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Rubix and Lamb Weston Partner to Host a Pop-Up Tasting Event

The Flavor Fight Will Take Place Outside of Lollapalooza on August 3

July 22, 2024Rubix Foods, a premier culinary and food science-focused provider of flavor and functional ingredients to restaurants, and Lamb Weston, a leading french fry supplier to restaurants, are partnering to host The Flavor Fight, a free pop-up tasting event, outside of Lollapalooza on August 3. The pop-up will be located near the North entrance of Lollapalooza by the Art Institute.

🟧 Rubix Foods and Lamb Weston are reimagining menu innovation by directly engaging with Gen Z, the key demographic shaping future food trends. By gathering real-time feedback on bold new flavor profiles served via fries, Rubix and Lamb Weston aim to take these insights to their roster of major restaurant customers to develop products that truly resonate with this influential audience.

🟧 Festival-goers will taste test three Rubix sauces on Lamb Weston’s premium french fries and be asked to vote for their favorite flavor. Votes will be tracked in real-time via a digital leaderboard.

🟧 The sauces were developed by The NEXT Flavor Network, an exclusive group of social influencers collaborating with Rubix to channel the ideas, wants and cravings of their Gen Z audiences.

The next-gen flavors that will be served and voted on at The Flavor Fight are:

🟧 Asian Aloha Sauce (created by Nate Llorin): Rich Korean BBQ meets bright Hawaiian flavors in this global flavor fusion that packs a sweet and spicy punch.

🟧 Chimichurri Ranch (created by Alexis Frost): The freshness of cilantro and lime combined with savory, addictive ranch.

🟧 Pizza Ranch (created by Matt James):Two of the greatest flavor pairings, pizza and ranch, come together creating a unique twist on a nostalgic favorite.

“Our goal with this event is to capture the unique and adventurous palates of Gen Z,” explained Shannon O’Shields, vice president of marketing at Rubix Foods. “By partnering with Lamb Weston and using their fries as the perfect canvas, we can showcase these new flavors in an impactful way. The real value lies in the insights we’ll gather from this event. Direct feedback from festival-goers will provide us with authentic data that will enable our QSR partners to fine-tune their offerings and stay ahead of emerging flavor trends.”

“We know that consumers are craving two things: crispiness and flavor,” said Kim Cupelli, senior vice president of marketing & innovation at Lamb Weston. “This pop-up allows us to explore and enhance both. Crispiness is the #1 driver of liking when it comes to fries, and we can elevate this by pairing our  high-quality fries with the next-gen flavors developed by Rubix.”

In October, data collected from the event will be compiled into an immersive industry report that will provide deep insight into Gen Z’s flavor preferences. Keep up to date with the NEXT Flavor Network and Gen Z report at rubixfoods.com/next-flavor-network/.

*Lollapallooza does not endorse or sponsor The NEXT Flavor Network, The Flavor Fight, Rubix Foods or Lamb Weston.  

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