harder, and requiring more innovation.

To succeed, product developers should:

  • Embrace bold, high-impact flavours that create instant appeal.
  • Personalize nostalgia by giving classic flavours an updated twist.
  • Leverage global and botanical inspirations for a premium feel.
  • Plan for supply chain challenges – pricing on key ingredients like cocoa and butter is volatile.

Ready to innovate? The future of flavour is waiting – make sure your next launch is on-trend and unforgettable.

Which trends are shaping your product roadmap? Get in touch to request sample or find out more.

Flavour Trending: Cocktail Flavours

Posted on by itsflavours

The cocktail flavours you need to be tasting.

We’ve been hard at work analysing the cocktail flavour market – it’s a tough job but someone’s got to do it. 

Cocktails are fast becoming the go-to flavour trend for brands looking to add excitement and sophistication to their flavours ranges. Cocktails work especially well in non-alcoholic drinks and desserts.

We’ve highlighted some of the trendiest cocktail flavours we’ve spotted on the market. 

Dive in below and get tasting:

MANGO MOJITO

A tropical burst of flavour to the refreshing mojito classic.

This natural flavour really ticks a lot of boxes when it comes to those refreshing cocktail holiday vibes.

Request a sample.

NEGRONI

Complex, sophisticated and tasty. There is a reason this is one of the hottest cocktail flavours this year. 

One for the serious cocktail drinkers.

Request a sample.

ROASTED PINEAPPLE DAIQUIRI

Cool, refreshing, and sweet. All are nicely balanced out with complex roasted flavour notes.

The ultimate summer flavour.

Request a sample.

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MARGARITA

One of the world’s favourite cocktails.

Looking for a taste sensation? Sweet, sour, and salty – the classic all-rounder.

Request a sample.

ESPRESSO MARTINI

The flavour that keeps growing in just about every sector.

Bakery, desserts, ice cream – espresso martini is the perfect mix of sophistication and indulgence.

Request a sample.

Need some more inspiration? Check out our full list of cocktail flavours below:

  • Aperol Spritz
  • Bramble
  • Black Russian
  • Cosmopolitan
  • Daiquiri
  • Egg Nog
  • Espresso Martini
  • Margarita
  • Mango Mojito
  • Mojito
  • Negroni
  • Old Fashioned
  • Peach Bellini
  • Pina Colada
  • Pornstar Martini
  • Roasted Pineapple Daiquiri
  • Sangria
  • Strawberry Daiquiri
  • Tom Collins
  • Woo Woo

Get in touch to request a natural flavour sample to try out.

Delicious Desserts – Natural Flavour Range

Posted on by itsflavours

Dessert flavours aren’t slowing down…

The flavour trend that just isn’t going away. Dessert flavours of all tastes and senses have been a staple in new flavour ranges for a while now.

We first highlighted the growing trend of dessert flavours back in our Flavour Trend Report in 2021. Since then we have been building up our natural flavour range with the tastiest and most indulgent dessert flavours. 

Constantly evolving flavour trends

What’s great about the dessert flavour trend is that the flavours just keep on coming. Every week we are seeing new interesting dessert flavour profiles popping up. We also love the idea of switching up classic desserts to put your own special twist on them. We highlighted this with our Newfound Nostalgia flavour trend this year. 

Dessert flavours across all food and beverage sectors. 

No sector will be left out here. From bakery and ice cream, to sports nutrition and soft drinks. One of our favourite twists is getting these flavours into beer, a trend that is growing and growing. 

One of the most interesting trends within the dessert flavours market is the use of indulgent flavours in healthy products. We are increasingly seeing these flavours in sports powders and fitness drinks. Not to mention vitamin and collagen mixes. 

Our favourite dessert flavours.

We’ve got so many dessert flavours, we can’t shine a spotlight on them all, so we decided to highlight our absolute favourites that we think you need to try. Check them out below:

Baklava Natural Flavour

This might just be one of the fastest growing flavours out there at the moment. We are seeing it pop up all over dessert menus. 

It’s been growing a steady +23% YoY with no signs of slowing down. 

Sweet honey, buttery pastry with complex nutty flavour. What’s even better? The flavour is completely allergen-free.  

Request a sample.

