IFE09 unveils Innovation Live event

Industry event IFE09 has announced a unique visitor attraction to show brand new innovations in the food market, in association with market research company Mintel.

In an industry first, a host of the world's most ground-breaking food and drink products ever developed will be unveiled in a unique new visitor attraction, due to be launched exclusively at IFE09. Innovation Live - in association with Mintel - is a never-been-seen-before interactive experience that will showcase these brand new innovations, which have been independently sourced by Mintel's Global New Product Database Team.

Innovation Live will enable visitors to see, touch and even taste a slice of true innovation. One-on-one tutored tastings to really give visitors an insight into the true flavour of all the unique and inspirational products on show - ambient, chilled and prepared items included - will take place throughout the event. All the products will be accompanied by in-depth supporting information from the ingredients and nutritional content to distribution details plus insight from the organisation's team of experienced industry consultants.

Dynamic one-to-one sessions will enable visitors to really get to grips with and identify new and revolutionary products that can be incorporated into and make a real difference to their business immediately. Innovation Live will consist of four main categories, each containing between 8-12 products: general food, drinks, chilled and frozen as well as health and well-being.

In addition to the four main product categories, there will be three further areas of visitor interest featured on Innovation Live. Tapping into the fusion between the beauty and food industries, Innovation Live will also feature Blue Sky Thinking - a highly topical beauty category delivered in conjunction with Reed Exhibitions' In-Cosmetics Show. 'Fresh Ideas', IFE09's own Innovation Awards will highlight the most innovative products available from exhibitors at the event, as selected by a panel of high-profile judges. 'British Regional Innovation' will feature the most creative and exciting food product concepts from in and around Britain.

Paul Macdonald, IFE09 exhibition director, commented: "Innovation Live embodies everything that the show is about. It's a creative, unique attraction that will house food and drink innovation in its truest form. The products will be independently selected by Mintel's Global Product Database team, meaning they have no ties to any of our exhibitors at the show. They will simply be the most innovative products found on supermarkets shelves around the world."

Paul continued: "Visitors come to IFE to look for product ideas that will make a real difference to their business. We need to provide them with as many tools as possible to enable them to do this effectively. That means giving them an overview of what's going on, innovation-wise, around the world, so they can see what makes the industry tick. But it won't simply be a case of putting them on display in their boxes for everyone to look at. We will have these unique products on show in their finished formats, so visitors can get a real insight into how they 'work' both practically and realistically. We want buyers to leave Innovation Live with practical information to assist them in sourcing cutting-edge products that will provide new growth opportunities for their organisation and help them make those all-important immediate sourcing decisions."

IFE09 will take place on 15-18 March 2009 at ExCeL in London. For further information about visiting, visit www.ife.co.uk.

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