yummex Middle East will be known as ISM Middle East when it will next be held in 2022. The step is said to help strengthen the positioning of the exhibition in the Middle East and North Africa, as an extension of ISM Cologne. The 14th edition of the international trade fair for sweets and snacks was one of the returning in-person events, held in Dubai from November 7 to 9. More than 230 exhibitors from 37 countries met in a larger area than the previous event required in 2019. Organizers recorded over 9,000 trade visitors who learned about existing and new products as well as the trends on one of the world’s growth markets.
The two organizers of yummex Middle East, the Dubai World Trade Centre (DWTC) and Koelnmesse, announced together with the Sweets & Biscuits Fair Task Force (AISM) that the next edition of the trade fair in 2022 will be held under the new brand name, “ISM Middle East”.
Gerald Böse, president and chief executive officer of Koelnmesse GmbH commented on the event: “We are delighted about the very successful Re-Start of yummex Middle East at a point in time when we
are also present at the Expo 2020 as organizers of the German Pavilion. Dubai is keeping a close eye on the business and the future – a very inspiring interplay.”
“As ISM Middle East, it builds on the global reputation of the world’s leading trade fair in Cologne even more significantly than before,” explained Denis Steker, senior vice president international of Koelnmesse GmbH. Mark Napier, group director Portfolio Management, DWTC, added: “Our partnership with Koelnmesse is a perfect fit with our mandate to host world-class events that meet and exceed the expectations of the markets they serve. ISM is the show of choice for the worlds leading sweets, confectionery and snack industries. Rebranding yummex as ISM Middle East makes it clear the ambitions we have for this show, to grow and scale up the RoI for our visitor and exhibitor communities – so they enjoy a world class event here in the Middle East.”
AISM also welcomes the name change: “In the sweets and snacks section there is no way around ISM worldwide. In addition to ISM in Cologne and ISM Japan which is being held for the first time in 2022, exhibitors and trade visitors in the MENA region will also receive best quality and services for their business and extended access to international contacts under the umbrella of the ISM brand,” emphasized Hans Strohmaier, executive director of AISM.
Top international companies including Bakewell Biscuits, Danpak Food Industries, Embare, Felföldi, Madhur Confectioners, Millano, Paletas Mara, Riclan, Roshen, Trolli, Vidal Golosinas and Wawel presented their offering of sweets and snacks for the MENA region at yummex Middle East 2021. Furthermore, numerous international companies used this targeted opportunity to tap into the MENA region via joint participations and national pavilions: 17 regional andinternational pavilions from Brazil, Bulgaria, France, Greece/Cyprus, Iran, Jordan, Latvia, Morocco, Pakistan, Poland, Russia, Spain, Turkey, USA/Mexico and Belarus were organized this year, nine of which for the first time.
The seventh yummex Middle East Innovation Awards
New launches in sweets and snack products were distinguished with the yummex Middle East Innovation Award:
Best Bakery Product:
“ALMOND, FIGS AND GRAPES GLUTEN FREE SOFT CAKE”
Biscuiterie De Provence
“Feel FIT Protein peanut butter pralines“
Newtrition Sp. z.o.o. sp.k
Best Hard & Soft Candy Product:
“Eclats de fruits – Fruit Jellies“
Francois Doucet Confiseur
Best Snack Product:
“Soft Nut bars with Honey Greek Yoghurt Dessert & Cranberry“
Gulfood Manufacturing, The Speciality Food Festival and Private Label & Licensing Middle East were held in parallel.
Next year, ISM Middle East is scheduled to take place in Dubai from November 8 to 10, 2022.