The FFC Cambridge process involves the electrodeoxidation of TiO 2 in a molten CaCl2 electrolyte to yield titanium metal. This process has attracted significant interest as a potential alternative to the Kroll process for the primary production of titanium or, when a mixed oxide precursor is used, as a low-cost method for producing alloy powder. For the last five years researchers at Imperial College London have been conducting fundamental studies to ascertain the electrochemical mechanisms involved in the process as well as evaluating the potential of the process to produce titanium alloys. This paper will demonstrate how electrochemical techniques such as linear sweep voltammetry have been used to elucidate the key thermodynamic aspects of the process. The paper will also present the results obtained from the production of titanium alloys highlighting the capability of the process to produce novel and complex alloys.