A BRAND REDEFINED, AN INDUSTRY REIGNITED In our 2021 edition, we announced yummex ME rebranding to become ISM Middle East. The world’s largest trade fair is now at the heart of sweets and snacks in the Middle East. The event closed with one of the most diverse showcases of innovative confectioneries, healthy snacks and trending sweets from 33 countries. Big business returned with high-volume trade deals, while inspiration was all around as Michelin Star chefs led masterclasses on the art of modern pastry-making, artisanal gelato, truffle and sustainable cuisine.
