Food from Poland Magazine 47/2026

Polish Food: Built on Trust

Poland’s food story is, at its core, a story of continuity — of recipes and craftsmanship carried through generations, and of a deep respect for raw ingredients shaped by climate, soil, and seasonality. From time-honoured methods of curing, fermenting, baking and preserving to modern, precision-driven production, Polish producers have built a reputation on something increasingly rare in today’s marketplace: trust that quality will be consistent, and flavour will be authentic.

What makes Polish food stand out abroad is not a single “hero product,” but a recognizable standard across categories. European consumers and buyers around the world are reaching for Polish dairy for its richness and strict quality controls; for meat and cold cuts rooted in artisanal know-how; for bakery and confectionery that balance tradition with indulgence; and for fruit-and-vegetable products that benefit from strong local sourcing and careful processing. The export success of Polish brands is also powered by agility: manufacturers are quick to meet international requirements, adapt formats and packaging, and develop innovations that still feel true to their culinary heritage — whether that means cleaner labels, functional propositions, or premium lines for demanding markets.

Yet popularity is never only about product. It is also about the story behind it — the people, regions and values that make food more than a commodity. Polish producers have become increasingly visible at international trade fairs and on retail shelves because they combine competitive scale with authenticity, and because they understand that global customers want both: reliability in supply and a genuine point of difference.

In this issue of Food from Poland, we invite you to explore that momentum up close. You’ll find inspiring examples of brands building international presence, insights into market trends and buyer expectations, and a closer look at categories where Poland is strengthening its position abroad. Whether you are a retailer, distributor, importer, or simply passionate about great food, we hope this edition brings you fresh perspectives — and a clear taste of why Polish products continue to win loyalty far beyond the country’s borders.

Enjoy the read.

food sector

26 Polish export potential

42 A market full of sweet pleasures

54 A little sweet for everyone –for occasions and without occasions

interview

10 Małgorzata Cebelińska, Vice President of the Management Board, MLEKPOL

20 Krzysztof Suchy, Director of International Markets, Colian

50 Przemysław Olczak, Purchasing Director, Fanex

58 Marek Osuchowski, Sales and Marketing Director, Wielkopolski Indyk Sp. z o.o.

62 Iwona Kruszyńska, Export Key Account Manager, Eurowafel

66 Łukasz Knapowski, Commercial Director, Aksam

70 Carlos Oliveira, CEO, Vollmart

72 Michał Sawosz, Chief Commercial Officer, Brand Distribution

77 Justyna Tchórzewska, Senior Marketing Manager, PPH MAXPOL

Editor-In-Chief Tomasz Pańczyk t.panczyk@foodfrompoland.pl

Managing Editor Monika Górka m.gorka@hurtidetal.pl

Tomasz Pańczyk, Editor-in-Chief Food from Poland Magazine

Małgorzata

Cebelińska Vice-president of the Management Board

Mlekpol

Mlekpol globally: technology, quality, and a local approach to markets

With exports accounting for over 30% of total production and a presence in over 100 markets, Mlekpol is today one of the key ambassadors of Polish dairy farming around the world. We talk to Małgorzata Cebelińska, Vice-President of the Management Board, Mlekpol, about what determines the Cooperative’s competitiveness on international markets, which products and brands are most popular, and what innovations and investments are key to further development.

Mlekpol exports approximately 30% of its production and operates in over 100 countries. What is your current export strategy – which markets are the most significant for you and why?

Our export strategy is based on diversification – both geographical and product range. This approach means that we are not dependent on a single direction or product category in foreign trade, which gives us stability and flexibility in responding to changing conditions.

The European Union remains, of course, our natural and most important market. Geographical proximity, a common economic area and similar culinary preferences are conducive to sales, especially as road transport can be used effectively here. We are also strongly developing our presence in the Balkan countries, where our cheeses, butter and cream cheeses are highly appreciated.

At the same time, we are consistently building our position in non-European markets. Countries in Africa, the Middle East and South-East Asia are becoming increasingly important to us – regions with dynamic demographic growth, growing con-

sumption of dairy products and limited domestic production. We focus primarily on selling products with a long shelf life, such as UHT milk under the Łaciate, Happy Barn and Milcasa brands, as well as cheese, especially mozzarella.

In recent months, we have also seen some prospects in Central and South America.

Which brands from Mlekpol’s portfolio are most valued outside Poland – both in Europe and in the markets of Asia, Africa and the Americas?

Our strongest and most recognisable export brand is, of course, Łaciate, which is present in over 100 countries on six continents, from Scandinavia to Southeast Asia. At the same time, we are developing our export milk brands, Happy Barn and Milcasa.

We also work with private labels, especially where this allows us to enter new markets more effectively and build relationships with business partners. Regardless of the form of cooperation, however, our priority remains to provide our cus-

tomers with the highest quality products that deserve their trust and meet local needs.

Products with a longer shelf life are particularly important for export. What technological and product solutions make Mlekpol’s offer competitive in distant markets?

Mlekpol’s competitiveness in distant markets is primarily due to the use of advanced technological solutions that guarantee the durability and highest quality of our products.

A significant advantage of Mlekpol is its modern UHT milk production line, which, when stored at ambient temperature, retains its freshness and nutritional properties for up to 12 months. This is the result of advanced research into raw materials and finished products, which has made it possible to obtain milk with better parameters and a longer shelf life. This solution is important in distant countries, where refrigeration infrastructure in transport and logistics can be expensive and limited, and the demand for safe food with a long shelf life remains very high.

Other products with a long shelf life are also important in the export structure: butter, mature cheeses, cream cheeses and a full range of powdered products. For butter, we have developed, among other things, a new production technology that allows us to obtain excellent physicochemical and taste properties without the need for physical maturation of the cream.

Expansion into international markets requires adapting products to local preferences and regulations. How does Mlekpol deal with the personalisation of its offer and the differences between individual markets?

It is necessary to take an individual approach to each business partner – we work with both large retail chains and smaller local distributors, adapting our offer to their specific needs.

The foundation of effective personalisation is the most accurate and direct knowledge of local markets possible. Therefore, despite the significant development of other communication channels, it is still necessary to be present at international trade fairs – this year we were in Dubai, Milan, Cologne and Bangkok, among other places. Over there we meet potential partners who can introduce our products to the right distribution channels and help us understand local expectations.

High-protein, lactose-free products and more ‘personalised’ solutions are growing in popularity in Poland. Are you seeing similar trends in foreign markets?

Indeed, we are seeing very dynamic growth in interest in functional products, including high-protein products, on the Polish market. Our Łaciate Protein+ line and Łaciate functional yoghurts with magnesium and biotin are a perfect fit for these expectations. Equally important is the growing interest in lactose-free products. In response to these needs, we have recently expanded our range to include, among other things, natural lactose-free Mrągowska buttermilk and lactose-free Greek-style yoghurt under Łaciate brand.

However, we are seeing slightly different preferences in distant foreign markets. The key factor is the shelf life of products at ambient temperature. In many countries in Africa, Asia and the Americas, there is a growing demand for products with a high fat content, such as butter, cream and cheese.

New products are often a response to market demands. What role do new products and

Our strongest and most recognisable export brand is, of course, Łaciate, which is present in over 100 countries on six continents, from Scandinavia to Southeast Asia

innovations play in your portfolio and how do they respond to the needs of consumers in Poland and abroad?

Product innovations are an important part of any development strategy and, in order to be successful, they should respond to specific consumer needs. We do not create new products in isolation from the market – decisions to introduce new products are based on listening to consumer expectations and analysing trends.

We greatly value our cooperation with the Dairy Industry Innovation Institute in Mrągowo, with which we are working on completely new products and improving existing ones. Combining global trends with local expectations is necessary to effectively develop our portfolio in multiple markets simultaneously.

Modern consumers increasingly expect not only quality, but also sustainable and transparent solutions. How is Mlekpol responding to this trend?

For Mlekpol, sustainable development is a consciously pursued, long-term direction of action, embedded in the strategy of the entire organisation. It has included and continues to include a number of smaller and larger investments, such as the launch of a modern biogas plant at the company’s sewage treatment plant in Grajewo. This installation uses organic waste from the processing process and sludge from the treatment plant, converting it into green electricity and heat, as well as organic fertiliser used locally by farmers.

Transparency and responsibility also apply to, among other things, the origin of the raw material. We obtain milk daily from nearly 7,400 suppliers – Polish farmers who are members of the Cooperative. The short time between collection and processing ensures the safety and freshness of our products. This local

cooperation and control over the supply chain enable us to guarantee our consumers healthy and tasty products of the highest quality.

From an export perspective, which product segments do you think have the greatest growth potential?

We see significant growth potential in cheese, for example, due to demand in Asia, but also in African countries and the Americas. It is not without reason that we have recently launched one of the largest investments in recent years – the expansion of the plant in Grajewo in the part dedicated to the production of cheese packaged in a protective atmosphere. This is a project worth many millions of PLN, planned for the years 2025-2029.

The second segment with significant growth potential is UHT milk. As I have already pointed out, in regions with dynamic demographic growth and limited domestic production – such as Africa, South-East Asia and Latin America –the demand for safe food with a long shelf life will grow steadily.

Looking ahead, what directions does Mlekpol plan to take in terms of export development and product portfolio in the coming years? How will they respond to the changing needs of foreign markets?

In the coming years, Mlekpol plans to develop based on three pillars: modern technologies, sustainable development and further strengthening its position on international markets. We are continuing our strategy of geographical diversification, intensifying our presence in regions with the highest growth potential, while strengthening our position in Europe. At the same time, we are developing our portfolio – both in functional segments that respond to the changing needs of geographically closer consumers and in categories with high export potential.

It is essential to maintain a balance between production scale and environmental and social responsibility. After all, supply chain transparency and pro-environmental activities are and will continue to be not only market expectations, but also increasingly stringent legal requirements. All these activities have one mutual goal – to build a strong, modern organisation that effectively combines tradition with innovation and is ready to meet the demands of current and future generations of consumers, both in Poland and abroad.

GRÜNE WOCHE

16-25.01.2026

Berlin

Activities for 2026

GULFOOD

26-30.01.2026

Dubai

ISM COLOGNE

01-04.02.2025

Cologne

BIOFACH 10-13.02.2026

Nuremberg

FOODEX JAPAN 10-13.03.2026

Tokio

ALIMENTARIA

23-26.03.2026

Barcelona

IFE LONDON

30.03-01.04.2026

London

SIAM 20-26.04.2026

Meknes

FHA (FOOD & HOSPITALITY ASIA) 21-24.04.2026

Singapore

SIAL CANADA 29.04-01.05.2026

Montreal

TUTTOFOOD

11-14.05.2026

Milan

FOOD & BEVERAGE WEST AFRICA

09-11.06.2026

Lagos

VIETFOOD & BEVERAGE

05-08.08.2026

Ho Chi Minh

FOODEXPO QAZAQSTAN 11-13.11.2026

Almaty

SIAL SHANGHAI

18-20.05.2026

Shanghai

SEOUL FOOD & HOTEL

09-12.06.2026

Seoul

WOFEX

29.07-01.08.2026

Manila

PLMA CHICAGO 15-17.11.2026

Chicago

PLMA AMSTERDAM 19-20.05.2026

Amsterdam

THE AFRICA FOOD SHOW

10-12.06.2026

Cape Town

FINE FOOD AUSTRALIA

31.08-03.09.2026

Melbourne

ISM MIDDLE EAST 15-17.09.2026

Dubai

THAIFEX ANUGA ASIA

26-30.05.2026

Bangkok

SAUDI FOOD SHOW 15-17.06.2026

Riyadh

ESPACIO FOOD SERVICE

29.09-01.10.2026

Santiago de Chile

SIAL PARIS 17-21.10.2026

Paris

FOOD AFRICA

07-10.12.2026

Cairo

WORLD FOOD ISTANBUL 15-18.12.2026

Istambul

National Support Centre for Agriculture (KOWR)

– your partner in discovering Polish flavours

WHO ARE WE?

KOWR is a Polish government agency under the Ministry of Agriculture and Rural Development whose mission is to promote and support the export of Polish food products to international markets. All our activities are carried out under the motto „Poland tastes good” – a symbol of the quality, taste and potential of Polish products. In this way, we build lasting relationships between Polish producers and foreign importers, opening the door to mutual success.

HOW DO WE WORK?

Promotion at international trade fairs – Polish national stands are present at the largest agri-food events around the world.

Trade missions and networking – we connect foreign importers with Polish producers through inbound and outbound missions and matchmaking events.

Tastings and culinary demonstrations – we organise workshops, tastings and festivals to showcase the unique taste of Polish products.

Content support – webinars and conferences on business opportunities in the Polish market.

WHY WORK WITH US?

Access to the best products – from certified regional specialities to innovative and ecological solutions.

Reliability and quality – Polish producers meet the highest European standards.

Global potential – Polish products are exported to more than 190 countries.

mokate

Krzysztof Suchy Director of International Markets

Exports, innovation, and premium products. How Colian is building its international position

Long-term brand value building, expansion into markets with high growth potential, and skilful response to changing consumer trends are key elements of FMCG manufacturers’ strategies today. Krzysztof Suchy, Director of International Markets at Colian, talks about the Colian Group’s priority areas for export development, trends shaping the confectionery category, the growing importance of the premium segment, and regulatory challenges in Europe.

What actions are key in Colian’s export development strategy and which markets are currently the most important for you?

The Colian Group’s export development strategy is based on long-term brand value building and consistent expansion into markets with high growth potential. Our objective is not only to increase sales volumes, but above all to scale the business by focusing on quality, strong brand recognition, and the development of powerful brands.

A key element of this strategy is strengthening brands with international potential, including both Polish brands and those acquired abroad. At the same time, we focus on acquisitions and leverage local expertise, which allows us to better understand consumer needs and develop distribution more effectively.

Another important aspect is adapting the product portfolio to the specific characteristics of each market – in terms of flavour profiles as well as consumer trends such as premiumisation, growing emphasis on ingredient quality, and responsible production. Export

growth is further supported by investments in operational efficiency, modern production facilities, and synergies across the Group.

Currently, Colian’s most important foreign markets are Western European countries, particularly the United Kingdom and Ireland, the DACH region (Germany, Austria, and Switzerland), France, and other mature European markets, where we are steadily building our brand presence. At the same time, we are diversifying our sales and expanding operations beyond Poland.

Which consumer trends in the confectionery category currently have the strongest impact on the development of Colian’s portfolio – changes in ingredients, product formats, or ways of consumption?

The development of the confectionery portfolio today is influenced by multiple, parallel consumer trends, ranging from longterm shifts in purchasing habits to short-lived fads. It is increasingly clear that consumers expect confectionery not only to provide en-

joyment, but also to offer additional, practical benefits. There is growing interest in products fortified with functional ingredients, such as magnesium, fibre, prebiotics, protein, and components that enhance energy and mood. An example of our response to this trend was the limited edition of Grześki wafers with guarana and lemon balm, combining energising and calming effects.

