As the consumer market continues to evolve rapidly, businesses are facing mounting challenges—from supply chain disruptions and rising costs to the transformation of distribution channels and retail models, shifts in consumer preferences and health-conscious trends, as well as mounting innovation bottlenecks and intensified industry competition. Under these pressures, achieving sustainable growth is becoming increasingly difficult.
In a saturated market, how can brands develop breakout products that capture wide attention? As distribution channels become increasingly fragmented, how can companies optimize their layout and improve end-to-end efficiency? With Chinese food and beverage brands accelerating their global expansion, how can they strategically position themselves to seize international growth opportunities? In the face of uncertainty, how do high-growth brands stay ahead of the curve and thrive across economic cycles?
Under the theme "Nurture the Present, Venture Forward", the Food & Beverage lnnovation Forum 2025 (FBIF2025) and FBlF Food Innovation Expo will take place 8-10 May 2025 in the National Convention and Exhibition Centre (Shanghai).
FBIF2025 is expected to have 200+ speakers and juries, 7400+ industry guests attending the conference, 300+ channel & brand guests for the Channel Gala, 600+ exhibitors, and draw participation from over 47,000 attendees.
The FBIF2025 Forum consists of Plenary Session and 8 parallel sub-forums. This year, Product Development Talks has been added to explore new approaches and pathways for creating innovative and breakout products. In addition, the Channel Talks will further expand its agenda by introducing discussions on outbound channel strategies for key international markets such as the Middle East and Southeast Asia, helping brands capture global growth opportunities.
May 10 Plenary Session
In the face of mounting global uncertainties, the food and beverage industry is entering a critical phase—where steady progress and innovation must coexist. FBIF 2025 Plenary Session embraces the annual theme of “Nutrure the Present, Venture Forward”, focusing on how businesses can reinforce their core foundation, maintain stable growth, and continuously explore new strategic and innovative frontiers amidst complex market cycles.
This year’s conference will explore key dimensions such as AI empowerment, organizational capabilities, product value chain restructuring, and global market expansion. Visionary entrepreneurs and industry leaders will come together to share insights on how to shift from reactive agility to strategic breakthroughs through systems thinking—paving the way for pragmatic, globally-minded growth.
May 8-9 Dairy Talks
The tide of health consciousness surges, and the wave of quality-to-price ratio sweeps across, heralding the clarion call for transformation in the dairy industry. From ambient milk to chilled products, from yogurt to functional dairy, the sector is continuously innovating and evolving to meet consumers' ever-changing demands.
The FBIF2025 Dairy Talks will bring together global dairy leaders to explore the boundless possibilities of the industry’s future, delving into strategic planning, flavor revolution, functional innovation, and category breakthroughs. We cordially invite you to join industry giants such as Yili, Mengniu, Fonterra, FrieslandCampina, Morinaga Milk, Junlebao, and China Feihe at the FBIF2025 Dairy Talks—to break new ground and usher in a new era for dairy together.
May 8-9 Snack & Baking Talks
In today's saturated snack market, where consumer taste fatigue is real, being "delicious" is no longer enough to drive lasting growth. Modern snack innovation needs to go viral — engaging multiple senses, tapping into health trends, and creating emotional resonance that gets people talking and sharing. Should brands continue along the traditional path, or break into new territory?
At FBIF2025's Snack & Baking Talks, we will unpack the logic behind effective innovation through four key lenses: category reinvention, flavor breakthroughs, health-forward upgrades, and emotional experience.
Brands such as Meiji, Associated British Foods, Calbee, Baixiang Food, Want-Want Group, Amos Food, and Ferrara Candy will join us to explore how to craft snacks that are not only memorable but also emotionally engaging.
May 8-9 Drink Talks
Market boundaries are being redefined, and consumer expression is becoming more emotional.A beverage is no longer just a beverage. It carries more than mere hydration—it is a fusion of function, emotion, occasion, and culture, a reflection of lifestyle itself.
By 2025, the beverage industry will enter an era of specialization, where cross-category innovation, channel diversification, and price segmentation intertwine. Functional drinks are expanding beyond energy and alertness to include sleep support, stress relief, eye care, and beauty. The sugar-free wave is surging, while self-indulgence and beauty-enhancing beverages are on the rise, as young consumers seek wellness and pleasure in every sip.
Brand competition has long surpassed the product itself. Demand for fitness, relaxation, and mental clarity continues to grow, with packaging evolving into a medium for emotional resonance. Marketing is shifting from mere communication to immersive engagement.
As taste and price yield to health, emotion, and culture, how can brands transcend category boundaries? At FBIF2025, industry leaders from HELL Energy, Master Kong, Kirin China, SATURNBIRD, Nordic Koivu Ltd, and more will explore new growth and opportunities in the wave of consumer evolution.
