A few weeks ago, the Jogue team headed to Chicago for IFT FIRST, joining food scientists, developers, ingredient suppliers and innovators from across the industry to explore what’s next for food and beverage.

The show floor was filled with new ingredients, technologies, research and product concepts, but some of the most valuable insights came from the conversations happening throughout the week, and thoughtful presentations. We left Chicago with new connections, fresh ideas and plenty to think about. A few themes in particular stood out.

Natural vs. Artificial: The Color Conversation Is Getting More Complicated

One of the most interesting conversations we had at IFT FIRST centered around artificial versus natural colors and flavors.

The answer isn’t as simple as “natural is better.” Consumer expectations can change depending on the product, the application and even the stage of life.

Younger consumers can be relatively accepting of artificial flavors and colors, but that perspective can shift when they become parents. Suddenly, the ingredients going into their children’s food receive much more scrutiny.

The application matters, too. Dairy tends to have a strong preference for natural colors, while confectionery has historically been somewhat more accepting of artificial colors. At the same time, certain synthetic colors have developed particularly negative reputations among American consumers, with Red 3 and Red 40 often at the center of the conversation.

That creates an interesting challenge for formulators: replacing an artificial color isn’t always as simple as finding a natural ingredient with a similar shade.

One of the more difficult challenges is achieving a natural blue in a clear liquid application—the kind of vibrant blue consumers might associate with a sports drink. Natural color solutions have to deliver the right shade while also standing up to the stability, processing and performance demands of the finished product. Natural color suppliers at IFT FIRST were showcasing technologies designed to address exactly these challenges.

The takeaway from Chicago? Color isn’t simply a question of natural versus artificial. It’s about understanding the consumer, the application and the technical demands of the product—and finding the right solution for all three.

From Snacking to “Smealing”: Food Has to Do More

Another theme that came through in Chicago was the continued blurring of the line between meals and snacks.

At its core, this shift is rooted in convenience. Consumers don’t always have the time to fit three traditional, well-rounded meals into their day. Instead, snacks are increasingly being asked to fill the gaps.

But convenience is only part of the equation. Health and wellness are raising expectations for what those eating occasions need to provide. If a snack is going to stand in for a meal, consumers want it to do more: provide protein, deliver fiber, support hydration, offer energy or contribute meaningful nutrition.

That helps explain why protein and fiber were such prominent themes at IFT FIRST. Industry coverage from the show highlighted the growing combination of protein and fiber as brands look to create more nutrient-dense foods and beverages. Protein is also continuing to move beyond traditional sports nutrition into mainstream products and everyday eating occasions.

So, will “smealing” still be around in 2030?

The name might not be. The idea almost certainly will.

Consumers will continue looking for foods that provide more functionality and nutrition in convenient formats. And as formulation technology improves, those nutritionally dense foods should become better tasting and better textured.

The future isn’t necessarily about adding more eating occasions. It’s about getting more out of the ones we already have.

Protein Is Getting Lighter

Protein was another major theme at IFT FIRST—but the conversation is changing.

The industry is moving beyond simply adding more grams of protein to a product. Developers are looking for ways to deliver protein in formats that feel lighter, more refreshing and more familiar.

Clear protein beverages are one example. The category has grown alongside demand for functional beverages, but formulators have historically faced challenges around clarity, solubility and taste. New ingredient technologies are beginning to make those formats more viable.

This fits into the broader shift toward functional foods that fit naturally into everyday life. Protein is no longer limited to bars, shakes and sports nutrition. It is showing up across beverages, snacks, bakery and other categories where consumers may not have traditionally expected it.

At the same time, the industry’s focus on protein is increasingly being paired with fiber and other nutritional benefits. The goal is becoming less about a single nutrient claim and more about creating products that provide meaningful nutrition in a convenient format.

AI Is Moving Closer to Food R&D

Artificial intelligence was also a major part of the IFT FIRST conversation.

IFT put AI front and center in its 2026 programming, focusing on how the technology can support product development, food safety, sustainability and R&D. The organization’s featured AI keynote specifically explored practical applications for making food innovation faster, smarter and safer.

What’s interesting is that the conversation around AI is becoming more practical. Instead of simply asking whether AI will change food science, the industry is increasingly asking where it can make food development more efficient and effective.

From formulation and ingredient selection to product optimization and R&D, AI is beginning to move from a futuristic concept toward a practical tool.

Turning Insights Into Innovation

IFT FIRST is always a great reminder of how quickly consumer preferences, technology and food science continue to evolve.

This year’s show made one thing especially clear: consumers want products that are convenient, functional, recognizable and enjoyable—but delivering all of those things at once requires serious formulation expertise.

Thank you to everyone who stopped by the Jogue booth, met with us over a meal, experienced some of the flavors we were showcasing or simply shared an idea with our team.

We left Chicago with new connections, fresh ideas and a renewed sense of where the industry is headed.

And now we’re bringing those insights back to our team and our customers—because the most interesting part of IFT FIRST isn’t simply seeing what’s new.

Let’s talk flavor.