Exclusive: Global excellence across the confectionery sector is set to shine at ISM 2025

Stand: Paccari, Finest Creations, Halle 5.2
The countdown to ISM Cologne 2025 in Germany is fast approaching, with a vast array of creative confectionery and snacks products taking their place in the limelight, writes Lily Blackmore.
From 2-5 February, the city will once again host over 1,500 exhibitors from 70 countries, turning the city into a hub for confectionery innovation and trends. As part of the broader ‘Sweet Week’, ISM runs alongside ProSweets Cologne, a supplier-focused trade fair, creating a platform for collaboration, networking and insight into the entire production chain.
With a diverse programme of talks, tastings and the debut Sweet Week Production Summit, ISM 2025 aims to tackle key industry challenges, from sustainability to the role AI could play in driving cost-efficient production. By uniting manufacturers, suppliers and thought leaders, ISM Cologne reaffirms its indispensable forums for shaping the future of the confectionery industry worldwide.
ISM Cologne 2025 is set to showcase the latest innovations from global confectionery leaders, offering a glimpse into the future of sweets and snacks. Among these exhibitors is Marabou, who will showcase its new Oreo Rolls, combining creamy chocolate with crunchy Oreo biscuit pieces in a portable 67-gram roll. The product also highlights Marabou’s commitment to sustainability through the Cocoa Life program, supporting responsible cocoa farming.
Rigoni di Asiago brings its expertise in natural and organic products to the event with several new offerings. These include the Natù Cherry and Peach fruit spreads (95% fruit, no added sugar) and Natù Almond Cream (over 90% almonds, palm oil-free). The brand will also unveil compostable single-portion packaging for its fruit spreads and products like Nocciolata and Mielbio, designed for the food service sector.
Pretzel Pete adds a cocktail-inspired twist to its range with the launch of Margarita Salt & Lime pretzels. This unique snack captures the flavours of the classic margarita cocktail, pairing a hint of lime with a delicate salty crunch, perfect for the growing enthusiasm for tequila-based trends.
McVitie’s also expands its portfolio with Flipz Cookies & Cream pretzels, offering a sweet-and-salty combination with a creamy vanilla biscuit flavour, and Golden Caramel Digestives, a modern take on their classic biscuit with a caramel-infused golden chocolate coating. For fruity snack lovers, Raspberry and Lemon Tartlets bring refreshing new flavours to McVitie’s lineup. These launches, along with countless others, underline ISM Cologne’s reputation as the leading platform for confectionery trends and innovation.
Major opportunities
ISM Cologne 2025 also provides smaller brands with an opportunity to showcase their new products. One such brand is the Molise-based confectionary company, Dolceamaro. With over 50 years of experience in artisanal sweets, Dolceamaro, led by Claudio and Silvano Papa, has grown from humble beginnings to a global brand recognised for it’s innovative products inspired by Mediterranean heritage.
Some of these products include classic sugared almonds, dragées and Cuorenero’s gluten free line of macarons, donuts and cupcakes. In Cologne, the company will present the latest of their innovations, further consolidating its presence in the confectionery industry.
Another notable exhibitor at ISM Cologne 2025 is Gunz Warehandels, a family-owned enterprise with a remarkable 40-year journey from a small warehouse in Altach to a global distributor serving over 100 countries. Specializing in 1,200 products across 20 brands, Gunz partners with leading football clubs such as FC Bayern Munich and Liverpool FC for co-branded products. The brand is also known for and prioritising sustainability with its Fairtrade-certified chocolate range. At ISM Cologne 2025, Gunz will showcase its innovative lineup, reflecting its commitment to quality and ethical practices.

New Product Showcase, Halle 5.2. Pic: Koelnmesse
Walker’s Nonsuch Toffee, a British company with 130 years of toffee-making expertise, will exhibit at ISM Cologne 2025. Established in 1894 in Stoke-on-Trent, this family-run brand remains dedicated to crafting high-quality toffee with natural ingredients, using ISM as a platform to connect with global confectionery leaders.
Emma Walker, joint managing director of the company, commented on the event being a ‘wonderful opportunity to celebrate our rich heritage and showcase the products that reflect the spirit of innovation and tradition’.
Notably, the event also attracts brands outside of Europe, including J. Maeda & Co., which will present its innovative lineup of health-focused snacks and sweets rooted in Japanese culinary traditions. Highlights include Mochikon Matcha, a Halal-certified, plant-based treat made from konjac, celebrated for its high fibre and low-calorie content. Also featured is Natto Dark Chocolate, combining fermented soybeans with Belgian high-cacao chocolate. Supporting the Cocoa Horizons program, this product reflects J. Maeda’s commitment to sustainability, a key theme at ISM 2025.
Strong British presence
For its part at the event, Sweetdreams Ltd, a confectionery company from Northumberland, commented that it is thrilled to joining the event next month, with managing Director Matthew Stephenson (below) sees the event as a vital platform connecting innovative small businesses with a global audience of confectionery buyers.
“As a company with over 30 years of heritage, ISM offers us the unique chance to connect with like-minded professionals and expand our reach globally,” says Stephenson. “It’s a very short step that opens up the world of confectionery buyers to a company of our size. I’ve personally attended for over 25 years, and Sweetdreams has been exhibiting for many years – it’s an event that consistently delivers value.”
At ISM 2025, Sweetdreams will spotlight its star brand, Choc Nibbles, a product loved for its quirky appeal and irresistible flavours. “Choc Nibbles is incredibly unique and successful in the UK,” Stephenson shares. “We believe everyone should experience the wonderfully wonky world of Choc Nibbles.”
In addition to its iconic brand, Sweetdreams is unveiling exciting new innovations, including a range of broken biscuits and a renewed collection of chocolate-coated panned products, exemplifying the company’s commitment to creativity and quality.
The company aims to leverage ISM’s vast international platform to strengthen its market presence and foster global partnerships. The company’s participation reflects its strategy to tap into emerging markets and showcase its distinctive offerings to buyers worldwide.
“We welcome visitors to stand J020, Hall 4.2, to discover our unique business proposition and explore opportunities for collaboration,” Stephenson invites.
As part of the SugaRich Group, Sweetdreams is pioneering efforts to revolutionise the food surplus industry. Through innovative solutions in reforming and repackaging food surplus, Sweetdreams is setting a new standard for sustainability in confectionery.
“We’re showcasing our mission to repurpose food surplus and drive a circular economy in the food industry,” Stephenson explains. “Our partnership with SugaRich allows us to tackle sustainability challenges head-on, turning potential waste into value.”
Sweetdreams is attuned to the evolving trends in the confectionery market, from the growing demand for sustainable practices to the rise of value-driven indulgences. “We combine tradition and transformation to meet consumer expectations,” Stephenson notes.
ISM Cologne 2025 promises to be a global hub for confectionery innovation, sustainability, and collaboration, uniting industry leaders, small businesses, and emerging brands. With diverse exhibitors like Sweetdreams Ltd., Marabou, and Rigoni di Asiago showcasing cutting-edge products and sustainable practices, the event highlights the future of sweets and snacks while fostering connections across the confectionery supply chain.