13 March 2007, 21:17 PM

  • Fresh Ideas, one of the most popular areas of IFE07, has hand-picked a range of ground-breaking products from across the world and awarded them a special IFE07 apple-tree in recognition of their fresh product development.

Winners will be showcased at IFE07, allowing visitors a glimpse into the culinary future and a special Fresh Ideas awards ceremony will take place on 19th March at IFE07.

Just over 200 exhibitors, from over 50 countries, submitted their latest products to IFE07 in the hope of being recognised as a Fresh Ideas product. Guidelines stated that exhibitors could enter no more than two products, which must be deemed ‘truly innovative’ and launched after 1st April 2006. Products submitted could not be line extensions or existing product enhancements, such as new branding or packaging.

From the list of 200 products, Fresh RM hand-picked 68 products for the second and final stage of judging, which consisted of a panel of food and drink experts such as Clive Beddall OBE, and Yvette Murphy, Director of Corporate Communications, IGD and Alf Car, OBE, Director General, British Frozen Food Federation.  The ‘truly innovative’ products, chosen from the list of 68 have today been announced and will have the honor of being profiled in the Fresh Ideas feature located in the General Food South Hall, ExCel, London from 18th – 21st March 2007.

Paul MacDonald, IFE07 event director, comments, “IFE encourages and supports product innovation. Our Fresh Ideas feature gives companies the ideal opportunity to put their latest products in the spotlight for both the industry in the UK and internationally to see.”