US chilli paste brand MisoHeat has been declared the winner of a new competition that recognises and rewards food innovation.
The Taste the Future contest ran across all three days of The UK Food & Drink Shows that took place at the NEC Birmingham from 13 to 15 April. The event comprised four shows that each targeted a sector of the food and drink industry: Food & Drink Expo, Farm Shop & Deli Show, National Convenience Show and Forecourt Show.
Taste the Future gave visitors the opportunity to judge products on taste, packaging and innovation across 10 categories, with winners from the category rounds shortlisted to four finalists based on their overall scores.
On the final day of the shows, the finalists were given 10 minutes to pitch their products to a panel of industry experts who then decided on a single overall winner.
That accolade went to the Colorado-based business behind chilli paste brand MisoHeat, founded by chef Curtis Bell in 2018 following a trip to Japan. Asked by a client to cater a ramen party, Bell combined some miso and six varieties of peppers he happened to have in his fridge.
“Guests went absolutely wild for the paste at the party, putting it on everything and begging me to jar it,” Bell said.
The paste is now manufactured in Denver and is sold in more than 30 Whole Foods Market stores in the Rocky Mountain region and more than 100 small retailers across the US.
Bell told The Grocer he was still in disbelief about winning the Taste the Future competition.
“We came to the UK not knowing how MisoHeat might be received in a whole new market – to say we are floored with the response is an understatement,” he added.
MisoHeat’s grand prize for winning the competition is a package from marketing feedback agency Stickybeak worth £5,000.
“We got involved in Taste the Future to help spotlight brands launching innovative food and drink products, using real consumer feedback as a measure, rather than just industry opinion,” explained Stickybeak CEO Anna Henwood, adding that MisoHeat stood out thanks to its distinctive flavour profile and strong consumer response.
Consumer feedback highlighted MisoHeat’s “bold flavours”, “clean ingredients” and “truly unique” positioning, with 76% of taste testers rating it as a very unique product compared with similar options.
“MisoHeat delivered a unique balance of heat and umami that felt both original and versatile, scoring highly across the key metrics,” said Henwood. “Judges also recognised it as a standout innovation with significant commercial potential, ultimately setting it apart in a highly competitive field.”
The Taste the Future competition was one of the new features at this year’s UK Food & Drink Shows, which continue to evolve to reflect the rapidly changing industry. Other new attractions included: Spotlight on Coffee Shop & Café, a dedicated space that highlighted the latest trends and products shaping the sector; and Spotlight on Future Foods, which showcased wellness-driven, clean-label and sustainable products that deliver on taste and convenience.
Planning is already underway for The UK Food & Drink Shows 2027, which will take place at the NEC Birmingham from 12 to 14 April. For more information see ukfoodanddrinkshows.co.uk.
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