Score another victory for the organizer of Anuga, the mega trade exhibition for the global food and beverage industry held in Cologne, Germany every two years. The 2025 edition, which concluded on October 8 after five busy days of business, was the biggest ever. More than 145,000 visitors from over 190 countries came to see, sample and sell products showcased by over 8,000 exhibitors from 110 nations.
Frozen products, as always, were in especially high profile on both floors of Hall 4 of the sprawling Koelnmesse fairgrounds. Anuga Frozen Food, one of the ten trade shows under the Anuga umbrella and the world’s largest trade fair for value added frozen producers, was bigger than ever with more than 650 exhibitors on the scene.
Among more than 1,900 entries of all kinds, two frozen products were selected as “Top 10” winners in the Anuga Taste Innovation Show competition. Saluted for creativity, sustainablity and market potential by a judging panel were Hotly from And Ice P.C. of Sindos, Greece, and Meatless Hybrid Fish from Goes, Netherlands-based Meatless BV.
Hotly Vegan Hot Beverage
Hotly is promoted as the first frozen product that turns into a vegan hot beverage within seconds. Made from 100% natural fruits, herbs and spices, it is low in calories and free from refined sugar. Distributed on a stick like an ice cream bar, it is easy to prepare in HoReCa settings as well as at home, and may be served pure or paired with alcohol for a premium warm drink experience.
Available in eight flavors including Morello Cherry with Spice, Black Currant with Basil and Mango with Passionfruit, the product is made from frozen hippophae (sea buckthorn) berries, ginger and orange.
The drink is designed to boost one’s immune system and has a spicy, citrus flavor. The process of using frozen berries as key ingredients helps to lock in the high vitamin C content and other nutrients.
Meatless Hybrid Fish
Featuring 30% codfish and 70% textured rice flakes, Meatless Hybrid Fish has a natural white color, flaky texture and neutral taste – making it ideal for pairing with fish. The recipe was developed by Meatless BV, a provider of plant-based texturized raw materials for the vegan and vegetarian food processing sector. In addition to rice flakes, the company’s ingredients portfolio includes fava bean, wheat and texturized tjoena high protein.
Blending is Trending
Creativity in product offerings extended far beyond Anuga’s Taste Innovation Show zone. Indeed, the Scelta Mushrooms team, led by founder Jan Klerken and sons Jules and Jan Jr., was on the scene with its warm “Winnovation” spirit and nutritious, delicious, sustainable offerings that include frozen grilled mushrooms, chestnut brown mushrooms (crimimi), sous vide mushrooms in Ecopouch packaging, and flavorings.
On the menu at the Venlo, Netherlands-headquartered company’s stand was the Classic Scelta Blend Burger, featuring 70% beef and 30% IQF blanched mushroom mince with Ecopouch mushroom topping.
CEO Jules Klerken told visitors from FrozenFoodsBiz.com that Scelta’s new mushroom meat mince was developed to perfectly blend into the grinding phase of beef, ensuring a smooth process resulting in a juicy bite and pleasing mouthfeel.
“As the price of meat, particularly beef, is high today, costs can be reduced by blending burger patties with mushroom ingredients, The natural umami in mushrooms boosts and compliments the meaty flavor of beef, while slightly softening the texture.”
In addition to burgers, mushroom mince also blends nicely in making chicken nuggets, chili con carne, plant-based BBQ sausage and other protein products.
Jules appointed out that the fibrous structure of mushrooms hold water keeps blended foods moist. Replacing part of the meat reduces saturated fat and added salt levels while increasing vitamins and minerals.
Potato Power in Finger Food Form
Heading over to the potato patch of exhibitors at Anuga, Leuze-en-Hainaut, Belgium-headquartered Lutosa shined a spotlight on its recently introduced Cheezy Crunchies. Featuring bold cheese flavor and an ultra-crispy texture, the finger food specialty is ideal for snacking. Distribution is in 1 KG (2.2 lb.) bags.
Lutosa, a subsidiary of McCain Foods, offers a wide range of coated fries and hash browns to the foodservice and wholesale markets. its coated fries for restaurants remain crispy for a significant amount of time after preparation and remain warmer for longer.
Elsewhere at the Anuga fairgrounds, newly launched Tater Bites, Crispy Rösti Fries, Wave Fries and skinny-style Steakhouse Stripes were front and center at the Agrarfrost stand.
Lorenz Mestwerdt, key account manager with the Wildeshausen, Germany-headquartered company, was pleased to report that the quality of the last potato harvest was good in terms of starch content and other factors important to processors.
Noting that the USA ranks as Agrarfrost’s biggest export market, Mestwerdt said that implementation of the 15% tariff rate during the summer has not had a negative effect on sales. “Our customers can afford it,” he remarked.
Representatives from two highly innovative value-added frozen potato product and finger food specialist brands headquartered in India, Hungritos and HyFun, were present at Anuga with plenty to show and sell.
