LEE Chocolate Shines at ISM Middle East 2025
2025-09-25
LEE Chocolate proudly participated in ISM Middle East 2025, the leading sweets and snacks trade fair in the MENA region, held from 15–17 September 2025 at the Dubai World Trade Centre. The event brought together top global brands, regional distributors, and industry professionals under one roof, providing a perfect platform for innovation, networking, and showcasing premium chocolates.
Event Overview: A Global Celebration of Sweets & Snacks
ISM Middle East 2025 is the gateway to the global confectionery and snacks trade and the largest event of its kind across the Middle East, Africa, and Asia. The fair featured hundreds of exhibitors from around the world and attracted leading buyers, retailers, and distributors from the region.
With global consumption of sweets and snacks rising, Asia, the Pacific, Middle East, and Africa (APMEA) are among the fastest-growing markets. By the end of 2025, confectionery and snack sales in these regions were projected to reach $389.8 billion, surpassing traditional markets like Europe and North America. For brands like LEE Chocolate, the event was an ideal platform to showcase premium products, connect with partners, and explore emerging trends.
LEE Chocolate: Recognized as the Best Chocolate Manufacturer
In 2024, LEE Chocolate was awarded the prestigious “Best Chocolate Product” at ISM Middle East, among 500 exhibitors. Our Kunafa Chocolate earned this recognition, combining the traditional Middle Eastern dessert Kunafa with rich premium chocolate and pistachio cream.
This award highlighted LEE Chocolate as the best Kunafa chocolate maker in the UAE and reinforced our reputation as one of the best chocolate manufacturer companies in Dubai. It was a proud moment for our team and a testament to our commitment to premium quality, innovation, and authentic flavors.
Trends Highlighted at ISM Middle East 2025
The event also showcased major trends shaping the global confectionery industry, many of which are at the heart of LEE Chocolate’s vision and innovation strategy. These trends reflect both evolving consumer preferences and the broader movement toward sustainability, health, and premium experiences.
Healthy Snacks and Guilt-Free Indulgence
Consumers today are more conscious about what they eat, and this is reflected in their choices for sweets and snacks. There is a growing demand for low-sugar chocolates, clean-label snacks, and functional treats that combine indulgence with health benefits. Products that contain natural ingredients, vitamins, or functional elements are increasingly popular, as people want to enjoy chocolate without compromising on their wellness goals.
At LEE Chocolate, we are committed to responding to these preferences. Our range of chocolates, including our award-winning Kunafa Chocolate, balances rich taste with thoughtful ingredients, offering a guilt-free yet luxurious indulgence that delights the palate while keeping health in mind.
Sustainability in Chocolate
Sustainability has become a core focus in the confectionery industry, and ISM Middle East 2025 highlighted the importance of eco-friendly packaging, ethical sourcing, and responsible production. Consumers and businesses alike are seeking products that minimize environmental impact and support fair trade practices.
Premium and Luxury Experiences
Chocolate is no longer just a snack, it is a full sensory experience. Premium packaging, dessert-inspired creations, and limited-edition products are increasingly valued by consumers who seek luxury, quality, and memorable experiences.
A Sweet Journey: The Story of LEE Chocolate
LEE Chocolate has been creating fine chocolates for years, blending traditional recipes with modern creativity. Founded with a vision to bring world-class chocolate with a Middle Eastern touch, the brand has grown into a trusted name across Dubai and the UAE.
From the very beginning, the mission was clear: to create chocolates that combine tradition with innovation. Each product is carefully crafted using the finest ingredients, including high-quality cocoa, fresh nuts, and natural flavors, ensuring every bite delivers an unforgettable experience.
Over the years, LEE Chocolate has grown into one of the most trusted and respected chocolate manufacturers in Dubai and the UAE. The brand’s journey has been marked by a series of milestones, including international recognition, partnerships with distributors, and participation in prestigious trade fairs like ISM Middle East, where the brand’s award-winning Kunafa Chocolate was recognized as the Best Chocolate Product in 2024.
1.jpeg "Customers at LEE")
Discover our award-winning Kunafa Chocolate and order now to taste the fusion of tradition and premium chocolate.
Why Our Customers Matter Most
At LEE Chocolate, our customers are at the heart of everything we do. Your feedback, trust, and love for our chocolates inspire us to keep innovating. Whether it’s creating premium chocolates, unique fusion products, or healthier chocolate options, we focus on giving you the best experience possible.
We believe that chocolate is more than just a sweet treat, it’s an experience that brings people together. That’s why listening to our customers is at the heart of our journey. Whether it’s the desire for innovative flavors, healthier snack options, or premium chocolate experiences, your voices inspire us to keep improving. Every smile, every compliment, and even every suggestion motivates us to craft chocolates that truly reflect your expectations.
LEE Chocolate will continue to craft chocolates that bring people together, honoring its passion for flavor and creativity. Stay connected with us as we bring you more award-winning delights, blending the best of tradition and innovation straight from the UAE to the world.
Interested in creating your own chocolate line? Get in touch with us for private label opportunities.
