While companies such as Geeta’s, Walkers Chocolates, Mayur Foods and Singleton’s Dairy are making return visits, the show also attracts many first-time exhibitors looking to spread their wings in the European arena.
Feel Good Drinks is one such company making its debut at Anuga with the aim of making international business 50% of its sales over the next three years, in both retail and foodservice.
The company, which celebrates its third birthday this year, reaches 12,000 outlets across six countries and has a turnover of £5m.
While it has a small presence in France, Ireland, the Netherlands and Belgium, it is looking to gain a better foothold in these countries and move into new ones.
The company says it will soon have a presence in Norway and Greece and it also has major ambitions for Germany, Spain and the US.
“Anuga is an ideal platform for us to officially launch the company on the world stage,” says managing director Dave Wallwork.
“The soft drinks market across Europe is an exciting and vibrant sector, with lots of innovation, new players and opportunities. Our aim is to build a £10m business within the next two years.”
Wallwork adds: “It’s all about finding the right distribution partners. Consumers want the same things around the world - healthy, natural, fun drinks made from good ingredients.”
As well as promoting its own products, Wallwork says the show is also a good source of inspiration for new ideas and he hopes to come back with “new friends and some new ideas”.
The company will showcase its recently launched Tropical Juice as well as its new 750ml glass bottles across its sparkling Spritz range.
Lager company Cobra will also be returning to the show.
According to a company spokeswoman, at previous Anuga shows the company has made deals with Norwegian, Danish, Spanish and Swiss distributors.
“We go to Anuga because it is the most helpful show for us,” she says. “It’s the only show where you can meet so many people from across the globe.”
This year the company hopes to use Anuga as a launchpad for further expansion.
It will be showcasing its standard, non alcoholic and low-calorie, low-carb drinks with the aim of generating interest in markets such as the Far East, China and Eastern Europe.