Press Release

ISM MIDDLE 2024 CONCLUDES WITH OVERWHELMING SUCCESS  

Show thrives in new September timing, solidifying its status as MENA’s premier sweets and snacks show +++ About 19.000 visitors came to the fair +++ Show doubles footprint with global buyer representation

DUBAI – October, 2024: ISM Middle East 2024 has wrapped up its most successful edition to date, cementing its position as the premier trade event for the sweets, snacks, and confectionery industry in the MENA region. This year’s event attracted over 550 exhibitors from all over the world, showcasing their latest products and innovations to a diverse and enthusiastic audience of about 19.000 international visitors.

With a sharp focus on innovation, quality, and emerging trends such as healthy indulgence, vegan confectionery, organic flavours, and traditional sweets, ISM Middle East offered a truly international platform for industry leaders and professionals to connect, collaborate, and discover new business opportunities.

“The decision to organize ISM Middle East 2024 within the new set-up was a strategic move, and it has been proven to be the right one when looking at the remarkable participation we’ve witnessed this year. The event saw an impressive turnout of both exhibitors and visitors, which clearly demonstrates that ISM Middle East is firmly established as the leading trade fair for the sweets and snacks sector in the MENA region. This level of international participation is a strong testament to the trust and value that the global industry places in this platform. We are incredibly proud to offer a space where meaningful connections and impactful business transactions can thrive.” says Gerald Boese, President and CEO of Koelnmesse GmbH.

Feedback from exhibitors has been overwhelmingly positive, with many expressing strong satisfaction with the quality of leads made during the event. The strong presence of international visitors—comprised of industry buyers, distributors, and key decision-makers—has led to fruitful networking opportunities. Several exhibitors have already confirmed the signing of first contracts during the show, further underscoring the event’s effectiveness as a critical business platform.
Mark Napier, Vice President – Portfolio Growth Food & Hospitality, Dubai World Trade Centre, added: “The sweets and snacks industry is constantly evolving, and ISM Middle East 2024 has truly showcased the dynamic and innovative spirit of this sector. This year’s event has also highlighted the increasing demand for healthier and more sustainable products, as well as the growing interest in ethical sourcing and personalised products. The impressive turnout and the quality of contacts made during the event underscore the importance of ISM Middle East as a key platform for industry leaders to connect, collaborate, and discover new business opportunities. We are excited to continue driving innovation and excellence in the sweets and snacks industry and look forward to welcoming even more exhibitors and visitors in 2025″.

The satisfaction among exhibitors was particularly high, as many reported achieving their business objectives and establishing valuable connections with both regional and global partners. The combination of a dynamic marketplace, high-calibre attendees, and targeted networking events ensured that ISM Middle East 2024 continued its tradition of excellence.

This year’s event featured several key highlights that set it apart:

• Expanded exhibition space: The exhibition space doubled in size compared to previous years, accommodating over 500 exhibitors from more than 50 countries, with countries including Albania, Columbia, Denmark, France, Guatemala, Romania, and Vietnam represented for the first time, introducing popular domestic flavours and brands for the first time in the region

• New product launches: Leading brands used this year’s show to launch diverse new products, ranging from dark chocolate chickpea cakes and vegan chews to wax paper-wrapped candy balls and salmon fish chips in different flavours.

• Opportunities to learn: This year’s expanded show provided more immersive and holistic learning experiences across the 3 days with the introduction of The Expert Stage, with insights from global leaders and the Festive Showcase, a targeted sourcing platform for distributors and retailers to source the most trending products for corporate gifting and to enhance their seasonal portfolio.

• Award winners: The ISM Middle East Awards recognised innovation in the industry through an elevated awards programme, judged by a very prominent jury of leaders with awards for the best bakery product, hard and soft candy, chocolate product, healthy snack product, organic product, traditional product, and best brand story.
ISM Middle East 2024 once again highlighted the importance of the Middle East and North Africa as a key hub for the sweets and snacks industry, and the overwhelming success of this year’s event reaffirms its relevance on the global stage. As the industry continues to evolve and expand, ISM Middle East remains a must-attend event for those seeking to stay ahead of the curve and capitalise on emerging trends and opportunities.

The next edition of ISM Middle East will take place from 15-17 September 2025 at Dubai World Trade Centre. Stay tuned for more details and join us as we continue to drive innovation and excellence in the sweets and snacks industry.

ISM Middle East – the region’s largest trade fair for sweets and snacks – was co-located with Gulfood Green and Private Label Middle East, from September 24-26 at Dubai World Trade Centre.

Press Release

EXPANDED ISM MIDDLE EAST TO PROVIDE GLOBAL PERSPECTIVE AND CONNECTIONS TO SWEETS AND SNACKS SECTOR

500+ industry powerhouses participating, from 50+ countries
Exhibition space doubles in size
Inaugural ISM Expert Stage and Festive Showcase added to reformatted show 

DUBAI – September 16, 2024: ISM Middle East 2024, the region’s sole and most awaited sweets and snacks trade event, will be taking place in a larger event space than ever before this year. Meeting increasing industry demand in the region, particularly ahead of the busy end of year holiday season, ISM Middle East cements its place on the regional industry calendar by moving to September, offering a larger, more dynamic platform for the sweets and snacks sector. This year’s event, taking place at Dubai World Trade Centre from September 24-26, not only boasts a bigger exhibition footprint, but also an unprecedented amount of content, activations and networking opportunities.

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.

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.

ISM Middle East is a joint venture between Dubai World Trade Centre and Koelnmesse GmbH.

Gerald Boese, President and Chief Executive Officer of Koelnmesse GmbH, commented: “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. 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.

Tetiana Gurnevych, International Sales Director at Wawel S.A. commented: “As one of the leading Polish confectionery brands with a strong commitment to quality, innovation, and customer satisfaction, Wawel views this exhibition as a crucial platform to strengthen its presence in the Middle East market. As a brand we are already recognised in some markets in the region, but we see great potential to connect with new partners, distributors, and consumers. This event not only allows us to showcase and promote our products but also to stay at the forefront of market trends and continue offering innovative, high-quality confections that align with the tastes and preferences of local consumers.”

ISM Middle East is co-located with Gulfood Green – the definitive platform 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 from 40+ countries from September 24-26 at Dubai World Trade Centre.

Registration is free for trade professionals. For more information, and to register, please visit: https://www.ism-me.com/

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About ISM Middle East
ISM Middle East is the region’s largest trade fair for sweets and snacks, connecting visitors with the most influential brands in the industry and giving them the opportunity to discover the latest products and innovations.

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