The 2016 Sweets & Snacks Middle East is becoming yummex Middle East, just in time for it’s 10th anniversary.

"As yummex Middle East, the trade fair will expand its position further and also clearly distance itself from other events in terms of communication,” says Denis Steker, vice president International/Outbound Fairs at Koelnmesse GmbH. “yummex is a made-up word originating from ‘yummy’ and ‘exhibition’. Numerous communications measures will accompany the rebranding in the coming months.”

The show’s organizers, Koelnmesse and the Dubai World Trade Center, announced the change at the end of this year’s show, which ran from Oct. 27-29, 2015.

"We appropriately address the successful development with the modern, fresh and emotional name,” Steker says. “yummex Middle East clearly differentiates our trade fair from other events in this segment. The name is unique and stands for the innovative and enjoyment-oriented character of the sweets and snacks branch and its products.“

As for the 2015 trade fair, it experienced growth in the number of exhibitors as well as a clear increase in the number of visitors after three intensive event days.

"Sweets & Snacks Middle East serves the branch as the most important commercial platform for sweets and snacks in the MENA region. International providers meet here with trade visitors from a highly dynamic growth market,” says Steker. "The positive event result shows that the concept of a specialized purchasing platform for the MENA region functions very well. Especially for purchasers who have no visa for Europe, this professional trade fair at its front door is very welcome."

Specifically, the 2015 show featured 7,942 registered visitors, which was 13 percent more than in 2014.

The event also grew from an exhibitor perspective. For the first time, more than 300 confectionery and snack manufacturers from nearly 40 countries participated in the trade fair, which was about 25 percent more than the previous year.

The trade fair also attracted important procurement partners for the first time. For example, a delegation from Dubai Duty Free (DDF), the world's leading provider of duty free goods at airports, made use of the event to establish new business contacts.

And, in addition to Dubai Duty Free, the show also featured partnerships with Carrefour, Emirates Flight Catering, Spinneys, Jumeirah Group and Manuel Supermarket.

International companies like BMB Foodstuff (UAE), Cavalier (Belgium), Del Conte (Italy), Katjes (Germany) and Bazooka Candy Brands (USA) were also present at the trade fair. In fact, a total of 17 national pavilions participated in the event, including the United Kingdom and Spain.

"We have already made a lot of progress very quickly in many countries of the Middle East with Katjes. For Katjes, the sweets trade fair in Dubai is now the perfect start for presenting itself as a brand,” says Holger Terstiege, v.p.- international business, Katjes Middle East DMCC.

During the show, the second annual "Sweets & Snacks Innovation Awards" were held. An expert jury selected four products in four categories from the fair’s new products database that were deemed especially innovative and pioneering for the region. The winning products were presented at the trade fair in the "Innovation Gallery" and specially highlighted at the website.

Sweets & Snack Innovation Award Winners:

Baked goods:           

"Doughnuts wild berry jam"

Elledi Spa, Italy

Chocolate:      

“White Chocolate with Algae and Black Sea Salt”

Chocolates Torras, S. A., Spain

Sugar confectionery hard and soft:          

"Active Drops Life & Kinsis“

Kokkos Pogatos SA, Greece

Snacks:                     

Double Salted Caramel Popcorn”

Joe & Seph's Gourmet Popcorn, United Kingdom