Want to learn what the newest technological designs in snacks and confectionary are, and stay on top of industry trends? Head to ISM to gain new clients. ISM (sometimes ISM Cologne) is short for Internationale Süßwarenmesse and is the leading trade fair for sweets and snacks in Europe as well as the rest of the world. ISM first entered the scene in 1971 and has been serving the sweets and snacks industry faithfully as the premier procurement platform for nearly half a century. With a hold over the biggest buyers and manufacturers on the scene, ISM is an essential event that runs the entire value chain – confectionery, frozen confectionery, candies, ready to eat fruit snacks, ice cream, baked goods, chocolate products, chocolates, cocoa, savory snacks, snack products as well as vegetable snacks.
Organised by Koelnmesse, which also serves as its venue, ISM arrives annually at the start of the calendar year alongside another popular related event - ProSweets Cologne. The international trade show lasts for four days and usually is scheduled during the first half of February so that it allows exhibitors to shape the upcoming fiscal year in terms of sales and publicity. The doors are open only for trade visitors and working hours are from 09:00 am in the morning until 18:00 pm in the afternoon. The last day wraps up two hours earlier at 16:00 pm. These are hours for trade visitors. Visitors, who don’t have a car or wish to take taxis, can rely on abundant, regular connections to Koelnmesse. In between the metro, the tram system and four lines of city rail, you always make it to ISM on time no matter where you’re staying.
What You Can Expect as an Exhibitor
- ISM is a meeting point between supply and demand on the highest level as you’re able to present products to buyers of the highest calibre from all over the world – there are 144 countries represented;
- You stay fully in the know in regards to the industry and markets since ISM is where the majority of new products are first launched and the most important news shared before anyone else;
- ISM is a trendsetter and you have a real chance to add your vision to other brands that are actively challenging the status quo and pushing the envelope towards new horizons;
- Because it’s such a well-received and important event, ISM attracts a great amount of trade press from all over the world, which in turn translates into higher brand awareness as well as brand recognition;
Audience & Statistics
You’re going to generate sales leads at an incredible pace at ISM, because last edition saw 1661 international exhibitors showcase their products to more than 38,000 trade visitors. Visitors hold managerial positions in their respective companies and when they don’t have purchasing power directly, they have advisory capacity. At the same time, you’re more than set in terms of who you are presenting products to. The biggest retail chains come to ISM to make purchases - Kaufland, Kroger, Metro, Coop, Whole Foods, Edeka, Aldi, Carrefour, Amazon, Walgreens and Costco. But that is just the tip as the trade audience is incredibly diverse. Yes, you have the expected - pastry shops, cafés, bakeries, confectioneries and trade chains, but there are also food chemists, nutrition scientists and vending machine operators. The markets you gain biggest access to include Belgium, Italy, Poland, the UK, the Netherlands, the USA and France. That’s outside Germany, of course.
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