For more than 175 years, E.Wedel has been a symbol of Polish chocolate excellence, combining craftsmanship, innovation, and family tradition. Today, the company is not only one of the most recognized brands in Poland but also a strong and growing player on the international market.

A key part of this global success is E.Wedel’s regular presence at the world’s largest food and confectionery trade fairs, where the brand showcases its portfolio, strengthens business partnerships, and builds awareness among global audiences.

In 2025 alone, E.Wedel has already participated in several prestigious industry events: ISM Cologne, APAS Show in Brazil, Thaifex Anuga Asia in Thailand, Vietfood & Beverage in Vietnam, and the HKTDC Food Expo Pro in Hong Kong. Each of these fairs has provided an opportunity to meet international distributors, retailers, and business partners, while presenting the iconic taste and quality that define the E.Wedel brand.

Now, all eyes are on Anuga 2025 in Cologne - one of the most influential food industry events worldwide, where E.Wedel is preparing to surprise and delight its visitors once again.

Why trade fairs matter for E.Wedel

International trade fairs are more than showcases; they are strategic platforms for building relationships, exploring new opportunities, and presenting the latest innovations to a global audience. For E.Wedel, participation in such events is a part of a long-term vision of expanding its presence and delivering Polish chocolate to consumers in more than 50 countries.

At each event, E.Wedel highlights its most iconic products while also unveiling novelties designed to spark interest among international buyers. Equally important, trade fairs allow the brand to strengthen its network of partners and explore joint marketing strategies tailored to local markets.

What is Anuga and why E.Wedel’s presence matters

Anuga (Allgemeine Nahrungs- und Genussmittel-Ausstellung - General Food and Beverage Trade Fair) is widely regarded as the world’s largest and most influential trade fair for the food and beverage industry. It is held biennially at the Koelnmesse trade fair complex in Cologne, Germany, and comprises ten specialized fairs under one roof.

The scale and reach of Anuga:

• Anuga brings together nearly 8,000 exhibitors from around the globe 

• It attracts approximately 170,000 visitors representing around 200 countries 

• According to some projections for 2025, the fair is expected to host over 169,000 attendees from more than 200 countries.

This makes Anuga not just a trade fair, but a global marketplace of ideas, innovations, and decision-makers, a place where food and beverage industry professionals converge to set trends, discover new products, and shape the future of the sector 

Structure and thematic scope

Anuga’s unique “10 trade shows under one roof” setup enables attendees to navigate a comprehensive and well-organized overview of the entire food and beverage landscape. The ten segments include, among others: Fine Food, Drinks, Chilled & Fresh Food, Dairy, Frozen Food, Bread & Bakery, Organic, and Hot Beverages.

These thematic zones not only streamline the visitor experience but also allow exhibitors to target their presentations precisely, aligning products with the most relevant sectors, be it gourmet specialties, healthy food alternatives, or beverage innovations.

Why E.Wedel’s presence is essential?

At Anuga, E.Wedel has the opportunity to:

• Showcase its iconic products alongside global players, reinforcing brand prestige and trust.

• Connect directly with key decision-makers, buyers, and distributors in an environment curated for high-quality business interactions 

• Stay abreast of emerging trends and sustainability topics, from plant-based propositions to organic and health-focused offerings, which are increasingly shaping industry roadmaps.

• Explore vertical synergies across segments - for instance, pairing E.Wedel’s chocolate expertise with bakery or hot beverage trends for innovative collaborations.

By being part of this global stage, E.Wedel strengthens its position not only as a premier Polish chocolate brand, but as an international player committed to innovation, quality, and strategic growth.

What to expect from E.Wedel at Anuga 2025?

As one of the world’s leading food trade shows, Anuga Cologne is an essential event for E.Wedel, offering a platform to engage with partners and present its latest creations. For 2025, the company has prepared an exciting program designed to attract attention and create memorable experiences.

1. Ptasie Mleczko® and creative tastings

Visitors to E.Wedel’s stand will be welcomed with the brand’s most iconic product - Ptasie Mleczko®, the marshmallow-like chocolate-coated delight that has been a symbol of Polish confectionery since 1936. Beyond sampling the classic version, guests will be able to enjoy innovative Ptasie Mleczko® shakes, demonstrating how tradition can be reimagined in modern, exciting formats.

2. Hero product: E.Wedel “Creamy” chocolate

The hero of Anuga 2025 for E.Wedel will be the next chapter of the Creamy range - one of the brand’s most popular lines, loved by consumers for its indulgent taste. This season, the series is evolving: even more chocolate, formats for every occasion – both small treats and big moments to share. Developed with international consumers in mind, this renewed line combines indulgence with bold, modern flavor experiences. Visitors to Anuga will be the first to experience its fresh identity: ChocoLove - where chocolate meets love, a perfect bridge between E.Wedel’s heritage and the evolving global confectionery trends.

3. A surprise in the chocolate countlines segment

E.Wedel has also prepared a special surprise in the chocolate countlines segment, which will be revealed exclusively at the fair. This innovation reflects E.Wedel’s commitment to continuously refreshing its portfolio and offering products that can stand out in competitive international markets.

4. Partnerships that inspire new products

Beyond its own product innovations, E.Wedel is also building long-term licensing collaborations with well-known consumer brands. These partnerships make it possible to bring the distinctive Wedel chocolate taste into new categories such as bakery, yoghurts, liqueurs, or ice cream. By joining forces with trusted lovemarks, E.Wedel expands the joy of chocolate beyond confectionery, creating fresh experiences for consumers in everyday moments and special occasions alike.

Building long-term partnerships

E.Wedel’s presence at Anuga goes beyond product sampling. The company sees the fair as an opportunity to deepen relationships with existing partners and initiate discussions with new distributors and retailers. Each conversation, tasting, and presentation is part of a broader approach of creating sustainable, long-term partnerships that enable joint growth.

In addition to product showcases, E.Wedel emphasizes its ability to support partners with tailored marketing solutions - from annual promotional calendars to a wide range of POSM, digital activations, and promotional mechanics. This holistic approach ensures that E.Wedel chocolates not only sell well but also resonate with local consumers in every market.

Anuga 2025 - the next step forward 

For E.Wedel, Anuga 2025 is more than another trade show. It is a milestone in the brand’s ongoing journey of international development. By combining its heritage of quality chocolate-making, iconic products like Ptasie Mleczko®, and exciting innovations such as Creamy chocolate, E.Wedel positions itself as a partner ready to deliver both tradition and novelty.

As the global food industry gathers in Cologne, E.Wedel will once again demonstrate why it remains one of Poland’s most cherished brands - and why it is winning the hearts of consumers worldwide.

When it comes to creating chocolates that inspire joy, E.Wedel is always at the center of the moments that matter. See you at Anuga 2025!