Exhibitors at The UK Food & Drink Shows 2026 range from global giants to businesses taking their first steps in the food and drink market – here are just a few highlights of products being showcased at next month’s event.
Taking place at the NEC Birmingham from Monday, April 13 to Wednesday, April 15, the event boasts around 1,200 exhibitors and offers visitors invaluable insight on the topics and trends that are driving the industry.
The UK Food & Drink Shows includes four exhibitions under one roof: Forecourt Show, National Convenience Show, Food & Drink Expo and Farm Shop & Deli Show.
For your free ticket for entry into all four shows sign in here.
iNIC Nicotine and iNIC Free Energy Pouches
Supplier: Vanpold
Stand: National Convenience Show PP41
Dubai-based brand owner Vision Legacy Ventures FZ-LLC expanded into the pouch category in 2025 with iNIC, which stands for Intelligent Nicotine. Following a pilot launch in travel retail in the UAE and Middle East, iNic is launching into the UK this year in five flavours – Fresh Mint, Peppermint, Wintermint, Tropical Fruit and Berry Fusion – in two strengths, 9mg and 12mg. The brand will be available in around 3,000 stores across the UK this year, with further expansion planned for 2027. Later this year the business will introduce iNIC Free Energy Pouches that do not contain nicotine.
SlimStick X and XLIM GO Lite
Supplier: OXVA
Stand: National Convenience Show QQ41
Gloval vape brand OXVA is exhibiting two new products at the National Convenience Show, SlimStick X and XLIM GO Lite. SlimStick X is the latest addition to the SlimStick series that is designed for simplicity and everyday usability. It features a long-lasting battery, ultra-slim and lightweight design, and is described as having a smooth mouth-to-lung experience. The XLIM GO Lite is an entry-level refillable pod system that is part of OXVA’s XLIM GO Lite series.
Ghost Energy
Supplier: Ghost
Stand: National Convenience Show KK81
Ghost has announced it is now manufacturing Ghost Energy in the UK, a move that it says will bring improved margins for retailers and stronger relationships with local partners. The brand achieved $586m in revenue in its second year in the US market, and it has secured UK listings with retailers including Motor Fuel Group and Scotmid. Combined with partnerships with national gym operators such as Pure Gym, Ghost Energy is now available in more than 1,500 locations nationwide.
Few’r and Nomsi baked goods
Supplier: ANR-Probrand
Stand: National Convenience Show RR39
Private-label supplier ANR-Probrand has developed two new cookie brands – Few’r and Nomsi – that are making their debut at The UK Food & Drink Shows. Few’r products are made with nine kitchen-staple ingredients ”showing you don’t need a chemistry degree to understand what’s being put into the functional products”, says the supplier. Nomsi is described as the bakery snacking brand that isn’t taking itself too seriously, and each cookie has around half a gram of sugar while being high in protein and fibre.
Giant corn snacks
Supplier: Cambrook Foods
Stand: Farm Shop & Deli Show UK X160
Cambrook Foods, a specialist in baking, seasoning and caramelising nuts, will be showcasing new products at the Farm Shop & Deli Show. The new line-up includes 85g packets of crunchy, flavoured Peruvian giant corn in three flavours: Truffle & Pecorino – roasted corn seasoned with black truffle and sprinkled with pecorino cheese and sea salt; Hickory Smoke Seasoned – roasted giant corn in a natural seasoning derived from the smoking of hickory wood; Sriracha Chilli & Lime – roasted corn flavoured with natural sriracha chilli and lime.
Spotlight on Future Foods
New for 2026 will be the Spotlight on Future Foods at Food & Drink Expo: a dedicated area which will highlight the brands and innovators redefining what ‘good food’ means.
This space showcases wellness-driven, clean-label, and sustainable products that deliver on taste and convenience, highlighting the disruptors shaping the future of food.
Below are just four of the brands exhibiting in Spotlight on Future Foods.
Holy
Holy offers a range of zero-sugar soft drinks in a powdered format, including energy, hydration, iced tea and milkshakes. Sold in tubs and sachets, the products are designed to be mixed with water, or milk in the case of the milkshakes.
