Bell Flavors & Fragrances, Inc. is set to bring a sensory playground to life at the 2025 IFT FIRST®: Annual Event and Expo, hosted from July 14–16 at McCormick Place in Chicago, IL. Visitors to Booth S1629 will be immersed in FLAVORLAND, a whimsical and interactive showcase rooted in Bell’s 2025 global trend, Purely Playful.
Themed around joy-driven nostalgia, FLAVORLAND draws inspiration from beloved treats of the past—reimagined with modern flavour technology and consumer insights. Central to the experience is Bell’s innovative BellTech® platform, designed to tackle product development challenges such as ingredient replacement and taste enhancement in today’s volatile supply landscape.
This year, Bell places a spotlight on confectionery innovation, offering attendees a menu of inspired creations that deliver emotional delight and multi-sensory appeal. Featured sweet concepts include Fruited Sour Hard Candies, Paper Dots, and a Vanilla Cream Cake topped with Cocoa-Reduced Chocolate Frosting and Egg Replacer—highlighting the brand’s commitment to sustainable, clean-label ingredients.
“Consumers are increasingly craving flavours that evoke joyful memories while also embracing new, playful twists,” says Justin Kozlowski, Vice President and Commercial General Manager, Flavors Division. “FLAVORLAND lets us explore that intersection, especially through the lens of confectionery formats that invite exploration, whimsy, and indulgence.”
The experience also includes Beverage and Savoury tasting stations, with curated slushies and reimagined TV Dinners rounding out the activation. Guests will receive a custom colouring book as their guide through the stations, a nod to the immersive and imaginative spirit of FLAVORLAND.
“With the Purely Playful trend, we’re celebrating the power of small moments and the pleasure of treating yourself,” adds Kelli Heinz, Vice President of Marketing and Industry Affairs. “Whether it’s a candy from childhood or a reinvented cake, it’s about making taste an uplifting experience.”
Bell’s participation at IFT FIRST 2025 reinforces its position at the forefront of flavour innovation, especially in the confectionery and sweet bakery sectors. The company invites attendees to stop by Booth S1629 to explore FLAVORLAND and discover how nostalgic flavours can spark the future of taste.
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