ISM Middle East, staged in Dubai from Nov. 8-10, confirmed the industry's need for a business and innovation platform in the MENA region.

More than 330 exhibitors from 42 countries presented their products and services on 43 percent more exhibition space than at the 2021 event. More than 11,411 trade visitors attended the show and learned about existing and new products, as well as the trends, in one of the world's largest growth markets for the sweets industry. The exhibitors engaged in direct contact with relevant buyers and decision-makers from the retail, trading and hospitality sections, as well as with distributors from the entire region.

Koelnmesse said making the trade fair more visible within the ISM family by changing its name to ISM Middle East sent a decisive signal to the market. 

"The success of the rebranding confirms our decision in a sustainable manner," said Gerald Böse, president and chief executive officer of Koelnmesse GmbH. "As ISM Middle East it builds on the global reputation of the world's leading trade fair in Cologne even more significantly than before. With this step we are strengthening the positioning of the event as the industry's leading business platform in the Middle East and North African region." 

“Under the new name of ISM Middle East, we are excited to be joining forces with our global partners Koelnmesse and the ISM network to organize this must-attend event in the region once again," added Mark Napier, vice president exhibitions, Dubai World Trade Centre. "From showcasing the tastiest sweets and snacks products to celebrating the most innovative additions to the market, our aim is to bring professionals from across the industry together to forge new connections and help take their product ranges to the next level.”
 
Targeted entry onto the MENA growth market

International companies like Bakewell Biscuits, Brand Hatchers, Chocolates Torras, Crispo, Configirona, Danpak Food Industries, Delica, Del Conte, Embare, Kamco, My Kingdom Foods, Riclan, Roshen, Saudi ice cream, Stella Bernrain, Trolli, Walker’s Nonsuch and XOX presented their offerings for the MENA region at ISM Middle East 2022.

Furthermore, numerous international companies used this targeted opportunity at ISM Middle East to tap into the MENA region in the scope of joint participations and national pavilions. 21 regional and international pavilions from Egypt, Brazil, France, Greece, Great Britain, Iran, Jordan, Latvia, Lebanon, Morocco, Pakistan, Poland, South Korea, Spain, Switzerland, Thailand, Turkey and U.S./Mexico underlined the global interest in the MENA region and the significance of ISM Middle East for exploiting new business potential.  
 
8th ISM Middle East New Product Showcase

Innovative, newly launched sweets and snacks products were distinguished with the ISM Middle East New Product Showcase Awards for the eighth time. An independent jury assessed the numerous entries and selected the winners in four categories. The winners were honored during the trade fair. All winning products were exhibited in the Trend Court during the trade fair. This year's winners are:  
 
Best bakery product
"Prestige Digestive Thins – whole grain biscuits with oats" 
Prestige 96 AD (Bulgaria)
 
Best chocolate product
"Biscoya Biscuit Chocolate" 
Shirreza Food Industrial Complex (Iran)
 
Best hard & soft candy product
"Organic vegan fudges salted caramel flavour" 
Me Gusto Sp. z.o.o. (Poland)
 
Best snack product
"Zebra Ice"
Zonama Food GmbH (Germany)