News | 17 July 2025

Empowering Europe’s Producers at Bread & Jam Festival 2025

The 'More Than Only Food & Drink' campaign took centre stage at the Bread & Jam Festival 2025, the UK’s leading gathering for emerging food and drink brands. Held on 15–16 July at the Business Design Centre in London, the two-day event brought together over 1,000 entrepreneurs, retailers, wholesalers, and sector specialists for a high-energy exchange of ideas, opportunities, and innovation. 

 

Connecting Europe’s Flavours with the UK Market 

The campaign proudly showcased a hand-picked group of nine EU producers from across seven Member States, each offering unique, high-quality products ranging from bakery and dairy to wines, spirits, and gourmet condiments.  

Each producer brought their products to life at dedicated tables in the vibrant main exhibition hall, complemented by curated sampling, insightful discussions, and pre-arranged pitch meetings with major UK buyers. 

Pitching, Tasting, and Showcasing Europe’s Best 

A highlight of the festival was the Tasting Panel, held on Day 2, where all nine EU producers presented their goods in a curated, professional setting. The panel featured 11 tasting slots, with products evaluated by industry experts, providing valuable feedback and exposure. In addition, most producers also participated in one-to-one pitch meetings with over 30 UK-based retailers and wholesalers, each slot offering 15 focused minutes to impress and connect. 

To further enhance visibility, a high-traffic display table was introduced on Day 1, and a branded VIP Room offered a premium environment for networking with top buyers and trade professionals. Branded goody bags featuring samples were distributed throughout the event, generating strong positive feedback and reinforcing the campaign’s premium image. 

Insight, Exposure, and Institutional Support 

The Bread & Jam Festival offered an ideal platform for EU SMEs to explore UK market entry and expansion. The producers demonstrated strong engagement and readiness, actively participating in virtual briefings and making the most of additional opportunities such as the Chef’s Table, Producer’s Shop, and Investor Stage. 

The campaign also attracted high-level institutional interest, with visits from the EU Delegation in the UK, Member State representatives, and national trade bodies such as Business France, the Italian Embassy, and the High Commission of Cyprus. 

Looking Ahead 

The success of the campaign’s participation in the Bread & Jam Festival confirms the continued appetite for high-quality EU food and drink in the UK, especially among agile, trend-aware retailers and wholesalers seeking fresh offerings. With high footfall, meaningful industry engagement, and strategic visibility, the event proved a valuable milestone in the campaign’s ongoing mission to connect EU excellence with the UK market.