Sweet Success in Dubai

The UK’s food and drink sector is poised to make a significant impact at the upcoming ISM Middle East trade show in Dubai, as leading British confectionery and biscuit brands prepare to showcase their latest innovations. The Middle East remains a critical market for UK food and drink exports, and with a reputation for quality, innovation, and tradition, the UK exhibitors are eager to connect with buyers from across the MENA region.

Key export statistics:

• UK exports of Sugar and Chocolate confectionery reached over £1.07bn in 2023 - The MENA region accounting for £141million in sales.
• The UAE, our largest GCC export market for food and drink, comprises over half of our export value to the region.

Walker’s Nonsuch, a family-owned company with over 130 years of toffee-making expertise, will also be participating at the event.  Known for its high-quality toffees, they will debut new 350g Gift Boxes, a product line tailored to the Middle Eastern market. With a longstanding presence in the region, and its first Middle Eastern market being Oman, Walkers Nonsuch continues to innovate, introducing Arabic ingredients and nutritional information on all retail packs to cater to local tastes.

Jakemans UK, a heritage brand established in 1907 and known for its premium menthol confectionery, is leveraging its longstanding reputation to expand into new international markets. With a focus on Europe, North America, Asia, and Africa, Jakemans is poised to introduce its soothing lozenges to a broader audience, continuing its tradition of quality and innovation.

World of Sweets, the UK’s largest distributor, importer and wholesaler of confectionery, will be making its debut at the ISM Middle East. Known for its extensive range of in-house brands like Bonds of London, Crazy Candy Factory, and Kingsway, as well as exclusive partnerships with global brands such as Anthon Berg and Warheads, World of Sweets is a powerhouse in the confectionery industry. Attendees at the trade show can expect to see the launch of their latest offerings, including the trendy Sweet Vibes range and the child-friendly Candy Realms. Kathryn Hague, Head of Marketing, expressed excitement about the potential for expanding into overseas markets, highlighting the company’s innovative approach to confectionery.

FBC UK, the coming together of two of the UK’s biggest biscuit manufacturers, will be showcasing its range of iconic biscuits that have delighted consumers for generations. FBC’s participation in ISM Middle East underscores its commitment to creating incredible biscuits that resonate with both new and loyal customers across the globe.

Their iconic brands span generations and are loved worldwide:  Maryland - Britain's No.1 Cookie Brand; Jammie Dodgers - Britain's No.1 Kids Biscuits; Paterson's - Britain's No.1 Shortbread Brand; Fox's Biscuits - Top 100, Britain's Biggest Brands.

The Skinny Food Co are renowned for reduced-sugar snacks and confectionery and are set to introduce a range of innovative products at the ISM Middle East. Among the highlights are their new Chocaholic high-protein filled wafers and low-calorie coffee in cans. The company, which already exports to over 40 countries, is actively seeking new distributors and partners to further its global footprint. Their offerings promise to delight consumers looking for healthier snack options without sacrificing taste.

Churchill’s Confectionery Limited, a family-owned business with a reputation for producing distinctive high-quality confectionery in artistic tin boxes, is set to introduce a new range of Halal sweets. With more than 35 years of experience, Churchill’s has grown into an award-winning global company while remaining an iconic British brand. The company’s participation in ISM Middle East is part of its ongoing efforts to expand its international reach.

Finally, Brain Blasterz, a leading global sour candy brand, is preparing to launch several new products at the trade show, including vegan gummies and super sour candies. The brand, which enjoys a growing fanbase on TikTok, will be promoting its popular #BrainBlasterzChallenge, a social media campaign encouraging consumers to test their tolerance for sour candies. With a sour scale ranging from 1 to 5, Brain Blasterz offers something for every level of sour candy enthusiast.

These UK brands are set to make a lasting impression at the ISM Middle East trade show, showcasing the best of British confectionery and reinforcing the UK’s position as a leader in the global food and drink market.