Another important trend is multisensoriality, meaning the combination of different textures, structures, flavours, and aromas within a single product. Consumers are increasingly seeking surprising experiences that engage more than one sense, which explains the popularity of confectionery with crunchy elements, popping candy, or beverages with intense carbonation. These solutions help products stand out on the shelf and create a more emotional, engaging consumption experience.

The trend of “modern nostalgia” also plays a significant role. Older generations eagerly return to the flavours of their youth, while younger consumers see them as a nov-

Colian

el experience and part of a broader cultural story. The key is a modern approach – familiar recipes and formats are reinterpreted to meet today’s expectations regarding quality, aesthetics, and functionality, combining sentiment with contemporary standards. For older consumers, it evokes memories; for younger generations, it offers the chance to try what their parents once enjoyed.

Consumers’ purchasing decisions are increasingly influenced by brand collaborations, also known as cross-branding or co-branding. Combining brands from different worlds allows companies to expand target groups and engage consumers in new contexts. Colian leverages this potential, as illustrated by the collaboration between Śliwka Nałęczowska and the fashion brand Medicine, or the launch of Hellena jellies inspired by the iconic Hellena Orangeade flavour.

Another fast-growing trend is the collaboration of brands with pop culture icons as well as digital creators. Influencers, YouTubers, and TikTokers have a real impact on purchasing decisions, although market experience shows that such activities require careful management and authenticity. At Colian, we recognise the potential of this approach and analyse it responsibly, always prioritising brand credibility.

Equally important is the trend of transparency, often referred to as the “triumph of transparency”. Consumers want to know where their food comes from, how it is produced, and what values stand behind a brand. Such issues as clean labels, traceability of raw materials, shorter supply chains, regional sourcing, and ethical business practices are gaining significance. This trend is also supported by the growing phenomenon of consumer patriotism, which favours brands that build trust and long-term relationships with their audiences.

The premium confectionery segment is gaining importance – how does Colian build brand value in this area, and how does it plan to differentiate itself from global competitors?

The premium confectionery segment plays an important role in Colian’s strategy, and building value in this area is based, among other things, on conscious portfolio decisions. A key element is the acquisition of brands with

The premium confectionery segment plays an important role in Colian’s strategy, and building value in this area is based, among other things, on conscious portfolio decisions.

an established reputation and strong heritage, such as Elizabeth Shaw and Lily O’Brien’s. Both are renowned in their local markets for high-quality premium chocolates – pralines and boxed chocolate products – targeted at consumers seeking exceptional taste experiences and quality beyond the mass segment.

At the same time, Colian consistently invests in marketing, product innovation, and operational development, with particular focus on international markets. These efforts are aimed at strengthening brand positions in the most valuable FMCG categories and increasing their recognition in the premium segment, where purchasing decisions are strongly linked to quality, aesthetics, and brand image.

An important source of competitive advantage is also the use of synergies resulting from international structures and consistent market expansion. This enables brands within the Group’s portfolio to compete more effectively with large global players while maintaining their own identity and character.

As a result, Colian stands out through a combination of brand authenticity, heritage, and a coherent, long-term growth strategy. These values are particularly appreciated by premium consumers, who expect not only a high-quality product but also a credible and recognizable brand.

What are the biggest challenges and opportunities for confectionery manufacturers in Europe in the coming years, considering cost pressure, regulations, and changing consumer attitudes?

The competitiveness of the European economy, particularly given the increasing regulatory burden imposed by the European Union,

is a complex and multi-faceted issue. In recent years, confectionery manufacturers have been operating in an environment shaped by an increasing number of directives and industry regulations – ranging from deposit return systems, the sugar tax, Extended Producer Responsibility (EPR), regulations on single-use plastic packaging (SUP), Front-of-Pack Nutrition Labelling (FOPNL), and packaging design requirements for recyclability (PPWR), to obligations arising from the EU Deforestation Regulation (EUDR). On top of that, there is the risk of introducing a fat tax (similar to the sugar tax), possible increases in VAT rates, and trade-related conditions such as international agreements (e.g., Mercosur).

The scale and pace of these changes significantly affect the competitiveness of EUbased manufacturers compared to economies with less restrictive regulatory environments, such as China or the United States. In the confectionery category, it also translates into growing competitive pressure from producers based in Turkey and Ukraine.

At the same time, Poland, as one of the leading confectionery producers in Europe and worldwide, still holds significant competitive advantages. Relatively lower production costs, the high quality of Polish food products, and modern, flexible manufacturing capacities form a strong foundation for continued growth and international expansion.

An additional opportunity lies in consolidation and scale building. The combination of Colian and Gubor Schokoladen significantly strengthens our position in both the European and global markets, not only by effectively doubling the scale of the business, but also by balancing the portfolio between branded products and private label (50/50). Worldwide sales, portfolio synergies, and a strong seasonal product offering increase the resilience of the business to cost pressure and market volatility.

The acquisition of premium brands and international mergers form an integral part of Colian’s long-term strategy, aimed at strengthening the operational base, gaining access to new markets, better leveraging R&D capabilities, and achieving economies of scale. In the context of the European confectionery market, such actions are becoming one of the key responses to growing regulatory challenges and evolving consumer expectations.

Polish export potential

From Europe to Asia and America, Polish food is valued not only on domestic tables – but by consumers in various regions of the globe. The world’s top export hits include Polish apples and other fruits and vegetables, poultry meat, dairy products, sweets, baked goods, among others. Our native products are winning new customers year after year.

Monika Górka Editor

Polish food stands out not only for its taste, but also for its high standards of quality and safety. “Polish cuisine is more than a tradition – it is also a dynamically developing agri-food industry that successfully competes in international markets. For years, it has also enjoyed growing popularity in Asia, among others. Polish products are appreciated in Vietnam, Korea or China – for their natural composition, exceptional tasting qualities and traditional recipes. This proves that Polish food can be our best showcase in the world” – Bożena Wróblewska, President of the Promotion Center of the Polish Chamber of Commerce, emphasizes.

POLAND’S STRENGTH IN EXPORT CATEGORIES1

Poland is among the largest food producers in the European Union. In 2024, it ranked fifth among EU countries in terms of agri-food production value, accounting for about 8 percent

of the EU market. Our country is the largest producer of apples and poultry in the Union, holds leading positions in dairy, cheese and milk production, and ranks high in pork, sweets and bakery products. It also holds a strong position in the export of vegetables – especially cabbage, carrots, onions and mushrooms – and soft fruits such as blueberries, raspberries and strawberries, which in recent years have become increasingly recognized on world markets.

The year 2024 confirmed the strength of Polish food exports. The value of foreign sales of agri-food goods reached 53.5 billion euros, an increase of 2.7 percent compared to 2023. The share of food in Poland’s total exports rose to about 15 percent, making the sector one of the most important branches of the economy. Most goods went to the European Union market – as much as 71 percent of the total, or €36.4 billion. The largest recipients were Germany, where the value of exports amounted to 13.6 billion euros, as well as the Czech Republic and France. Among non-EU markets, the United Kingdom topped the list with €2.8 billion, followed by the United States and Ukraine. It is also worth noting the dynamic growth in sales to Turkey and Switzerland, which confirms the growing interest in Polish offerings outside the EU.

The most important export categories remain meat and meat products – with poultry dominating, as well as beef and traditional cured meats – as well as cereal and bakery products, dairy products, confectionery and candy. Fruits and vegetables are also increasingly important in the export structure. Poland has for years been a leader in the production of apples, which go both to the European Union countries and to distant markets in Asia and Africa. Sales of berries – especially blueberries, raspberries and strawberries – are growing dynamically, winning consumers in Western Europe and North America. Fresh and processed vegetables, including mushrooms, of which Poland is the largest exporter in the Union, also maintain a high position.

QUALITY CERTIFICATES

Polish food is valued for its quality and natural origin, and this is confirmed by certification systems. The “Polish Product” symbol guarantees that the raw materials come from the country, while EU quality marks – Protected Designation of Origin, Protected Geographical Indication and Traditional Specialty Guaranteed – help distinguish such specialties as Old Polish jalowcowa sausage or Kurpiowski honey. An additional confirmation of quality is

the “Poznaj Dobra Zywnosc” (Meet the Good Food) label, awarded by the Ministry of Agriculture and Rural Development.

Polish Food Day, which falls on August 25, is a reminder that our products are not only part of tradition and daily diet, but also the engine of the economy. Polish food today is becoming synonymous with quality, diversity and innovation, and its importance in global trade is steadily growing, reinforcing Poland’s image as one of the most important food producers in Europe and the world.

EXPORT DYNAMICS:

POLISH FOOD EXPORTS OVER THE PAST 20 YEARS HAVE INCREASED ALMOST 10-FOLD

The increase in the value of Poland’s agrifood exports in the eight months of 2025 was due to the prevalence of upward price trends in the global food market and Poland’s maintenance of a strong position in supply chains supported by recovering consumer demand in the EU market. Poland’s food exports were constrained by the dynamic appreciation of the zloty against the U.S. dollar recorded in the first and second quarters of 2025, which caused exports to non-EU markets to show little y/y growth.

In the commodity structure of exports from Poland in January-August 2025, meat, meat preparations and livestock accounted for the largest share, accounting for 22% of the export value. Revenues from the sale of cereal grains and preparations occupied 11% in the value of exports, tobacco and tobacco products – 10%, sugar and confectionery products – 8%, dairy products – 7%, fish and preparations – 6%, vegetables (including mushrooms) and preparations – 5%, fruits (including nuts) and preparations – 4%. A smaller share was

held by coffee, tea and cocoa (3%), oilseeds and vegetable fats (2%), fruit and vegetable juices (2%) and alcohols (2%)2

Polish products are increasingly finding their way to foreign markets because they combine high quality with reasonable prices. Consumers pay attention to taste, simple composition, natural raw materials and attention to safety standards, so they feel they are buying something solid. Polish producers are seen as partners you can rely on, as they respond quickly to changes, introducing new flavors, convenient packaging formats and versions tailored to local expectations. At the same time, we are still able to maintain attractive price levels. This set of qualities is conducive to winning more contracts and builds growing interest in Polish food around the world.” – comments Łukasz Knapowski, Aksam’s Commercial Director.

EU EXPORTS

The largest export revenues to EU countries were obtained from the sale of: tobacco and tobacco products (EUR 3.1 billion, down 1% on the corresponding period of 2024.), poultry meat and offal (€2.7 billion, up 27%), dairy products (€2.0 billion, up 19%), beef and veal (€1.8 billion, up 44%), fish and processed foods (€1.8 billion, up 2%), chocolate and chocolate products (€1.5 billion, up 21.5%), and bread and bakery products (€1.5 billion, up 5%)*.

NON-EU COUNTRIES

Agri-food products worth EUR 9.4 billion (PLN 40 billion) were exported to non-EU countries (so-called third countries) – 2% higher y/y. The share of countries located outside the European Union in the geographical structure of Polish agri-food exports was 25%.

The largest revenues were generated from Polish exports to non-EU countries: meat and non-poultry products (EUR 1.07 billion, up 6%), including beef and veal (EUR 342 million, down 2%), dairy products (EUR 744 million, up 3%), poultry meat and offal (EUR 712 million, down 3%), chocolate and chocolate products (€642 million, up 12%), bread and bakery products (€621 million, up 5%), tobacco and tobacco products (€607 million, up 9%), animal feed (€450 million, up 21%).

Recipients of agri-food goods exported from Poland to third countries, as in previous years, were primarily: UK (revenues of €2.9 billion, up 3%), Ukraine (€781 million, up 33%), USA (€544 million, up 11%) and Turkey (€345 million, up 3%)*

ECOLOGY OF POLISH FOOD –A HOT TOPIC

After three years of the nationwide educational campaign “Switch to eco – look for Eurolist 2,” the Polish Chamber of Organic Food is seeing an increase in confidence in certified organic food. The latest survey shows that consumers increasingly understand the principles of organic production, and positive associations with organic food are now 20 percentage points higher than in the previous edition of the measurement. At the same time, awareness of environmental benefits is growing, although still nearly half of those surveyed equate organic food with “healthy,” confirming the need for further education.

The Chamber has been running a campaign since 2022 to inform consumers about what organic food is and what the process of producing it entails. While it might seem simple to identify such products, education requires dispelling numerous myths and countering the so-called

CLASSIC

“eco-culture.” The campaign emphasizes that organic food is produced in accordance with EU and national regulations on organic agricultural production, without pesticides, artificial fertilizers, GMOs and with respect for biodiversity and environmental resources. Only products that meet these requirements can be labeled with the Eurolist symbol. PIŻE periodically surveys consumers’ knowledge of the virtues of organic production, recognition of the Eurolist and the level of trust in organic food.

In the current edition of the survey, 66 percent of respondents declare positive associations with the term “(certified) organic food,” including 44 percent rather positive and 22 percent definitely positive. Negative feelings associated with the term do not exceed a few percent of the responses given by respondents3

Poles know more and more about organic food every year and are more willing to go for organic products, guided by, among other things, concern for the environment. This allows us to predict that domestic organic production will grow. And we have a lot of catching up to do, still lagging behind the leading EU countries in this regard. The average annual spending on organic food in the EU is about 100 euros per capita, while in Poland it is about 8 euros. “Although the difference between the prices of organic and conventional food has re-

Magda Szabłowska Export Sales Director

SM Mlekovita

Polish food today is becoming synonymous with quality, diversity and innovation, and its importance in global trade is steadily growing, reinforcing Poland’s image as one of the most important food producers in Europe and the world.

cently narrowed from 40-50 percent to about 20-30 percent, the greater expense associated with the purchase of organic products still remains a barrier for Poles,” says Krystyna Radkowska, president of the Polish Chamber of Organic Food, organizer of the campaign “Switch to eco – look for Eurolist 2”.

“However, we hope that the increase in consumer awareness and purchasing power in the market will translate directly into the number of organic farms, and thus the expansion of the offer in specialized organic stores or on the shelves with organic food in chain stores. And we know

that some customers want to buy comprehensively – from fresh fruits and vegetables to dairy and meats to preserves and snacks. I can’t help but mention other factors important for the development of organic farming, such as public support in the form of, among other things, EU subsidies, especially needed in the current situation of rising labor, energy and production costs.” – Krystyna Radkowska adds.

POLISH DAIRY PRODUCTION TRADITION

The Polish tradition of dairy production is a value that is difficult to overestimate. For generations, many regions of the country have developed local ways of making cheese, butter or sour milk products, based on natural ingredients and experience passed down from farmer to farmer. This rich tradition, combining craftsmanship with modernity, is one of the pillars of consumer confidence today.

