Viciunai Group - among the innovation leaders at the “IFE 2026” exhibition in London
Viciunai Group successfully showcased at the “International Food & Drink Event 2026,” where VIČI’s innovative products were shortlisted for prestigious awards.
International Stage for Innovation
IFE is one of the largest B2B food and drink exhibitions in Europe, annually bringing together around 25,000 industry professionals from more than 100 countries, along with approximately 1,500 suppliers. This year, the exhibition took place in London at the ExCeL exhibition centre and was part of the “Food, Drink & Hospitality Week” event series.
According to the VIČI team, the exhibition is not only about showcasing products, but also about shaping the latest market trends, demonstrating innovations, and exploring new export opportunities.
Three VIČI Products Among the Finalists
At this year’s exhibition, “Vičiūnų Group” received special recognition – as many as three of its products were selected as finalists for the awards:
- VIČI Herring jerky beetroot pink – finalist in the “Best Snack Product” category.
- VIČI Surimi Snow Crab sticks with collagen – finalist in the “Best Seafood Product” category.
- VIČI High-protein surimi noodles with shrimp and garlic – shortlisted as an innovative product.
Although the company did not take home the final awards, the team emphasizes that being shortlisted is itself a significant achievement in the global market, where competition is intense and evaluation criteria include not only taste, but also innovation, nutritional value, and market potential.
Innovations Reflecting Market Trends
The shortlisted products clearly reflect current food industry trends: they combine functionality with added value, such as collagen-enriched surimi products and high protein content, responding to the growing consumer focus on health and active lifestyles.
Moreover, the company stands out in the international market with unexpected flavors and formats, such as herring jerky with beetroot. This demonstrates that “Vičiūnų Group” is not only following market trends but actively shaping them.
During the exhibition, visitors to the “Viciunai Group” stand had the opportunity not only to learn about the products but also to taste them. Renowned chef Peter Sidwell prepared a variety of dishes live using VIČI products. The company has been collaborating with him for eight years, making this appearance not only a culinary experience but also a testament to a long-term partnership that helps present products to an international audience in an engaging and appealing way.
Strategic Participation
Participation in IFE is an important part of “Viciunai Group’s” export and international expansion strategy, enabling the company to strengthen relationships with partners, explore new markets, and present innovations to a global audience.
The company’s achievement and the selection of its products as finalists at “IFE 2026” confirm its ability to develop competitive, innovative, and internationally recognized products. Having three products shortlisted is a clear signal that the Lithuanian food sector remains strong and visible on the global stage.