Interview by Riad Beladi, International Editor – International Supermarket News
Walking between the exhibition stands at ANUGA, one is instantly transported by the irresistible aromas of global cuisine—from the sizzling spices of Asia to the comforting scents of European bakeries. It’s not just a feast for the eyes but a rare opportunity to taste the world, all under one roof.
ANUGA, held in Cologne, Germany, has long stood as the benchmark for food and beverage innovation, networking, and business. With over a century of history since its first edition in 1919, ANUGA has grown into the world’s largest and most influential F&B trade show. As we look ahead to ANUGA 2025, expectations are rising for yet another record-breaking edition.
In this exclusive interview-style feature, we pose five key questions to the ANUGA organisers, exploring what makes the show a must-attend event for industry professionals around the globe.
By Riad Beladi, International Editor, International Supermarket News
RB: ANUGA has over 100 years of history. Can you tell us how the show has evolved since its early days and what continues to drive its global success?
Indeed, Anuga has a long and proud tradition. Since its founding in 1919, the show has evolved from a national platform into the world’s leading and biggest trade fair for food and beverages. A major turning point came in 1924 when Anuga found its permanent home in Cologne, a location that – thanks to its central position in Europe and excellent infrastructure – remains ideal for international business to this day.
Over the past century, Anuga has continuously grown in size, scope, and relevance. Today, it unites ten specialized trade shows under one roof, offering an unparalleled depth of content and a comprehensive global market overview. This unique format allows for highly targeted business matchmaking while showcasing innovation across the entire F&B value chain.
What drives Anuga’s ongoing success is its ability to adapt and lead. The show has consistently anticipated and reflected the major trends and transformations shaping the industry, from the rise of convenience and premium products to the emergence of sustainable and plant-based solutions. As a pioneer in the industry, we actively challenge ourselves to evolve with the market. In 2025, we’re taking a bold step toward the future of nutrition with the launch of Anuga Alternatives – a new trade show spotlighting cutting-edge developments such as cultivated meat, mushroom-based proteins, and algae solutions. In 2025, under the key theme Sustainable Growth, Anuga continues this legacy by focusing on forward-thinking innovations and knowledge exchange.
At its core, Anuga brings together the global F&B community – decision-makers, thought leaders, and innovators – to create business opportunities, share insights, and shape the future of food. That spirit of collaboration and progress is what keeps Anuga not just relevant, but essential.
RB: What makes ANUGA 2025 different from previous editions, and what key themes or innovations will take centre stage this year?
Since Anuga 2023, we’ve made a number of strategic changes to really strengthen Anuga’s role as the world’s leading trade fair for the international food and beverage industry.
One of the biggest additions is Anuga Alternatives, our brand-new trade fair focused entirely on alternative proteins, from plants and fungi to algae and even cell-based innovations. It’s a clear signal of where the industry is heading.
We’re also introducing a new stage format, the Anuga Horizon Stage, which is located in our Anuga Alternatives. The new stage focuses on alternative proteins, future food topics and brings some of the most forward-thinking voices to the spotlight.
On the layout side, we’ve redesigned the hall structure to be more theme-based. For example, Anuga Organic and Anuga Alternatives are now placed closer together to create natural synergies and make the visitor experience much more efficient.
Anuga Fine Food is now housed in the new Confex building, one of the most modern event and conference centers in Europe. It offers a state-of-the-art setting with a welcoming atmosphere and impressive capacity.
And of course, we have our Boulevard of Innovation, which brings together the Anuga Trend Zone, the Start-up Area and the Anuga Taste Innovation Show, where we will present the top ten innovations of the year.
Together with our knowledge partner Innova Market Insights, we have identified the core trends and topics for this year – including key developments such as personalised nutrition, sustainability, alternative proteins, clean label, convenience & snacking as well as premium and halal products.
RB: ANUGA is known for hosting a variety of concurrent events and conferences. What other exhibitions or forums will be taking place inside ANUGA 2025?
A major highlight is the Anuga Taste Innovation Show, showcasing 60-70 product innovations of the year. Among these, we also choose the Top 10 highlights that offer a first glimpse into what’s next in food.
For visitors looking for orientation in niche and high-demand segments, the Anuga Organic Supermarket, the Anuga Halal Market and the Anuga Kosher Market offer curated overviews of certified products, helping buyers discover new partners and product categories with growing relevance.
Anuga 2025 will once again serve as a central knowledge hub, hosting a series of high-level conferences and forums. Among the highlights are the 1st Halal Forum, the Frozen Food Conference, the Tomato News Conference, and the Forum System Catering. These formats bring together international experts, policymakers and industry leaders to discuss key issues such as sustainability, product innovation, supply chain transformation and regulatory developments – offering valuable impulses for shaping the future of the global F&B industry.
In addition, several prestigious awards and competitions will be held at Anuga 2025, including the Frozen! dti Innovation Award, the Bestseller Award and the European student competition Ecotrophelia, which honors forward-thinking product concepts developed by young talents.
Not to forget: Our exceptionally high-calibre stage programme on three stages – the Anuga Trend Zone, curated by Innova Market Insights and Euromonitor, which enriches visitors with daily market insights and global perspectives. The Anuga Organic on Stage focuses on organic trends, regenerative agriculture and supply chain transparency, while the new Anuga Horizon Stage is dedicated to topics such as alternative proteins, AI, food tech and the circular economy.
RB: Sustainability is now a top priority for producers and consumers alike. How is ANUGA 2025 addressing eco-friendly trends and supporting green innovation across the food industry?
Sustainable Growth is more than just a key theme for us: Sustainable growth in the food industry is not a temporary trend, but a crucial prerequisite for the future viability of the entire sector. Especially in times of geopolitical crises, climate change and resource scarcity, long-term solutions are needed that are economically viable, ecologically responsible and socially balanced.
For us, this means that we want Anuga not only to reflect the market, but also to provide orientation. Our exhibitors are key players in this – they develop products and concepts that bring together ecological sustainability, new forms of nutrition and technological innovations. Anuga 2025 will showcase many of these solutions – from circular production models and plant-based alternatives to climate-neutral supply chains and transparent certificates of origin.
RB: Each edition of ANUGA features a partner country that brings unique flavours and culture to the spotlight. Can you tell us which country will be the official guest in 2025 and what we can expect from their participation?
This year, we are proud to welcome Korea as our official partner country, highlighting one of the most dynamic food cultures and innovation ecosystems in Asia. Korea’s participation underscores our ambition to connect global food trends with new markets and culinary influences.