The Startup CPG Podcast Mini Episode: Flavors, Formulators & Fast Turnarounds with Ian Haworth, FlavorSum
In this mini episode of the Startup CPG Podcast, host Daniel Scharff sits down with Ian Haworth, Business Development Director at FlavorSum, to talk all things flavor—timed with the launch of Startup CPG's first-ever Product Developer Directory. FlavorSum is a fast-growing North American custom flavor manufacturer built specifically for growing food and beverage brands and the formulators who serve them.
Ian breaks down what custom flavors actually are and when you need them, how FlavorSum's "solutions model" covers everything from marketing insights and regulatory affairs to sensory and analytical support, and why their "Amazon-like" approach—samples within 48 hours, pricing within 24—sets them apart. He also shares a great example of a father-daughter duo who came in for an in-person tech session and walked out with a finished non-alcoholic beverage concept in hours.
Whether you're a brand trying to understand what to look for in a flavor supplier or a formulator evaluating partners, this episode gives you a quick but packed look at how the right flavor house can accelerate your go-to-market.
Listen in as they discuss:
- What custom flavors are and when off-the-shelf options aren't enough
- The FlavorSum solutions model: marketing insights, regulatory, sensory, and analytical all under one roof
- Why response time matters—and how FlavorSum built their business around 24–48 hour turnarounds
- FlavorSum Access: a 24/7 portal for technical and safety data sheets
- What brands should be asking about their flavors: claims, heat and pH stability, shelf life, and retailer compliance
- How to get ahead of supply chain disruptions before they delay your production
Episode Links:
Ian Haworth – Business Development Director, FlavorSum
🔗 LinkedIn: https://www.linkedin.com/in/ian-haworth-54561328/
🔗 Company LinkedIn: https://www.linkedin.com/company/flavorsumllc/
🌐 Flavorsum Website: https://www.flavorsum.com/contact
Startup CPG Product Developer Directory: https://startupcpg.com/product-developer-directory
Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.
Show Links:
- Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
- Join the Startup CPG Slack community (35K+ members and growing!)
- Follow @startupcpg
- Visit host Daniel's Linkedin
- Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
- Episode music by Super Fantastics