The UK Food & Drink Shows is where the industry comes together, annually. In 2026, it will encompass four co-located shows at the NEC Birmingham: Food & Drink Expo, Farm Shop & Deli Show, National Convenience Show and Forecourt Show.
Over time, The UK Food & Drink Shows have evolved significantly – in scale, scope, and influence. To reflect that evolution, and facing positively into the future, William Reed has invested in a rebrand, to align with the energy and ambition of the industry.
The new branding retains the existing colour palette but takes on a new confidence in its expression, including a contemporary typeface and a suite of new background textures. As well as enhancing The UK Food & Drink Shows brand, it will give exhibitors and speakers fresh impetus to amplify their involvement.
“This is a clear signal of our commitment to delivering more: more inspiration, more insight, and more opportunities to connect. At the heart of it all is the power of face-to-face interaction: the chance to have meaningful conversations, experience products firsthand, and build relationships through real-world moments,” says Dan Dixon, Managing Director of Exhibitions at William Reed.
The rebrand is just one part of a broader investment strategy focused on enhancing visitor experiences and delivering tangible value for customers.
“We create electrifying experiences that bring the food and drink community together: forging powerful connections between brands, buyers, and innovators.
We create environments that transform businesses and change people’s lives.” Dixon adds.
The rebrand was delivered by Sherlock Studio, a trusted, strategic branding and design agency working with some of the most exciting FMCG start-ups and established high street retailers.
“Our aim was to create an identity that feels confident, future-focused and reflective of the excitement, innovation, and excellence that defines The UK food and drink industry. We hope it’ll provide an energetic new platform for exhibitors. The project was a great fit for our team given our extensive work within – and understanding of – the industry,” says Rich Ford, Creative Director at SHERLOCK.