“The high quality of Polish dairy products is not a coincidence – it is the result of modern production technologies, strict phytosanitary and veterinary standards and a constant emphasis on innovation in processing. The Polish dairy sector invests in quality control at every stage of product development: from attention to animal welfare, to transparent milk collection rules, to advanced pasteurization or fermentation processes. The re-

The Size of the dairy sector in Poland is at an impressive level. In 2024, Poland was the 3rd largest milk producer in Europe. Dairy sector in Poland is being constantly developed, and Polish products are well known and appreciated all over the world. Dairy cooperative Mlekovita is the biggest Dairy exporter in Poland and the biggest dairy cooperative in central – east Europe. We collect 8milion liters of milk every day. We have 15000 farmers delivering milk to us , 5000 employees, 250 production lines. Mlekovita consists of 26 production plants and 34 distributing centers. Every year we conquer new markets and surprise with new products with the highest quality. Attractive location in Central Europe, is giving us full access to the European market. Extensive logistics facilities in international transport and highly developed road and railway infrastructure enable efficient international exchange of goods. What we see in Europe is more and more Europeans are using weight loss medication, and this can be seen in a shopping cart. International studies have shown that this group could drive a 5-7% decline in grocery consumption annually. It is not just about a fewer candy bars and avoiding sweet drinks. It is about a stronger change in the consumption habits. We see that the costumers are looking for high protein products and healthy alternatives packed with nutrition. Dairy Cooperative Mlekovita provides high protein cheeses, yoghurts, kefir, buttermilk, skyr and of course whey protein concentrate 80% in powder to use in shakes. As dairy products are an important element of a balanced diet, and customer interest and requirements are increasingly higher, the competitiveness of Polish products is growing. There is a great opportunity for Polish products to emerge on a higher scale since we have valuable high protein and rich nutritious choices which are highly valued when being on a diet. Weight-Loss Drugs Reshape Consumer Habits and Sales Dynamics. Especially Increased Demand for Protein Concentrates to Prevent Muscle Loss. Our company wants to positively influence the health of our customers by promoting safe, good, and well-balanced food, as well as encouraging responsible eating habits.

Krajowy Ośrodek Wsparcia Rolnictwa

sult is products that stand out for their freshness, natural composition and stable quality parameters,” informs Agnieszka Maliszewska, President of the Polish Milk Chamber.

The growing popularity of Polish dairy offerings on foreign markets is not surprising. Polish cheeses, UHT milks, butters or dairy powders are in demand both in EU and non-EU countries. Consumers appreciate their taste, quality and favorable price/value ratio. Dairy exports are thus becoming one of the more important pillars of the Polish food economy. The dairy sector itself is seeing the industry’s position in the national GDP grow. As Agnieszka Maliszewska points out, today more than 32 percent of our products are exported, the main recipients being EU markets (with Germany, the Czech Republic, the Netherlands and Italy having the best share). But not only the EU is an important export destination. Our products also find their way to the world’s tables. From the UK, to Algeria, the US or Asian markets and the Far East.

The ecology and safety of Polish food is also crucial. The industry consistently implements environmentally friendly solutions – from reducing energy and water consumption to using packaging that can be easily recycled. Meanwhile, Poland’s surveillance and certification system ensures high hygienic standards, so that products reaching the market are fully safe, tested and meet the highest quality standards.

The Polish dairy industry has huge growth potential, evident in a wide range of product categories. The segment of ripened and regional cheeses is developing, yogurts and fermented beverages – valued for their health-promoting qualities – are recording dynamic growth. “The production of butter, cream and powdered milk, used in the food industry worldwide, is also growing steadily. Functional, high-protein products and those dedicated to active people

Joanna Kąkol Spokesperson Colian

are also strengthening their position,” concludes the President of the Polish Milk Chamber.

MEAT INDUSTRY – SUSTAINABLE DEVELOPMENT, HEALTHY LIFESTYLE AND SAFETY

The Polish meat industry successfully combines rich tradition with modern requirements, which allows it to strengthen its position on the global market. Polish meat is recognized for, among other things, its high quality and taste, which is due to traditional breeding and processing methods. Producers are developing and constantly investing in technological innovations that increase productivity while maintaining high standards and, consequently, reproducible quality of products4

As a member of the European Union, Poland must comply with EU regulations governing animal welfare. It complies with EU directives regulating standards for the treatment of farm animals, which include restrictions related to the housing, feeding and treatment of animals. For example, Council Directive (EU) No. 98/58/EC sets minimum standards for the protection of farm animals, and Regulation (EC) No. 1099/2009 deals with the humane killing of animals.

It is also worth mentioning that there are already various certification systems in place that provide additional animal welfare guarantees,

such as the “Welfare Quality” certificate. These are often voluntary certifications that set higher standards than the minimum legal requirements.

There are a number of measures in place to improve animal welfare in the meat industry, however, there are still areas for further progress and improvement, according to research.

Healthy food, ethical breeding and food safety – these are not empty slogans, but real determinants shaping Poles’ purchasing decisions. The results of a nationwide survey, commissioned by the Polish Meat Association and conducted by research firm Biostat, reveal the extent to which public awareness has changed shopping habits in Poland. Among the 1,000 respondents, men and women between the ages of 25 and over 65 from across the country, a trend for the better is becoming apparent – Poles not only want, but also choose meat from animals treated with proper care.

Adherence to animal welfare in the meat industry in Poland is a topic that has been growing in importance among both producers and consumers in recent years. Consumer awareness in Poland is growing, with more and more people paying attention to animal husbandry conditions. This is leading to greater demand for responsibly sourced products, which may in turn motivate producers to improve standards.

Food safety labeling on meat products in Poland should meet the stringent requirements of

Colian invests in the development of strong brands with a long tradition, which are valued at home and abroad for their unique taste, proven recipes and high quality. The Goplana brand, an umbrella brand in the company’s export portfolio, has been on the market since 1912. It encompasses an assortment of sweets that respond to diverse consumer needs. In addition to key chocolates, pralines and occasional figurines, it offers Coolky cookies, Family’s wafers, Alibi wafers and bars and Plum in Chocolate, among others. Each of these brands has a Polish pedigree and is successful on the global market. Colian’s offerings include more than just domestic brands. Ireland’s Lily O’Briens, Britain’s Elizabeth Shaw and Germany’s Gubor Schokoladen have a rich history and perfectly complement the company’s portfolio, strengthening it with their heritage and passion for chocolate.

European Union law and national regulations. Already, meat product labels must clearly indicate the origin of the meat, the best-before date or the date of minimum durability. This is important food safety information for consumers. Labels must also include information on the presence of allergens, which is important for people with food allergies, as well as the full composition of the product, including additives such as preservatives, colors or flavor enhancers. Instructions on storage and preparation of the product are essential to ensure its proper use and maintain quality.

The meat industry in Poland strives not only to comply with these regulations, but also to implement new technologies and practices that increase transparency and product safety. For example, systems are being put in place that make it possible to quickly trace the origin of meat products at all stages of production and distribution, which is particularly important when potential health risks are detected. In addition, the industry is increasingly using modern packaging techniques that can prolong the freshness of products and reduce the risk of contamination. All of this contributes to raising food safety standards and ensures greater consumer confidence, which the survey shows is crucial to purchasing decisions.

Food safety remains unwavering in its role as a top priority. Nearly half of the survey participants (47.5%) constantly monitor information on this topic on meat product packaging. Food safety labeling (60.2%), non-GMO (56.8%) and controlled production process (49.6%) are among the most frequently indicated criteria.

The most important element on food packaging – according to 78.2% of respondents – is its composition. This indicates a growing need for transparency and authenticity of products consumed by Poles. In addition, nutritional information and the origin of the product are also high on the list, for 42.7% and 52.5% of respondents, respectively.

Our native sweets have their faithful recipients all over the world. Consumers appreciate them for their taste, tradition, ecology or wide choice in particular categories. Both classic products are valued, but also following trends and responding to them with a diverse range of flavors.

Guarantees of GMO-free and antibiotic-free animal food are a deciding factor for 53.4% of respondents. Thus, consumers express a preference for breeding practices that are compatible with sustainability and healthy living.

SWEETS – A CARRIER OF POLISH TRADITION IN THE WORLD

Classic recipes and innovations do not have to be mutually exclusive. Tasty and simple in composition Polish sweets are proof of this. Our native sweets have their faithful recipients all over the world. Consumers appreciate them for their taste, tradition, ecology or wide choice in particular categories. Both classic products are valued, but also following trends and responding to them with a diverse range of flavors.

According to forecasts, from 2024 to 2029, the value of the global chocolate confectionery market will increase by 19.9%. This demonstrates the category’s solid foundation, despite global economic challenges.

The U.S., the U.K. and Germany are the three key markets that dominate global chocolate candy sales and control the largest share, confirming a pattern of concentration in developed Western economies.

Chocolate bars remain the strongest product category globally, indicating the continuing role of traditional formats in the structure of chocolate candy consumption.

“The high quality of Polish products is due to the skillful combination of long-standing traditions, respect for natural raw materials and modern technologies. Polish companies focus on reliable recipes, transparency of processes and control at every stage of production, which builds trust among global consumers. Foreign consumers are increasingly choosing Polish brands because they associate them with authenticity, careful craftsmanship and distinctive taste. This combination of tradition, innovation and responsible approach allows Polish products to successfully compete in the most demanding markets.” – comments Iwona Łagodzińska, CEO of Terravita.

VEGETABLE AND FRUIT FACTS

Is there anyone in Europe who doesn’t know Polish apples? Probably not. Poland is a powerhouse in exports, ranking at the top of the EU in terms of production and exports of apples, blueberries, raspberries and cherries, among others. Exports of fruits and vegetables are not only millions of tons of goods sent abroad, but above all the stability of Polish farms.

Our country’s favorable climatic and soil conditions or tradition of cultivation for the production of various kinds of fruit, which allows us to meet the needs of both domestic and foreign markets. Polish fruit exports mainly include apples, strawberries, cherries, raspberries, black currants and blueberries. Each of these fruits finds buyers in various foreign markets, both in the European

The high quality of Polish products is the result of a combination of modern production technologies, rigorous safety standards and access to proven raw materials. Polish manufacturers, including Wawel SA, consistently invest in technological development, process automation and quality control, which translates into repeatability and high product parameters. Attention to composition also plays an important role – increasing transparency of recipes, reducing unnecessary additives and using raw materials from trusted suppliers. Polish companies are increasingly combining tradition with innovation to create products that meet modern trends, while maintaining high standards of quality and safety.

Agnieszka Rybicka Communication Manager Wawel

Union and around the world. It is also impossible not to mention vegetable and fruit preparations, such as juices, jams and frozen foods, which are popular, not least because of their clean label without “unnecessary” additives or enhancers.

• Poland is counted among the world’s largest exporters of fresh apples and concentrated apple juice. 20-30% of domestic production of these fruits and up to 85% of the concentrated apple juice produced is directed to export.

• Strawberries, raspberries, blueberries and currants – Poland is one of the world’s leaders in berry production. Their taste and freshness go to many EU countries and beyond.

• Ground vegetables – carrots, onions, cabbage, tomatoes – production exceeds 5 million tons per year, and some go to almost all of Europe.

• Mushrooms – 239,000 tons of fresh mushrooms and 80,000 tons of processed mushrooms were exported in the 2022/2023 season*.

APPLES HAVE BEEN ADDED TO MORE THAN A MILLION CONSUMERS

Among the most popular November species, Kantar Poland lists apples, pears, plums and

blueberries. Compared to November 2024, their consumption increased significantly. The apple is the most noteworthy – once again in the monthly survey – with more than a million new consumers. Apples were the most consumed fruit in November 2025, consumed by 90% of Poles. In second place were pears, consumed by half of Poles (51%). Third place in November, belongs to plums (46%). The next species mentioned were blueberries (35%), raspberries (30%), strawberries (23%) and cranberries (21%). For the first time, declarations of consumption of processed blueberry products were also surveyed. The result – 4.8 million (15%). November was another month of significant growth in the number of consumers – apple –once again – 1.2 million to be exact (November’25 vs. November’24).

POLISH SUPERFRUITS

Functional food is indicated as a new strategic direction and opportunity for Polish agriculture and processing. The sought-after raw material for its production is berries. “In Poland we have favorable conditions for growing these species. It is a temperate warm transitional climate, which is characterized by large amplitudes of annual and

daily temperatures. It is warm during the day and quite cold at night, which affects the taste – the balance of sugars accumulated during the day and the acidity retained at night. This is why, for example, Polish blueberries are considered exceptionally tasty. The fruits are intensely colored and rich in polyphenols. An outstanding example is chokeberry, which, thanks to the presence of anthocyanins (50-60%), is the richest source of antioxidants. Thanks to these remarkable properties, scientists refer to berries as superfruits. Many of their species – sea buckthorn, chokeberry, Polish minikiwi or kamchatka berry, currants, blackberries, raspberries or blueberries – are becoming a valuable raw material for the production of functional foods. A whole new functional food segment has already been created on the basis of the aforementioned chokeberry,” comments Paweł Eggert, a member of the Berry Core Team in Poland.

Polish food is not only about taste, it is also about identity, quality, authenticity or emotions. And often these values can be more valuable than promotion or advertising alone. Export activities are characterized not only by the sale of goods, they are also a kind of experience that stays in the consumer’s memory definitely for longer.

Platinum Partner Modern Expo presents a 1,600 m² of immersive experience at EuroShop 2026 — across two high-capacity stands, C25 + C31, in Hall 12.

At EuroShop 2026, Modern Expo showcases complete retail infrastructure, delivered from a single source, that drives measurable business performance at scale. Visitors will explore alternative scenarios for retail growth — where businesses scale faster, operate smarter, and achieve stronger financial results through intelligent infrastructure, operational precision, and high-performance retail systems.

Beyond the immersive pavilion, Modern Expo will host a series of bespoke events with market leaders, focused on in-depth discussions, insight exchange, and strategic networking.

With over 28 years of global experience, Modern Expo integrates R&D, design, engineering, and manufacturing under one roof. This end-to-end approach enables faster delivery, smoother deployment, and more efficient scaling across large retail roll-outs. The company builds retail infrastructure grounded in engineering precision, data intelligence, and industrial-scale manufacturing, creating future-ready formats — from convenience stores to hypermarkets, from last-mile logistics to autonomous retail solutions.

Modern Expo owns 100,000 m² of full-cycle production facilities in Ukraine and Poland and employs 2,300+ professionals worldwide. Its portfolio includes 1,000,000+ stores launched globally, alongside extensive expertise in out-of-home logistics, parcel lockers, warehousing systems, and POSM solutions. The company works with internationally recognized brands expanding into hundreds of locations annually and serving millions of customers every day.

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Touch of Sustainability – Three Lines, One Planet

Rabtrolley is a brand with a clear mission: three product lines made entirely from recycled plastic, each telling its own story of care for the environment.

