Anuga is extending its global footprint as one of the food and beverage industry’s most prominent trade fair brands, seeking to capture growth in emerging markets while showcasing regional specialties and identifying new product trends.
The brand family will add another European event in 2027 with the launch of Anuga Select Ibérica, which will debut in Madrid from February 16 to 18. The new fair will build on the foundations of IFEMA’s Meat Attraction and InterSICOP shows, drawing in participants from the meat, bakery, pastry, ice-cream and coffee industries. Organizers say the addition will position Spain and Portugal more firmly as a European hub for food and beverage innovation, serving as both a consumption and production base and a bridge to Latin America and North Africa.
Anuga Select Ibérica joins Cologne and Milan as the third European outpost of the brand. Its launch comes as Tuttofood Milano, slated for May 2026, continues to establish itself as a key marketplace in Southern Europe. The 2024 edition drew more than 95,000 trade visitors from 100 countries and over 4,200 brands from 70 countries. Anuga’s flagship event in Cologne remains the centerpiece of the portfolio, attracting 7,800 exhibitors and more than 136,000 trade visitors in 2023.
The expansion strategy extends beyond geography. ISM, the global trade fair for sweets and snacks, will launch ISM Ingredients in February 2026, creating a dedicated platform for raw materials, ingredients and semi-finished products. The new format replaces the ingredients section of ProSweets Cologne and is designed to link suppliers and manufacturers more closely, offering both a congress and networking platform. Against the backdrop of volatile commodity prices and global supply chain pressures, ISM Ingredients aims to spotlight innovation in raw materials to bolster long-term competitiveness in the sector.
Organizers stress that the broader Anuga network now counts nearly 7,700 exhibitors and almost 294,000 visitors worldwide, reflecting a strategy that adapts themes to regional priorities. In Spain, the focus will be on meat and bakery. In Thailand, rice takes center stage. In Colombia, franchise models come into play. The model is designed to capture early signals of consumer and industry trends while promoting targeted international dialogue.
Cologne remains the anchor of the portfolio, serving as a global showcase where top themes and international perspectives converge. The event includes features such as the Speakers Corner, which gives professionals from across the food and beverage industry a platform to present regional specialties and provide insights into their home markets. The German Association of the Retail Grocery Trade is also a key partner in shaping the agenda.
By broadening its portfolio to Madrid and reinforcing specialty formats such as ISM Ingredients, Anuga is positioning itself as an integrated global network for the food and beverage industry. Its strategy emphasizes not just size, but also regional relevance, innovation and sustainable growth across Europe and beyond.
Find out more at: https://www.anuga.com/