On 8 July 2025, the heart of Norwich came alive as Tastebuds Collective hosted its first-ever Collaboration Awards at Carrow House—an evening dedicated to celebrating ingenuity, partnership, and community in the food and drink sector.
Backed by some excellent sponsors including: LC Training and Consultancy, Connected Innovation, Norwich Business School, University of East Anglia, R13 Recruitment and Freshpac, Tastebuds were able to host an event filled with fun and inspiration.
Now, drum roll for your winners...
Outstanding Collaboration Project of the Year
Beantastic Hummus & Dr. Jacob Pullin from John Innes Centre
As part of a Tastebuds initiative with Norwich Business School, a student team partnered with emerging seed brand SucSeed on a four-month market analysis project. Their work explored product positioning, competitor benchmarking, and consumer insights, identifying growth opportunities in functional blends and the need for better seed education. The project delivered actionable marketing recommendations for SucSeed and gave students hands-on consultancy experience.
Innovation Project of the Year
Simply Roasted Crisps & Fabcon Food Systems
Simply Roasted, created by Mindful Snacker, is reinventing healthy snacking with real-sliced crisps that have 50% less fat and meet HFSS standards—thanks to a patented three-stage roasting process. Developed in collaboration with Babington Consultancy and Fabcon Food Systems, the product combines food science and custom engineering in a scalable, energy-efficient model. Now stocked in over 4,000 locations, Simply Roasted is leading a new wave of sustainable, innovative snacking.
New Product Development of the Year
Chilli Willy's, Crumpetorium & First Draft Kitchen
Over Valentine’s weekend 2025, Crumpetorium and Chilli Willy’s teamed up for a creative crumpet-themed pop-up at First Draft Kitchen in Norwich. With a pre-ordered menu featuring dishes like fried chicken with blue cheese and rhubarb-topped ginger crumpets, the event reduced food waste, boosted revenue, and brought the community together—proving the power of thoughtful collaboration.
Business to Business Collaboration of the Year
Humber Doucy Brewing Co. & Heart of Suffolk Distillery
Launched in April 2025, Finbows Tap is a joint venture between Humber Doucy Brewery and Heart of Suffolk Distillery. Blending their products and values, they created a unique taproom and retail space in rural Suffolk. The partnership has boosted efficiency, expanded their audience, and built a thriving community hub—turning neighbourly support into a sustainable, locally focused success.
Academic to Business Collaboration of the Year
Korutek Engineering & Norwich Business School Students
Korutek Engineering’s partnership with the University of East Anglia began as a consultancy project and has grown into a multi-phase collaboration. From validating rental models to developing a custom CRM and hiring student consultant Kritiv, the relationship has delivered strategic and operational impact—showcasing the power of academic-industry collaboration to drive innovation and growth.
Student Project of the Year
SucSeed & Pranshu from Norwich Business School
As part of a Tastebuds initiative with Norwich Business School, a student team partnered with emerging seed brand SucSeed on a four-month market analysis project. Their work explored product positioning, competitor benchmarking, and consumer insights, identifying growth opportunities in functional blends and the need for better seed education. The project delivered actionable marketing recommendations for SucSeed and gave students hands-on consultancy experience.
The evening was not only about handing out awards—it was a celebration of what’s possible when diverse expertise comes together. From student-led strategic insights to cutting-edge production advances, the winners demonstrated precisely why collaboration is the secret ingredient to growth and innovation in our sector.
Huge congratulations to all awardees and finalists! Here’s to many more bold partnerships, trailblazing products, and community-driven initiatives in 2026 and beyond.
Photo credit: Ilian Teles Do Bonfim