Already available in 6,000 retail stores across Europe, the brand has recently announced a £10m investment as it pushes into the UK retail market and has established a dedicated team in London.
Holy was founded in Berlin in 2020 by three friends, Mathias Horsch, Fredi Jost and Philipp Nass, who saw an opportunity to disrupt what they saw as a stagnant soft drinks category.
It was launched as a direct-to-consumer brand with a subscription and repeat purchase model, and has focused on building an engaged online community, developing new flavours based on direct customer feedback.
The founders say that being a powder – and not having to ship water around a country – reduces transport weight, and logistics costs.
Juggle
Juggle founders Gareth Budd and Peter Turrill launched the business in 2024 with the aim of offering ‘healthier’ versions of everyday treats.
Budd has a background in research and development, and innovation working for the likes of Nestlé, Müller & Molson Coors, while Turrill has worked in marketing and management for businesses such as Quaker and Goldenfry Foods. Caroline Gibbs, who has worked for Genius Foods, Biotiful and Montezuma’s, joined the team this year as commercial director.
Juggle says its proposition is unique in the category – fruit sweets made with 10 times more real fruit juice and around half the ingredients of sweets typically found on shelf. The vegan and coeliac friendly products contain no artificial colours, flavours, preservatives or oil, and are available in three flavours: Berry Blast, Citrus Kick & Tropical Burst.
The business started small, ensuring it had the taste and texture right before increasing batch sizes and eventually finding a UK manufacturing partner. The products continue to be made in small batches, and Juggle says it values quality over quantity.
The brand first hit the shelves last October in WHSmith Travel stores on clip-strips and is aiming to roll out to main fixture soon. Juggle will be launching in online retail channels shortly through Amazon and D2C, and is in discussions with other retail partners.
Dr Will’s
Dr Will’s is a UK-based premium condiment brand co-founded by medical doctor Will Breakey, who was frustrated with the high levels of refined sugar, artificial additives, and cheap processed oils found in mainstream sauces. He has worked alongside Liam White, who previously worked in investment banking, and Josh Rose, who has a background in brand development and entrepreneurship, to bring the products to market.
The business says it differentiates itself from larger competitors through its commitment to natural ingredients, transparent labelling, higher-quality oils, and strong wellness-focused branding.
Dr Will developed the first recipes in his home kitchen alongside White’s mum, who was a food writer, combining medical insight with culinary expertise to reformulate classics such as ketchup and mayonnaise. Once the recipes were perfected, production shifted to small-scale UK manufacturers capable of producing the sauces commercially while maintaining the brand’s strict clean-ingredient standards.
Launching in 2017, the products were first sold from market stalls before targeting independent delis and farm shops. The company secured its first retail listings in 2019 with its tomato ketchup, which is sweetened with dates, initially stocked by health-food retailers and independent stores, before expanding into major supermarkets.
The range now comprises 10 products including ketchup, mayonnaise, BBQ sauces, hot sauces, and salad dressings, and is available across retailers including Tesco, Sainsbury’s, Waitrose, Co-op, and Ocado.
Cadence
Cadence is a premium electrolyte and hydration brand developed to deliver sodium, potassium and magnesium in a functional ready-to-drink format.
The brand was created by Ross MacKay, founder of plant-based chicken brand Daring, and George Heaton, co‑founder and creative director of British luxury fashion brand Represent.
Its first product, 250ml cans of Citrus Cadence, launched in 2024 through the brand’s e‑commerce platform alongside brand building activity on social media, Google advertising, and other digital channels. Listings were also secured in specialist wholesale, and the drink later rolled into retailers including GNC, The Vitamin Shoppe, Holland & Barrett, and Target.
After launching the RTD version of Cadence, the business expanded its line-up to include sachets, gels, and bars.
“As new and evolving research continues to highlight the benefits of proper electrolyte intake, our mission became to reshape the narrative around salt,” says a spokesperson. “We set out to create a science‑backed perspective that celebrates its role in human performance. That pursuit led us to develop the ideal electrolyte balance—one that reflects purity, supports physical performance, and enhances mental clarity.”