For years, Rabtrolley has shown that innovation and environmental responsibility can go hand in hand. In response to the global challenge of plastic overproduction and the excessive use of natural resources, the company has developed a unique production strategy. Every Rabtrolley product is manufactured from 100% recycled plastic, while each line highlights a different path toward protecting the planet.

Save the Sea –plastic recovered from seas

The Save the Sea line is created from marine waste. Rabtrolley uses plastic recovered directly from seas and oceans. This approach not only helps reduce pollution in marine ecosystems but also raises consumer awareness. Every trolley in this line is a strong symbol of the fight for cleaner oceans and a future with less plastic.

Eko Black – giving production waste a second life

Daily manufacturing processes generate plastic leftovers that often end up in landfills. Rabtrolley addresses this issue with its own solution. The Eko Black series is made entirely from internal production waste – 100% of the material comes from the company’s own processes. This closed-loop approach significantly reduces the brand’s environmental footprint.

Eko Color – industrial recycling in action

The third line, Eko Color, is based on raw materials recovered from a wide range of industrial waste. It demonstrates how plastics that would otherwise be incinerated or discarded can be transformed into valuable products. The variety of reclaimed materials makes it possible to create colorful, eco-friendly trolley designs.

Trusted by leading retail chains

Rabtrolley’s sustainable approach has been recognized by major retail chains that actively implement their own environmental strategies. Rabtrolley trolleys are used by chains such as Carrefour, Auchan, Tuttigiorni, Lewiatan, Homa, Dealz, and Vive Profit etc. This means that millions of customers use shopping trolleys made entirely from recycled plastic every day.

Sustainability at the heart of the brand

For Rabtrolley, recycling is not an add-on but the foundation of its philosophy. By using three different sources of recycled materials, the company supports environmental protection on multiple levels – from cleaning oceans, through reducing its own production waste, to cooperating with retail and industrial partners worldwide.

A market full of sweet pleasures

The development of new technologies, the intense pace of changes in consumer preferences, fleeting and short-lived trends, as well as those that will stay in the industry for longer, all affect the future of the Polish confectionery market, which is governed by slightly different rules than other food categories. Sweets are a unique segment, as they are associated with feelings, emotions or a certain social ritual. And, of course, with pleasure... How is the Polish market of sweets and consumer preferences, and what do foreign buyers value our native products for?

Górka Editor

In the last 12 months (ended October 9, 2025), the Polish confectionery market* reached a value of PLN 22 billion. The value of the market increased by as much as 9.1%, while sales volume remained at a similar level to last year (down 0.8%). This growth is primarily driven by the dynamic increase in product prices (the average price per kilogram of sweets rose almost 10% year-on-year), which may be a direct result of the rising cost of raw materials used in their production1.

VALUE GROWTH IN CANDY CATEGORIES DRIVEN BY VOLUME PRICE INCREASES

– Bars are one of the largest categories in the sweet market – over the past year, one out of every ten zlotys spent on candy was spent on a product in this category. The value of candy bar sales increased by as much as 9.6%, reaching PLN 2.5 billion. Rising prices are responsible for this increase – the average price per kilo of candy bars went up by more than 10% yearon-year. Sales volume, on the other hand, recorded a 2.9% year-on-year decline.

As Katarzyna Wronka-Falah, Senior Customer Consultant at NIQ, comments, private labels account for only 3% of value sales of the candy bar category and show a negative sales trend in terms of both value and volume.

– The candy bar category posted value growth of 3.8% year-on-year, despite a sharp 7.5% decline in sales volume. As NIQ’s data show, value growth, as in the

other confectionery categories, was driven by volume price increases, which exceeded 12% year-on-year. Private label brands account for almost 40% of total value sales of dragees, and recorded both stronger value growth (+5.7%) and stronger volume decline year-on-year (-9.5%) than manufacturer brands (-9.5%).

– The dissolvable gum segment in Poland (present within the candy and lollipop category) reached nearly PLN 400 million in the last 12 months, recording a slight value decline of 1.3% year-on-year. Much more notable, however, was the decline in sales volume, which was as much as 6.9%.

– The confectionery market also includes the standard chewing gum category, for which the sugar-free segment plays a dominant role, accounting for almost 94% of the value of the chewing gum market in Poland. In the last 12 months, sugar-free

Monika

gums have experienced double-digit price growth / kg (almost +12%) which has resulted in the segment posting a value growth of 7% year-on-year, despite a 4.4% decline in sales volume. “It is also worth noting the contrast with sugar-containing gums, which recorded a double-digit decline, both in value and volume,” adds Katarzyna Wronka-Falah.

The discount channel plays a dominant role in candy sales in Poland – every second zloty is spent by Poles on candy in this channel. The importance of discounters is greatest for the category of dragees, where discounters generate nearly 2/3 of total value sales.

CHOCOLATE CANDY: ACCOUNTS FOR ALMOST 60% OF THE TOTAL SWEET MARKET2

Chocolate sweets play a key role in the Polish candy market. A 59.7% share of the total market value shows how strategically important this category is for manufacturers.

The Polish chocolate candy market is adapting to new cost realities. The PLN 1.14 billion increase in the value of the market with a 12,400-ton decrease in volume reflects the process of adjusting the price structure to the rising costs of raw materials and production, while keeping the category attractive and accessible to consumers3

Among Polish households, chocolate candy** is extremely popular – almost every household reaches for it, on average buying as much as 12.9 kg of these products per year. This category is dominated by spending on branded products, and the

Agnieszka Rybicka Communication Manager Wawel

Consumers appreciate Polish sweets for their taste, tradition, ecology or wide choice in particular categories. They value classic products, but also follow trends and respond to them with a diverse range of flavors, often tailored for specific foreign markets.

value share of private labels is relatively low at 13.8 percent.Over the past 3 years, with a slight increase in branded products, we have seen a decrease in the volume of private labels purchased, and the number of households buying them is also declining. Private labels vary in popularity depending on the category: the highest share is observed for chocolate bars, and the lowest for pralines.

“The popularity of chocolate sweets is also evidenced by the frequency with which we purchase them, which is on average as many as 43 times a year. Differences in frequency are observed, for example, in the case of the size of the locality from which the household comes, or what life cycle it is in. Households with children and from rural areas purchase the category with the highest frequency, while

young households without children and retirees and households from the largest cities purchase with the lowest frequency,” comments Anna Michalak, senior consultant at YouGov.

Looking at the various diet-related segments within chocolate candy, there is a year-on-year decline in the number of buyers of “sugar-free” products, while there is an increase in the “gluten-free” segment. The clear favorite, in terms of purchasing channels, are discount stores – we leave as much as 56 percent of our total spending on chocolate sweets there, paying the least, at PLN 48.67 per kg of these products.

Rising prices of chocolate sweets are prompting buyers to look for cost-attractive deals. In recent years, we have seen increases in the volume of the category purchased on promotion, and its share now stands at as much as 50 percent. This is not surprising, given that the average price per kilogram on promotion is almost 30 percent lower than for regular-priced products. Promotionality varies by category: the highest share is observed for chocolate figurines, and the lowest for candy bars.

MARKET MONITORING CENTER – DISTRIBUTION OF SALES IN POLAND

Analyzing the location of sales in the first half of 2025 according to data from the Market Monitoring Center – one can observe a high concentration falling on discounters, accounting for almost half of the value generated by all sweets. Their weight additionally increased slightly at

In 2026, the Polish confectionery market maintains stable growth despite cost pressures related to record cocoa prices. Key trends are „clean label,” premiumization and functionality, especially the growing interest in plant-based and high-protein products. Wawel is responding to these trends by developing products with simple ingredients (in line with the Good Ingredients program), functional innovations, and products for vegetarians and protein. The company is also implementing a significant investment – the modernization of its Dobczyce plant, which by 2027 will increase production capacity by about 15% and raise technological and operational efficiency. The market for functional confectionery is growing thanks to greater nutritional awareness among consumers. Customers are looking for products with simple ingredients and additional benefits, such as protein and plant-based ingredients. An example of this direction is Wawel Protein Michalki. In this one product, Wawel has combined tradition and innovation, offering the iconic peanut flavor enriched with pea-based plant protein, thus responding to the needs of conscious, active consumers.

compared to the same period a year earlier. The second main sales channel for candy is small-format stores with a weight of 30%. Their allocation, on the other hand, decreased slightly in the analyzed periods. Supermarkets account for 15% of the sales value, and hypermarkets less than 7%.

In the TOTAL Panel (Small Format Stores, Supermarkets, Discounters and Hypermarkets), the sales value of all confectionery in the first half of 2025 was 8.3% higher than in the first half of 2024. In contrast, sales decreased by 4.5% in number of transactions. As analyzed by Julia Grzesik of the Market Monitoring Center, the confectionery market generated around PLN 11.5 billion in the period. On average, 20% of this result went to cookies, 15% to chocolates and about 10% each to pralines and chocolate bars. Moreover, chocolates and chocolate bars increased in weight compared to last period. Most of the major confectionery categories saw an increase in sales value during the period under review – cakes +10%, chocolates +22%, chocolate bars +12% – with the exception of pralines, which remained stable. A factor in this change was the increase in average price,

Iwona Łagodzińska CEO Terravita

Karol Pilaciński Export Director Bogutti

Polish sweets are gaining admirers around the world, also thanks to the flexibility of producers in preparing products tailored to local markets.

as in terms of the number of transactions, chocolates, pralines and impulse wafers recorded the largest (among TOP categories) decrease of less than 10% each. We can find all major categories of sweets in almost every store.

CHOCOLATE CONFECTIONERY IN POLAND – COUNTRY REPORT | JUL 2025

According to data analytics company Euromonitor International, sales of chocolate confectionery have seen strong growth in current value terms in 2025 with this being supported by a combination of elevated unit prices and resilient demand for indulgent treats. Despite

consumers exercising caution in their spending, chocolate has retained its emotional and cultural appeal, especially as a small reward, indulgence or gift. Seasonal and impulse occasions remain key drivers. Nonetheless, sales of chocolate confectionery have declined in retail volume terms in 2025 with many consumers remaining budget conscious, forcing them to cut back on non-essential purchases.

Tablets is the largest category in chocolate confectionery and it has performed well in 2025 in current value terms, boosted by product variety and promotional support. The category has also benefited from continued consumer preference for familiar formats with new flavor innovations, particularly products incorporating local twists or a healthier positioning. Tablets also lend themselves well to portion control and sharing, supporting their appeal in both indulgent and mindful snacking moments. Brand activity around resealable packaging, limited editions, and visibility in discounters has helped to maintain interest.

GLOBAL TAKE5

The global chocolate confectionery market is forecast to grow 19.9% in value

Polish sweets have conquered international markets because they offer a unique combination of quality, traditional recipes and a modern approach to production. Consumers appreciate their taste, simpler and clearer compositions, i.e. cleaner labeling, and the selection of good raw materials. Diversity is also an important asset – from classic slabs, to pralines, to innovative impulse formats. Transparency of production, responsible sourcing of cocoa and attention to a sustainable supply chain are growing in importance. This has made Polish sweets an attractive, credible alternative to products from the world’s biggest brands.

As a company actively present in many markets, we can clearly see that Polish sweets are perceived as products with a unique balance between tradition and modernity. Consumers value their honest taste, high-quality raw materials and consistent attention to recipes. Polish brands stand out for their reliability and repeatability of production, which builds trust among importers. It is authenticity and quality that make our sweets increasingly bold to compete with major global players.

5source: Wedel Report „Global and

from 2024 to 2029. This demonstrates the category’s solid foundation, despite global economic challenges.

The U.S., the U.K. and Germany are the three key markets that dominate global chocolate candy sales and control the largest share, confirming a pattern of concentration in developed Western economies.

Chocolate bars remain the strongest product category globally, indicating the continuing role of traditional formats in the structure of chocolate candy consumption.

It cannot be overlooked that the chocolate industry faces a high level of cost unpredictability – cocoa prices have risen 230% since 2023, eggs are up an average of 30% y/y, and energy-related costs remain unpredictable. These are factors that are fundamentally changing the economics of production and forcing producers to optimize their entire business processes and making it significantly more difficult to plan and create longterm operating strategies.

Ethics and sustainability are increasingly important when choosing chocolate. In an era of rising prices, buyers are more likely to focus on quality instead of quantity,

Spokesperson Colian

treating chocolate as a product that carries additional value.

The activity of investment funds trading commodities is affecting cocoa price dynamics, which can make long-term planning more difficult and require companies to renegotiate contracts more frequently.

SWEET TRENDS

Bold flavor combinations, the growing popularity of sweets with altered composi -

tion, such as with reduced sugar, the search for premium products, and sustainable sourcing of raw materials is also important – these trends are driving manufacturers to create interesting and diverse offerings. Polish sweets are gaining admirers around the world, also thanks to the flexibility of producers in preparing products tailored to local markets.

Consumers expect more and more from brands. They want consistent expe -

Polish products have gained importance in the global food market in recent years. This is due to the high quality of products from the Vistula, good ingredients and traditional recipes. Colian supplies its products to 70 countries on all continents. The company’s offer includes categories that respond to various cultural and climatic requirements, thus effectively meeting the expectations of consumers around the world. Family’s wafers are prized in countries with warmer climates, such as Spain and Italy. Eastern European countries choose pralines with alcohol and nuts – Golden Cherry and Golden Nut. Coconut products, such as Coolky cookies, are liked in Arab countries. The most popular sweet souvenir from Poland is Plum in Chocolate.

International Sales Channel Manager Wedel

The global market for chocolate confectionery is growing steadily, with 20% growth forecast by 2029, confirming the established position of this category (which accounts for 60% of the value of the confectionery market) – a source added. Against this optimistic backdrop, Wedel is successfully pursuing its international growth strategy in more than 50 markets. The key ones are the United States, the United Kingdom and Germany. Among the brand’s TOP 6 export products are Ptasie Mleczko®, chocolate bars, pralines or Wedel Cake, which testifies to the enduring appreciation of foreign consumers for the quality and variety of Wedel’s offerings. This is a solid foundation on which Wedel is building its international position, going beyond the traditional Polish markets.

Joanna Kąkol

Magda Paszkowska

That's 40 years of experience

For several decades, we have been one of the largest Polish manufacturers of chocolate and semi-finished confectionery products on the industrial and retail markets. We are a 100 % Polish company. Our headquarters is located in the heart of Greater Poland (Wielkopolska region) – in Poznań.

Our strengths

Terravita is characterised by its openness to new trends and flexibility towards customers needs, even the most original ones. Many years of experience have strengthened our position as a reliable supplier of chocolate products for the largest retail chains. Terravita also specializes in the production of confectionery and ice cream semi-finished products. We cooperate with both, large international corporations and local producers.

