As this month's cover story relates, this was my 13th International Sweets & Biscuits Fair (ISM). Aside from waiting a particularly long time for a late-night meal upon my arrival to Cologne, there really wasn't anything unlucky about this ISM visit. Interspersed between interviews amongst manufacturers at their booths as well as visits with ceos at the American pavilion, it became clear to me that large and midsized manufacturers -now more than ever - are actively leveraging the power of their existing brands as well as pursuing new ones.
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