FORMULATION FLOOR

(Formerly MarketPlace)

HOURS

Wednesday, February 23
10:15 am – 12:30 pm
Thursday, February 24
10:30 am – 12:30 pm

Registration Opens August 18!

2026 Table Top Exhibitor List

2026 Attendee List

First Taste

The BakingTECH 2027 Product Showcase

Taste It. Vote It. Win It.

A live, product-first showcase in the heart of the Formulation Floor — where the baking community tastes what’s next and votes for the winners.

FORMULATION FLOOR HOURS

Wed, Feb 23

10:15 am – 12:30 pm

Thu, Feb 24

10:30 am – 12:30 pm

Overview
Fees
Guidelines
Categories

What is First Taste?

New for 2027, First Taste is the one activation on the Formulation Floor where you don’t just see the newest bakery and snack products — you taste them. Finished products that are new to many in the room, from international producers, regional favorites, and emerging brands alike, go table to table for the whole community to sample.

Then the competition kicks in: attendees taste and vote, category winners are named, and a headline Best in Show is recognized on stage during a general session. Whether you’re a seasoned producer or a brand-new company, First Taste puts your product in front of the people who make and buy for a living — and turns a first taste into a real conversation.

Why Take Part

Put Your Product Where the Industry is Looking

A spot bakers seek out

First Taste sits right on the Formulation Floor, where bakers come to find what's next. Your product lands right in their path — not in a corner they have to hunt for

A spot bakers seek out

First Taste sits right on the Formulation Floor, where bakers come to find what's next. Your product lands right in their path — not in a corner they have to hunt for

Real conversations and connections

The people stopping by are solving the same problems you are. These are unhurried talks with the bakers, suppliers, and partners worth getting to know — the start of relationships that outlast the show.

Real conversations and connections

A taste-driven competition

Attendees taste and vote. Category winners are named, and one Best in Show is celebrated on stage during a general session — a credential you can point to long after the show ends.

A taste-driven competition

Attendees taste and vote. Category winners are named, and one Best in Show is celebrated on stage during a general session — a credential you can point to long after the show ends.

Open to everyone

You don't have to be a Formulation Floor exhibitor to take part. Bakers, co-manufacturers, producers, and suppliers are all welcome to enter — alongside international, regional, emerging, and startup brands.

Open to everyone

Your product, front and center

A clean, uniform tasting setup gives every brand equal footing. No booth to build — your product does the talking.

Your product, front and center

A clean, uniform tasting setup gives every brand equal footing. No booth to build — your product does the talking.

Claim your spot

Spaces are limited. Enter your product and put it in front of the people who matter most in commercial baking.

Claim your spot

Spaces are limited. Enter your product and put it in front of the people who matter most in commercial baking.

MISSION

To celebrate the best in bakery and snack innovation by giving every qualifying company — exhibitor or not — a hands-on platform on the Formulation Floor, and letting the BakingTECH community taste, decide, and crown the winners.

What's Includes

Your tabletop position in a First Taste tasting zone
A product listing in the BakingTECH 2027 event app
A printed display card with your QR voting code
Full eligibility for Most Popular and Best in Show

What's Not Included

BakingTECH conference or Formulation Floor registration (register separately)
Product samples and service ware — plates, napkins, toothpicks, tongs
Graphic design

Fee

$1,500

Fee is due upon registration and is non-refundable once confirmed. Conference registration is separate.

Simple to serve, safe for everyone

First Taste keeps the logistics light so your product can shine. A few requirements keep sampling safe and compliant with the venue and local health rules.

Shelf-stable only

No refrigeration, freezing, or cooking onsite. Products are served at room temperature, straight from packaging.

Shelf-stable only

No refrigeration, freezing, or cooking onsite. Products are served at room temperature, straight from packaging.

Insurance required

Proof of $1,000,000 commercial general liability, naming Hyatt Regency Atlanta and ASB as additional insured.

Insurance required

Proof of $1,000,000 commercial general liability, naming Hyatt Regency Atlanta and ASB as additional insured.

Bite-size samples

Maximum 2 oz per serving. Plan for roughly 200–300 individual samples per show day.

Bite-size samples

Maximum 2 oz per serving. Plan for roughly 200–300 individual samples per show day.

You supply and serve

Bring your samples and service ware. Your representative sets them out each day and replenishes as needed.

You supply and serve

Bring your samples and service ware. Your representative sets them out each day and replenishes as needed.

Entry qualifications

A finished bakery or snack product — bread, rolls, crackers, chips, cookies, bars, flatbreads, or a direct baked-goods application.
Shelf-stable and ready to sample at room temperature.
Commercially available.
Exhibitor status is not required.
Able to supply roughly 200–300 samples per show day.

Good to know

Choose one category per product; ASB may reassign to a better-fit category and will let you know first.
A product entered in a previous First Taste can’t be re-entered unless it has been significantly changed.
Voting is by registered attendees through the event app.
ASB reserves the right to set and interpret all program conditions.

Pick the one category that fits your product

Every accepted product competes for Most Popular within its category, and for the overall Best in Show.

Bread & Rolls

Loaves, rolls, buns, and shelf-stable bread products.