International reach

Our products are recognized and delighted by customers all over the world – from North America, through Europe, Africa, Asia to distant New Zealand. They are present in over 30 markets around the world and successfully conquer new markets.

riences, engaging stories and places that become part of their lifestyle. For chocolate confectionery brands, this means creating comprehensive lifestyle experiences that combine storytelling, strategic partnerships and an authentic presence in consumers’ daily lives.

Importantly, behind each trend is a specific consumer need. The young expect instant gratification and new taste experiences, while slightly older consumers value proven classics and Polish origin of products 6

The Polish confectionery market is characterized by maturity, and its value is largely dependent on the health of the chocolate category, which accounts for nearly 60% of the market (source: Lotte Wedel for NielsenIQ, Retail Panel, Whole Poland (Food)). “The main challenges remain the high level of cost uncertainty of raw materials (e.g. cocoa) and dynamic changes in international trade.

Key trends for 2026 include the search for surprising taste experiences, especially by a group of younger consumers (16-44 years old) and also non-obvious collaborations between brands. We expect a turn to traditional flavors, such as mirabelle or quince, a further pursuit of quality and an appreciation of the Polish origin of raw

materials. Conscious choices are becoming important, including the z search for products with simpler, natural ingredients and functional sweets,” comments Krzysztof Bogacz, Director of Marketing and Innovation at Wedel.

“The market for functional sweets in Poland is growing rapidly, as consumers increasingly expect a combination of good taste with additional nutritional benefits and a simple, transparent composition. Trends such as “clean label”, enriching products with protein or using plantbased ingredients are shaping the development of this category, among others,” adds Agnieszka Rybicka, Communications Manager, Wawel.

Polish confectionery exports in 2025 follow last year’s upward trend. Poland is consolidating as one of the key European exporters of sweets, especially in the chocolate industry. Snacks with honey or rice wafers are also gaining in importance. Manufacturers are responding vividly to consumer trends by adapting their offerings for foreign markets, also in context of interest in healthy, organic food. High-quality raw materials and short ingredients are essential aspects.

Polish sweets have their loyal customers all over the world. Consumers appreciate

them for their taste, tradition, ecology or wide choice in particular categories. They value classic products, but also follow trends and respond to them with a diverse range of flavors, often tailored for specific foreign markets. Polish confectionery is a major force in the international arena. Over the years, domestic manufacturers have gained recognition, among foreign customers thanks to their high and repeatable quality and unique flavors – competing with global giants.

BOGUTTI is a Polish, family-owned company that, thanks to passion and consistency, has become a recognized manufacturer of sweets on many continents. It creates Let’s Rolls wafer tubes, FINGERS cookies and La Gustosa or American Style Cookies lines, among others. Recipients appreciate the quality and authenticity of taste, which has translated into exports reaching 60% of production. Bogutti is today a brand that successfully builds the prestige of Polish sweets in the world.

For years, COLIAN has been passionately creating and sending to the farthest corners of the world the highest quality food products – from sweets, spices and beverages to nuts and ice cream. It is the unique taste, attention to quality, proprietary recipes and original ideas that make its products win the appreciation of consumers on all continents. Colian’s sweet portfolio is built up by strong brands: Goplana, Jutrzenka, Solidarność, Grześki, Familijne, Jeżyki, Akuku!, Śliwka Nałęczowska, Mella, Oranżada Hellena, Appetita, as well as cult brands on the Irish and British markets: Elizabeth Show, Famous Names and Lily O’Brien’s. The company’s occasional portfolio is supplemented by Germany’s Gubor Schokoladen.

TERRAVITA is a well-established Polish chocolate manufacturer that for more than three decades has combined artisanal tradition with modern technologies and high production standards. Carefully selected raw materials, attention to stable quality and a constantly evolving portfolio that responds to the changing needs of consumers. Thanks to this, Terravita products successfully compete in many

markets, confirming the growing value of Polish chocolate in the world.

WAWEL is one of the oldest confectionery manufacturers in Poland, combining tradition with modernity. The company is famous for its short and simple recipes based on the Good Ingredients program and high quality raw materials. Wawel is dynamically developing its portfolio, investing in innovation and plant modernization, and its products are exported to dozens of countries, building a strong brand position in international markets.

WEDEL creates unique experiences, constantly emphasizing the pleasure of the deep taste of chocolate. The company not only provides iconic products, but also invites you to the world of chocolate inspiration – both in the unique E.Wedel Chocolate Factory museum and in the chain of Chocolate Pump Rooms, where tradition meets modernity. Wedel is one of the leaders of the chocolate confectionery market in Poland, contributing almost half of its value. The dynamic development of the brand also includes expansion into foreign markets. The brand’s TOP 6 export products include Ptasie Mleczko®, chocolate bars, pralines and Wedel cake.

VOBRO is a company founded in 1986. Its headquarters and factory are

located in the city of Brodnica in the Kujawsko-Pomorskie province. It has been based on Polish capital since its inception. About 400 employees are involved in the development of the company. Most of them with many years of experience, associated with Vobro for many years. It specializes in the produc -

tion of pralines and other gift products related to calendar occasions. Vobro’s distinctive and unique products include four-flavor pralines in seafood shapes, heart-shaped pralines with cherry with alcohol, double-filled pralines and chocolate candies, or jellies with fruit particles or liquid filling.

Honorata Jarocka Associate Director Mintel

Less sugar makes chocolate more guilt-free Chocolate, an affordable treat that brings joy and boosts mood, has long been synonymous with indulgence. Yet, there is a significant opportunity to increase innovation efforts in the low – and no-sugar segment, given that reducing sugar intake is a priority for many consumers. In Poland, for example, 48% of chocolate confectionery consumers say that concerns about sugar intake have led them to eat less chocolate. Based on Mintel’s Global New Products Database (GNPD), between 2020 and 2024, the share of global chocolate confectionery launches featuring no added sugar, sugar-free and low/reduced sugar claims was relatively small, signaling further potential for innovation that delivers more permissible indulgence. Brazil, the US and Germany led new product development activity, with chocolate tablets taking center stage as the primary area of focus. It is, however, essential to prioritize taste alongside health to ensure lasting appeal among mainstream consumers. In Poland, 53% of chocolate consumers say that a recipe change affecting taste would make them stop buying a chocolate product they like. In the five-year period to December 2024, maltitol, erythritol and stevia were the top sweeteners used in new low-/no-sugar chocolate launches globally. Driven by rising health awareness and concerns about ultra-processed foods, more chocolate brands are expected to shift their focus to sweetening ingredients with a more natural image. The dark chocolate segment holds particular potential for increased innovation due to its lower sugar content compared to other types of chocolate. Reducing or completely eliminating sugar in dark chocolate could further enhance its health appeal. To attract a wider audience, however, it will be important to refine its flavor profile by offering less bitter taste notes.

From tradition to modern flavors. Fanex’s strategy in the HoReCa market

Fanex operates in the HoReCa market as a family business with nearly 40 years of experience, developing its offer in response to the changing needs of the catering industry. In an interview, Przemysław Olczak, Purchasing Director at Fanex, talks about the importance of quality and innovation in building competitive advantage, the development of the sauce portfolio – including new fruit and sweet and spicy variants – as well as product trends, foreign expansion, and directions for the company’s further development.

Fanex is a family-owned company with nearly 40 years of history. How do you build a competitive advantage in the HoReCa market today?

Our strength continues to lie in consistently combining tradition with modernity. The HoReCa industry is evolving rapidly. Both flavor preferences and expectations regarding quality and product transparency are constantly changing. The last quarter once again proved how important it is not only to respond quickly to trends, but also to have the ability to co create them.

Our priority remains investing in quality, innovation, and the development of our team’s competencies. We also focus on being proactive – we don’t wait for the market to demand something from us.

Our strongest results come from Germany, Southern Europe, the United Kingdom, Denmark, Spain, and Romania.

Our ambition is to be the brand that inspires and sets the direction.

In recent months, you have introduced new products, including Cranberry Sauce. You also offer a line of dessert

sauces, such as Orange Sauce. What role do these products play for you?

These products align with two strong trends. The first is the use of natural flavor add-ins, and the second is expanding the assortment with variants that help restaurateurs create seasonal and original dishes, often combining traditional cuisine with a modern twist.

Cranberry Sauce perfectly addresses the growing demand for clean label fruit-based additions that work well with both savory dishes and desserts. Orange Sauce, on the other hand, is a nod to fusion cuisine –slightly sweet, aromatic, ideal for Asian dishes, meats, and even desserts. Considering the customer reactions in the last quarter, we can confidently say that both novelties enjoyed a very successful launch.

Przemysław Olczak

Purchasing Director Fanex

Which product trends are most reflected in your recent initiatives?

For years we have observed a growing popularity of high quality products with simplified ingredient lists. Our portfolio includes an increasing number of products without preservatives and with reduced sugar and salt content. Products such as Cranberry Sauce or Orange Sauce follow the trend of fruity savory combinations and broadly defined flavor personalization, allowing chefs to give dishes a unique character.

We also remain mindful of the strong trend of Asian flavors – our portfolio includes products from the Yamasa brand, which has long been synonymous with quality in the segment of soy sauces and seasonings from the Far East.

Which Fanex products enjoy the greatest success in international markets? Has the last quarter brought any changes?

Our bestsellers abroad include our Premium Ketchups, Garlic Sauce, mayonnaises, as well as BBQ sauces and sweet spicy sauces. Our Asian sauces, developed in cooperation with our Japanese partner, are also gaining popularity.

In the last quarter, we also recorded stable growth in demand for premium products in Western European markets.

Are consumer trends in Poland different from those abroad?

The overall directions are similar: health, naturalness, and new flavors. Details make the difference – some countries prefer milder flavors, others choose bolder, more aromatic ones. We tailor recipes to local needs, but we also continuously draw inspiration from international markets, bringing the best ideas into the Polish landscape.

What does Fanex’s export development look like?

Our strongest results come from Germany, Southern Europe, the United Kingdom, Denmark, Spain, and Romania. We are also increasingly looking toward North America, where we see growing interest in premium European products.

What makes Fanex products stand out from the competition?

Our priority remains investing in quality, innovation , and the development of our team’s competencies . We also focus on being proactive –we don’t wait for the market to demand something from us. Our ambition is to be the brand that inspires and sets the direction. Fanex products stand out above all for their expressive, distinctive taste , which has been a hallmark of the brand for years. Our priority is also consistent quality, ensuring that customers in Poland and abroad can trust that they are receiving a product that meets the highest standards.

Fanex products stand out above all for their expressive, distinctive taste, which has been a hallmark of the brand for years. Our priority is also consistent quality, ensuring that customers in Poland and abroad can trust that they are receiving a product that meets the highest standards.

Another key element of our advantage is convenient, functional packaging that works well both in professional HoReCa kitchens and in home cooking. We design it to be easy to use, hygienic, durable, and to support the comfort of chefs and cooking enthusiasts as much as possible.

Flexibility also plays a significant role – we can tailor recipes, formats, and solutions to the needs of B2B partners, offering products customized for specific gastronomic concepts.

Our success is also driven by our team – competent, committed, and focused on building long lasting customer relationships.

How do you assess the development prospects of sweet savory sauces and fruit based products in your portfolio?

Sweet savory sauces and fruit based additions complement our core savory offering. However, we see great potential in developing this category, as it enables restaurateurs to create new, unconventional flavor combinations and step outside the boundaries of traditional cuisine.

We increasingly observe chefs reaching for notes of sweetness to highlight the savory character of dishes or to build

a more complex taste experience. Therefore, we do not rule out expanding our portfolio with additional sweet and sweet savory variants, especially in the premium segment. Our priority, however, remains the further development of savory sauces to give restaurateurs the broadest possible opportunities to create their own signature culinary compositions.

What are the most important strategic goals for the company in the coming years?

We aim to continue strengthening our position in HoReCa, expand exports, reach younger chefs and emerging gastronomic concepts. At the same time, we are developing our product portfolio, including the category of fruit based additions and sauces inspired by world cuisines.

A little sweet for everyone –for occasions and without occasions

There is no single dominant consumption scenario in the sweet snacks industry – it is a category that combines emotions, daily rituals and spontaneous impulses. Sweets have long served as more than a food product – they are a symbol of relationships, a gift „with a heart” and a way to lift the mood.

Katarzyna Jurkitewicz Editor

Traditionally, sales have been driven by holidays and celebrations – Christmas, Valentine’s Day, Mother’s Day or Women’s Day – when consumers reach for pralines and gift sets, treating them as part of a celebration. Today, however, there is a growing shift toward the everyday segment, which is dominated by tabs, bars and bite-size snacks – ideal for a short break, a moment of relaxation or as a reward after work.

Manufacturers are responding dynamically to this trend by expanding their portfolios in two directions: on the one hand, they are developing premium offerings – elegant pralines, limited edition sets and collections inspired by world desserts – and on the other hand, they are strengthening the everyday pleasure category. More and more products in “on the go” format are appearing on the market: mini chocolates, bars with nuts and fruits, versions with added protein or adaptogens.

Innovations also extend to packaging – it is increasingly handy, resealable and tailored to the consumer’s on-the-go lifestyle. It is practi-

cality and variety that are becoming a key selection criterion, along with taste and quality.

BY THE WAY – PREMIUM AND GIFT SEGMENTS

Products for special occasions – praline boxes, elegant sets, limited editions – continue to function as an important part of the mix. In a holiday or seasonal situation (Valentine’s Day, Mother’s Day, Christmas), consumers expect something more than a standard candy bar. The trend is toward socalled seasonal & gifting products, i.e. offers dedicated to moments that allow “giving” sweets as a gift or conscious pleasure.

Within these offers, unique forms of packaging (premium design), limited-edition flavors and differentiated textures and ingredients – e.g. gianduja, blond chocolate, truffles – are increasingly important.

In the Polish market, attention to this segment is justified – consumers are willing to pay more in the “on occasion” category if the product meets quality and image expectations.

FOR EVERYDAY – SWEET PLEASURE WITHOUT OCCASION

The second part of the market consists of products that are reached for spontaneously, outside of a specific occasion – such as a standard bar of chocolate, smaller forms,

impulse portions. Due to the rising prices of sweets, offers of small, everyday sweet snacks are becoming crucial.

Several trends stand out in this segment: – bite-size formats of a few or a dozen pieces per package; – economy or value pack versions – to hit lower price barriers; – sugar-reduced options, vegan or plantbased versions, and increasingly functional offerings (e.g., with protein, adaptogens).

The portfolio must be diversified – not just premium, but everyday, accessible forms, preferably with a “premium light” option (e.g., smaller portion, higher quality, attractive unit price).

FLAVORS AND TEXTURES –ESCALATING EXPERIENCES

One of the main drivers of category growth is the differentiation of sensory experiences: flavor combinations, a mix of different textures (crunchy-liquid-cream) and experiments with the chocolate base.

In Poland, manufacturers are increasingly introducing, for example, pralines with a distillate-based filling, chocolates with freeze-dried fruit, matcha or specialty coffee. Such offerings meet the expectation of differentiation – which is important for gift segments – and allow for “limited edition” communication effects.