Eton Mess Natural Flavour

A true classic. What more can we say about this classic British dessert? 

Strawberries, cream and baked meringue. Yes please. We can’t get enough, and neither will you. 

A flavour that will never go out of style.

Request a sample.

Basque Cheesecake Natural Flavour

Move over New York, it’s time for Basque Country. Cheesecake done Spanish style.

What’s a Basque Cheesecake you ask? Take a classic cheesecake, mix it with some crème brûlée and you won’t be far away.

Stacked with crème caramel-style bittersweet notes topped with rich cream. Wow. 

Request a sample.

Pecan Pie Natural Flavour

Ah, pecan pie. Sweet, sweet pecan pie.

We’ve got our friends from across the pond in the United States to thank for this tasty number. 

Heaps of buttery goodness, with the glorious flavour of sweet roasted pecans. And it’s all absolutely nut-free.

Request a sample.

Not spotted your favourite dessert flavour yet? 

If none of those flavours take your fancy, don’t worry, we have plenty more in our dessert natural flavour range. Check our list below to discover what else we have up out sleeves:

  • Chocolate Brownie
  • Sticky Toffee Pudding
  • Peach Melba
  • Apple Crumble
  • Apple Pie
  • Banoffee Pie
  • Basque Cheesecake
  • Eton Mess
  • Crème Brûlée
  • Trifle
  • Tiramisu
  • New York Cheesecake
  • Lemon Meringue Pie
  • Panna Cotta
  • Pecan Pie
  • Apple Strudel
  • Neapolitan Ice Cream
  • S’mores
  • Strawberries and Cream
  • Strawberry Sundae
  • Cobbler
  • Rhubarb & Custard

Still not feeling inspired? Give us a challenge to create your ideal dessert natural flavour. Or, maybe you just want to mix up an existing flavour? Peach cobbler anyone? 

Make sure you jump on the dessert flavour trend and get in touch to request a sample. 

Flavour Trending: Creative Caramel

Posted on by itsflavours

It’s time to get creative with caramel flavour

Salted caramel, and now caramelised biscuit. There is simply no stopping the popularity of caramel-based flavours. Anything with caramel seems to be going down a storm. Make sure you are being creative with caramel.

A sure bet for your next big flavour.

Caramel offers many different opportunities for unique and exciting flavour profiles. Salted caramel is one of the biggest success stories for new flavours. What started as an emerging trend on high-end restaurant dessert menus is now one of the first flavours that comes to mind. 

If you’re looking to try out a new flavour, try tweaking it with an indulgent caramelised twist. Whether in bakery, dairy, desserts, sports nutrition or beverage – caramel flavours always prove popular. 

The flavour pairing opportunities are endless.

Caramel is the perfect flavour to pair with other flavour profiles. It offers a versatile sweet and creamy flavour that can give an indulgent twist to just about any taste.

It’s the top flavour worldwide to be paired with chocolate across all sectors (source: Innova Market Insights)

Let’s talk caramelised biscuit flavour.

What started out as that traditional little biscuit on the side of your coffee has now become the hippest flavour trend. 

Thanks to the popularity of the Lotus Biscoff biscuit taking TikTok and Instagram by storm, we now have one of the tastiest flavours across all sectors. Caramelised biscuit flavour is now found in just about everything: ice creams, flavoured milk, bakery, desserts and even protein powders. 

Caramelised biscuit had over 52% growth in UK product launches 2018 – 2022 (source: Innova Market Insights). With no signs of slowing down…

Don’t take our word for it, taste it yourself.

Want to try just how delicious caramel flavours can be? Get in touch to request some caramel natural flavours.

Browse some of our favourites below:

  • Butter Caramel
  • Creamy Caramel
  • Caramelised Biscuit
  • Dark Caramel
  • Salted Caramel Profile
  • Salted Caramel Latte
  • Blonde Chocolate
  • Smokey Caramel
  • Coffee Caramel
  • Vanilla Caramel
  • Rich Caramel
  • Crème Brûlée
  • Dulce De Leche
  • Burnt Caramel


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Natural Chocolate Flavours: How to protect against rising cocoa prices.

Posted on by itsflavours

How natural chocolate flavours can help you with rising costs.

