The International Sweets and Snacks Fair (ISM) in Cologne, held from February 5, 2025, once again solidified its reputation as the world's leading trade fair for sweets and snacks.

This year's event attracted approximately 38,000 trade visitors and featured around 1,800 exhibitors from 74 countries, underscoring its global significance in the confectionery and snack industry.

A global confluence of industry leaders

ISM 2025 served as a pivotal platform for industry professionals to converge and explore the latest developments in the sector. The fair's comprehensive product range encompassed chocolate, sugar confectionery, biscuits, snack foods and emerging trends in natural and breakfast snacks, as well as ice cream and frozen confectionery.

International participation and networking opportunities

The fair's international scope was evident, with Germany leading in exhibitor numbers (159), followed by Italy (148), Belgium (139), China (105), and Spain (101). Notably, Spain was the fifth-strongest exhibitor country, presenting a wide range of products including chocolates, candies, biscuits, nuts, dried fruits and chips.

ISM 2025 facilitated extensive networking opportunities, enabling professionals to establish new business contacts and explore collaborative ventures. The event's robust supporting program fostered knowledge sharing and informed decision-making, further cementing its status as the industry's most important business and communication platform.

E.Wedel’s impactful presence at ISM 2025

E.Wedel was a standout exhibitor at ISM 2025. This renowned Polish confectionery brand with over 170 years of tradition made a significant impact of its innovative products and engaging booth activities.

Innovative product launches

E.Wedel unveiled several new products catering to modern consumer tastes:

• Creamy chocolate – a premium line of milk 100g and milk 287g and dark 100g and dark 287g chocolates with rich chocolate fillings, also available as heart-shaped pralines, offering a fully indulgent chocolate experience.

• Snack chocolate range – targeting younger demographics, this range features unique flavors such as Cola, Salty, Popcorn and Bubble Gum, appealing to Generation Z and Alpha consumers. Visitors were very enthusiastic about the new, innovative flavors, commenting with surprise that they were wonderful, exciting and simply WOW!

• Ptasie Mleczko® – E.Wedel's iconic product, available in six regular flavors and various limited editions, was showcased with new consumption rituals, blending heritage with innovation.

Engaging booth activities

E.Wedel’s 55-square-meter booth in Hall 11.1, number C048, was designed to provide an immersive experience:

- Interactive photo booth – visitors captured memorable moments in a sweet-themed setting, taking home digital souvenirs.

- Tasting sessions – attendees sampled a wide variety of chocolates and sweets, experiencing the brand's diverse offerings firsthand. Visitors had a chance to taste freshly made Ptasie Mleczko® shakes in five flavors: White Velvet, Vanilla Petals, Pina Colada, Minty Cloud and Choco Minty Berry. 

However, the biggest attraction of the E.Wedel booth turned out to be chocolate fountains with milk, dark and white caramel chocolate. Visitors had the opportunity to taste and savor the rich aroma of E.Wedel chocolates paired with fresh and dried fruits. Some commented that this was the tastiest treat at ISM 2025!

• Ptasie Mleczko® shake bike – an interactive station where visitors could blend their own Ptasie Mleczko® shake by pedaling a bike-powered blender, adding a fun, physical element to the tasting experience.

• Immersive brand storytelling – through visuals and digital displays, the booth narrated E.Wedel’s rich history and commitment to innovation. Three large monitors took visitors on a journey through E.Wedel’s history, current portfolio, and marketing and trade support for international partners.

• Interactive product catalog – a digital catalog allowed visitors to explore the company's history, full product portfolio, and international collaborations.

• Expert presentation at the Sweet&Talk event in Hall 10.1 – E.Wedel representatives gave a 30-minute talk on building brand awareness and driving purchases among Gen Z and Alpha consumers in the confectionery market. The presentation was diversified with tastings of Ptasie Mleczko® shakes and Snack chocolates.

Exceptional hospitality and active engagement

The E.Wedel booth was not only a showcase of products but also a hub of warm hospitality. The brand’s representatives were highly engaged, ensuring that every visitor received personalized attention. The team enthusiastically shared insights about the brand’s heritage, product development and sustainability initiatives, making the experience both informative and enjoyable. Visitors praised the friendly and welcoming atmosphere, which fostered genuine connections and lively discussions. The combination of excellent service, interactive activities and product tastings created a memorable and engaging experience that resonated with attendees.

Commitment to sustainability

E.Wedel emphasized its dedication to sustainable practices:

• Eco-friendly packaging – the company showcased its use of recyclable and biodegradable materials in product packaging, like trays for Jaffa cakes.

• Ethically single-sourced cocoa – E.Wedel highlighted its long-standing partnerships with sustainable cocoa suppliers from Ghana, ensuring responsible sourcing practices. Read more here.

• Carbon footprint reduction – Initiatives to minimize environmental impact were outlined, demonstrating the brand's commitment to sustainability.

Looking ahead

As ISM continues to evolve, plans are already underway for ISM 2026, scheduled for February 1 to 4, 2026. The upcoming edition aims to build upon the successes of 2025, with a continued focus on innovation, sustainability, and global collaboration within the sweets and snacks industry.

In conclusion, ISM 2025 not only highlighted the latest products and trends but also underscored the industry's commitment to sustainability and innovation. The fair’s success reaffirmed its pivotal role in shaping the future of the confectionery and snack sector, with exhibitors like E.Wedel setting new standards for creativity and consumer engagement.