Meet Drooly
Written by Waleed Anabtawi.
Tell us a bit about your company
Drooly is a UK challenger snack brand created by IOC Anabtawi UK, a family business with roots in wholesale, van sales and independent retail. The idea came from being on the ground with retailers and seeing the same gap again and again: shoppers wanted something more indulgent than a chocolate bar, but easier to buy, stock and eat than a cake or brownie.
So we created Drooly — not a cake, not a brownie, but a chocolate-filled indulgence built for modern food-to-go. Drooly combines soft chocolate sponge with a smooth chocolate centre in individually wrapped, ambient formats designed for impulse, coffee counters, convenience, vending, travel and catering.
Drooly is a UK challenger snack brand created by a family business with roots in wholesale, van sales and independent retail. The idea came from being on the ground with retailers and spotting a gap: shoppers wanted something more indulgent than a chocolate bar, but easier to stock, sell and eat than a cake or brownie.
So we created Drooly: a chocolate-filled, on-the-go indulgence built for impulse. We started by learning what actually sells in real stores, then built the brand around that. Today, Drooly is available in one-piece and two-piece formats, with shelf-ready packaging, 6-month shelf life, vegetarian and Halal suitability, certified production and a 2-star Great Taste Award.
In short: we’re here to make snack breaks a lot more drool-worthy.
Tell us about your latest products we can hope to see on your stand
Visitors can try Drooly in both formats: our 75g two-piece twin pack and our newer 37.5g one-piece pack, created for food-to-go, coffee counters, convenience, vending, travel and catering.
Both are individually wrapped, ambient, shelf-ready and filled with a smooth chocolate centre. The one-piece format gives buyers a smaller, sharper impulse option, while the two-piece pack delivers a more indulgent treat for sharing — or absolutely not sharing, we don’t judge.
Come to Stand L1325 to taste Drooly, see the packs, and discuss trial opportunities across cafés, grab-and-go, wholesale, workplace catering and high-footfall retail.
Why is exhibiting at lunch! an unmissable opportunity for you?
lunch! is exactly where Drooly belongs. The show brings together the buyers and operators shaping food-to-go, cafés, coffee counters, convenience, vending, travel and catering — all the places where Drooly makes sense.
We’re not here with another standard cake bar or chocolate snack. Drooly sits between categories: a chocolate-filled indulgence that is wrapped, ambient, easy to merchandise and built for impulse.
For us, lunch! is the perfect place to put Drooly directly in front of buyers who want products that are easy to list, easy to trial and genuinely different. Also, people tend to understand Drooly much faster once they taste it. Funny how chocolate filling does that.
