In September 2026, the World Food exhibition was held in Moscow. URA CONFECTIONERY participated as an exhibitor and presented its new development. Sugar cookie sticks in yogurt glaze with matcha were shortlisted for the “Novelty of the Year 2026” competition. For us, this is an important recognition and confirmation that the chosen direction is working.
The new product emerged as a fresh take on the glazed cookie category. We were inspired by the philosophy of Asian gastronomy, where the pleasure of eating and a careful attitude to ingredients do not contradict each other. The product is created for Generation Z and millennials. These people are looking for new taste experiences while also paying attention to what they eat. It is important to them that a dessert brings joy but does not create a feeling of heaviness.
Natural matcha tea in the glaze gives the product a bright, recognizable color and a light, piquant bitterness. In addition, matcha provides a high antioxidant profile. This meets the consumer demand for “healthy indulgence.” The yogurt component of the glaze creates a velvety texture and a balanced sweet-and-sour taste. Thanks to this, the sticks become a worthy alternative to classic chocolate candies and bars.
The new product has several key advantages. The trendy matcha flavor sets the product apart from standard sweets and attracts food enthusiasts. The sugar cookie base combined with delicate yogurt glaze provides a new taste experience that differs from familiar flour confectionery products. As for consumption occasions, the sticks are suitable both for a morning snack as a substitute for standard cookies, and as an unusual gift, and as an evening dessert with tea.
We searched for a long time for a format that would not simply add another item to the line but would say something new. Matcha and yogurt glaze turned out to be the combination that simultaneously surprises and remains understandable to the buyer. It was important for us to create a product that we would not be ashamed to offer to an audience that follows trends. And being shortlisted at World Food showed that we hit the mark,” noted Elena Karmanova, Head of the Marketing.
The new product is presented in compact, stylish packaging of 195×105×45 mm. This ensures good shelf display and convenience in transportation. The shelf life is 12 months, which allows stock to be built up without risks. The weight of 200 g and 12 units per pack are ideal for impulse purchases in retail.
Sales are scheduled to start in July 2026. We thank everyone who appreciated our work at the exhibition and invite partners to cooperate.
