The year 2026 has started on a positive note for the bakery and pastry sector. From January 17 to 21, Sirha Bake & Snack took place at Pavilion 1 of Paris Expo Porte de Versailles, bringing together artisans, manufacturers, distributors and decision-makers around the major transformations shaping the industry. This high-attendance edition stood out for its density, innovation and strong economic momentum.

A Structuring Event for the Entire Value Chain

From the opening day, the exhibition halls welcomed a steady flow of visitors eager to discover emerging trends, attend demonstrations by renowned chefs, participate in thematic conferences and explore a wide range of products, equipment and technological solutions.

Sirha Bake & Snack once again confirmed its role as a unifying platform for the entire value chain — from raw materials to finished products — fostering direct exchanges between producers, processors and end users.

For exhibitors, the event remains a strategic lever for visibility and credibility. Anne-Vincent, co-founder of YumGo, highlights its importance:

“We develop plant-based alternatives to eggs without changing recipes. The goal is to offer a solution that is easy to use, fully plant-based and delivers the same results as traditional eggs, without compromising on taste.”

A similar assessment comes from Moulins Bourgeois, where Julien, a bakery consultant, presented La Garance, a baguette designed to optimize artisans’ daily work:

“The show allows us to showcase the technical expertise behind each product and to engage directly with professionals.”

A Strategic Investment for Brands

While participation in Sirha Bake & Snack represents a significant investment — including booth rental, logistics and team mobilization — most exhibitors consider the return largely positive.

Laurent Ducasse, Sales Director at Poco Loco, puts it into perspective:

“Yes, it is an investment. But the returns are substantial: visibility, qualified contacts and strengthened customer confidence. It is also an opportunity to support our distributors present on site.”

High-Level International Competitions

The event further reinforced its global stature through prestigious competitions:

• Bakery World Cup 2026: South Korea claimed first place, followed by China. Host country France, represented by Yann Raimondo, Corentin Molina and Yannis Thouy, secured third place.
• Pastry World Cup – European Selection: France won on January 19, earning qualification for the global final scheduled to take place in Lyon in 2027.

Innovation in the Spotlight: Seven Sirha Bake & Snack Awards Winners

Out of more than 80 applications, seven innovations were awarded, reflecting the industry’s key trends: sustainability, automation and operational efficiency.

Three solutions stood out in particular:

• Equipment: Spiral Evo Smart by Bongard, an intelligent mixer capable of automating water weighing and dosing.
• Beverage: SOVI’s concentrated oat-based plant drink, designed to reduce storage space in coffee shops.
• Ingredient: Dira Fruit Solutions’ cocoa fruit purée, which valorizes cocoa mucilage traditionally discarded.

An Alternating Paris–Lyon Calendar Confirmed

Finally, the Sirha Group officially announced a new alternating schedule between its two flagship cities:

• Sirha Lyon: January 21–25, 2027, at Eurexpo Lyon
• Sirha Bake & Snack Paris: returning in January 2028 at Porte de Versailles