F&B leaders embrace halal innovation, forge partnerships at Gulfood 2025 

Featuring some standout innovations, such as the world's first fully halal-brewed beverage, the latest iteration helps the iconic trade show maintain its allure 

You know something has earned its place in the sun when, three decades in, things only seem to be going from strength to strength. 

Gulfood has been a catalyst for the UAE, propelling its stature as a global food hub for several years.  With the previous edition facilitating more than $15 billion in trade deals, all eyes were on how the recently concluded 30th edition would perform. 

With an expansive lineup of over 5,500 exhibitors from 129 countries spread across 24 halls and 1.3 million square feet, Gulfood 2025 showcased its most comprehensive iteration yet. 

Staying true to its theme of "The Next Frontier in Food," the world's largest annual food and beverage (F&B) trade show combined old with new as it featured leading suppliers and producers, and welcomed first-time national pavilions from Kosovo, Zambia, Mauritius, and Madagascar.

Sustainability initiatives were a recurring theme at Gulfood 2025 - from biodegradable packaging and carbon-neutral olive oils to reforestation projects on cattle farms, exhibitors showcased multifaceted approaches to reduce environmental impact.

Halal beverages: innovations and partnerships  

One of the most talked-about announcements was the launch of Majlis Premium Arabian Ale by Midtown Factory, a Dubai-based beverage production facility.

Majlis Premium Arabian Ale is produced using a proprietary technique that keeps the entire brewing process alcohol-free from start to finish, in line with strict halal guidelines. 

"We are excited to introduce a beverage that caters to the evolving preferences of the global community looking for a refined, alcohol-free, and healthy alternative," said Igor Sergunin, CEO of Midtown Factory. 

Innovative drinks also included Filipino exhibitor Lionheart Farms’ carbonated coconut flower sap drink, which earned a nomination at the Gulfood Innovation Awards. 

Gulfood also witnessed beverage collaborations - LuLu Retail announced plans to introduce Saudi Arabia’s iconic carbonated date beverage, Milaf Cola, across GCC markets and India. UAE-based F&B powerhouse Agthia Group partnered with Reliance Consumer Products to bring Campa Cola to the UAE. 

Halal market continues to grow

As halal-certified products become increasingly mainstream, brands are introducing ranges that maintain religious compliance while appealing to health-conscious consumers.

In the meat category, Tanmiah Food Company showcased its new 'Taste Secrets' line of marinated fresh chicken, which was shortlisted for the awards in the Best Meat & Poultry Product category. 

Meat & Livestock Australia represented Australia's red meat industry under the Aussie Beef & Lamb brand. The brand reaffirmed its strong ties to the Middle East by bringing 100% halal-certified red meat to the region through 34 brands.

Brazil, another perennial leader in the global meat industry, was also present at Gulfood 2025. Multiple Brazilian companies showcasing beef, poultry, and pulses saw brisk foot traffic and reported a high volume of inquiries and new deals.

Estonia returns to the trade show for the 8th consecutive year, with Estonian firm Puljong, renowned for organic, halal-certified broths and stocks, one of the nominees at this year’s awards. 

Eying a larger slice of the global halal market, Malaysia brought 90 companies and four government agencies to this year's Gulfood under the Malaysia External Trade Development Corporation (MATRADE) leadership. 

New spin on cherished tastes

The trade event also introduced the Food500 Summit this year, where stakeholders including CEOs, policymakers, and investors, convened to discuss pressing challenges around international trade flows, investment strategies, and environmental impacts on agriculture.

One area of discussion was the phenomenon of 'newstalgia,' or a new take on an old and beloved flavor such as the 'Dubai chocolate', Fix Dessert Chocolatier's pistachio-filled chocolate bar.