In business since 2012, Ahmedabad, Gujarat-based Hungritos, a unit Iscon Balaji Foods, packs a wide range of innovative potato-based snacks as well as classic french fries and signature potato bite products for foodservice and retail markets. Among its offerings are Potato Mojjos, Herbed Potato Wedges, Roasties Hash Brown, Aloo Popcorn, Aloo Tikki Sliders, Potato Cheese Shots, and Battered Fries with accented with Papriki Garlic and Chili Barbecue.
The company boasts the largest french fry line in India, with four manufacturing facilities processing over 400 million kilograms of potatoes every season. It sources spuds from approximately 25,000 acres of land across five states in association with over 4,000 farmers.
“We are exporting to 40 countries – mostly in Asia and the Mid East. Now we are focusing on Europe,” Chitradeep Aras, who heads up business in the consumer division, told FrozenFoodsBiz.com. “In the US, we are looking to land something with a major retailer soon.”
“Made in India for the World” and “Meals Made Fun with HyFun” were the themes at the HyFun Foods stand. The Thaltej, Ahmedabad, Gujarat-headquartered company is a major producer of french fries and potato specialties as well as vegetable specialties and baked snacks. Its assortment of frozen convenience offerings ranges from Skin-on Coated Fries and Hash Brown Triangles to Chili Garlic Poppers, Veggie Stir, Mumbai Aloo Vada, Italiano Puffets and Tandoori Paneer Pizza.
“Fully integrated, we are working to up the value-add in the snacking category for both retail and foodservice,” said Robert Cook, senior vice president for international growth markets at HuFun Foods.
Approximately 70% of annual sales revenue is generated from exports to more than 20 countries, and 70% of HyFun products are distributed under private labels. All manufacturing takes place in India, where potatoes and vegetables are exclusively sourced from farmers under contract.
In addition to supplying major quick service restaurant chains including McDonald’s, Burger King, KFC, Pizza Hut and Taco Bell at home and abroad, HyFun Foods lists Reliance Fresh, Tesco Lotus, Mydin, Big C and Lulu among its retail store clients.
Cheesy Loops, Pizza Squares and Sweet Dreams from Frostkrone
The Froskrone Food Group threw visitors for a loop in a positive, tasty way with the debut of Cheesy Loops at Anuga. The golden-brown cheese rings are crisp on the outside and creamy inside.
Designed to stand out in the freezer aisle, Cheesy Loops demonstrate the Rietberg, Germany-headquartered company’s talent for rethinking finger food and delivering it as high quality, commercially viable products. Three flavors are offered: Cheddar Potato (pictured above) – a mild, all-purpose option; Cheddar Onion – savory and full-bodied; and Cheddar Jalapeño – creamy with a spicy kick.
Highly adaptable in use, the Loops serve up well as a snack, an accompaniment, or as a sharing plate component. They provide a profitable finger food solution for foodservice operators and an at-home treat for retail customers ti enjoy.
Also unveiled at the exhibition were crisp-on-the outside, light-and-airy-on-the-inside Pizza Squares. Made with high quality sourdough, they bake to perfection in minutes, making them ideal for a quick meal or an on-the-go bite. Flavors include Salami, Margherita and Three Cheeses.
Dessert was on the menu too, as Frostkrone has reimagined the empanada as a snack in its Sweet Dreams range featuring a light, golden crust embracing juicy cherry, apple, vanilla cream and chocolate flavors. Quick to prepare in standard appliances and best enjoyed warm, the products are sized at 20-25 grams each.
Vegetable Suppliers
The Alexandria-headquartered Givrex team was in fine form at Anuga meeting, greeting and offering hospitality to visitors from around the world. The family-owned and operated frozen vegetable and fruit company, founded in 1978 by Egyptian frozen food industry pioneer Robert Mansour, has been in the capable hands of son Eric and daughter Monique for some now.
Customers, potential clients and other guests welcomed to the Givrex stand enjoyed tasty servings of healthy-eating vegetables sourced primarily from the fertile Nile Delta region. The IQF range includes artichokes, peeled broad beans and cut green beans, sweet corn, okra, broccoli, cauliflower, spinach, taro, molokhia, sweet potatoes, grilled eggplant, onions and much more.
Among pulps and IQF fruits on offer by Givrex are higher brix strawberries and pomegranate arils, red figs and guava. Additionally, falafel paste, semi-fried falafel and tasty creamy soups on the menu include yellow lentil with carrots, potatoes, tomato and garlic, as well as broccoli artichoke, and broad beans cream.
Givrex inspects its raw materials carefully to ensure that they meet strict standards of freshness and cleanliness. The company perseveres with the highest level of service to guarantee top-quality production, offering private label packaging in various sizes to meet client-specific requirements.
Visitors invited to the Ardo stand (pictured above) were treated to a variety of healthy-eating value-added vegetable products, including four specialties from its Insalatas del mundo salad range. The menu included Insalata Mediterranea, a pasta salad featuring a mix of al dente penne, crispy vegetables including cucumber, red onion and grilled red pepper, and juicy yellow and cherry tomatoes. The palate pleaser is a true signature classic with Italian herb dressing.
Also offered was Insalata Sapphira, presented as a modern tabbouleh with a feast of vibrant flavors with every bite of mixed bulgur, farro, green and white chickpeas, cucumber, diced tomatoes and red onion. Peach and cranberries add a sweet touch, and the spicy Persian dressing with sumac and mint tops off the Middle East culinary experience.