May 8-9 Functional Ingredient Talks
A health wave is sweeping across the globe, with functional foods emerging as a standout trend. The global functional ingredients industry is entering a golden era of development. According to a report by Grand View Research, the global functional food market is projected to reach $275.77 billion by 2025, with a compound annual growth rate (CAGR) of 7.9% during the forecast period.
At the FBIF2025 Functional Ingredients Talks, we will explore the future trends of the functional ingredients industry through topics such as sports nutrition, weight management, anti-aging and beauty, immune enhancement, and more. Companies including Meiji, Kirin Holdings, Mengniu, Arla Food Ingredients, Bloomage Biotech, and Tongrentang cordially invite you to join us in discussing the boundless possibilities of functional ingredients in the food and beverage sector.
May 8-9 Channel Talks
Measuring the world with our products, and letting the world see China.
Over the past 12 years, China’s food and beverage industry has made a remarkable leap—from playing catch-up to boldly leading innovation. Today, securing the domestic foundation remains our anchor, while expanding into global markets has become our strategic direction.
From mainstream retailers in North America to the booming consumer markets of Southeast Asia; from the untapped potential of the Middle East to the mature systems of Europe, and to culturally resonant markets across the Far East—we are extending our global reach, step by step, to ensure Chinese food and beverage brands not only gain a foothold on the world stage, but go further and shine brighter.
At the FBIF2025 Channel Section, we will continue to progress with stability. Through keynote forums, curated retail–brand–factory matchmaking sessions, and high-quality networking dinners, we aim to bring a broader channel network to your doorstep—and direct more of the world’s attention to where you are.
May 8-9 Marketing Talks
Globalization, innovation, going viral—FBIF2025 Marketing Talks dives into real, impactful marketing practices. From going global to driving growth, BrandPal will explore how to build brand influence via TikTok and Instagram, while the founder of Vital Proteins shares how social media helped them become the No.1 collagen brand in the U.S. Unlimitail’s Marketing Director will unpack global retail media trends.
How can content truly resonate? Senior leaders from Coca-Cola, McDonald’s, Yili, Zespri, Kraft Heinz, and more will present breakthrough campaigns and reveal how to win consumer mindshare. Industry pioneers including ACGBOX, Meituan Instashopping, bilibili, Kantar, and Goodidea will explore trends from the silver economy to instant retail and creative media.
On May 8, the FBIF Wow Food Awards—Marketing will be revealed. Two days of intensive insights and idea exchange—May 8–9, NECC (Shanghai). See you there!
May 8-9 Pack Talks
Packaging is the language between brands and consumers—a fusion of commerce and aesthetics. From logo evolution and typography to line flow and color emotion, every detail reflects a brand's soul. Great packaging doesn’t just look good—it drives sales.
In a global market shaped by private labels, functional foods, and brand expansion, how can packaging enhance product value and win consumers worldwide?
At the FBIF2025 Pack Talks, 14 top-tier brand designers from 9 countries—including experts from PepsiCo, Haleon, MassiveMusic, Stranger & Stranger, and This Way Up—will guide you from strategy to execution, exploring how packaging creates lasting business and design value.
May 8-9 Product Development Talks
The FBIF2025 Product Development Talks is newly established to answer one core question: How to develop a great product?
In the preliminary research of the Product Development Talks, 58.3% of respondents stated that "new product ideas and consumer demand insights" are the main focus for product managers, while 52.8% mentioned that the most difficult part of the product development process is the "concept to implementation" chain.
From cutting-edge insights and interpretations across the entire product development chain—flavor, R&D, AI, and marketing — to successful product cases such as Sugar-Free Tea from GUOZI CO., HPP Red Heart Apple Juice from RUGUO, and Curry from House Foods, as well as on-site workshops and global brand discussions — this forum offers more than just trends and theories. It will take you through real-world experiences, showing you how great products come to life from scratch, through cases and hands-on practice!
二、FBIF Wow Food AwardsFBIF Wow Food Awards (referred to as Wow Food) is a global, comprehensive award focused on innovation in the food and beverage industry. With three main tracks—Product, Packaging, and Marketing—it is widely regarded as the “Oscars” of the food world.
Since its inception in 2017, Wow Food has been dedicated to discovering, honoring, and showcasing outstanding innovation in the F&B sector. The award has attracted 2,200+ participating teams, 4,000+ outstanding entries, and 300+ top industry experts from around the world.
The FBIF Wow Food Awards 2025 Ceremony will break through the traditional award show format, integrating with forums and exhibition areas to create a three-dimensional innovation matrix. The Marketing Track Award Ceremony will be deeply embedded in the Marketing Talks agenda, organically linking with the analysis of benchmark cases. Winning entries from the Product and Packaging Tracks will be featured in the FBiF Global New Product Collection and FBiF Global Creative Packaging Collection, bringing multi-dimensional storytelling to life both online and offline, as industry professionals witness the moment of honor for the year’s most innovative works!
