Anuga is said to be the world’s largest food and beverage trade fair, held in Cologne every other year. The event consists of ten separate fairs, each covering a different category.
For the first time, Anuga 2025 will include Anuga Alternatives, a trade fair dedicated to alternative proteins. A diverse range of products will be exhibited, including plant-based, algae-based, mushroom-based, and cultivated proteins.
The event replaces the Anuga Out of Home fair, demonstrating the growing importance of alternative proteins. Its introduction comes after last year’s Anuga Meat and Anuga Taste Innovation Show featured a significant number of plant-based products.
In 2023, Jan Philipp Hartmann took over the position of Director of Anuga, becoming directly responsible for the management and development of the trade fair. We spoke to Hartmann to find out more about Anuga Alternatives and what to expect from next year’s event.
The introduction of Anuga Alternatives as a trade fair for alternative proteins reflects the growing market in this segment. What is the feedback on the new concept so far? Can you reveal some of the highlights at Anuga Alternatives?
The Anuga community’s response to Anuga Alternatives is extremely positive and shows us clearly that the establishment of this trade show was exactly the right move. As the worldwide No. 1 for Food & Beverage Business, it is particularly important that we not only follow market trends, but actively and courageously co-shape them.
In the scope of Anuga Alternatives, we are thus not just picking up on a current theme, but are also reflecting the growing diversity and significance of this segment. We are currently putting together a diversified event programme comprising webinars, workshops, and much more, which will optimally underline the innovative power of the industry. For example, in the run-up to Anuga, we are offering a series of webinars with our knowledge partner, Innova Market Insights.
“We are convinced that Anuga Alternatives will play a more and more important role in the future”
Some of the industry’s most interesting and future-looking companies like Beyond Meat, The Planty Butchers, and several startups have confirmed their participation. I cannot reveal all the details at this point, but I can say this much in advance: Renowned speakers, lively discussions, and an impressive diversity of innovative new products await you. So there’s a lot to be excited about!
What were the most important strategic considerations in the decision to create a platform for alternative proteins, and how do you envisage the future of this segment at Anuga?
The demand for plant-based products grows continually, whether in the trade, where the line-up of plant-based own brands is constantly being expanded, or among consumers, who are looking for sustainable and healthier diet options more and more often. That is not just a short-term trend anymore, but a fundamental change in eating habits. With over 1,400 companies worldwide that already offer plant-based alternatives, we see enormous growth potential in this segment. As a pioneer and trendsetter in the global food industry, Anuga offers this segment the perfect platform.
That is why we are convinced that Anuga Alternatives will play a more and more important role in the future and will become a central point of contact for companies and trade visitors who want to keep their finger on the pulse.
In addition to Anuga Alternatives, the hall structure of Anuga Meat and Anuga Fine Food has also been adapted. Which synergies are you hoping the closer thematic and spatial linking between these trade fairs will bring, and how will the exhibitors and visitors benefit from them?
The adaption of the hall structure of Anuga Meat and Anuga Fine Food was a targeted move to optimise the visitor flow and overall trade fair experience. As a result of the spatial thematic proximity to similar trade fairs, we are not only creating a closer interlinking, but also enabling a more efficient exchange between the exhibitors and trade visitors. This shortens the routes, which makes the visit more pleasant and more productive for all participants.
“There is huge potential for innovation in the plant-based proteins sector.”
Furthermore, networking is facilitated due to the improved arrangement, so that potential business partners can find each other more quickly. The clearer segmentation of the trade fairs offers both exhibitors and visitors a better orientation and enables a more targeted presentation and perception of the product sections. This creates an environment in which innovative ideas go hand in hand with business transactions.
What role do startups play in the alternative proteins section at Anuga 2025, and how are you supporting them in asserting themselves alongside established companies?
Startups play a decisive role in the alternative proteins section at Anuga 2025. As a platform that promotes innovations and trends in the food industry, we consider it to be our task to lend these young companies the visibility they need to maintain their position alongside established brands.
As data from past years shows, there is huge potential for innovation in the plant-based proteins sector. Worldwide, around 78% of the new product introductions in this sector are branded products, whereas the rest are own brands. The innovation rate is stable and we are expecting an increase in the number of product launches. Our data shows that both branded products and own brands in the plant-based proteins sector are growing, whereby startups are driving a substantial share of the innovations, especially through new product launches.
We know that it is often more difficult for startups to assert themselves against established companies. That is why we offer them targeted support at Anuga, for instance in the scope of the Boulevard of Innovation. Here they have the opportunity to present their innovative products and ideas to an international trade audience and establish valuable contacts.
Due to favourably-priced participation options, we make it easier for startups to position themselves alongside established companies and increase their visibility. It’s not only the young companies themselves who profit from this, but also the trade visitors, who are looking for new impulses and fresh perspectives. Hence, Anuga offers the ideal platform for startups to present their innovative, plant-based products to an international audience and assert themselves against the competition.
What distinguishes Anuga from other F&B trade fairs?
Anuga is the central meeting point of the global food and community. The number of applications is proof of this — at the end of our “early bird phase”, around 150,000 m² of stand area has already been booked. As the biggest trade fair of its kind in the world, it is much more than purely a product show. A more apt description would be that it is a supermarket for the world.
Anuga combines ready-to-sell products with future-looking ideas, solutions, and a high-quality network of contacts that can’t be found anywhere else in this form. Not only are new products presented here, but trends are set and knowledge shared. The visitors and exhibitors go home with “full shopping bags” — with regards to both concrete products as well as in the form of valuable information, new business contacts, and a deep insight into the latest developments of the industry.
“Anuga offers its community the possibility for exchange, inspiration, and knowledge transfer all year round”
Thanks to our extensive event and networking opportunities, the participation of leading industry experts, and our unique startup concept, Anuga is the place to be, promoting innovations, pushing sustainable themes, and bringing the industry together as a community.
What appearance do trade fairs take on in the year 2025 and what are the special features?
Good fairs go far beyond the classic concept of a product show. They are content platforms and a community hub. Anuga offers its community the possibility for exchange, inspiration, and knowledge transfer all year round — for example in the form of the F&B News and webinars. It is our aim to connect the exhibitors and visitors with each other long-term so they can jointly shape the future of the food industry.
You should make sure you don’t miss it. So, note the date down now – October 4 to 8 2025 in Cologne. I very much look forward to welcoming you to Anuga 2025!
