07.–11.10.2023 #anugahorizon

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At DMEXCO 2022, the spotlight was on a topic that is particularly close to our hearts: Food in the context of digitalization. We showed the best digital food cases and the digital pioneers from the food & beverage industry in the areas of content, creator and channel.

Here you can find out more about the speakers and their topics.


Transparency across the entire product life cycle is becoming more and more a buying argument in the food industry. Information on the product, such as nutritional data can be called up digitally at all times. But not only that: Digital food content also means inspiration: What shall I cook today? How shall I cook it? Who eats what and what does my diet say about me? The cooking and preparation of food can be shared digitally. But what does food look like digitally? How does the customer interaction and brand work take place in digital space? Does viral creativity beat data-driven performance marketing? How does food work in Web 3.0? Can food be depicted in a metaverse? "You are what you eat" - which trends and hypes exist? Have we long since gone too far with limited editions, influencer cooperations and "drops" to artificial shortages?

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Food is lifestyle and the food industry lives from the creativity of its players! Influencers, athletes and artists are increasingly progressing from being mere brand ambassadors into brand makers. Brands like Bratea and Naturally Pam are managing to dominate whole categories within the shortest space of time. Whether an own brand or collaboration: How can the exposure, attention and followership be optimally used? How important are strategic alliances and which influencers match which brand?

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Our media usage and our buying behaviour is radically changing. Start-ups and young brands are using the online-first approach with direct access to their target groups in order to get a fast feeling for the reaction of the market and to validate and optimise their products. Furthermore, strong social media exposure can be used for one's own online shop and monetised long-term using CRM systems. How will the direct2consumer segment develop in the future? Will we talk more about pure or hybrid omnichannel solutions? How will quick commerce and niche players develop? What impact did Corona have and is the bond long-term?

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You would like to learn more about the Anuga HORIZON idea? You can find everything about our "Shaping the future of the food industry together" mission here.

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