International Supermarkets

SSME renamed ‘yummex Middle East’ for 2016


Considered as the most decisive stage for sweets and snacks in the MENA area, the 2016 Sweets and Snacks Middle East(SSME) is rechristening to be yummex Middle East, on the juncture of its tenth anniversary. The show gloats twofold growth in number of exhibitors and guests. “As yummex Middle East, the trade fair will grow its position further and separate itself from other events regarding communication,” says Denis Steker, VP International/Outbound Fairs at Koelnmesse GmbH. “yummex is a word coined from the words “yummy” and ‘display’. Various communications measures will go with the rebranding in the coming months.”

The show’s planners, Koelnmesse and the Dubai World Trade Center, declared the change toward the end of the current year’s show, which was from Oct. 27-29, 2015. “We properly address the effective development with the cutting edge, fresh and passionate name,” Steker says. “yummex Middle East separates our trade fair from other happenings in this segment.

With respect to the 2015 trade fair, it encountered growth in the amount of exhibitors and also an increment in the number of guests in the three event days. “Desserts and Snacks Middle East serves the branch as the most imperative business stage for desserts and snacks in the MENA area. Universal suppliers meet here with trade guests from a profoundly dynamic business sector,” says Steker. “The positive result demonstrates that the idea of a specific purchasing stage for the MENA locale works exceptionally well. Particularly for buyers who have no visa for Europe, this trade fair is extremely comfortable.”

In particular, the 2015 show included 7,942 enrolled visitors, which was 13 percent more than in 2014. The occasion likewise grew from an exhibitor point of view. Surprisingly, more than 300 confectionery and snack producers from almost 40 nations took an interest in the trade fair, which was around 25 percent more than the earlier year.

A delegation from Dubai Duty Free (DDF), the world’s driving supplier of duty free merchandise at airplane terminals, used the event to set up new business contacts. Apart from Dubai Duty Free, the show additionally made partnerships with Carrefour, Emirates Flight Catering, Spinneys, Jumeirah Group and Manuel Supermarket. International organizations like BMB Foodstuff (UAE), Cavalier (Belgium), Del Conte (Italy), Katjes (Germany) and Bazooka Candy Brands (USA) were additionally present at the trade fair.

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