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.

The UK Food & Drink Shows is owned by William Reed which, for over 160 years, has delivered daily, weekly and monthly content to the food and drink community. Today, William Reed is a trusted digital, high-value data and events business whose portfolio includes The Grocer, 50 Best, Morning Advertiser, Food Manufacture, Convenience Store and Forecourt Trader. William Reed harnesses the power of these brands by translating their editorial expertise into live experiences that spark conversation, drive innovation, and shape the future of the industry.