IMCD Group will showcase nine exclusive food and beverage concepts focused on the e‑sports market at IFT First 2026, a trade show held in Chicago from July 12‑15. The company says the sector is one of the fastest‑growing digital markets, where gamers look for products that deliver energy, performance and an engaging experience.
Virtual exhibit highlights “purposeful” trends
The distributor and formulator of specialty chemicals and ingredients is presenting its concepts in a virtual exhibit titled “Delivering with Purpose.” The tagline reflects three megatrends shaping the industry: purposeful nutrition with performance, purposeful experiences for the senses, and purposeful value without compromise.
“Spotting a trend early is one thing, turning it into a market‑ready product is another,” said Emilie Pharand, vice president of Food & Nutrition for North America at IMCD. She added that the firm adds value by “combining deep market insight, formulation expertise, and the right portfolio of supplier solutions” to co‑create with customers from concept to prototyping.
Among the nine concepts, the e‑sports energy drink is highlighted as a practical example of rapid product development. The drink blends natural caffeine, fiber and collagen peptides to provide sustained energy and joint support, according to the company’s description.
Immersive experience ties product to gameplay
Attendees will be invited to step away from the bench and into an immersive virtual‑reality football game. With the FIFA World Cup kicking off this summer, the activation lets visitors test reflexes while seeing how a brand can meet gamers’ demand for energy, performance and genuine engagement.
The broader lineup includes a Muscle Mass Gainer Powder in dairy and plant‑based formats, a PowerFuel Bar that contains whey crisps, and a Protein‑Enriched Gummy delivering 9 g of protein, 5 g of fiber and no sugar.
A Beauty Brownie Bites product uses cocoa reduction technology and collagen peptides to support skin, hair and nail health.
In the savory space, the firm will sample an egg‑free Fiber‑Enriched Veggie Dip with reduced fat, as well as a Gluten‑Free Pasta Bowl Meal that pairs protein‑rich pasta with a fiber‑rich tomato sauce.
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Dessert options feature a Plant‑Based Sablé Cookie with bake‑stable fillings and a Vanilla & Chocolate Fudge Bundt Cake described as “bakery‑style indulgence” with chocolate inclusions.
Experts will be on hand to discuss formulation challenges related to performance nutrition, sensory experience and value‑driven product development.
Comparing this rollout to earlier product launches in the gaming nutrition sector, the approach seems more integrated. Past efforts often relied on a single ingredient supplier, whereas IMCD is positioning itself as a one‑stop partner that can shepherd a concept from idea through to market launch. That could shorten development cycles, a benefit for brands chasing fast‑moving trends.
Recent expansions bolster technical capabilities
IMCD’s recent investments include opening a Pharmaceutical Technical Centre and a Food & Nutrition US Technical Hub in Allendale, New Jersey, adding to a global network of more than 80 technical centers.
In February, the firm acquired Willows Ingredients, strengthening its food and nutrition foothold in the United Kingdom and Ireland, particularly in health, sports and animal nutrition.
Earlier this year, a modernized Food & Nutrition application laboratory opened in Cologne, Germany, aimed at providing manufacturers with a practical environment for developing new recipes, market‑relevant concepts and joint innovation projects.
The company’s presence at IFT First 2026 highlights its strategy to blend market insight with formulation expertise, offering a pathway for brands to bring “purposeful” products to market faster.