Bread & Rolls

Loaves, rolls, buns, and shelf-stable bread products.

Cookies & Sweet Baked Goods

Cookies, brownies, bars, and shelf-stable pastries.

Cookies & Sweet Baked Goods

Cookies, brownies, bars, and shelf-stable pastries.

Crackers & Flatbreads

Savory crackers, crispbreads, lavash, and rice cakes.

Crackers & Flatbreads

Savory crackers, crispbreads, lavash, and rice cakes.

Functional & Better-For-You

High-protein, reduced-sugar, clean-label, or fiber-forward products.

Functional & Better-For-You

High-protein, reduced-sugar, clean-label, or fiber-forward products.

Chips & Savory Snacks

Baked chips, puffs, pretzels, and savory bites.

Chips & Savory Snacks

Baked chips, puffs, pretzels, and savory bites.

Overview

What is First Taste?

Why Take Part

Put Your Product Where the Industry is Looking

A spot bakers seek out

First Taste sits right on the Formulation Floor, where bakers come to find what's next. Your product lands right in their path — not in a corner they have to hunt for

A spot bakers seek out

First Taste sits right on the Formulation Floor, where bakers come to find what's next. Your product lands right in their path — not in a corner they have to hunt for

Real conversations and connections

A taste-driven competition

Attendees taste and vote. Category winners are named, and one Best in Show is celebrated on stage during a general session — a credential you can point to long after the show ends.

A taste-driven competition

Attendees taste and vote. Category winners are named, and one Best in Show is celebrated on stage during a general session — a credential you can point to long after the show ends.

Open to everyone

Your product, front and center

A clean, uniform tasting setup gives every brand equal footing. No booth to build — your product does the talking.

Your product, front and center

A clean, uniform tasting setup gives every brand equal footing. No booth to build — your product does the talking.

Claim your spot

Spaces are limited. Enter your product and put it in front of the people who matter most in commercial baking.

Claim your spot

Spaces are limited. Enter your product and put it in front of the people who matter most in commercial baking.

MISSION

Fees

What's Includes

Your tabletop position in a First Taste tasting zone
A product listing in the BakingTECH 2027 event app
A printed display card with your QR voting code
Full eligibility for Most Popular and Best in Show

What's Not Included

BakingTECH conference or Formulation Floor registration (register separately)
Product samples and service ware — plates, napkins, toothpicks, tongs
Graphic design

Fee

$1,500

Fee is due upon registration and is non-refundable once confirmed. Conference registration is separate.

Guidelines

Simple to serve, safe for everyone

First Taste keeps the logistics light so your product can shine. A few requirements keep sampling safe and compliant with the venue and local health rules.

Shelf-stable only

No refrigeration, freezing, or cooking onsite. Products are served at room temperature, straight from packaging.

Shelf-stable only

No refrigeration, freezing, or cooking onsite. Products are served at room temperature, straight from packaging.

Insurance required

Proof of $1,000,000 commercial general liability, naming Hyatt Regency Atlanta and ASB as additional insured.

Insurance required

Proof of $1,000,000 commercial general liability, naming Hyatt Regency Atlanta and ASB as additional insured.

Bite-size samples

Maximum 2 oz per serving. Plan for roughly 200–300 individual samples per show day.

Bite-size samples

Maximum 2 oz per serving. Plan for roughly 200–300 individual samples per show day.

You supply and serve

Bring your samples and service ware. Your representative sets them out each day and replenishes as needed.

You supply and serve

Bring your samples and service ware. Your representative sets them out each day and replenishes as needed.

Entry qualifications

A finished bakery or snack product — bread, rolls, crackers, chips, cookies, bars, flatbreads, or a direct baked-goods application.
Shelf-stable and ready to sample at room temperature.
Commercially available.
Exhibitor status is not required.
Able to supply roughly 200–300 samples per show day.

Good to know

Choose one category per product; ASB may reassign to a better-fit category and will let you know first.
A product entered in a previous First Taste can’t be re-entered unless it has been significantly changed.
Voting is by registered attendees through the event app.
ASB reserves the right to set and interpret all program conditions.

Categories

Pick the one category that fits your product

Every accepted product competes for Most Popular within its category, and for the overall Best in Show.

Bread & Rolls

Loaves, rolls, buns, and shelf-stable bread products.

Bread & Rolls

Loaves, rolls, buns, and shelf-stable bread products.

Cookies & Sweet Baked Goods

Cookies, brownies, bars, and shelf-stable pastries.

Cookies & Sweet Baked Goods

Cookies, brownies, bars, and shelf-stable pastries.

Crackers & Flatbreads

Savory crackers, crispbreads, lavash, and rice cakes.

Crackers & Flatbreads

Savory crackers, crispbreads, lavash, and rice cakes.

Functional & Better-For-You

High-protein, reduced-sugar, clean-label, or fiber-forward products.

Functional & Better-For-You

High-protein, reduced-sugar, clean-label, or fiber-forward products.

Chips & Savory Snacks

Baked chips, puffs, pretzels, and savory bites.

Chips & Savory Snacks

Baked chips, puffs, pretzels, and savory bites.