How to maximise samples, leads, interactions and ROI at trade shows and retail exhibitions.
When it comes to sampling your product in front of the right buyers and industry professionals, choosing the right trade show or exhibition is critical. The UK hosts some of the most influential food and drink trade events, offering unique opportunities for brands to create memorable, high-impact sampling campaigns.
Here are some of the top exhibitions in 2025 where iMP specialises in delivering expert product sampling activations. Plus why these events are perfect for driving trial, engagement, and new business.
Location: ExCeL London When: March 2025 Audience: Over 25,000 foodservice, hospitality, and retail buyers
As the UK’s flagship event for food and drink innovation, IFE is the place to be for brands ready to launch new products on a large scale. With thousands of key decision-makers in attendance, it offers excellent opportunities for high-volume product sampling, live demos in integrated demo kitchens, and cross-category brand experiences. Learn more about the IFE show here.
Why it’s ideal for sampling: IFE’s broad, high-profile platform means your product gets in front of serious buyers and influencers, helping generate valuable B2B leads and building brand authority.
Location: ExCeL London When: September 2025 Audience: 10,000+ trade professionals from coffee chains, cafés, QSR, and convenience stores
LUNCH! focuses solely on the fast-paced food-to-go market, making it perfect for sampling snacks, bakery items, and drinks designed for time-poor, trend-driven buyers. Its compact, high-footfall booths offer an intimate setting to create personal connections with buyers who shape the convenience and quick-service sector. Learn more about LUNCH! here.
Ideal for: Brands looking to target the booming food-to-go sector with bite-sized, convenient product experiences.
Location: NEC Birmingham When: April 2025 (alongside NCS & Farm Shop & Deli Show) Audience: 30,000+ attendees, including national retailers and wholesalers
Food & Drink Expo is the UK’s broadest trade show for food and beverage distribution. Co-located with the National Convenience Show and Farm Shop & Deli Show, it brings a wide spectrum of categories under one roof. This offers brands the chance to sample products across chilled, ambient, and impulse categories with vast exposure. Learn more about the Food & Drink Expo here.
Why attend: For brands seeking to maximise category reach, build distribution channels, and benefit from strong media coverage.
Location: NEC Birmingham When: April 2025 Audience: 10,000+ buyers, wholesalers, and retailers focused on convenience and forecourt markets
The NCS is the UK’s largest dedicated convenience retail event. Sampling at NCS can directly influence product listings and stock decisions, making it a crucial platform for FMCG, snacks, drinks, and ready-to-eat brands aiming for impulse and forecourt penetration. Learn more about the National Convenience Show here.
iMP advantage: Live sampling combined with engagement tools like “Spin & Win” or product voting polls helps capture valuable data while increasing booth footfall and conversions.
Location: Business Design Centre / ExCeL London Focus: Italian and premium artisan food Audience: Trade buyers from fine food, hospitality, and retail sectors
Bellavita Expo offers a boutique atmosphere focused on authenticity and provenance, making it ideal for premium and artisan brands. Sampling here allows for story-driven experiences that resonate with discerning buyers seeking quality over quantity. Learn more about the Bellavita Expo London here.
Location: NEC Birmingham (runs alongside Food & Drink Expo & NCS) Audience: 7,000+ artisan, farm, and deli retailers
This growing niche show caters to retailers who value storytelling and premium positioning. It’s perfect for smaller-batch or regional products where sampling paired with compelling brand stories sets you apart. Learn more about the Farm Shop & Deli Show here.
Participating in these key trade shows with expert sampling campaigns offers a unique chance to:
At iMP, we specialise in delivering seamless, high-impact sampling activations tailored to each show’s unique audience and environment — turning every taste into a measurable marketing win.
Looking to take your brand beyond trade shows? Explore our festival and event sampling services to engage consumers directly at live events and outdoor activations.
Get in touch with iMP today to discuss your next sampling campaign and discover how we can help you create an unforgettable live brand experience.
Product sampling at trade shows allows brands to engage directly with targeted industry buyers and decision-makers. It helps create memorable first impressions, drives immediate product trial, and generates qualified B2B leads — making it one of the most effective live marketing strategies for brand awareness and conversion.
Leading UK trade shows for product sampling include The International Food & Drink Event (IFE), LUNCH! – The Food-to-Go Show, Food & Drink Expo, National Convenience Show (NCS), Bellavita Expo, and the Farm Shop & Deli Show. Each offers access to high-intent audiences ideal for sampling and brand exposure.
Trade show sampling works best for FMCG, food, drink, and lifestyle brands looking to showcase innovation and flavour directly to trade buyers. Whether launching new SKUs, introducing packaging updates, or targeting new retail sectors, live sampling creates hands-on engagement that digital campaigns can’t replicate.
iMP provides end-to-end trade show sampling services — from event selection and stand design to staffing, logistics, and live engagement. The team ensures every activation runs seamlessly, captures valuable data, and delivers measurable ROI through expert planning and on-site management.
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