Football fever has hit the Anuga trade show in Germany, with next year’s FIFA World Cup being used by suppliers to promote everything from cheese to soft drinks.

Many of the 6,294 companies exhibiting at the event in Cologne this week were inspired by the world’s biggest footie tournament, which kicks off on June 9 and will attract an estimated 30 billion TV viewers from around the world.

As an official partner of FIFA World Cup, Coca-Cola in Germany is launching special edition cans featuring pictures of the national team, and will continue to produce the unusually shaped format after the tournament.

Other companies such as Kalfany unveiled World Cup branded tins of sweets, while Salomon won an innovation award for its two-minute microwaveable hamburger, served in football-shaped buns. Football-shaped cheese snacks, faggots and butter pats were just some of the other innovations inspired by the World Cup.

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