The B2B industry plays a strategic role in understanding consumer trends and supporting its clients in the search for technological solutions to meet new demands. The food and beverage industry has been facing significant challenges with the growing demand for products tailored to restrictive diets, such as gluten-free, and those reduced in sugar, salt, and fat. These challenges require extra doses of innovation to ensure that products are aligned with new profiles while also delivering better flavors and new business opportunities. This global scenario drives brands to add value to existing products and develop new solutions that meet these demands. Advanced ingredient technologies, such as flavor modulators, are highly effective in formulations to mask undesirable notes and create products that provide positive sensory experiences. The use of upcycled ingredients and the incorporation of sustainability are also gaining traction as viable mid-term alternatives. In this process, artificial intelligence serves as a highly effective and agile tool for R&D, assisting both in decision-making and in selecting the best solutions.