Sweets Middle East, a new satellite show of ISM (the world's largest confectionery show) will premier in Dubai at the Dubai International Convention and Exhibition Centre.

France will be represented by Sopexa, the french food and marketing board, and Patrelle, a French confectioner famous for its coconut balls, on stand E-15.

The three-day event opens tomorrow (November 18).

“It is a great pleasure for us, with Patrelle, to participate in the first edition of Sweets Middle East,” said managing director, Sopexa, Middle East, Eric Santier.

“As most organisations we see the MENA-region is one of the most booming regions in the world, and Sweets Middle East is the ideal platform for anyone interested in the regions sweets, confectionery and snack industry,” he added.

Patrelle, founded in 1852, will also be present at the stand. Patrelle sells its products under the brand Zip & Zap, a range of fun and magical sweets for kids, including the Bambizous and Trio top, not forgetting the famous coconut balls.

Patrelle’s products range from all year delights, to seasonal treats (Halloween, Christmas...) and special goodies for those special events. In view of their development in the Middle Eastern markets, Patrelle’s range of sweets is totally Halal compliant since the beginning of this year.

Confectionery, including ice cream, accounts for approximately nine percent of total turnover in the international food industry.

In 2007, global sales of sweets and biscuit products are forecast to reach $113 billion, with volume sales of over 16 million tonnes. The Middle East region is one of the top markets for confectionery products, with high per capita consumption of chocolate in particular. – TradeArabia News Service