EPS event director, Sarah Whittaker-Smith, explains why the show is so important for Italian brands wanting to make an impact in the UK.  

Let’s look back at last year’s event. What were your takeaways in terms of attendance and overall response?

The biggest takeaway was the quality of the audience. We saw strong attendance from independent operators, multi-site groups, distributors and wider hospitality buyers, not just pizza specialists. The feedback from exhibitors was extremely positive, particularly around the number of genuine buying conversations taking place across the two days.

What can we look forward to this year?

It will be bigger, broader and even more focused on business growth. We’re expanding the content programme, increasing buyer outreach and attracting more of the wider hospitality sector. A major focus for 2026 is strengthening the UK market, with more UK-based suppliers, brands and operators involved than ever before. Visitors can expect more innovation, more relevant UK-focused solutions and more opportunities to network and do business.

How important is this show for Italian operators looking to make an impact in the UK?

The UK remains one of the most exciting and competitive markets for Italian food brands. EPS gives those operators direct access to UK decision-makers actively looking for new products, ingredients, equipment and concepts. With a stronger focus on the UK in 2026, the show provides an even better opportunity for international brands to build valuable partnerships and establish themselves within the hospitality market.

Italian food is on a real high in the UK – would you agree?

Absolutely – it has universal appeal. It’s familiar, versatile and works across every dining occasion, from quick service to premium casual. Consumers are also increasingly looking for quality, authenticity and simple ingredients done well, which plays directly into Italian cuisine’s strengths.

What key trends are you seeing?

Continued demand for premiumisation and authenticity, particularly around regional Italian products and traditional techniques. At the same time, operators are becoming more creative with formats, offering elevated grab-and-go concepts, premium toppings and customisation. Sustainability and provenance are also becoming increasingly important.

Which ingredients are enjoying significant cut-through?

High-quality cheeses, artisan flours, premium tomato products and authentic cured meats continue to be hugely popular. We’re also seeing growing demand for locally produced and UK-sourced ingredients, as operators emphasise quality, sustainability and reliable supply chains. At the same time, spicy flavours, premium oils and plant-based products that still deliver on taste and authenticity are finding a place across the sector.

What this means is that EPS is no longer just a pizza event; it’s becoming a key meeting point for the wider hospitality industry, with a particularly strong focus on the UK market in 2026. Pizza continues to lead foodservice innovation, and the businesses exhibiting at EPS are increasingly supplying restaurants, pubs, hotels, QSR groups and hospitality operators across the board.