BakingTECH 2027 unveils ‘reformulated’ Formulation Floor

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BakingTECH 2027 unveils ‘reformulated’ Formulation Floor

7 Aug 2026

Mari Rydings

Mari Rydings is a versatile content creator, editor and marketer with experience developing dynamic, results-driven materials for B2B and B2C audiences. As the editorial director for Avant Food Media, she leads the day-to-day editorial operations for the company’s print and digital magazines, newsletters and social media platforms. Outside of work, she loves reading, hiking, putting together jigsaw puzzles and spending time with her husband and their twin daughters.

KANSAS CITY, MO — Program planning for BakingTECH 2027, the annual conference hosted by the American Society of Baking (ASB), is in full swing, and details about what attendees and exhibitors can expect are starting to emerge.

One of the biggest draws of the event, which is set for Feb. 21-24 in Atlanta, is the Formulation Floor.

“At its heart, the Formulation Floor is an extension of ASB’s education mission,” said Tawnee Brydebell, the organization’s deputy executive director. “It brings a community of bakers, suppliers and industry experts together to share ideas, forge connections and engage in best practices and techniques.”

One noticeable change to this popular show feature in 2027 is uninterrupted meeting time.

“The two time blocks are unopposed,” Brydebell said. “There are no competing education sessions, networking events or general sessions during the scheduled times. All attendees will be on the show floor, with nothing to pull them away.”

Returning activations include the Innovation Spotlight, formerly known as Innovation Stations. This year, though, the planning committee has added a competitive twist. Attendees can vote for Best of Show via the event app, with the winner announced during the General Session.

The Coman Lounge also returns, and eligibility has been expanded to include emerging and growth-stage companies in addition to established co-manufacturers.

“The Formulation Floor is a community of bakers, suppliers and industry experts coming together to share ideas, forge connections and engage in best practices and techniques.” — Tawnee Brydebell | deputy executive director | American Society of Baking

New activations, such as the introduction of larger booths and the First Taste Product Showcase, were designed to enhance the educational aspect of the Formulation Floor in engaging and meaningful ways.

“These new activations will help bring participation, excitement and enthusiasm around what we’re doing on the Formulation Floor,” said Scott McCally, president of Auto-Bake Serpentine, sweet goods category manager for Midera and chair of ASB’s commercial engagement committee. “The Formulation Floor is an educational piece, not a transactional event. It’s an event to really network, build community and teach and explain what’s new with technology, ingredients and products.”

BakingTECH 2027 will debut the First Taste Product Showcase, a live tasting experience designed to draw attention to baked goods from markets around the world that are either produced by bakers or created by ingredient and equipment suppliers as a way to demonstrate their capabilities. Attendees will have the opportunity to vote for Best in Show, second- and third-place winners.

Offering a limited number of 10 x 10 booths in addition to the traditional tabletop space provides exhibitors with an opportunity to create a more immersive, interactive and educational Formulation Floor experience.

“We designed the Formulation Floor with diversity and demand as key topics,” said Amy Estrada, brand manager for Rademaker and BakingTECH 2027’s program chair. “The new activations speak to the current demands of operations as well as the demands of our consumers.”

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