Taste of Eurovision Song Contest

Thousands of people had the chance to experience innovative and exciting flavours through the food concept developed especially for the Eurovision Song Contest 2013 in Malmö.

Before the development of the food concept for ESC, a flavour profile containing liquorice, elderberries, rhubarb, red chilli and apple mint was devised. By using locally-produced produce and by taking advantage of all the food expertise available in Skåne, both the ESC brand and Skåne were enhanced.

"A flavour profile includes amongst other things signature flavours which are linked to a brand's core values. Flavour profiling provides yet another opportunity to talk about what the Eurovision Song Contest 2013 in Malmö represents, and to provide the visitors with a multi-sensual impression that adds an extra dimension to the overall experience", says Charlotta Ranert, responsible for the food concept at the ESC 2013.

"Food is an important part of the ESC event and the signature flavours will act as a common thread to hold the concept together throughout the ESC week. On the basis of the flavour profile we have developed a number of tidbits which represent ESC, such as genuine Swedish hand-made liquorice, cakes and schlager drinks", continues Ranert.

The flavour profile was prepared by the Malmö company Foodism, commissioned by the Skåne Regional Council and the City of Malmö. The flavour profile was developed based on core values, the Region and the City of Malmö's environmental policy, which was an important guideline from the outset.

More information:
Charlotta Ranert, project manager, +737 18 13 18