News- Approach- Roskilde

Sensational Tastes at the Circular Lab at Roskilde Festival: A Feast of Insights

SensiMate has been using the Circular Lab at Roskilde music festival in Denmark as a unique platform for testing food and drink prototypes since 2022. This diverse event, attracting over 100,000 people, offers a golden opportunity to gather valuable consumer insights in a real-life setting, beyond what a lab could provide. The approach not only focuses on refining products but also aims to connect with a curious and open-minded audience, aligning with the festival’s spirit.

Modern Music Meets Food Innovation

Imagine being at the coolest music festival in Denmark, surrounded by diverse crowds and top-notch tunes. Now, throw in food and drink prototypes, original proposals that have not reached supermarkets yet courtesy of SensiMate – ‘taste the new’, our slogan, says it clearly.

For two consecutive years -2022 and 2023-, we have facilitated small and new startups to test their products at the Circular Lab in the legendary Roskilde music festival. Picture this: a massive playground filled with over 100.000 people from all walks of life, each with a unique palate and a passion for savoring life’s flavors.

At our stand as part of the Circular Lab, many and very different companies have been featured: from big players in the game, like Carlsberg Research Lab, companies on the rise, like Færm and Ish, to raw diamonds. You can read more about their stories here.

Beyond the Beat

Why Roskilde? Well, it’s not just about the music – it’s about the chance to bring food and drink prototypes right into the hands (and mouths) of a diverse and dynamic audience. 

SensiMate knows that this setting is pure gold for gathering insights that can supercharge the product development game, not only because of the big pool of potential participants, but also because food can be experienced very differently depending on the place.

Our decisions about products are flexible because they’re influenced by both the environment and social factors. Testing in real-life settings uncovers gems of information that no lab could replicate. It’s not just about crunching numbers; it’s about understanding the quirky, unpredictable dance of taste buds in the wild.

Roskilde isn’t just a testing ground; it’s a canvas where they paint the future of flavor. But for us it’s not just about tweaking recipes, formulations, and marketing; it’s about building a connection with a curious, open-minded crowd, in line with the festival’s mission.

Cheers to the taste revolution, one festival at a time!

Tags: #CircularLabatRoskildeFestival #LivingLabs