Sweet euphoria in Cologne

By: Tisza Andrea Date: 2025. 04. 28. 09:27

Between 2 and 5 February Cologne hosted ISM, the world’s leading snack and confectionery trade show, which reflected the global upturn of the industry despite growing challenges. More than 1,500 companies from 70 countries showcased their products and services to some 32,000 trade visitors from 135 countries.

This article is available for reading in Trade magazin 2025/5.

Gerald Böse
president-CEO,
Koelnmesse GmbH

Gerald Böse, CEO of Koelnmesse GmbH emphasised that ISM continues to be the leading platform for the global confectionery and snacks industry.

A highlighted topic of this year’s event was the EU-Mercosur trade agreement.

On the Expert Stage participants discussed the challenges and opportunities of the industry, with a focus on sugar reduction strategies, sustainable cocoa farming projects and the development of plant-based protein alternatives. The innovative power of the confectionery and snacks industry was also underlined by analyses from Innova Market Insights and Euromonitor.

On the Sweet Week – Talks and Tasting Stage there were live podcasts, influencers, tasting sessions, product launches and expert discussions.

Industry’s interest in ISM continues unabated: more than 1500 exhibitors from 70 countries showcased their latest developments

Innovations catering for all tastes

This year’s ISM Award 2025 went to Ulrich Zuenelli

Ulrich Zuenelli, managing partner of Loacker won the ISM Award 2025 for his outstanding work in the industry.

Dutch company Primus Wafer Paper BV walked away with the New Product Showcase Award for its Yummy Super Sour Candy Paper, while the ISM Consumer Award went to Treets for its Vegan Crunchy Corn. In addition to trends such as sustainability, transparency, health, functionality and new combinations of flavours and textures, there was also a strong focus on classic snacks and sweets and on the “snacks on the go” trend. Climate change affecting cocoa supply chains and the political and economic turmoil in key cocoa-producing regions are calling for new approaches to revitalise the sector. For instance Döhler presented a side-by-side comparison of sandwich biscuits made with traditional cocoa and reduced cocoa content.

Revered creators from Germany also took part

Future-proof raw materials

Sustainability was a key topic at ISM and the motivation to make food solutions future-proof was central to the entire event, with brands emphasising their holistic approaches to raw material sourcing, packaging and production efficiency.

The future-oriented ideas and solutions attracted a lot of interest

Belgian chocolate maker Gudrun returned this year with its award-winning plant-based, “tree-free” upcycled cocoa fruit snacks, Uppa.

Uppa uses cocoa fruit as a by-product of the confectionery industry

Chocolate can also be made from pulses

As is well known, 70% of the cocoa fruit ends up as waste after the seeds needed to make chocolate are harvested. The company is committed to regenerative agriculture and intends to implement this practice on one million hectares. SternEnzym presented its full range of enzymes that can help to manage fluctuations in the raw material supply chain, particularly for wafer products. Brenntag brought its vegan baking concepts enriched with fibre, vitamins and protein, such as black biscuits with 30% less sugar and immune-boosting hard candy.

The highlight of ISM again this year was the New Product Showcase, where creative and sustainable snacks were recognised

New Product Showcase: exceptional taste experience, sustainability and innovation

The award-winning innovations at ISM 2025 impressed the jury of international industry experts. The competition attracted 110 entries by 65 companies from 21 countries, with the top three products being announced at a gala dinner.

1st place: Primus Wafer Paper BV (Netherlands) – Yummy Super Sour Candy Paper: this ultra-thin, potato starch wafer has an intense and surprisingly sour taste that unfolds as it melts softly in the mouth. The product creates a unique flavour combination of apple and lemon notes, and it is made in a BRC-A+ food safety and quality assurance certified Dutch factory.

2nd place: Confiserie Vandenbulcke (Belgium) – Pulp’n Choc Fruity Mix: in this product sustainability meets pleasure, when the finest Belgian chocolate is mixed with cocoa fruit pulp that would otherwise end up in the trash. The unique flavour of this lemon, orange and strawberry filled chocolate is pleasantly infused with the fresh, fruity character of cocoa fruit.

3rd place: Barth Ltd (Israel) – wO’s: riding the current “healthy snacking” trend, wO’s is a fibre-rich, crunchy snack made from pulses full of nutrients, and it impresses with its intense flavour, low calorie and high vegetable protein content. The packaging is environmentally and consumer friendly. //