Number three is the foursome is Greek-inspired Insalata Olympia, a mix of orzo, marinated sun-dried tomatoes, orange and green lentils, black olives, red onion, grilled yellow peppers and wild garlic. The savory flavor of lentils is balanced nicely with the spiciness of wild garlic and soft sweetness of the grilled peppers. The sweet mustard dressing finishes the salad, which is ideal as a nutritious lunch or varied side dish.
Last, but not least, Insalata Eldorado serves up a flavorful combination of white and red quinoa, edamame soybeans, black beans, sweetcorn, grilled red pepper, mango, tomato cubes and spring onion enriched with dried cranberries for a subtle sweet touch. The fresh and spicy acidity of Thousand Island dressing completes the palette of flavors and colors.
FrozenFoodsBiz.com was invited to meet with Michele Delbaere at the Crop’s stand. Having founded the Ooigem, Belgium-headquartered frozen vegetable, fruit and ready meals company in 1977 and served as its chief executive officer for over 45 years before appointing Eric Lauwers to the post last March and subsequently naming son and daughter Pieter and Virginie Delbaere, co-chief executive officers (pictured below) in December, he remains ever engaged as chairman of the board of directors.
The chairman was pleased to report that the well planned generational transition of leadership has been smooth, as Crop’s continues to prosper.
“Our high-capacity factory in France, which is the newest frozen vegetable factory in the industry, is running well,” said Delbaere. “You can be be global, but you must be local as well.”
Global and local indeed. Crop’s operates highly efficient vegetable processing plants across Europe – from Belgium and France to Portugal, Spain and Poland. It also has key frozen fruit packing facilities in Poland as well as Serbia, Morocco and Costa Rica.
The vertically-integrated company, which exports to more than 70 countries and employs approximately 2,000 people worldwide, generated turnover of €600 million in fiscal year 2023-24.
Brecon Boosts Investment in IT
FrozenFoodsBiz.com met with Rachel Morgan, president of Brecon Foods Inc, a Point Claire, Quebec, Canada-headquartered importer and wholesaler specializing in frozen fruit, vegetable, meat and poultry products.
“It’s been a busy year for us, dealing with tariff shifts, currency fluctuations and carefully managing logistics,” she said. “To better manage operations and import-export flows we have invested a lot in IT and are in phase one of building a new customer trading platform.”
Founded in 1990, Brecon has established strong relationships with a vast network of international clients, ensuring quality products and efficient supply chain management. Services include quality assurance and finance, aimed at providing customized solutions for clients. The company is committed to continuous improvement and offers a comprehensive audit program to benchmark their manufacturing partners.
The Brecon team specializes in import, export and third party shipments and labors diligently to ensure that all aspects of the supply channel run smoothly and efficiently. It works with veterinary inspectors and government representatives from around the world to ensure compliance. CTPAT certified and committed to continuous improvement, the company fully appreciates the importance of getting the products of customers to destinations on time and in optimal condition.
Rendezvous with Vičiūnai Co-founder and CEO
After many years, this writer was provided with an opportunity to catch up with Liudas Skierus, co-owner of the Kaunas, Lithuania-headquartered Vičiūnai Group, at the Anuga fair, where FrozenFoodsBiz.com was welcomed for a chat. Joining the meeting was CEO Mindaugas Skardzius.
“It is good to see you again and report that business is good. Today salmon products are our top revenue earner,” said Mr. Skierus. “I continue to be optimistic as we move forward.”
Founded in 1991, the company is a leader in the global surimi market and ranks among top producers of fish and seafood products in Europe. Its extensive product range of over 3,000 items, which includes frozen pizza, pancakes and dumplings sold under the Vici banner and other brand names, is marketed to customers in more than 70 markets worldwide.
Nearly 91% of total sales are exported to five regions: the Baltic, Western and Central Europe, Scandinavia, Eastern Europe and Asia. Viciunai retail products, sold under private labels as well as brands, are available at major chain stores including Lidl, Aldi, Sainsbury’s, Carrefour, Metro, Casino and Walmart.
The Group has sales companies operating in 23 countries, backed by a reliable supply chain, modern factories in Lithuania, Spain and Estonia, and company-owned warehouse and logistics systems including transport fleets.
The Show is Over, One for the Road
Following a non-stop agenda of meetings, greetings and eating at Anuga, the very interesting and informative but tiring long day journeys into night came to an end. It was time to depart Cologne and head home by way of Belgium, France, the Chunnel to Britain, and on to Heathrow for a flight back to New York after touching base at FrozenFoodsBiz.com headquarters in England. But first a relaxing night in Calais was in order, as evidenced by the photo below snapped at the Cafe de Paris. Yours truly is seen on the left, along with FrozenFoodsBiz.com Co-founder and Director Malcolm Cameron at right, and our friendly host, Hervé Lefebvre, in the middle. He kindly made the poster, a celebration of the end of prohibition in America, a gift to the undersigned. Merci Beaucoup and Santé!
– Reported by John Saulnier
