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 countriescovering 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.
