A Recap of Food & Beverage Innovation Forum (FBIF) Shanghai 2025

We just got back from FBIF (Food and Beverage Innovation Forum) in Shanghai — and wow, what an incredible experience! This is hands down the biggest conference I’ve ever attended, and it truly lived up to its name as Asia’s leading F&B innovation platform. From the scale and energy to the sheer volume of insights and inspiration, everything about FBIF was next level.

One standout was Wang Wang’s booth — easily the busiest and most talked-about space in the entire hall. With vibrant product showcases, nostalgic branding, and nonstop crowds, it captured the attention of attendees from morning to evening.

The OEM/ODM zone also offered a deep dive into the engine room of the industry — from clean-label manufacturing to cutting-edge functional ingredients and sustainable packaging solutions. These players are enabling the next generation of product launches in Asia and beyond.

What truly stood out this year was the wave of innovation from local Chinese brands. We saw:

• Chinese herbal drinks cleverly packaged in pouches, blending tradition with modern convenience
• Cold medicine in ice cream form, a wild but genius example of experiential health & wellness
• Award-winning packaging designs that combined sustainability with artistry — seriously Instagram-worthy!

These examples reflect not just product innovation but also bold storytelling and a deep understanding of local consumer culture. The creativity was off the charts!

We were proud to represent MMR with a dynamic booth featuring:

• MMR Consumer Research
• Sensory Panel Expertise
• Product Hub Solutions

Each area demonstrated how we help brands unlock the “why” behind consumer choices. At MMR, we go beyond testing — we deliver deep insights through emotional, implicit, and multi-sensory research to guide innovation with confidence. Meanwhile, Product Hub brings ideas to life, helping brands develop, iterate, and refine their concepts faster through agile co-creation and testing, ensuring they meet real-world consumer needs.

To demonstrate our sensory and consumer testing capabilities in action, we invited guests to try a taste test and a fragrance challenge — guessing the “odd one out” and identifying scent profiles. It was a fun, hands-on way to experience the science behind consumer decision making. And of course, we had prizes! Winners took home our exclusive Doc(g)tor-themed keychains and magnets — starring our lovable mascot. Doc(g)tor represents everything we value at MMR: honesty, friendliness, and dedication to helping brands innovate with confidence.

FBIF 2025 wasn’t just a showcase of innovation, it was a celebration of bold ideas, cultural creativity, and the future of food and beverage. From the buzz of the booths to the brilliance of local brands, it’s clear that Asia is setting the pace when it comes to disruptive innovation and consumer-first thinking.

For MMR, it was a chance to show up, stand out, and connect, not just as researchers, but as partners in innovation. We left Shanghai inspired, energised, and more committed than ever to helping brands deliver products that resonate on every level.