FUNCTIONALITY AND HEALTH PERCEPTION

Certainly, the combination of pleasure and functionality is becoming more and more important – consumers want sweets that do not represent mere gluttony, but have some “legitimate” purpose. Chocolates with added probiotics, fiber, polyphenols, adaptogens or ingredients that support cognitive function are becoming a viable segment in the candy industry.

The market for confectionery with functional additives is forecast to grow in Europe thanks to greater health awareness and interest in product composition.

For the sector, this means that the introduction of formulas with less sugar, vegan versions and products with better ingredients can be a competitive advantage – especially in the daily pleasure segment, where the “sweet sin” barrier may be lower.

However, it is worth remembering that functionality cannot replace good taste and sensation – sensory factors and emotions still dominate in candy.

SEASONALITY AND PACKAGING – THE ENGINE OF IMPULSE

For years, seasonal editions have remained one of the most important drivers of sales in the candy category. Christmas, Valentine’s Day, Women’s Day, Children’s Day, and for the past few seasons also Halloween and Santa Claus – these are the moments that generate clear increases in demand.

During these periods, consumers are more likely to reach for products with a higher level of emotional involvement –those that can be given as a gift, included in a home celebration or simply used to create a special atmosphere.

Manufacturers are investing in increasingly diverse limited-edition collections and special editions, which are designed not only to meet temporary demand, but also to build an emotional connection with the brand. Valentine’s Day editions tempt with motifs of hearts and roses, spring editions with pastel colors and floral motifs, and Christmas editions with gold, red and elements of tradition.

There are also increasing taste experiments among the leading players on the market: pralines with fillings inspired by

The confectionery market today is developing in two directions: premium products for special occasions and everyday, impulse snacks.

holiday baked goods, gingerbread-flavored chocolates or limited-formula bars introduced for only a few weeks. Such activities not only allow to increase sales in key months, but also stimulate the curiosity of consumers, who are eager to return to see what new things their favorite brand has prepared.

At the same time, the role of packaging cannot be overestimated – it largely determines the purchase decision, especially in the gift segment. Design and aesthetics are becoming equivalent to taste and product quality. When choosing candy for a gift, the consumer pays attention to color, texture, reusability and the ecological aspect. Hence, keepsake packaging – elegant boxes that can serve a decorative or utilitarian function after the candy has been eaten – is becoming more common. Manufacturers are also experimenting with environmentally friendly materials: recycled cardboard, FSC-certified papers or biodegradable films and prints. As a result, packaging is becoming an integral part of brand storytelling – a tool that communicates the consumer’s emotions, values and aspirations, while building brand loyalty.

PROMOTIONAL PLANNING

Promotions and communications in the confectionery category must be in sync with the rhythm of the year and consumer shopping behavior. Seasonality still remains one of the key factors – during holidays, Valentine’s Day or summer trips, it is worth highlighting products through emotions and the context of the occasion, rather than solely on price. In the off-season, impulse communication, aimed at consumers making spontaneous purchas -

es – especially in the afternoons and evenings, in the checkout areas of convenience stores – plays a greater role. Well-planned display, short promotional campaigns and micro-targeting of ads, such as those based on geolocation, can significantly increase sales at these moments of the day.

High-traffic shopping periods, such as December or February, require communication based on emotions and storytelling, rather than discounts. Slogans like “give a sweet smile” or “a pleasure worth sharing” are more effective in influencing purchase decisions than price cuts. At this time, the importance of sensory marketing is growing – attractive display, smell, color and light in the store can turn an ordinary product into an emotional purchase impulse. Category operators should therefore focus not only on price negotiation, but also on managing the consumer experience – from visual communication to brand interaction at the point of sale.

For functional products, educational and transparent communication is key – the consumer needs to know how a bar “with adaptogens” differs from a classic bar, what “clean label” means, and why the lack of sugar does not take away from enjoyment. Clear labeling, easy-to-read graphics and consistent digital campaigns increase trust and lower the cognitive barrier. It is worth combining the activities of manufacturers and retail chains in joint promotional campaigns, tastings or educational events. Such an approach allows not only to distinguish novelties, but also to consistently build the value of the entire category – both in the premium segment and in the everyday shopping basket.

The confectionery market today is developing in two directions: premium products for special occasions and everyday, impulse snacks. Consumers expect both exceptional taste sensations and attractive packaging, as well as practical “on the go” formats and better ingredients. Innovation is playing an increasingly important role –new textures, limited editions, functional additives and solutions to address health needs. At the same time, pleasure and emotion remain the foundation of the category – they determine the choice of sweets, regardless of trends.

Wielkopolski Indyk: trusted Halal supplier for global markets

The year 2025 showed that Wielkopolski Indyk can operate effectively in conditions of market uncertainty, maintaining stability and the trust of its partners. We talk about exports, the advantages of the “from farm to fork” model, and the role of Halal certification in the company’s strategy with Marek Osuchowski, Sales and Marketing Director, Wielkopolski Indyk Sp. z o.o.

How would you summarize 2025 in terms of sales volumes, profitability and market share in the turkey meat segment – in Poland and in exports?

2025 was a period of intensive organizational and strategic testing for Wielkopolski Indyk. We operated in conditions of increased market volatility, limited raw material availability and rising costs, but instead of focusing solely on disruptions, we concentrated on strengthening the foundations of our business model. We maintained stable sales volumes, secure profitability and continuity of supply both on the domestic market and in exports. What was key for us was not maximizing short-term results, but confirming our reliability towards trading partners. 2025 showed that Wielkopolski Indyk is a company capable of operating under demanding conditions and safeguarding clients’ interests even when the market is unfavorable. For international customers, this means one thing: cooperation with a producer who can plan long-term, manage risk and ensure security of supply.

What distinguishes the Wielkopolski Indyk brand from domestic and international competitors?

Wielkopolski Indyk is a company with exceptionally strong foundations. Our history dates back to 1967, which means nearly six decades of experience in turkey meat production. This continuity builds not only know-how, but above all an organizational culture based on responsibility, quality and long-term thinking. One of the key elements of our advantage is the implementation of a complete “from farm to fork” model. We control the entire production chain: from our own grain cultivation, through feed production, our own farming operations, slaughter, deboning and processing, all the way to final products delivered to international markets. This level of integration is not standard in the industry, and for our partners it means full quality control, food safety and consistency of product parameters. For customers in the Middle East, it is also particularly important that Wielkopolski Indyk is a Halal-certified

producer, and the entire plant operates without any contact with pork raw materials. Halal is not an add-on to our offering – it is an integral element of our production system and quality management.

What role does commercial partnership play in the company’s strategy, particularly with regard to ethnic markets?

We do not perceive export solely as product sales. Our goal is to build long-term partner relationships based on mutual trust, stability and shared development. Wielkopolski Indyk is organisationally and production-wise prepared to play the role not only of a supplier, but also of a competent commercial partner. We offer flexible cooperation models, private label production options, the ability to adapt product specifications to local markets, and full logistical and quality support. Our scale and experience allow us to deliver long-term contracts and development projects together with partners in the Middle East region.

Marek Osuchowski

Sales and Marketing Director

Wielkopolski Indyk Sp. z o.o.

Which segments of your offer are developing the fastest and why?

The most dynamically developing segments are modern and functional products. In particular, we are seeing growing interest in breaded products, sliced products, turkey sausages, and convenience-type solutions that meet the needs of modern retail chains and the foodservice sector. Turkey meat is globally perceived as a high-quality product, rich in protein and aligned with healthy nutrition trends. Combining these features with a modern product format allows us to effectively reach consumers looking for convenience, consistency and safety.

What are the prospects for the turkey meat market in the coming years?

The turkey meat market will continue to be a market of stable demand, but at the same time one with high requirements for producers. The key factors will be: security of supply, process transparency and the ability to cooperate on a long-term basis. Polish producers, and Wielkopolski Indyk in particular, can offer a unique combination of European quality standards, competitiveness and full control over the production process.

What new products have you introduced recently and in what direction is your offer being developed?

We consistently develop our range of products with higher added value. This includes breaded products, functional turkey products, sausages, sliced products, and solutions dedicated to quick meal preparation. Each product is designed with a specific market and commercial partner in mind. Thanks to full integration of the production chain, we are able to ensure consistency, flexibility and full compliance with Halal requirements.

What actions are you taking in the area of efficiency and production safety?

We invest in automation, process optimization and solutions that increase quality and energy security of the plant. These actions translate directly into production stability and the ability to fulfil long-term contracts. For our partners, this means cooperation with a company that is predictable, resilient and well managed.

What are the key development goals of Wielkopolski Indyk for the coming years?

Our goal is to build long-term partner relationships based on mutual trust, stability and shared development.

Our goal is to further strengthen Wielkopolski Indyk’s position as a long-term commercial partner for demanding markets. We focus on selective growth, the development of modern products and building lasting business relationships based on trust, quality and security. We want to be perceived as a company with history, scale and competencies, capable of supporting the development of its partners — today and in the future.

How do your experience and organizational scale translate into security of cooperation with Wielkopolski Indyk?

The history of Wielkopolski Indyk, dating back to 1967, is not merely an image-building element. It is real capital in terms of knowledge and experience, built across different market cycles — in periods of growth, but also in times of crisis. For nearly six decades, the company has learned to operate in a changing regulatory, cost and quality environment, which today translates into process maturity and organizational stability. For trading partners, this means cooperation with a company that understands the long-term nature of the food business. Wielkopolski Indyk does not make ad hoc decisions — the development strategy, investments and commercial policy are designed with multi-year cooperation in mind, rather than one-off transactions.

Why is the “from farm to fork” model key to quality management?

Full integration of the production chain at Wielkopolski Indyk means that the company has direct control over every stage of product creation. Our own grain cultivation enables the production of feed according to strictly defined formulas, tailored to the needs of turkey farming. Our own farms ensure consistent raw material parameters, and the modern slaughterhouse

and processing facility allow for full batch traceability. For customers from ethnic markets, this is of particular importance in the quality category, because food safety, process transparency and compliance with Halal requirements are among the key values. The “from farm to fork” model eliminates the risk of randomness and gives trading partners confidence that the product meets the highest quality standards.

How does Wielkopolski Indyk support the development of its trading partners?

Cooperation with Wielkopolski Indyk means access not only to finished products, but also to market and technological knowledge. The company actively participates in designing the offer for specific markets, sales channels and consumer groups. This applies to recipes, packaging formats as well as logistics specifications. Thanks to its own technological facilities and R&D teams, Wielkopolski Indyk is able to respond quickly to partners’ needs, develop dedicated products and jointly build long-term value. Such a cooperation model is particularly attractive for distributors and retail chains who are looking for a stable supplier capable of supporting their growth in the region.

What role does Halal certification play in the company’s day-to-day operations?

Halal certification is a systemic element at Wielkopolski Indyk. The plant operates in a model entirely free from pork, and Halal procedures are an integral part of the quality management system. For partners from ethnic markets, this means full compliance with religious requirements and the ability to safely introduce products into markets with high regulatory standards.

How does Wielkopolski Indyk perceive its role in international markets?

Wielkopolski Indyk sees itself as a long-term participant in the international turkey meat market. Our ambition is to be a recognized European partner offering not only a product, but also stability, know-how and business responsibility. Thanks to our scale of operations, vertical integration and experience, we are prepared to develop cooperation with partners in demanding markets requiring full Halal certification over many years, supporting them in building a strong and competitive offer.

Iwona Kruszyńska

Export Key Account Manager Eurowafel

Moonsy – a Flexible B2B Offering for International Markets

Export is one of the key directions of Moonsy’s brand development. We talk about current markets, the product portfolio, and new launches – including chocolate wafers and high-protein chips. Interview with Iwona Kruszyńska, Export Key Account Manager.

Export is one of the pillars of Moonsy’s growth. Which markets are currently the most important for you?

At present, we are focusing primarily on European markets. The Moonsy brand is very well received wherever customers are looking for high-quality products, modern design, and competitive pricing. This combination is now crucial in the FMCG segment, both in sweets and functional snacks.

One of our major strengths is logistical flexibility and the ability to tailor our offer to the specific needs of each market.

What does the current Moonsy product line look like from a B2B and export marketing perspective?

The Moonsy line is a coherent, well-developed collection that meets the needs of modern customers – both individual and business clients. We focus on contempo -

rary design, timeless forms, and carefully selected color palettes that work well across different cultural markets.

In export communication, we emphasize not only design, but also the quality of raw materials, a controlled production process, and the possibility of adapting the offer to the requirements of specific markets. Moonsy is a brand that fits into global trends without following them blindly – we create products with a lon -

ger life cycle, stable sales performance, and predictability for B2B partners.

This year Moonsy is presenting new products. What particularly attracts the attention of trading partners?

This year, we are appearing at trade fairs with a new addition to our portfolio and, for the first time, presenting chocolate wafers – a classic that never goes out of style. It is a product with very strong market potential, both in retail and wholesale sales.

Thanks to their universal character and long shelf life, Moonsy chocolate wafers are perfectly suited for distribution on both domestic and export markets. A classic taste combined with the possibility of creating different variants – with cocoa, milk, nuts, or chocolate coating – allows us to tailor the offer to diverse consumer preferences.

What role do packaging and logistics play in the Moonsy wafer offer?

Packaging plays a key role in export. It has been designed to effectively protect the product and preserve its freshness and crispness throughout the entire logistics chain. Moonsy wafers are characterized

The Moonsy brand is very well received wherever customers are looking for high-quality products , modern design, and competitive pricing . This combination is now crucial in the FMCG segment, both in sweets and functional snacks.

by a long shelf life, which significantly facilitates sales planning, storage, and distribution on foreign markets.

This is an example of a product that combines tradition with modernity and remains one of the most popular confectionery products in many countries.

Moonsy is not only about classic sweets. What role do high-protein chips play in export?

High-protein chips are Moonsy’s response to the growing interest in functional snacks. The product is aimed at conscious, active consumers looking for an alternative to traditional chips. High protein content, a modern character, and an attractive form make this segment grow dynamically, especially in European markets.

From a B2B perspective, high-protein chips perfectly complement the chocolate wafer offer, enabling trading partners to build a diversified portfolio – from classic sweets to modern lifestyle snacks.

What is Moonsy’s approach to cooperation with export partners?

Moonsy offers a flexible approach to export cooperation. We provide various flavor options, weights, and packaging formats, allowing products to be adapted to local preferences and retail chain requirements. We are also open to private label projects and individual branding solutions.

Our goal is to build long-term relationships based on trust, consistent quality, and predictable commercial terms.

Aksam’s global direction

Aksam consistently develops its foreign sales, exporting its products to 40 countries on all continents. Łukasz Knapowski, Commercial Director at Aksam, talks about the key markets for the Beskidzkie and Soleo brands, adapting the offer to local consumer preferences, the role of Polish origin in building the export narrative, and the company’s strategic ambitions.

