ISLAMABAD: Pakistani confectionery companies are confident of expanding into the Asia-Pacific, Middle East and North African regions after signing agreements worth millions of dollars at the recently held international ISM Middle East 2025 exhibition, Pakistan’s trade and investment counselor in the UAE said this week.
The three-day ISM Middle East 2025, billed as the largest international confectionery and snacks trade event across the Middle East, Africa, and Asia regions, was held in Dubai from Sept. 15-17. It featured over 700 exhibitors from 66 countries, who showcased more than 60,000 new products.
The global event brought together major brands, buyers, manufacturers, distributors and retailers worldwide under one roof to spot next-generation products and forge business connections. Nineteen Pakistani companies took part in the event, which included 17 private firms and two under the umbrella of the Trade Development Authority of Pakistan (TDAP), the Pakistani mission in the UAE said. These companies showcased confectionery, baked and frozen goods, biscuits, cakes, chocolates, candies, chips and snacks.
“Most of our exhibitors were immensely confident about the expected outcome from the large number of deals and various business leads generated during the show,” Ali Zeb Khan, Pakistan’s trade and investment counselor in the UAE, told Arab News on Monday.
He said the two companies participating under the TDAP secured “strong” business leads from existing and new buyers across the MENA region, helping them tap into new markets.
“One company has confirmed that it has gotten almost eight MoUs signed that will create a good sum of export proceeds, more than that of last year,” Khan said.
He added that the other firm was also sure that the various business leads that it had generated at the exhibition would mature soon. Khan said the other 17 companies that participated privately also secured numerous MoUs and business deals worth millions of dollars.
The official noted that during the event, international buyers and industry leaders praised the quality, variety and competitive pricing of Pakistani products.
Ahsan Ali, director of 7 Paramount, a Karachi-based company that is considered one of the leading confectionery firms in Pakistan, said his organization secured four deals of over $300,000 and generated several leads during the three-day event.
“It was a highly fruitful participation and we are confident that the leads generated during the exhibition will mature in the coming months, significantly boosting business volumes,” Ali told Arab News.
He said that although costly raw materials put Pakistani companies at a price disadvantage, the response remained strong due to the quality of their products.
“Our company showcased its specialized products such as bubble gums, lollipops, candies, toffees and chews,” he added.
Another exhibitor, Ali Imran, who is the managing director of the Multan-based Amna Foods Industries, described his first participation in the ISM exhibition as a “valuable experience” that would help expand his product market.
“We have signed six deals with the different companies from the Gulf region,” he told Arab News.
Imran said he could not disclose the volume of the business deals as they were confidential.
“In addition, several other deals have been initiated and discussions are ongoing, which is why I am still in Dubai,” he added.
