Last week, we spent a day at IFE 2026, one of the UK’s leading food and drink industry events.
As expected, there was no shortage of innovation. From snacks and confectionery to drinks, ingredients and ready meals, the exhibition showcased hundreds of brands looking to attract attention from buyers, retailers, distributors and the media.
But whilst most people attend events like IFE to discover new products, we always leave with something else: a better understanding of what makes a brand memorable.
Great products are everywhere
One thing became clear very quickly.
The quality across the food and drink sector is incredibly high.
Many of the products on display were excellent. Innovation was everywhere. Packaging standards continue to improve, and brands are becoming increasingly sophisticated in how they present themselves. The challenge is that everyone is raising their game and when buyers and journalists are faced with hundreds of products in a single day, being good is no longer enough.
The brands people remembered had a story
The exhibitors generating the most interest weren’t always the biggest brands or those with the largest stands.
They were often the businesses with a compelling story behind them.
Whether it was a family business entering a new market, a founder spotting a gap in the industry, or a brand reinventing a traditional product for a modern audience, these stories helped create a connection. People may discover a product because of its taste or packaging, but they remember it because of the story behind it.
Why food PR matters more than ever
This is where food PR and brand storytelling become so important.
The food and drink industry is more competitive than ever. Consumers have more choice. Retailers have more products to consider. Journalists receive hundreds of pitches every week.
A strong PR strategy helps brands cut through the noise by giving people a reason to care.
It’s not simply about securing media coverage. It’s about building credibility, creating conversations and helping a brand stand out for the right reasons.
Our biggest takeaway from IFE 2026
Events like IFE are a valuable reminder that behind every successful food brand is usually a story worth telling.
The products attracting attention today aren’t always the loudest. They’re often the ones that communicate their purpose, personality and point of difference most effectively.
For food and drink brands looking to grow, visibility matters.
But visibility without a story rarely lasts.
And that’s why good PR continues to play such an important role in helping brands build awareness, trust and long-term recognition.