Which foreign markets are currently most important to you – both in terms of sales volume and potential for further growth?

Aksam is consistently developing and systematically expanding its presence in foreign markets. The company exports products to 40 countries worldwide, covering all continents, under both Beskidzkie and Soleo brands, as well as private labels. The largest share of exports comes from European markets, where salty snacks such as pretzels and pretzel sticks are standard in every home. However, we are observing an increasing potential of markets outside Europe, such as Australia, New Zealand, and Southeast Asia. The last one being a dynamically developing region with a large number of consumers and growing purchasing power. At the same time, the salty snack segment, in which Aksam specializes, is not yet fully developed there, which creates space for building the new product category and reaching more consumers with our offer.

To what extent is Aksam’s export portfolio tailored to local consumer preferences? Are there any markets where its product offer differ significantly from those in Poland?

Aksam’s export portfolio is very broad and includes, among others, pretzel sticks, pretzels, and various snack mixes, available in numerous packaging and flavor options. Consumer prefer-

ences vary significantly depending on the market. In some countries, classic pretzel sticks are more popular, while in others, pretzels are more popular. Clear differences are also visible in packaging. Western European and North American markets prefer large formats, often weighing 1 kg or more, while in Asia, small weights, around 20-50 grams, predominate. Multipacks are also a characteristic feature of foreign markets, much more common than in Poland, for example, sets consisting of several small, 20-gram packages. Such a small package is easy to take with you on a walk or to work. Taste preferences are equally diverse, stemming from local tastes and preferences, from classic, salted varieties, spicy flavors like chili or wasabi, to classics like mustard mix, honey, or BBQ. Snack consumers appreciate novelties and seek it out on store shelves, and Aksam knows how to meet these expectations. Regardless of these differences, the common denominator across all markets is the expectation of ingredients and quality. Consumers emphasize high-quality ingredients, simple and honest ingredients list, and the best possible product for their needs and expectations.

Aksam consistently emphasizes its Polish origins, the company’s family-owned nature, and the high quality of its ingredients. How are these values used to build its export narrative?

Aksam is a family-owned company operating in the market for over 30 years, consistently and proudly emphasizing its Polish origins. Experience shows that foreign customers perceive Polish products as high quality. Polish companies have gained recognition and built a reputation as reliable partners. At every step, we emphasize not only the quality of our raw materials and the solid performance of our products, but also an honest approach to our employees, suppliers, and business partners. These are values that are crucial to us and that we want to communicate out, as they have a real impact on building long-term relationships with customers and partners.

What are your strategic ambitions for 2030?

We are constantly expanding our offer, from classic pretzel sticks and pretzels to bagels, which have already gained recognition in Poland and have an international potential. We create new shapes (e.g., Christmas trees and stars for the Winter season), flavors, and recipes tailored to local preferences, and we are open to our customers’ ideas. Our goal for the coming years is to increase sales abroad, primarily by expansion of Soleo brand and entering new markets, so that more and more people can discover the joy of crunching and indulge in our products, everyday. An exciting period, full of challenges and successes, is certainly ahead of us.

Łukasz Knapowski Commercial Director

Aksam

Five years of consistency. How Vollmart is building a modern hard discount chain in Poland

Five years on the Polish market have been for Vollmart a time of intensive learning, operational discipline, and the consistent development of a model based on simplicity and a permanently low-price strategy. Carlos Oliveira, CEO of Vollmart, talks about the path to profitability, the specifics of the modern hard discount model, the growing role of B2B customers, and plans for further expansion.

This year, the Vollmart celebrates its 5th anniversary on the Polish market. It is a good moment to summarize the journey so far and look ahead. How do you assess these five years of Vollmart’s development? What was key to building its position in such a competitive retail segment?

Five years in retail is both a short and a long period of time. Short, because scale is still being built. Long, because the market very quickly verifies every business model. For Vollmart, these five years have been a time of disciplined learning, continuous adjustment, and consistent execution of one guiding principle: simplicity.

From the very beginning, Vollmart was designed as a modern hard-discount chain

based on the EDLP model – every day low prices from the first unit. No promotions, no loyalty programs, and no complex pricing mechanisms. This approach requires strong operational discipline, but it provides clarity and transparency for customers and stability for the organization. We deliberately chose consistency over short-term sales spikes.

What proved crucial was building a repeatable and scalable operating model rather than chasing rapid expansion at all costs. We did not try to replicate market leaders. Instead, we focused on doing fewer things exceptionally well. This allowed us to build customer trust, operational resilience, and a solid foundation for sustainable longterm growth.

What factors determined the achievement of operational profitability at this point, after five years? Which strategic or operational actions contributed most to this result?

Operational profitability was not an isolated target but a natural consequence of a consistently executed strategy. We closed 2025 with positive EBITDA, which is an important milestone in the hard-discount segment, especially while continuing to invest in expansion and organizational development.

Three factors were decisive. First, strict cost discipline across the entire value chain – from purchasing conditions to logistics and store operations. Second, centralized commercial decision-making, which ensures speed, transparency, and consistency across

Carlos Oliveira CEO Vollmart

the network. Third, the natural maturation of stores opened in previous years, which began to deliver stable and predictable performance.

There was no single breakthrough moment. Profitability resulted from hundreds of aligned decisions taken over time, all reinforcing the same operational logic and financial discipline.

What is the Vollmart operating model? What distinguishes it from the competition?

In simple terms: consistency and simplicity. Vollmart operates a modern hard-discount model that combines a traditional, easy-to-understand store concept with a highly disciplined operational backbone.

On the customer-facing side, shoppers experience a clear store layout, transparent pricing communication, and the absence of promotions. In the background, we deliberately use technology to improve operational efficiency and scalability – without adding complexity to the shopping experience. Technology is a support tool, not a marketing feature.

A very important element of our model is also the role of the Store Manager in each location. Store Managers have a real impact on how the business operates on a daily basis, which creates a strong sense of responsibility and ownership – as if the store were their own. This local accountability, combined with centralized standards and regular performance monitoring, allows us to increase operational efficiency while maintaining full control and transparency of results.

This model enables a sustainable cost and price advantage while remaining flexible and scalable, significantly reducing operational risk during expansion.

Which customer groups are the main recipients of your offer? Has the customer profile changed over time?

Initially, our offer mainly attracted highly price-sensitive customers. Over time, the customer profile has broadened significantly. Today, Vollmart serves families, larger households, mature customers, and increasingly conscious consumers who value transparency, simplicity, and fair pricing over promotional noise.

At the same time, we clearly see the growing importance of B2B customers. Our

We focused on doing fewer things exceptionally well. This allowed us to build customer trust, operational resilience, and a solid foundation for sustainable longterm growth.

stores are increasingly used as a convenient and competitive place for wholesale-like purchases by small businesses such as restaurants, cafés, offices, schools, local institutions, and service companies. High product availability, simple purchasing conditions, and prices that are often lower than those offered by local wholesalers make Vollmart a natural choice for this segment.

As the brand has developed, so has trust. The EDLP model changes shopping behavior not only for individual consumers but also for business customers, who value predictability, stable pricing, and immediate access to goods. This leads to stable volumes and long-term relationships, even without complex contractual structures.

What are your expansion plans for the next 2–3 years – new locations, types of formats? Do you consider entering other markets, or does the focus remain on Poland?

We currently operate 12 stores and closed 2025 with nearly PLN 90 million in gross turnover, achieving year-on-year growth exceeding 24%. This confirms that the business model is proven and scalable.

In the next two to three years, our primary focus remains on Poland. We plan further network expansion, selective densification of regions, and continued improvements in logistics efficiency. A key development area will also be the B2B channel, where we already observe a steady increase in wholesale volumes generated through our existing store network.

Our stores are well suited for B2B growth without the need for separate for mats or heavy additional investment. As scale increases, we intend to better struc

ture and actively develop this channel, leveraging our price advantage, product availability, and operational simplicity.

International expansion remains part of our long-term ambition, but we approach it pragmatically. First comes scale, organizational maturity, and operational resilience in Poland. Cross-border expansion will follow as the next stage of development.

What are the biggest opportunities and threats for Vollmart’s development in the coming years?

The biggest opportunity lies in changing consumer behavior. Customers are becoming more rational and increasingly tired of artificial promotions and complex pricing structures. This trend favors business models based on simplicity, transparency, and consistent everyday pricing – both in B2C and B2B segments.

The main threats are structural and affect the entire retail sector: rising labor costs, logistics expenses, and regulatory pressure. This is why scale, efficiency, and process automation are critical. Our operating model is designed to mitigate these risks through simplicity, centralization, and cost discipline, although continued investment remains essential.

What goals have you set for the next few years?

Our goals are clear: continued network expansion, stronger development of the B2B channel, and ongoing refinement of our commercial and operational model. We are now entering a phase in which we are actively seeking an investment partner to accelerate growth while preserving Vollmart’s core DNA.

Vollmart is not a speculative venture. It is a fundamentals-driven business with low operational risk, strong cost discipline, and a scalable structure. With the right partner,

Brand Distribution Group: Polish Capital, Global Execution

„Our direction is to further strengthen export activities, continuously improve processes and expand the portfolio with products that define their categories. We aim to increase market share where we already operate and enter new areas where we can make a real difference”Interview with Michal Sawosz, Chief Commercial Officer.

How has Brand Distribution Group evolved as a global FMCG distributor with Polish capital? What were the key stages of the company’s development?

Brand Distribution Group is the result of a 33-year journey built on Polish capital and an international approach to business. From the very beginning, our foundation has been export — it taught us how to operate at scale, manage complexity and build long-term partner networks across borders.

This “export DNA” later became the basis for natural next steps: strengthening domestic distribution in Poland and developing omnichannel e-commerce. A key turning point was realizing that producers do not need more intermediaries, but a partner who takes responsibility for results. From that moment on, we have consistently

From first meeting to shelf presence in around three months

built a market-operator model, not just a traditional distributor.

Today, Brand Distribution Group is a platform for global FMCG. We deliver comprehensive end-to-end solutions that drive growth in Poland, across Europe and beyond. We combine three engines — export, domestic distribution and e-commerce — to quickly introduce brands to the Polish market and develop them sustainably. We manage over 20,000 SKUs and process

an average of around 60,000 e-commerce orders per month, providing partners with both reach and real execution capability.

How does Brand Distribution Group, as a global FMCG distributor, support the development of the Polish food sector?

We support Polish food and FMCG producers by giving them access to growth channels that are difficult to build independently — especially export and omnichannel e-commerce. Many companies treat us as an extension of their own export department: we open doors, navigate the realities of international trade and help them reach more customers and countries through our network and experience.

Today, Poland has become one of the most competitive FMCG production bases in Europe

Michał Sawosz Chief Commercial Officer Brand Distribution

— both in terms of cost and quality. Our role is to translate this advantage into real shelf presence for Polish brands abroad.

On the domestic market, we provide a truly omnichannel e-commerce service. Within cooperation with a single partner, producers can be present on the largest marketplaces, while we manage the entire process end-to-end — from operational setup and order handling to fulfillment, logistics and customer service. This significantly accelerates market entry and strengthens brand consistency online.

How do you view the evolution of the Polish FMCG market in 2026? How does Brand Distribution Group adapt its offer to these trends?

In 2026, the Polish FMCG market will continue to balance three key trends: strong value expectations supporting private labels and “smart choice” offers, growing attention to responsible packaging, and stable demand for products that offer more than basic functionality.

Especially in the snacks category, consumers are increasingly looking for emotions, intense experiences and an element of discovery. This experience economy is one of the reasons why Takis resonates so strongly with the market. Even in times of price pressure, consumers are willing to choose products that deliver bold flavors and a strong identity.

Within the first year of distribution, Takis entered all key retail chains in Poland — such as Biedronka, Dino, Żabka, Auchan and Dealz — and secured permanent listings in over 15,000 points of sale, with very high rotation. At the same time, we are working on new projects that will expand our portfolio into additional categories, allowing us to respond even better to changing consumer needs and retailer priorities.

What cooperation models do you offer potential partners — distributors, retail chains and wholesalers?

For partners entering the Polish market, we offer a Full-Service Distributor model across modern trade, traditional trade and omnichannel e-commerce. We take full responsibility for execution: route-to-market design, listings, product positioning, trade marketing support, customer service and logistics.

Partners value the fact that we do not complicate cooperation. We clearly define goals and responsibilities and take the operational burden on ourselves.

Today, Poland is one of the most competitive FMCG production bases in Europe , both in terms of cost and quality.

In e-commerce, we operate on more than 15 marketplaces, including Allegro, Temu, AliExpress and Empik. We provide fulfillment, order handling and the commercial activities necessary to build sustainable online sales. For wholesalers and distribution partners, we offer a transparent and scalable model focused on availability, high rotation and reliable service.

What do business partners gain by choosing to work with Brand Distribution Group?

Partners gain speed, deep market knowledge and a results-driven approach. We understand the Polish retail landscape very well — what works in modern trade, what wins in convenience, and how to build repeatable rotation.

Equally important is our consistent cross-channel approach. Partners can focus on the product and the brand, while we handle the rest: sales, logistics, e-commerce and export. This combination shortens the path from ambition to effective execution.

What unique benefits do you offer trade partners in 2026?

In 2026, trade partners expect distributors to deliver both commercial and operational capabilities. We provide them through:

• full-service distribution in Poland across key channels,

• export competencies supporting sales to over 90 countries,

• a 360° e-commerce model based on real scale (15+ marketplaces and an average of approx. 60,000 orders per month),

• category and trend insights supporting assortment and promotional decisions,

• trade marketing focused on conversion — on the shelf and online.

In practice, this also means readiness to finance inventory, scale logistics and respond quickly to changes in demand. Our goal is simple: to make brands sell and grow, not just “be present.”

What does a typical cooperation process with your company look like — from first contact to delivery execution?

We focus on practicality and speed. If a product has strong product-market fit, we can move from the first meeting to shelf presence in around three months. The process begins with defining the route-to-market: target channels, positioning, pricing logic and implementation priorities.

Next, we build a joint business plan with clearly defined goals, roles and a working rhythm. Then comes execution: operational setup, listings, first orders, delivery schedules and regular performance reviews. We avoid unnecessary bureaucracy and focus on speed with control, which helps avoid the classic “pilot without decision.”

What logistics infrastructure allows you to efficiently fulfill orders across different markets?

Logistics is a core competency for us, not an outsourced add-on. We operate two of our own warehouses located in Białystok and work with modern ERP and WMS systems that allow us to efficiently coordinate inventory, picking, shipping and documentation.

This enables us to serve both large retail chains and dynamic e-commerce operations without compromising service quality. The entire system is supported by a team with many years of experience in international trade, logistics and fulfillment.

