Malaysian F&B Innovation to Take the Spotlight at ANUGA 2025 in Germany
KUALA LUMPUR, 3 OCTOBER 2025 (FRIDAY): – The Malaysia External Trade Development Corporation (MATRADE) is ramping up its efforts to push for stronger global awareness of Malaysian Food & Beverages (F&B) by featuring Malaysian F&B manufacturers at world-renowned trade fair, ANUGA 2025 in Koelnmesse, Cologne Germany from 4 to 8 October 2025.
This year, MATRADE is leading a delegation of 26 Malaysian companies including eight (8) companies from the Ministry of Entrepreneur and Cooperatives Development (KUSKOP) and six (6) companies under the Malaysian Cocoa Board (MCB), bringing a diverse range of high-quality F&B products to the international stage through ANUGA.
The Malaysia Pavilion, spearheaded by MATRADE, will feature a wide array of high-quality Halal products, namely palm oil products, coffee, tea & cocoa, ready-to-eat meals, beverages, snacks & confectioneries, frozen food, sauces & paste as well as functional food. As global demand for F&B products continues to rise, ANUGA 2025 provides an ideal platform for Malaysian businesses to connect with international buyers looking to expand these F&B product portfolios.
MATRADE anticipates Malaysia’s readiness in Halal-certified products to be one of Malaysia’s key highlights for Malaysia at the event, further reinforcing the country’s position as a trusted hub for Halal excellence.
In this year’s edition, the inaugural ANUGA Halal Forum, will be held in cooperation with the Islamic Chamber Halal Services (ICHS), providing the opportunities for Malaysian companies to engage with Halal industry players from all over the world.
“The European market’s appetite for high-quality, safe and innovative food is creating fertile ground for Malaysian exporters. MATRADE is proud to take part in the world’s leading trade fair for food and beverages. This platform allows our exporters to showcase Halal-certified, innovative and sustainable products that align with the demands of today’s global consumers,” said YB Dato’ Seri Reezal Merican Naina Merican, Chairman of MATRADE.
“Growing trust from European buyers has also boosted demand for Halal-certified products from Malaysia, which recorded RM61.8 billion in global exports in 2024 and Malaysia is aspired to achieve RM 80 billion Halal exports by 2030 as outlined in the Thirteenth Malaysia Plan (RMK-13), reinforcing Malaysia’s credibility as a source of safe, authentic and value-driven food,” he added.
“Our growing exports to the European Union reflect Malaysia’s increasing footprint in the market. With Europe’s Halal food sector projected to surpass USD600 billion in the next decade and MATRADE’s continuous promotion at ANUGA, we are confident that our Malaysian companies are well-positioned to capture this demand,” said Dato’ Sri Mohd Mustafa Abdul Aziz, Chief Executive Officer of MATRADE.
In 2024, Malaysia’s processed food exports to Europe was recorded at RM3.48 billion, increased 70% as compared to 2023. In January to August 2025, processed food exports to the EU were valued at RM1.73 billion, with exports to Germany surging nearly 80% compared to the same period last year. Among the top Malaysian F&B exports to Europe in 2024 include cocoa butter, fat & oil, cocoa powder, non-dairy creamer, other sugar confectionery and unsweetened biscuits. The growing trust from European buyers has also boosted demand for Halal-certified products and this creates a huge prospect for the Malaysian Halal products. Malaysia’s Halal exports to the world was recorded at RM61.8 billion in 2024, an increase of 15% compared to 2023, signifying Malaysia’s credibility as a source of safe, authentic and value-driven food.
With ANUGA being the converging point for F&B players from around the world, participating Malaysian companies are urged to tap into not only the European market, but also emerging markets such as Africa, Eastern Europe and Latin America through the event. Rising demand for ethnic, health-conscious and culturally inspired foods presents fresh opportunities for Malaysian suppliers to reach new consumer segments.
Malaysian companies keen to be part of MATRADE’s programmes are urged to register as a MATRADE member and keep tab of its export promotion activities around the world. For details, email This email address is being protected from spambots. You need JavaScript enabled to view it..