FBIF Wow Food Awards Ceremony
Date: May 8, 2025
Venue: National Exhibition and Convention Center (Shanghai), 6.2H & 4.2H
FBIF Food Innovation Expo as a concurrent exhibition of FBIF (Food and Beverage Innovation Forum), focuses on innovation and aims to provide F&B companies with a professional display and communication platform, complementing the forum and jointly promoting the industry development.
The area of FBIF Expo 2025 is 62,000+ square meters. It consists of 600+ exhibitors and special events, 300+ domestic and international pop or innovative brands, and the number of visitors is expected to exceed 47,000 .
300+ Innovative Brands, 600+ Exhibitors for Business Matchmaking
The exhibits cover multiple categories including dairy, beverages, snacks, alcohol, convenience foods, condiments, and functional foods. Both leading global companies and emerging brands will gather at FBIF to showcase the latest innovations and shape the future of the industry.
More than 300 renowned brands—including Yili, Arla Foods, Haihe Dairy, OATLY, TIGER BANG, Ocean Spray, Bel, Haohuanluo, HAOXIANGNI Health Food Co., Ltd, GUOZI CO.—will be present, showcasing a wide range of innovative products and insights into the evolving food and beverage landscape. Meanwhile, key supply chain enterprises such as Tetra Pak, Givaudan, Nuspower Greatsun (Guangdong) Biotechnology Co., Ltd., will also exhibit, offering cutting-edge solutions for the industry.
Brand Companies
Suply Chain Companies
More Special Events, Inspiring Innovation
（1）FBiF2025 Channels ＆ Brands Matchmaking
The FBiF Channels & Brands Matchmaking event has expanded fourfold to 1000 square meters, comprising two strategically designed sections: the Channel Partnership Negotiation Zone and the Channel-Focused Presentation Area.
The Channel Partnership Negotiation Zone has been meticulously organized into three specialized areas: Top 100 National Chain Supermarkets & Convenience Stores, Leading E-commerce Platforms & Influencers, and Food Export Distributors & Supply Chain Solutions Providers. Each dedicated area will host 30 relevant channel partners for on-site discussions throughout the three-day event. On-site participating brands will comprise FBiF 2025 exhibiting companies, key suppliers to leading retailers such as Sam’s Club, Freshippo, and Pang Dong Lai, along with selected brands featured in the FBiF Best-Selling Product Manual.
The Channel-Focused Presentation Area are designed to connect global retail and distribution channels with China’s most outstanding food brands and manufacturers. FBiF 2025 will invite 11 groups of leading domestic and international retailers and distributors to co-create 11 themed matchmaking sessions. These sessions will continue the format of "theme-based sharing + product selection matchmaking". On May 8th, the focus will be on domestic channels. On May 9th, the event will primarily focus on global expansion.
（2）FBiF Global New Food Collection
As one of FBIF’s official event zones, the FBiF Global New Food Collection has been showcasing thousands of innovative products from over 20 countries since 2017, providing industry professionals and beyond with abundant inspiration and networking opportunities.
In 2025, FBiF Global New Food Collection will feature 650+ SKUs of the latest global food products, categorized into five zones based on Maslow’s hierarchy of needs: Basic Foods, Safe Foods, Social Foods, Premium Taste Foods, and Personalized Foods. Visitors can explore cutting-edge innovations in each zone according to their own needs and discover the latest trends in the food industry. Additionally, the winning products from the FBIF Wow Food Awards 2025 will be publicly exhibited. The event will also host a live-stream award ceremony for FBIF Wow Food Awards 2025.
（3）FBiF Global Creative Packaging Design Gallery
The FBIF Global Creative Packaging Design Gallery (formerly known as the MA Art Gallery) is one of our special events, dedicated to showcasing the world's most innovative and aesthetically pleasing food and beverage packaging designs. In 2025, the exhibition will feature 160 selected works from over 20 countries,offering a global tour of packaging design excellence. A newly introduced graphic art exhibition will frame the ingenuity of packaging, capturing the creative moments where food and aesthetics intertwine. Additionally, visitors can look forward to exclusive interviews with top design masters, a live awards ceremony crowning the winners of Wow Food Packaging, and a multi-dimensional celebration of design’s power.
Whether it’s a breathtaking color palette, a cutting-edge layout, an imaginative interactive experience, or a thought-provoking creative concept—if it moves you, inspires you, or sparks new ideas, that is our greatest reward.
