In April 2009, the Ingenious Live VCTs invested £2 million in a venture co-promoting the Taste Festivals in both London and Edinburgh with Brand Events.
Ingenious had a successful relationship with Brand Events having worked together on the Taste of Christmas event held in December 2010 at the London ExCeL.
The London event attracted over 40,000 visitors to Regents Park in June 2011, its eighth year. The Taste Festivals are successful premium outdoor food and wine events featuring a number of famous chefs including Gary Rhodes and Antony Worrall Thompson, who serve up their signature dishes for the public to taste. Taste is currently held in twelve different locations around the world including Cape Town, Sydney and Dubai.