Dubai (TDI): Pakistani confectionery companies are hopeful to expand in Middle East and Asia Pacific after a successful exhibit at ISM Middle East 2025, from September 15 to 17.
Nineteen Pakistani firms, including 17 private companies and two under the umbrella of the Trade Development Authority of Pakistan (TDAP), showcased a diverse range of products such as confectionery, baked and frozen goods, biscuits, cakes, chocolates, candies, chips, and snacks.
The event, recognized as the largest international confectionery and snacks trade exhibition across the Middle East, Africa, and Asia regions, attracted over 700 exhibitors from 66 countries, showcasing more than 60,000 new products.
According to Ali Zeb Khan, Pakistan’s trade and investment counselor in the UAE, the participating Pakistani companies are optimistic about the potential outcomes from the numerous deals and business leads generated during the exhibition.
Notably, two TDAP-affiliated companies secured substantial business leads from buyers across the MENA region, facilitating their entry into new markets.
One company reported signing eight memoranda of understanding (MoUs), projecting a significant increase in export proceeds compared to the previous year.
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Another firm expressed confidence that the various business leads garnered at the exhibition would soon materialize into concrete deals.
Private participants also reported success, with many securing MoUs and business deals worth millions of dollars.
Ahsan Ali, director of 7 Paramount, a Karachi-based leading confectionery firm, mentioned that his company finalized four deals exceeding $300,000, highlighting the exhibition’s role in connecting Pakistani businesses with international buyers and industry leaders.
The event proved to be a diverse platform for Pakistani companies to showcase the quality, variety, and competitive pricing of their products, earning praise from international buyers and industry leaders.
Pakistani confectionery firms are optimistic about leveraging the connections and agreements established during the ISM Middle East 2025 exhibition to penetrate markets in the Asia-Pacific, Middle East, and North Africa regions.
Pakistan’s Embassy in the UAE facilitated the participation of these firms, and with a separate Pakistan booth, the country’s self-produced bakes, sweets and other snacks received a good and lasting exposure.
Established in December 2008, The Diplomatic Insight is Pakistan’s premier diplomacy and foreign affairs magazine, available in both digital and print formats.
