MASTERCLASS A: The Future of Baked Snacks in the Middle East – Tradition Meets Innovation

Workshop Overview

As the Middle East’s snack market continues to evolve, consumers are seeking bold flavours, premium-quality ingredients, and innovative textures. Reading Bakery Systems invites you to explore how advanced processing technologies can help manufacturers meet these growing demands while improving efficiency and product consistency.

We’ll discuss the production of innovative snacks, including filled pretzel nuggets, brownie brittle, filled biscuits, baked chips, baked French fries, seasoned and twisted pretzels, and more, and how they align with local preferences. With consumers increasingly opting for baked over fried snacks, we’ll discuss how advanced processing techniques can deliver products that balance taste, texture, and nutritional appeal.

This session also features a special snack tasting experience, allowing attendees to taste firsthand how innovative production technology is shaping the future of snacking. Attendees interested in a true snack sampling session can visit our booth anytime during the show. Don't miss this opportunity to learn how to elevate your baked snack offerings!

Key Objectives

    ✅Understand how advanced processing technologies enhance efficiency, consistency, and innovation in baked snack production

    ✅Explore trending snack innovations, such as filled pretzel nuggets, brownie brittle, baked chips, and seasoned pretzels, and how they align with Middle Eastern consumer preferences

    ✅Learn how to optimise production to meet growing demand for baked alternatives to fried snacks

    ✅Experience a live snack tasting to understand the impact of cutting-edge processing on flavour and texture

Agenda

    ✅Introduction and Market Trends – Overview of Middle Eastern snacking preferences and the shift toward baked snacks

    ✅Innovative Snack Production – A deep dive into new product innovations and how they are manufactured

    ✅Technology and Processing Advancements – How manufacturers can improve efficiency and product quality with advanced systems

    ✅Snack Tasting Experience – Attendees sample products to experience the results of cutting-edge processing

    ✅Q&A – Open discussion

Meet Your Expert Workshop Leaders

Ken Zvoncheck, Director of Process Technology

Ken Zvoncheck, Director, Process Technology, started with RBS in 2003 and has more than 30 years of processing experience. Prior to RBS, he served in a number of pretzel and snack manufacturing/R&D capacities for Wise Foods, Inc. and Bachman Foods. Ken has held numerous positions for RBS, including the Director of Pretzel & Snack Development and Director of the Science & Innovation Center. Currently, he is responsible for helping customers develop and optimise commercial baked snack production, as well as commissioning lines all over the world. Ken is a graduate of Kutztown University and holds various certifications from industry professional organisations.

Hassan Harakeh, Middle East & Africa Sales Manager

Hassan Harakeh, Sales Manager, Middle East & Africa joined RBS in 2016. Prior to RBS, Hassan worked in sales for the Markel Food Group in Dubai where he represented AMF, and with the Malco Group in Dubai and Lebanon. Today, he is responsible for directing the sales of RBS equipment across the region, and assists marketing efforts such as trade shows, advertising, and technical conference support. Hassan is a graduate of the American University of Beirut with a degree in Agricultural Engineering, and a Master’s in Food Production and Agricultural Economics.