There’s no getting around it, chocolate is the world’s favourite flavour. That’s why the rising costs in cocoa are not only giving manufacturers a huge headache, but also may mean consumers will need to pay more for their favourite treats. Did you see the price of Easter eggs this year? Wow. 

We can’t be having that. 

We’ve made it our mission to help protect against rising cocoa prices.

We just so happened to have already a huge range of natural chocolate flavours that can replicate all sorts of unique and tasty chocolate profiles. 

From dark, to milky to the classic taste of authentic cocoa – we have a natural flavour to help elevate your products. Not only will they help you reduce development and production costs, they also offer a stable supply chain in the future. 

Natural flavours offer much more than cost reductions. 

Not only will our natural chocolate flavours sort your costs and supply out, they can also offer a whole lot more.

They are all totally plant-based and allergen-free – making sure we tick all your boxes. 

Discover natural chocolate flavour range and chocolate flavour trends.

We’ve got way too many different chocolate flavours to list out here. That’s why we’ve put together a one-stop shop report for all your chocolate needs.

Not only will you be able to browse our range of natural chocolate flavours, you’ll also find our other tasty flavours that pair with chocolate. We’ve also tied in some helpful chocolate trend data to help guide your chocolate flavour choices. 

Click here to discover more or request a flavour sample. 


CHOCOLATE FLAVOUR REPORT

I.T.S. Secures Second Site to Expand Flavour Capacity

Posted on by itsflavours

Things are about to get a whole lot tastier.

Following rapid year on year business growth, flavour experts, I.T.S has acquired a second facility, complete with a state-of-the-art flavour laboratory, close to its existing premises in Newbury, Berkshire.

Flavour innovation and application development at the heart of new I.T.S. site.

I.T.S’ new site will feature a modern innovation centre as well as customer product development areas. There will be new flavour creation laboratories, flavour sample bays and dedicated application spaces for bakery, dairy, beverage, and confectionery. The I.T.S microbrewery and bar, currently housed in the existing building and location of many a successful beer flavour tasting, will be given a facelift too and move to the new site.

Unbeatable lead times and trusted supply will be further supported.

New warehousing located there will hold both raw materials and finished product on-site. This will ensure that I.T.S can offer rapid turnround times and a stable supply to customers. The current I.T.S site will be converted into a purely manufacturing and technical site. This will increase production capacity, so allowing I.T.S to dramatically increase its flavour manufacturing capabilities.

Taking A Braver Flavour to the next level.

Established in 2009 by Mike Bagshaw, with the focus on bringing innovation and injecting some fun into the flavours sector, I.T.S now employs 24 people and supplies natural flavours throughout the food and beverage industries. Mike’s original vision remains at the heart of I.T.S and it is this approach to being ‘brave’ with flavour, while responding quickly to customer needs that has helped to drive the company’s success to date.

Mike Bagshaw, founder of I.T.S explains: “When I set up I.T.S 15 years ago at my kitchen table, I wanted to shake up the flavours industry, inject some real innovation and encourage customers to think outside the box. In recent years we have seen an explosion in popular culture, use of the internet and social media which, in turn, have fuelled fast changing food trends. As a proudly independent flavour house, we can keep on top of the latest trends and respond quickly to them, giving customers access to flavours which they may not be able to source easily from larger flavour suppliers.

Investing in the future and growth of natural flavour manufacturing. 

“The time has come to invest in the next stage of I.T.S’ growth and to expand to bigger and better facilities that will enable us not only to develop some fantastic new flavours but also give us the space to work directly with customers on product development and manufacture.
“These are exciting times for I.T.S and the whole team is looking forward to the next set of opportunities that this move will bring”.

I.T.S is hoping to move to its new premises by the end of the year.

Authentic Fruit Puree Natural Flavours

Posted on by itsflavours

The fruitiest range of natural flavours have just got tastier.

Consumers are increasingly asking for natural flavour profiles and moving away from the sweeter confectionery styles. We love a foam banana as much as the next guy, but sometimes you just need that authentic taste. Make sure your flavours taste just like the real thing.

Fruit Puree Natural Flavours with Authentic Fruit Flavour

We’ve created a range of natural flavours that replicate the intense and powerful fruit flavour profiles of puree. The flavours give food and drink developers an authentic range of fruit flavoured ingredients. 

