Matcha and Hemp Are Going Big in Europe

Matcha, hemp & cannabidiol and pulses were among the most exciting and popular ingredients at ISM Cologne.

Matcha – a popular flavor in the Asian countries – has recently entered the European market and the products presented at ISM stand proof of it. Matcha is a finely ground powder of specially grown and processed green tea leaves. 

The powdered form of matcha is consumed differently from tea leaves or tea bags, and is suspended in a liquid, typically water or milk.


Loacker AG – SpA from Italy presented a new waffer with a light layer of Matcha cream filling. The cream is enclosed between two light and crispy wafer layers, delivering a refined and bold taste, according to the company.

Maestrani Schweizer Schokoladen from Switzerland presented white Swiss chocolate with matcha, green tea and mint. This is the first vegan white chocolate of the Maestrani brand. The combination of matcha green tea and a hint of peppermint results in a unique taste, the firm says.

The Romanian chocolate manufacturer Heidi has presented the new assortment of matcha & lemon chocolate, from its „Colors of summer” range that is about to be launched. Heidi limited edition “Colors of Summer” – colors and flavors from natural summer fruit ingredients also contains:

– Dark & Orange, color – composition of dark & white chocolates with orange pieces & mint;

– Milk & Pink color – composition of milk & white chocolates with raspberry pieces;

– Milk & White color – composition of milk & white chocolates with coconut pieces.

Nouri Health is a new brand of healthy, all natural, ball-shaped delicacy containing matcha and chia. They are vegan, sugar- and gluten free, providing a great taste without being fruity. Only a few months after its launch, Nouri expanded internationally and was awarded at SIAL INNOVATION Selection 2018 in Paris.

Hemp & Cannabidiol






Among the winners of ISM Awards, two companies launched products containing hemp seeds and cannabidiol (CBD).

Katjes Fassin – from Germany – presented the Hemptastic Bar, which was voted on the 2nd place, is a new bar that comes in the three flavors cocoa & almond, cranberry & goji berries as well as cashew & coconut. The standout feature of the bar is that these flavors are now enriched with the trendy ingredient hemp (20% hemp seeds). Natural sweetness is achieved through the addition of honey.

Roelli Roelli Confectionery from Switzerland – with Roelli Roelli Swiss Cannabis Gum – was positioned on the third place. The chewing-gum is enriched with the active ingredient cannabidiol, which corresponds to around  six grams of hemp.

Cannabidiol (CBD) is a chemical in the Cannabis sativa plant, also known as marijuana. Over 80 chemicals, known as cannabinoids, have been identified in the Cannabis sativa plant. While delta-9-tetrahydrocannabinol (THC) is the major active ingredient, and also the one that is psycho-active, cannabidiol (CBD) differs from it, and has received a lot of attention recently as a nutraceutical ingredient.

According to the U.S. Food and Drug Administration (FDA), because cannabidiol has been studied as a new drug, products containing cannabidiol are not defined as dietary supplements. But there are still products labeled as dietary supplements on the market that contain cannabidiol. Cannabidiol has antipsychotic effects, but the exact cause for these effects is not clear.

The research company Innova Market Insights reports 34% average annual growth in the number of new food & beverage launches with hemp ingredients (Global, 2013-2017).


Pulses such as chickpeas or lentils continued to be a perfect add to many products at ISM, as the „high protein”/ „low-carb” labels are still big in the markets.

The Bulgarian company Go4 presented a wide range of bio products, such as bagels, chips or bars, containing lentils and quinoa. Their products are 100% bio-organic, vegan and GMO-free.


RiceUP! Brown Whole Grain Rice Chips with Super Seeds is made of brown whole grain rice, olive oil and three different combinations of super seeds such as chia and quinoa; millet and sunflower seeds; buckwheat and amaranth. The products are gluten free, GMO-free, not fried, popped, without glutamate, without artificial colors of flavors, made of whole grains brown rice.

About ISM

Visitors had the opportunity this year to examine the more recent sections “New Snacks”, “the Cologne Coffee Forum” and the Trend Court@ISM bundled in one location.

Over 38,000 trade visitors from over 140 countries experienced a host of new products and an attractive event program. With a foreign share of over 70%, increasing the number of international trade visitors. 1,661 exhibitors from 76 countries (previous year: 1,656 exhibitors from 73 countries) presented a comprehensive range of exhibits and used the trade fair to present their products.

You can read more: 

Exclusive ISM Review: Discover The Adventurous Consumer

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