ISM prepares for live 2022 event, offers ‘state-of-the-art’ digital reach for confectionery firms in meantime

By Anthony Myers

- Last updated on GMT

ISM is offering a digital product and trends campaign until its next live event in 2022. Pic: Koelnmesse
ISM is offering a digital product and trends campaign until its next live event in 2022. Pic: Koelnmesse

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ISM has announced it has launched a new product and trend campaign to run throughout 2021 as a partial replacement to the live trade fair, which should have been taking place this week at Cologne’s Koelnmesse exhibition centre.

Organisers Koelnmesse cancelled the on-site edition of ISM 2021 in November because of the ongoing coronavirus pandemic.

ISM is one of the world's largest trade fair and innovation platform for sweets and snacks, and has been an ever-present event on the industry calendar for 50 years.

New products

As preparations for the next edition of ISM, scheduled from 30 January 2022 to 2 February 2022, get underway, the product and trend campaign will run over the next several months and includes a wide range of communication events, such as webinars, specialised articles, interviews, press releases and presentations of new products.

The main feature will be a digital version of the New Product Showcase Award, which distinguishes the industry's top innovations, and is one of the main attractions of the trade fair.

"We know that the sweets and snacks industry works towards ISM every year to present its latest, but also established products to an international audience. The ISM campaign allows us, in the absence of a physical event on-site, to carry on offering our customers a central platform for the sweets and snacks industry, where they can inform themselves about important themes or industry trends and present their innovations​," said Oliver Frese, Chief Operating Officer of Koelnmesse GmbH.

Hybrid format

Next year’s ISM 2022 is being planned in a hybrid format with new digital formats for exhibitors and visitors in addition to its  physical presence on the calendar.

Koelnmesse said the platform is "state of the art​" and offers the exhibitors the possibility to present their products as photo and text information within the digital exhibitor showroom as well as embedding video content.

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