Yummex Middle East innovation winners

Premium gum Mastika attracts suitors after Yummex innovation win

By Oliver Nieburg

- Last updated on GMT

Mastika gum and Baron Chocolatier's premium white chocolate win innovation awards at Middle East candy show yummex.
Mastika gum and Baron Chocolatier's premium white chocolate win innovation awards at Middle East candy show yummex.

Related tags United arab emirates Middle east Confectionery

Mastic chewing gum brand Mastika is attracting interest from distributors in the Middle East after bagging an innovation award at trade fair yummex, says Lebanese brand owner Master Chewing Gum & Candies.

The gum product, made from resin of mastic trees, was among four winners of Middle East confectionery show yummex’s Innovation Awards last month.

Best hard & soft candy award

Aspartame-free gum Mastika picked up yummex’s ‘Best Hard & Soft Candy Product’ award.

Source: Master Chewing Gum & Candies

“We are getting a lot of exposure from the Gulf Cooperation Council (GCC) countries regarding the award that was given to Mastika,”​ Nael Shaar, managing partner and marketing strategist at Master Chewing Gum & Candies, told ConfectioneryNews.

“Till today we are receiving some requests from distributors in the GCC,”​ he continued.

Mastika was launched last year and is aimed at sophisticated women in the Middle East. The brand has a premium positioning, which the brand owner hopes will set it apart from the bulk of mastic gums in the region, which are in the value segment.

Best chocolate winner

Baron Chocolatier – a firm headquartered in the US with Polish roots – picked up yummex’s ‘Best Chocolate Product’ award for its Premium White Chocolate with Coconut filled Sticks.

The 3.5 oz product contains eight individually wrapped sticks of premium white chocolate with coconut crème. Baron began producing the product in January this year.

baron coconut

Best bakery product

The trade fair’s ‘Best Bakery Product’ was snapped up by German firm Coppenrath Feingebäck for its Choco Cookies, a SKU under its Vegan Bakery brand.

The brand is free-from ingredients of animal origin and uses environmentally-friendly packaging.

vegan choco cookies

Best snack product

yes to no

yummex’s ’Best Snack Product’ went to the company and brand SAY YES to NO! – a subsidiary of Dutch Melba Toast producer Van der Meulen.

The lower fat, natural crispy bread chips brand was created by former PepsiCo sales director Johan Bruinsma, who serves as Van der Meulen’s commercial director.

yummex - previously known as Sweets & Snacks Middle East - took place in Dubai from November 7 to 9 for its tenth year. It attracted 364 exhibitors from 47 countries and saw a 3% uplift in visitors (8,180) compared to last year. The trade fair is managed by ISM & ProSweets organizer's Koelnmesse. It will next take place from September 18-20, 2017, again in Dubai.

Market research firm Nielsen has forecast growth of 15-20% until 2024 for the confectionery market in Middle East & North Africa (MENA).

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