Following the success of our first batch of natural fruit puree flavours we released last year, we were challenged to keep the range growing. That’s why our development team has been working hard to extend the range. 

Natural Flavours That Just Keeping Giving.

We’ve analysed the data and picked out some more tasty fruits to add to the range. Check out what we’ve got below:

  • Pear Puree – Natural Flavour
  • Apple Puree – Natural Flavours
  • Blueberry Puree – Natural Flavour
  • Pineapple Puree – Natural Flavour
  • Guava Puree – Natural Flavour

Get in touch to request a sample to see what all the hype is about. 

Sometimes It’s About More Than Just Flavour – Flavours That Help Save on Costs.

We know, we know – it’s about all about flavour. Taste is everything after all. But we live in the real world and understand it needs to make sense financially.

That’s why our natural puree fruit flavours can help save on costs by reducing or removing the use of fruit purees. These flavours work perfectly alongside, or to replace completely. 

The Original Fruit Puree Natural Flavour Range.

Missed out on our first release of flavours? Don’t worry – check out the below list and request a sample:

  • Strawberry Puree – Natural Flavour
  • Raspberry Puree- Natural Flavour
  • Mango Puree – Natural Flavour
  • Cherry Puree – Natural Flavour
  • Peach Puree – Natural Flavour
  • Peach Puree – Natural Flavour
  • Apricot Puree – Natural Flavour
  • Blackberry Puree – Natural Flavour
  • Blackcurrant Puree – Natural Flavour

Want to know more? Need a flavour sample to try? Get in touch with the team and we’d be happy to help. 


REQUEST A FLAVOUR SAMPLE

Bravest Flavour Trends for Food and Drink 2024

Posted on by itsflavours

FLAVOUR TREND FORECAST FOR 2024

Take a journey into the future of flavour. Our team of natural flavour experts have connected the dots to pull together the bravest flavour trends for the year ahead.

We’ve tracked down countless online research platforms, trawled the supermarkets, not to mention eating and drinking our way through countless cafes, bars and restaurants across the globe. 

Explore our top flavour tips below:

NEWFOUND NOSTALGIA

Consumers love a trip down memory lane. Make sure you revisit popular flavours from the past, but with an added newfound twist. Nostalgic dessert flavours are big, but now it’s time to get braver with a new spin. Bring old flavours into 2024.

Put your own spin on: Marzipan, Custard, Sherbet, Gingerbread & Candy Floss.

Request a sample.

FOREVER FLORAL

Floral has officially hit the mainstream. Floral and botanicals have been around for a while, but mainly in the premium sectors. It’s now being seen with much wider distribution. These floral flavours can be a little different, so make sure you pair with something fruity. 

Start blossoming with: Elderflower, Rose, Orange Blossom, Hibiscus & Geranium.

Request a sample.

CREATIVE CARAMEL

Salted caramel, and now caramelised biscuit. There is simply no stopping the popularity of caramel based flavours. Anything with caramel seems to be going down a storm. Make sure you are being creative with caramel.

Sweeten up with: Salted Caramel Latte, Caramelised Apple, Blonde Chocolate, Caramelised Biscuit & Dulce De Leche.

Request a sample.

creative caramel flavour trend

BARBIE WORLD

Hear us out on this one. This isn’t just about Barbie. It’s about joining in with pop culture and mainstream trends. Create a flavour to join in with the conversation – just make sure it’s the right one. Timing is everything with this trend. 

Start creating your own with: Smokey Caramel, Neopolitan, Toasted Popcorn, Jalapeno & Spiced Apple.

Request a sample.

FOR REAL FRUITS

Consumers are increasingly looking for natural flavour profiles and moving away from the sweeter confectionery styles. Authenticity is a big deal in food and drink in 2024. Make sure your flavours taste just like the real thing.

Keep it real with: Pineapple Puree, Blueberry Puree, Passion Fruit Puree, Raspberry Puree & Apricot Puree. 

Request a sample.

peach flavour trend

A BRAVER FLAVOUR

Our favourite trend and one that is relevant every year. There is never a time when it’s ok to be boring. Make sure you are keeping things fresh. A top tip is to pair a braver flavour with a more established flavour profile to make sure your product has maximum appeal. 

