Meet IOC Anabtawi UK Ltd
Written by Waleed Anabtawi
Tell us a bit about your company
Ever had a snack so good you made that weird face in public? That’s us. We’re Drooly—two gooey chocolate-filled slices of indulgence that have officially ruined boring snack bars forever.
We were born from one mission: to make snack time fun again. No protein powders, no confusing health halos—just full-on flavour, eye-catching packaging, and the kind of satisfying bite that makes people say, “What even is this?” (Answer: it’s a Drooly, and no, you’ve never had anything like it.)
Our story starts in a family business that’s been distributing food across the UK for years. After launching brands big and small, our team spotted a massive gap: nothing indulgent, ambient, AND convenient in the baked snack world. So we made something that would turn heads at till points, on shelves, in backpacks—and maybe even in glove boxes.
We’re halal certified, long shelf life, and now Great Taste Award-winning (two stars, thank you very much). You’ll find us in over 30 wholesale depots already, but we’re just getting started. From petrol stations to office kitchens, we’re here to turn impulse snacks into obsessed repeat purchases.
Oh, and if you were wondering—yes, we saw you sneak both slices.
Tell us about your latest product(s), promotions or launches visitors can hope to see on your stand
Let’s cut to the chase: we’re bringing the Drooly that just won two stars at the Great Taste Awards 2025, and we’re letting visitors try it for themselves. Expect rich, chocolate-filled indulgence in a two-piece format that’s been turning heads across independent retail—and yes, both slices are yours (unless you really feel like sharing).
We’ll be showcasing our original flavour—a gooey cocoa base with a smooth milk chocolate centre—designed for on-the-go indulgence without the crumbs or mess. Think coffee-shop vibes but in a grab-and-go format with a long shelf life and zero prep required. It’s ambient, halal-certified, vegetarian-friendly, and shelf-ready in retail cases of 14.
We’ll be revealing plans for limited-run in-store activations, on-pack promos, and sampler bundles tailored for forecourts, cafés, and convenience. Whether you’re a buyer looking for eye-catching impulse stock, or a foodservice operator after something fresh and fun, Drooly delivers a strong shelf presence and proven consumer love.
Plus: we’ve got samples, deals, and giveaways exclusive to lunch! visitors—so come say hi at Stand L1323 and get your hands (and possibly face) chocolatey.
Why is exhibiting at lunch! an unmissable opportunity for you?
Because let’s be honest – lunch! is the place to be if you’re building something bold in the food-to-go space. For Drooly, it’s more than just a trade show. It’s our chance to stand in front of the very people we’re here to serve: the buyers, operators, and retailers who make snack-time decisions for millions of consumers.
We’ve spent the last year building momentum across wholesale and independent retail, but now it’s time to scale—and lunch! is the ultimate launchpad. It brings together the UK’s most forward-thinking food-to-go chains, coffee shop buyers, convenience retailers, and even airlines and travel caterers looking for products with punch. These are exactly the partners Drooly is built for.
Our format is unique. Our flavour profile just earned two stars at the 2025 Great Taste Awards. And our branding turns heads the second it hits the shelf. But the real magic happens when people try it—and lunch! gives us the perfect space to make that happen.
We’ll be there to sample, to connect, and to show why Drooly isn’t just a product—it’s a new category. If your range needs a shake-up, come see us at Stand L1323. We’ll bring the chocolate.