（4）Foodtalks Salon
Foodtalks Salon is an offline salon in FBIF Expo. Big names of food industry will share their insights. Compared with FBIF forum, it is "shorter, flatter, and faster", also have more free interactions. In addition to guest speakers, this time, we have chosen to let real-life stories serve as beacons. Foodtalks 2025 has specially planned the "Voices of the Boundary Breakers" salon, inviting 20 practitioners from different generations and sectors within the food and beverage industry to share their career stories. Each story acts as a prism, reflecting the fundamental questions behind business logic—how to build a bridge between idealism and realism? When the tide recedes, what are the "career anchors" worth holding onto?
We believe that true inspiration never comes from perfect narratives but from the collision and resonance of real dilemmas. They may not be sufficient to point out the direction, but they can allow you to feel the heartbeat of kindred spirits amid undercurrents.
FBIF 2025 will host two Channel Gala Dinners:The FBiF 2025 Channel Gala Dinner (exclusively for domestic channels) on May 8, and FBiF 2025 Food Export Gala Dinner on May 9. Over 300 senior representatives from leading channels and brands are expected to attend, fostering deep and high-value networking opportunities.
1、FBiF 2025 Channel Gala Dinner
【Theme】Nurture the Present
【Dinner Time】May 8, 2025, 17:30 - 20:00
【Venue】Grand Ballroom, 2nd Floor, InterContinental Shanghai National Convention and Exhibition Center
The Gala will host 150 invited senior executives from food brands and domestic channels, covering supermarkets, convenience stores, snack discount stores, catering channels, regional distributors, group buying platforms, e-commerce platforms, influencers, community leaders, also prominent brands and OEM manufacturers from renowned channels like Sam's Club, Freshippo, ALDI.
We sincerely invite you to join us on-site, alongside top channel leaders and brand executives, to collaboratively shape the next generation of hit products!
2、FBiF 2025 Food Export Gala Dinner
【Theme】Venture Forward
【Dinner Time】May 9, 2025, 17:30 - 20:00
【Venue】Grand Ballroom, 2nd Floor, InterContinental Shanghai National Convention and Exhibition Center
The Gala will host 150 invited senior executives from food brands, international distribution channels, and cross-border service providers，covering key export markets such as North America, Southeast Asia, the Middle East, Europe, Japan, Korea, Australia, and New Zealand — empowering Chinese food brands to go global！
We’re delighted to see an increasing number of Chinese food brands actively expanding into global markets. At the same time, we recognize that achieving international success requires navigating a range of complex challenges—from cultural differences and market entry barriers to legal compliance and regulatory risks. Whether you're seeking solutions to these challenges, or have valuable experiences to share, we warmly welcome you to join us on-site. As we enter a new era of global exploration for Chinese food brands, we look forward to the journey—with you!
At present, companies from Nestle China，Master Kong，Coca-Cola China，Hsu Fu Chi，Chacha Food，Yili，Mondelēz China，Shanghai Ezaki Glico Foods Co., Ltd.，Tetra Pak，Sirio，Angel Yeast，FrieslandCampina China，Shenzhen Xiaomi Information Technology Co., Ltd and others have registered to participate in the FBIF2025 Forum.
In terms of the categories of attending companies, the registered companies include brand companies in dairy, beverages, snack food, functional food, alcohol, condiments and etc.; in addition, they also include food industry suppliers such as ingredient companies, packaging companies, design and marketing companies, OEM companies and other related companies in the food industry value chain.
六、FBIF2025 Sponsors and PartnersAt FBIF2025, we will exclusively launch three curated handbooks to provide industry innovation guides for the industry. Visitors can share this post on their WeChat Moments to receive printed copies on-site. The three handbooks include:
FBIF2025 Global Food & Beverage Best-Sellers Guide (FBIF Little Blue Book – Global Edition): A deep dive into 20 global brand cases, with over 150,000 words of insight.
2025 Food & Beverage Best-Sellers and Innovations: A Buyer's Guide (FBIF Little Blue Book – Domestic Edition): Featuring 200 domestic brands and over 700 products.
FBIF Supply Chain Procurement Guidebook: OEM, Ingredients & Packaging Directory (FBIF Procurement Handbook): Showcasing covering 200+ supply chain enterprises.
Whether you're looking for product selection guidance, brand innovation inspiration, or supply chain resources, this series of handbooks will empower efficient decision-making and help seize market opportunities.
九、About FBIFFood and Beverage Innovation Forum (FBIF) has become one of the most influential food-industry events in the Asia-Pacific region. FBIF, founded in 2014 by Simba Events, is dedicated to sharing global successful business cases and concepts and technologies that are endowed with innovative concepts and thus help the industry leaders gain insights about future trends and promote the development of food and beverage industry. FBIF has been held successfully for 10 times, and it has attracted quite a few global top 100 enterprises of food and beverage industry.
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