ISM Middle East event preparations gather pace

Organisers of the ISM Middle East confectionery key regional and snacks show have pledged the event in Dubai next month will be ‘taken to the next level’ for the show’s 15th edition at the World Trade Centre, writes Neill Barston.

Formerly known as Yummex, the industry showcase was officially rebranded at last year, and has attracted strong interest from across the sector in terms of visitors and exhibitors, according to Koelnmesse, which is behind the trade fair.

Taking place between 8-10 November, the showcase, which is part of the global ISM events led by its parent show in Cologne, Germany, is set to offer a major platform for the MENA region.

This has been reflected by the Middle East’s continuing appetite for global confectionery products, underpinned by CAGR of 4.1% segment growth, with the market expect to top $43.8 billion, which will be demonstrated by a wide range of product innovation at the show next month.

As the organising team explained, the showcase will include everything from chocolate, confectionery and desserts, snack foods, ice cream and date products, visitors will discover the largest variety of sweets and snacks from over 300 exhibitors. This includes businesses such as Roshen, Trolli, Batook Chewing Gun, Walkers Nonsuch, Valeo Snacks and Elvan Food, with businesses from over 40 countries represented. Among them will be firms from Germany, Italy, Switzerland, UK, Korea, Netherlands, Malaysia and Thailand, Morocco, Egypt and Turkey.

“ISM Middle East is recognised as the biggest event in the region for the sweets and confectionary industry. We anticipate high value networking possibilities with industry experts and visitors. We believe that events of this stature are predominant drivers of successful business relationships” said Shibu Thomas, CEO and Chief Brand Architect at Harison Premium Chocolate, which is also among exhibitors.

Providing the perfect platform to network, seal deals and learn about the tastiest trends shaping the industry, the event will bring key industry players together under one roof – from retailers, suppliers, distributors and wholesalers through to buyers, chocolatiers and pastry chefs.

With a re-imagined program set to focus on innovation and new market entrants, the New Product Showcase at ISM Middle East will put a spotlight on the most cutting-edge new products from across the market. An independent jury of experts will select the top product in four key categories – Best Chocolate Product, Best Hard and Soft Candy Product, Best Bakery Product and Best Snack Product.

Event diversity

Meanwhile industry newcomers such as Chic Kles Gum, Jakemans, Chocolate Island Confectionery LLP, Mega Star, Kaprika, Un Attimo in Forma, Pryncy Teka, Smooze and the Khyati Group will also have the opportunity to show off their contributions to the region’s growing sweets and snacks scene in the ISM Newcomer Area.

“ISM Middle East is a very important opportunity for us as a new company – we want to connect with more and more people and ISM Middle East provides the right platform for that. The show puts us in direct contact with a huge number of retailers, distributors, F&B suppliers, and hospitality chains. Since collaborations are at the core of our model, ISM will help us make connections across the UAE, Saudi Arabia, Bahrain, Oman, Africa and South Asia. We are very excited to be there and to showcase our product line,” said Ritvik Sunrani, Designated Partner at Chocolate Island Confectionery LLP.

With the Arab world responsible for over 70% of global date exports, and the UAE among the largest regional exporters, this year’s Global Date Market 2022 will bring together suppliers of dates and date palm products from across the region, ready to connect with international buyers. As dates continue to rise in popularity with customers and manufacturers – due to their versatility, plant-based and natural sweetening properties – this event is the ideal place for date dealers to connect with global industry stakeholders.

Trixie LohMirmand, Executive Vice President, Events Management, Dubai World Trade Centre commented, “Under the new name of ISM Middle East, we’re excited to be joining forces with our global partners Koelnmesse and the ISM network to organise this must-attend event in the region once again. From showcasing the tastiest sweets and snack products to celebrating the most innovative additions to the market, our aim is to bring professionals from across the industry to forge new connections and help take their product ranges to the next level.”

Furthermore, Denis Steker, Senior Vice President International at Koelnmesse believed that the partnership that it had struck with the Dubai World Trade Centre back in 2007 had proved fruitful, and that the event under its rebranded guise offered a valuable platform for the region.


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