Global confectionery companies gather for ISM Middle East opening
A vibrant and diverse assembly of confectionery companies from around the globe ensure that ISM Middle East opened its doors in optimistic mood today in Dubai, reports Neill. Barston.
More than 550 businesses from across the region, and as far afield as the US, China and Brazil offered their latest ranges across chocolate, snacks and candy categories, alongside a full conference program that explored some of the tests and opportunities for companies in looking to import into the MENA region.
Notably, the show opened with a special appearance at the event in the form of a visit from Sheikh Mansoor bin Rashid Al Maktoum, who was offered a tour of the ISM show and its accompanying events including the Private label event also running at the Dubai World Trade Centre this week.
Sheikh Mansoor bin Rashid Al Maktoum (second on the left), chairman of the Dubai Sports Council. Pic: Koelnmesse
This year’s ISM Middle East is taking place in its revised date, moved from its previous co-location alongside Gulfood Manufacturing, traditionally held at the end of October into the start of November.
As the organisers explained, the key move in date has enabled its considerable expansion, with region’s key sweets and snacks show now ranged across four halls of the Dubai World Trade Centre.
Moreover, as a media partner for this year’s event, Confectionery Production has spoken to a number of businesses participating at the event, and a prevailing positive reaction was recorded by companies that have heralded strong tradition conditions within the region as being a notably positive factor.
UK expanded event presence
Significantly, British companies exporting to the region have enjoyed an upbeat start to the event, including Fox’s Burton’s Companies, which is now a Ferrero Group related company, reported keen interest from visitors to the show.
Simon Negus, international sales manager (below), commented: “It’s been fantastic so far, we have had some really positive meetings so far here all day. It’s a long show, and it’s a great location for us a global business selling all over the world, so it’s enabled our existing customer base to come and see us and some of the new stuff we’re doing. It’s an efficient way of seeing a lot of people in one place.
“The Middle East is a really important region for us in its own right, we’ve been through some changes with distributor partners over the past 12 months that has put us in a more positive position going forward, and we see them very much as partners and experts in those markets, and we want them to feel like they are an extension of ourselves.
“Historically, the old legacy Burton’s products have been stronger over here, so what we have focused on at this show is introducing for the first time some of the Fox’s range – the Fox’s cookies and Chocolatey, that had previously been maybe a little less distributed in the region before. The reaction has been fantastic, and as with all our products, quality has been at the forefront,” he noted, explaining that the long heritage of many of its brands had continued to prove a notable selling point in standing out amid a crowded snacking market.
As the sales manager noted, it had been especially satisfying to see some local visitors who had approached the stand with a well-defined appreciation for the overall group’s offerings, with some retailers in the region having stocked its product ranges for more than several decades.
Meanwhile, Neil Hunter, export account manager, for British-based confectionery manufacturer World of Sweets, also felt that the initial feedback from visitors had offered positive momentum for the week’s performance.
He enthused: “It’s really valuable for us to be here. We always go to ISM in Cologne, so this is our first time being at the Dubai event, as we look to expand our Bond’s of London brand and other offerings in the Middle East region.
“It’s been really busy so far, we’ve spoken to a lot of customers, so hopefully the next few days will be the same as well. We’ve managed to speak to some key retailers already,” he explained, noting that the business had been especially focused on building awareness of its own brands, in addition to offering distribution to other household confectionery names to customers in the region.
Another innovative British business, Brain Blasters, sour and liquid candy ranges, located in Cardiff, Wales, explained that the company is looking to expand its presence in the UAE and wider MENA region.
Adeel Nabi, head of international sales noted: “We have quite a good base in the Middle East with a sole distribution deal in countries including Saudi Arabia and UAE, as well as Qatar, so we are looking to find those gaps in the GCC countries. We’ve had a lot of interest from other countries in the region including Iraq, Iran and Yemen where we don’t currently sell, so it’s been good for us so far.
Another UK-based business reporting success at this year’s show was Jakemans, with the lozenge specialist having a strong century of heritage to call upon.
The company (below) said there had been a very promising initial response to its presence at the show, after making the decision to come in on the UK pavilion for the Dubai event.
Karen Beston, of PS8, organiser of the UK pavilion, felt there had been an encouraging start to the show, with the event featuring a more prominent array of firms that in 2023
She said: “It’s been exciting to have a bigger group here this year, and we’ve been glad to see both those who are new to the show, and those who regular exhibitors who bring people to the event.
“Confectionery is such a strong sector for the UK, so we feel there’s a genuine demand for there being more British companies here. For this year’s event, we have everything from gifting products with Churchill’s, which has a superb range that is seen in Saudi and Dubai Duty Free, and we have innovation from the likes of the Skinny Food Company that is popular here, through to brand such as Fox’s Burton’s biscuits, so there’s something for everyone.”