Dare to be different with: Katsu Curry, Mangosteen, Smokey Strawberry, Tigers Blood & Manao.

Request a sample.

Not enough for you? In need of some more detail? A stickler for facts and figures? Get in touch to request our full Flavour Trends 2024 report to take a deep dive into the world of flavour. 


DOWNLOAD FLAVOUR REPORT

What’s Hot this Christmas in UK Supermarkets

Posted on by itsflavours

Food and Drink Trends this Christmas.

Now the dust has settled and supermarkets are stuffed to capacity with glitz and glamour, we jumped head first into the sparkliest aisle in the supermarket. 

Discover what’s hot this Christmas with food and drink in UK supermarkets.

Mince Pies, but not as we know them.

Finally! Mince Pies are getting a little more exciting. We’ve got nothing against a good old mince pie, it’s just that we felt they could do with a facelift. 

Luckily, our prayers were answered. Taking inspiration from the Hot Cross Bun category we’ve started to see a rise in premium flavoured mince pies.

A special shout out to the chocolate and cherry mince pies at Asda. 

i.t.s. flavour trends chocolate and cherry mince pies

Chocolate, any way you want it. 

If it’s not broke, don’t fix it. Chocolate isn’t going anywhere. 

But, in true braver flavour spirit – it’s chocolate ramped up. Mint chocolate, salted chocolate, blonde chocolate, orange chocolate. Make sure you are doing something interesting with it.  

Our special shout-out goes to Tesco with their White Forest flavoured ice cream – yum. 

I.T.S. flavour trends white forest flavour ice cream

Berries, with a little bit of Christmas spice.

We’ve been tracking this one for a while. We first spotted it launched in Harrods when we indulged in their mulled berry-filled doughnuts. 

Since then we’ve been singing its praises to anyone that will listen – hoping it will catch on this Christmas. And, guess what – it’s here. 

Our shout-out goes to Aldi’s Mixed Berry Cider which even has the excitement of glitter – and who doesn’t love a little shimmer at Christmas? 

I.T.S. flavour trends mulled berry

Caramel, you can’t escape it, but why would you want to?

We set you the challenge of trying to avoid caramel this Christmas. Impossible. Everywhere you look another flavour pairing boasts the caramel label.

Leading the way is Caramelised Biscuit. We are pretty sure almost every brand has its own offering at the moment. 

Special shout-out? We couldn’t choose just one. Just get out there and fill your basket with this indulgent flavour. 

 

I.T.S. christmas trends caramelised biscuit

Christmas, the perfect time for flavour. 

There are so many other exciting flavours we’ve seen rising in popularity this Christmas.

Flavours like spiced apple, brown butter, candy cane, marmalade, spiced rum, and almond are some of the tasty flavours to make sure you try this Christmas. 

Don’t forget – if you’re looking ahead to next year, get in touch to request some natural flavour samples to get your development started early.  

I.T.S. christmas flavour trends

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A Day in the Life of Natural Flavour Manufacturing

Posted on by itsflavours

Understanding Natural Flavours.

In September 2023, leading food and drink publisher, Food Manufacture, came to visit I.T.S. HQ for a quick tour of what life is like in the world of flavour making. 

A day in the life of I.T.S and natural flavour manufacturing.

We love it when friends come to visit at I.T.S. – that is why our door is always open to customers and suppliers to pop by and say hello whenever they are in town. Our good friends from Food Manufacture (Bethan Grylls, Editor, and William Dodds Deputy Editor) approached us to ask if they could come and shoot a short video highlighting what goes on in the day of a natural flavour manufacturer.  Never one to pass up an opportunity, we obliged and welcomed the team on-site. 

Natural flavours don’t have to be so secretive

Why is it that most natural flavour companies are so secretive about their work? We love sharing how we do things and are happy to shout it from the rooftops. 

That’s why we gave a special tour to Food Manufacture to show them all about what we do. We gave a complete tour of our facilities- test bakery, flavour library, flavour production facility, and beverage development suite – even our very own bar! 

Step inside I.T.S. flavours

Click here to watch the video and find out more about what Food Manufacture had to say about their day exploring I.T.S.