August 14, 2025 – IFT First is more than just an annual food science and innovation expo — it’s where the future of food takes shape. Imagine a place where lab coats and chef coats swap secrets, where innovators from nearly every corner of the industry trade bold ideas, spark unexpected collaborations, and push the boundaries of what’s possible, and where every aisle tempts you with “just one more sample.”
This year, our team was on the ground soaking it all in — from thought-provoking keynotes to the tastiest (and most surprising) product demos. We asked each Rubix attendee to share one standout takeaway from the multi-day experience, and their insights paint a vivid picture of where food innovation is headed next.
“Reading about the latest flavor trends is one thing but experiencing them is another. It took my full time at the show to make my way through the entire expo floor and many of the themes that I saw come to life are the same ones our team covered in The NEXT Flavor Report. Floral flavors, specifically hibiscus, were popular finds from booth-to-booth. And, I noticed a lot of sweet heat concepts, too, which were typically served in smaller, bite-sized portions, on par with the conversations we’re having with customers about little treat culture. So much fried food – and it was all so good.”
“How consumers spend their money and what they are spending it on is always changing, making value, which doesn’t always mean low price point, a key purchasing motivator. Innova Market Insights distributed a report about these shifts in consumer spending, and these are some of the big points I shared with our team back at the office.
🟧 54% say cost and value for money is important.
🟧 37% say enjoying food together is a primary source for connection.
🟧 25% have made changes to their diet/nutrition for mental or emotional wellbeing.
🟧 19% say new taste discovery is a driver of enjoyment.
When it comes to product development, you have to think beyond flavor and refine your focus on delivering functional benefits and a memorable experience.”
“Many people are hesitant to embrace AI but it’s going to start playing a bigger role in product development whether you’re ready or not. I learned that 41% of consumers see the potential in AI developing food products and 36% are interested in creating food using AI assistants*. To me, that means consumers are getting more comfortable with the idea of AI and food innovators have to as well if they want to remain competitive. AI isn’t a fad, it’s a mainstay.”
“Food safety was one of the major themes I followed throughout the event. There’s a big opportunity in this industry for modernization in quality control and supply chain traceability, and that was evident from some of the technological advancements I saw. This innovation is being driven directly from health-conscious consumers and their demand for better food sources, ingredient transparency and sustainable products. None of this came as a surprise and are practices our team at Rubix is very committed to already, but I was happy to see the spotlight shining on food safety.”
Now, if you didn’t already have FOMO from missing out on IFT First, you’re definitely about to have FOAMO. Nope, that’s not a typo… we’re talking about the fear of missing out on cold foam.
Our signature cloud foam was featured on a beverage at the Pecan Deluxe booth, giving attendees a delicious taste of the growing appetite for multi-textural experiences. Creamy, airy, and impossible to forget – this easy-to-use beverage really was the cold foam on top of an amazing event!
Follow us on LinkedIn to stay in-the-loop on future findings like these 👆 and to connect with our team members in the thick of it all. For more information about IFT, click here to visit their website.
*Source: Innova Market Insights, Trends Report Prepared for IFT First, 2025
