Countdown for Dubai’s ISM Middle East begins
With just under a week to go, this year’s ISM Middle East is shaping up to be its strongest yet, with nearly double the number of exhibitors, reaching a total of more than 500 businesses set to take part in Dubai, writes Neill Barston.
The event, formerly known as Yummex until its rebranding two years ago, has developed significantly as the region’s confectionery sector has continued to evolve rapidly, with a report from Mordor Intelligence putting the present market value of around $2.7 billion, set to rise to nearly $4 billion by the end of the decade.
Confectionery Production will once again be on hand to play its part in the show, as it takes the sector to the next level within the MENA geographical zone.
Notably, this year’s event, taking place between 24-26 September at the city’s World Trade Centre, has been brought forward from its previous date alongside Gulfood Manufacturing, and offers a more dynamic platform for the sweets and snacks sector and is set to deliver an unprecedented amount of content, organised as a joint venture with Koelnmesse.
ISM Middle East 2024 will showcase over 50,000 trending and in-demand confectionery products and innovative snack foods, from the broadest-ever cross-section of the manufacturing industry. Sectors represented include chocolate products, confectionery, snack foods, biscuits and cakes, ice cream & desserts, and more, with an impressive line-up of over 500 exhibitors from more than 50 countries covering double the exhibition space of previous years.
Event co-location
Notably, the show is being co-located with Gulfood Green, a key forum for global leaders in the food industry to drive sustainable innovation; and Private Label Middle East convening global food suppliers, private labels, and contract manufacturers.
Trixie LohMirmand, Executive Vice President, Dubai World Trade Centre commented: “ISM Middle East continues to solidify its position as the premier platform for the global sweets and snacks industry, especially in the rapidly-growing MENA region. The significant expansion of our exhibition space and introduction of new features like the ISM Expert Stage reflect our commitment to fostering innovation and providing unmatched opportunities for networking and knowledge sharing. We are excited to welcome both returning and first-time exhibitors, and we look forward to seeing the groundbreaking products and insights that will shape the future of this vibrant industry.”
Reflecting ISM Middle East’s ever-increasing global reach, 16 countries – including Indonesia, France, Vietnam, Ukraine and Colombia – will be represented at ISM Middle East for the first time, with new and returning exhibitors including Zar Group, Wawel, Gumlink, Guatemalan Candies, Eastern Sweets, Confiteca, Confiserie Seidel, Farolin, SIAFA, Alreem Chocolate and Chocolake.
Gerald Boese, President and Chief Executive Officer of Koelnmesse GmbH, added: “As we continue our long-standing and successful collaboration with Dubai World Trade Centre, ISM Middle East has become a crucial hub for the sweets and snacks sector in the MENA region. This year’s event sees a significant step change in scale, with an expanded footprint, a diverse range of exhibitors, and the launch of new features that cater to the evolving needs of the industry. Our commitment to excellence in trade fair management ensures that ISM Middle East remains at the forefront of industry trends, offering unparalleled opportunities for businesses to connect, innovate, and thrive in a dynamic market”.
For the first time ever, the ISM Middle East Expert Stage will convene thought leaders and representatives of leading brands in the sweets and snacks industry to discuss over 120 emerging global industry trends, such as how AI is disrupting the FMCG industry, mindful and green snacking, vegan certification, precision fermentation and potent fats in chocolate production, and vegan and gluten-free snacking, as well as provide insights in how to enter into and grow in MENA markets.
Expert speakers will include Cagdas Kardes, Chief Commercial Officer – MENA, Haribo; Balki Radhakrishnan, Vice President and Managing Director – Global Emerging Markets, General Mills; Yasser Hejazi, Director of Private Label, B2B and Global Sourcing, Panda Retail Company – Savola Group; Mitri Haddad, Managing Director – MEA, Bahlsen Group; Milad Rouhana, Managing Director – Middle East, Africa and Pakistan, Perfetti van Melle; and Burcu Yazici, Senior Director, Cereal – MENAT & SSA, Kellanova.
With over 30,000 wholesalers, distributors, importers, retailers, and foodservice professionals from across the MENA region expected to attend, this premier event offers unparalleled opportunities for sourcing the best sweets and snacks in the MENA region.
As the event organisers noted, these buyers, and sweets and snacks manufacturers from around the world, will also have multiple opportunities to establish new professional connections and strengthen existing ones through the ISM Middle East Meetings Programme, which is designed to connect exhibitors directly with relevant and hand-picked buyers on the show floor. The programme offers personalised connections with key figures in the industry, initiating an anticipated 2,000+ quality meetings and creating business networking opportunities.
The second day of ISM Middle East will also witness a celebration of those exhibitors pioneering innovation and product development, across eight categories including new categories Best Brand Story, Best Organic Product, Best Traditional Product, Best Healthy Snack, and Best Packaging.
For influential buyers looking for the next big festive gift trends, ISM Middle East’s Festive Showcase will be a showcase of the most creative and innovative confectionery products, as well as another chance to network with suppliers from some of the largest brands in the world. Event registration can be found at www.ism-me.com/