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New Campaign aims to define the ‘Taste of Europe’ while celebrating the taste benefits of glass

New Campaign aims to define the ‘Taste of Europe’ while celebrating the taste benefits of glass

29 April 2015

New Campaign aims to define the ‘Taste of Europe’ while celebrating the taste benefits of glass

Today, Friends of Glass launches the ‘Taste of Europe’ campaign in a bid to discover how British tastes compare with those on the continent. . Friends of Glass, the influential community movement that encourages consumers to choose glass packaging, is inviting consumers to #MapYourTaste via a fun online quiz. All findings will be combined to define the ultimate ‘Taste of Europe’.


The Friends of Glass team called on renowned international taste experts to kick-off the campaign by creating a map featuring personal taste profiles such as salty, sweet, bland, sour or bitter. Among the experts was the UK’s very own Jane Peyton, UK Beer Sommelier of the Year 2014-2015. She joined Andreas Larsson, Swedish Wine Sommelier, voted Best Sommelier of the World; Arno Steguweit, Europe’s first Water Sommelier from Germany; Caroline Furstoss, French Wine Sommelier 2014; Professor Giorgio Calabrese, a highly respected Italian Nutritionist; Guillermo Cruz, voted Spain’s Best Sommelier in 2014; and Christophe Baert, chef and Vice-President of in the Belgian Euro-Toques Association.


Speaking on behalf of the Friends of Glass UK, Rebecca Cocking, who is the lead on glass packaging at British Glass said: "Friends of Glass is very successful at finding creative ways to connect with the thousands of consumers across Europe who believe glass packaging is the best choice for them and their families. Last year, the ‘Look Beyond the Label’ campaign focused on the health and inert benefits of glass. With #MapYourTaste, we are drawing attention to the purity of taste offered by glass while highlighting Europe’s diverse and extensive food and drink cultural heritage."


Professor Dieter Schrenk, an expert in Pharmacology and Toxicology at the University of Kaiserslautern, Germany, in reference to the existing body of scientific research that has examined the impact of packaging on taste, states: "Taste is one of the most important yet vulnerable properties of food. Effective and reliable preservation of any taste is amongst the most critical requirements food packaging materials must fulfil. Glass is the ideal food packaging material because it’s inert, therefore it does not interact with the food or its flavour components."


The #MapYourTaste campaign will be featured on the Friends of Glass stand at Taste of London, Regent’s Park, 17-21 June. It will also feature at a number of major European events as part of a Friends of Glass taste festival during 2015, including EXPO Milano from 25-29 May and Salon de la Revue du Vin de France on 5 June. The campaign will continue until the end of 2015, with plans to visit other European cities such as Hamburg, Munich and Madrid.