What new development directions do you see for Brand Distribution Group and your partners in the coming years?

Our direction is to further strengthen export activities, continuously improve processes and expand the portfolio with products that define their categories. We aim to increase market share where we already operate and enter new areas where we can make a real difference.

E-commerce will remain one of the main growth engines. It is scaling in Poland, and we are developing it in new European directions, with the ambition to sell across Europe via the most important marketplaces. Our ambition is for Brand Distribution Group to be the first choice for brands that want to truly sell and grow — in Poland and across Europe.

2025 in the FMCG industry

In 2025, Polish consumers were changing their preferences, the cost of doing business was rising, and competition did not give a moment’s respite. For many companies, it was a real test of flexibility and the ability to respond quickly to changing market realities. What else stood out in 2025 and what can we expect this year?

Katarzyna Jurkitewicz Editor

2025 clearly showed that consumers began to approach their daily purchases more consciously and expect more than just an attractive price. Their focus has shifted to products that offer real value: good quality, simple composition and convenience of use. This was particularly evident in the premium and natural goods segments, and in the growing popularity of formats that fit the pace of modern life – from family packs to quick, handy “on the go” offerings. Brands that were able to combine quality with functionality and at the same time respond to consumer needs were gaining.

HEALTH AND WELL-BEING IN THE SPOTLIGHT

An important driving force of the year turned out to be trends related to health and well-being, which no longer affect not only the products themselves, but also the entire lifestyle of Poles. Consumers are drinking less alcohol and increasingly turning to low-alcohol and non-alcoholic versions, and they attach great importance to clear labels and natural ingredients. The market for functional foods – supporting immunity, gut function or general well-being – is growing rapidly. At the same time, ethical and environmental issues are becoming increasingly important, as well as products that support the mental sphere.

PORTFOLIO DEVELOPMENT

In the past year, many companies also set their sights on portfolio development, introducing new flavors or formats or entire product lines responding to specific, fast-growing trends. Consumers responded positively to innovations – not only technological ones, but also sensory or functional ones. The shelves saw more premium offerings, convenience formats, as well as items inspired by world cuisines.

In this context, it is impossible not to mention Dubai chocolate, which stood out in 2025 as a consumer phenomenon. Initially a niche curiosity, it became a viral hit and over time penetrated other segments of the FMCG market. Sweets, ice cream or “Dubai” drinks were created, and the popularity translated into real demand.

POLES’ SHOPPING IN 2025

What else stands out about the past year? The growing role of discounters, which dominate sales, and thus the growth of private labels, which are gaining an increasing market share. It is also worth mentioning convenience, which consumers are looking for not only in the packaging of food products, but also in the shopping process itself. Therefore, the importance of e-commerce and the convenience format was growing.

The year 2025 also proved to be a time of intense change and significant challenges for many industries. Retail and logistics were dominated by activities related to the implementation of the deposit system. Companies had to adapt their processes to new regulatory requirements, investing in technologies and solutions to improve packaging handling.

WHAT WILL 2026 BE LIKE?

The beginning of the year is not only a time for summaries, but also a moment for forecasts. According to the predictions of analytical firm Euromonitor International, the FMCG market will be shaped by four major developments:

– comfort zone: consumers will look even harder for simplicity, balance and a sense of security. Natural, short-formulated products that support health and daily well-being will become increasingly important. This sends a clear signal to brands to build communications based on comfort and tranquility.

– uncompromising honesty: more than half of the world’s consumers say they choose products that reflect their individuality. This trend is forecast to accelerate further in 2026. Brands will have to enter an era of hypersegmentation – tailoring offerings to very specific needs and lifestyles, rather than targeting broad, averaged groups.

– A new approach to wellness: wellness will become less and less associated with fashion and more and more with science. Consumers will be more willing to pay for premium products with proven performance and research-based formulations. Brands should seize the moment to educate – to explain why a product works and what real benefits it provides.

– The new Asian wave: the growing influence of East Asian brands will become one of the most important phenomena of the global market. Their strength is based on a combination of innovation, affordability and a superior digital experience. To stay competitive, companies will need to streamline mobile shopping paths, create more engaging content and design purchases that are seamless, fast and nearly effortless.

Celebrating 35 years of excellence in the global trade fair industry

In 2025, MAXPOL marks a remarkable milestone – 35 years of shaping the trade fair industry. We talk with Justyna Tchórzewska, Senior Marketing Manager at PPH MAXPOL, about building a strong position and reputation as a trusted leader in the global trade fair world.

What made the year 2025 special for MAXPOL?

The year 2025 was a special year for MAXPOL. In May 2025, our company celebrated its 35th anniversary on the trade fair market. It was a beautiful date and an important jubilee. Time passed incredibly fast — it was in May 1990 that we founded our family company. Like many businesses, our beginnings were challenging. At that time, we employed only a few people and focused on organising trade fairs abroad, mainly in the former Soviet Union.

What was the first trade fair organised, and how did it influence the company’s development?

The first trade fair we organised took place in Lviv and was called LEOPOL. This event marked the beginning of our trade fair activities, which then developed dynamically. Soon after, we organised our first trade fair in Europe, in Germany. This milestone was followed by further expansion into France, the Netherlands, England, Spain and, eventually, almost all of Europe.

Parallel to the expansion of our trade fair activities, we developed our stand design and construction services. Initially, we built stands using basic systems such as Octanorm and Maxima. Over the years, we decided to focus on creating individual exhibition stands using panels, wood and

other materials. This growth naturally led to an increase in the number of employees.

As with any well-developed company, we expanded our offer to include stand equipment, such as furniture. This required additional space not only for marketing activities but also for production. The need for a carpentry workshop, paint shop and furniture storage resulted in the expansion of our warehouse facilities. We moved to larger warehouses, enabling us to carry out projects efficiently and without limitations. At the same time, we expanded our transport base, allowing us to deliver exhibition stands abroad smoothly and reliably.

What has been your most important achievement?

There have been many achievements over the years, but the most important one has been the trust of our regular exhibitors. We work with a large and constantly growing group of loyal clients, and our portfolio of exhibitions around the world has expanded year by year. In practice, there has been no location where we were unable to organise a trade fair for our exhibitors.

How has MAXPOL expanded its operations?

Our activities have reached every continent. It has therefore not been unusual for exhibitors to request stand construction in locations such as Australia, Japan or Nigeria. The commitment and daily efforts of

our entire team have been recognised by companies, institutions and partners we cooperate with. Over the years, we have received numerous certificates and awards from exhibitors and international partners.

How did the company maintain its leading position in the trade fair sector?

MAXPOL has been a member of the Polish Chamber of Exhibition Industry and has held the title of Leader of Fair Services, along with official recommendations from the Chamber. Since 1990, several thousand exhibitors have participated in the trade fairs we organised, occupying tens of thousands of square metres of exhibition space. For us, the trade fair world has truly become borderless. Our company’s credo has always been customer satisfaction. We invite you to explore our trade fair calendar or visit our website, where you can also see examples of our exhibition stand projects.

Which upcoming trade fairs will MAXPOL participate in?

MAXPOL will participate in SIAL Paris, one of the world’s largest and most important trade fairs for the food industry. This year, SIAL will take place on 17–21 October 2026 at Paris Nord Villepinte.

We invite you to start planning your participation early, including reserving exhibition space and cocreating an attractive and distinctive stand design.

Justyna Tchórzewska Senior Marketing Manager PPH MAXPOL

AKSAM SP. Z O.O. SP.K.

Aksam is a Polish, family-owend company with 33 years of experience in the production of snacks. The Business started with the production of „Beskidzkie Paluszki” – salty baked sticks. Over the years, Aksam has expanded its portfolio to include other products, such as pretzels, and has been strengthening its position on the Polish salty snacks market year after year. Quality and safety are core values, which is why Aksam put them first. The products are of high quality, tasty, and contain the right ingredients. Aksam continuosly improve production and quality processes, train the Staff, and modernise machinery. The company holds certifications in food safety and quality: BRCGS, IFS, Halal, V-label and SEDEX. As of now, Aksam exports its products to 40 countries on every continent and continues to seek new destinations.

BOGUTTI SP. Z O.O. BRAND DISTRIBUTION GROUP

Bogutti is a family-owned company from Poland, specializing in high-quality cookies, fudges, wafer rolls, and biscuits. We combine tradition with modern production standards, steadily expanding into new markets across many continents. Export is a key driver of our business, representing more than 60% of total sales. Bogutti products are already present in numerous international markets, valued by consumers for their excellent taste, consistent quality, and compliance with global requirements. Our portfolio includes well-recognized brands such as La Gustosa, Weeksy, Tweett, Choco Gutti, ChocoFit, Cookies in American Style, Next, Free, and Let’s Rolls. Bogutti supplies retail chains in Poland and abroad with products valued for their quality, taste, and kosher/halal certifications.

Brand Distribution Group is a leading international full-service distributor of FMCG with 33+ years of experience. We deliver top global brands across Europe, Asia, Africa, and the USA, providing distribution services to 90+ countries worldwide. With headquarters in Warsaw and core operations in Białystok, we combine global sourcing, strong commercial execution, and an efficient supply chain to support both brands and buyers. BDG operates a multi-channel structure with four synchronized business models: Export-Import, National Distribution, E-commerce, and Retail – allowing us to scale and adapt to diverse client needs. We also provide integrated logistics support (transport, warehousing, and repackaging/labeling solutions) to ensure smooth delivery from sourcing to final destination.

contact us:

70 Karolina Street 32-608 Osiek, Poland export@aksam.pl, aksam.pl

contact us:

48 Gromadzka Street 05-504 Henryków-Urocze, Poland

+48 603 956 466, +48 601 704 404, +48 783 956 466, +48 667 918 000 export@bogutti.com, bogutti.com

contact us:

18 Niepodleglosci Avenue 02-653 Warsaw, Poland

+48 500 100 130 contact@bdgroup.eu, www.bdgroup.eu

COLIAN SP. Z

O.O.

Colian is a Polish family company that brings together strong and well-known brands. For years it has been passionately creating and delivering to the farthest parts of the world the highest quality food products: sweets, spices, beverages, dried fruit and nuts and ice cream. Colian products are prised for their excellent taste, high quality, original recipes and unique solutions. Customers can choose from delicious chocolates, chocolate products, candies, pralines, impulse wafers, family wafers, cookies, dried fruit and nuts in chocolate, jellies, jelly beans, beverages, spices, herbs, dried fruit and nuts, and ice cream. Colian sweet portfolio is built by strong Polish brands: Goplana, Jutrzenka, Solidarność, Grześki, Familijne, Jeżyki, Akuku!, Śliwka Nałęczowska, Mella and iconic in the Irish and UK markets: Elizabeth Show, Famous Names, Lily O’Brien’s and German brand Gubor Schokoladen.

contact us:

Zdrojowa 1 Street, 62-860 Opatówek, Poland

+48 62 590 33 00 www.colian.com

EUROWAFEL SP. Z O.O. SP.K.

Eurowafel is the producer of different sort of wafers. Since its establishment in 1984, it has developed over the years by investing in modern machines and innovative technologies. On the one hand, we base our production on traditional recipes but on the other, we use innovative solutions to develop new productsas a response to constantly changing market expectations. Eurowafel serves its Clients with high quality products by ensuring product safety according to IFS Certificate. We use the best flour and only simple and verified ingredients. Combining tradition with the latest researches on health food, we implement new, light and healthly products that can be served in many ways.

FANEX SP. Z O.O.

Fanex is a family-owned Polish company with nearly 40 years of experience in the HoReCa market. Combining culinary expertise with modern technology, the company has become a trusted partner for gastronomy operators in Poland and abroad. Fanex offers around 600 products, from classic sauces to trend-inspired recipes, and develops private labels such as Tres Amigos. The company also distributes premium Italian Greci specialties and Japanese Yamasa sauces. Continuous investment in infrastructure, including a logistics network of over 11,500 pallet spaces, supports Fanex’s dynamic growth and international expansion, with products reaching markets across Europe, Scandinavia, the UK, the USA and beyond. The company remains committed to quality, reliability, and building long-term partnerships with its customers.

contact us:

23 Władysława Grabskiego Street 32-640 Zator, Poland

Export Department: +48 33 870 35 71 ext. 106

export@eurowafel.pl, eurowafel.pl

contact us: Radonice 5a, 05-870 Błonie, Poland

+48 22 47 10 444 fax: +48 22 72 53 094 biuro@fanex.pl, https://fanex.pl/

FISCHER TRADING GROUP SP. Z O.O.

Fischer Trading Group is a trade press publisher located in Poland. It publishes Hurt & Detal Magazine (Wholesale & Retail) and Food from Poland Magazine. Hurt & Detal is aimed at Polish retailers, shop owners, FMCG professionals and industry leaders. It covers Polish FMCG sector with a circulation of 51 000 copies per month. Food from Poland Magazine is available during the biggest trade fairs around the world. It emphasises the high quality od finest Polish products and promote Polish food producers. Fischer Trading Group is also an organizer of numerous, cyclical industry events in Poland.

FLAVOR HUB SP. Z O.O. SP. K.

Sen Soy is a modern Vietnamese brand of Asian cuisine products with over 20 years of tradition. The main distinguishing feature of the brand is the matching of products and flavors to the tastes of the European consumer. Currently, the Sen Soy product line includes many different categories, including sauces, snacks, sushi additives, pasta. The turnover of Sen Soy products for 2021 amounted to over EUR 100 million. Production plants are BRC certified.

LACTIMA SP. Z O.O.

LACTIMA is a processed cheese producer from Poland. Our plant is based in Morag, in a Warmian –Masurian province, known as a thousand lakes area. As the first Polish company ever to produce individually wrapped slices, since 1989 we managed to successfully cover all sales channels. Cheese slices, portions, spreads in cups and bars are available in many different tastes and formats. We also produce cream cheese, butter and margarine in small cups. Every LACTIMA product is a great proposition for your daily meal. You can prepare a toast with mozzarella slices or just eat your favourite portion as a snack. Our company works according to quality management systems PN-EN ISO 9001:2015, PNEN ISO 22000:2018, BRC GLOBAL STANDARD for FOOD SAFETY and Halal to ensure highest quality of products. It is appreciated worldwide as LACTIMA brand reaches not only Europe but also Middle East, Far East, Africa and both Americas.

contact us:

2/218 Bagno Street, 00-112 Warsaw, Poland

redakcja@ftpgroup.pl, www.hurtidetal.pl, www.foodfrompoland.pl

contact us:

8 Dzwonkowa Street, 02-290 Warsaw, Poland

+48 22 122 18 24

B2B@flavorhub.pl, www.flavorhub.pl

contact us:

6 Kaszubska Street 14-300 Morąg, Poland

+48 89 757 55 57

export@lactima.pl, lactima.pl

PPH MAXPOL SP. Z O.O.

Maxpol is a company with 30 years of experience in the exhibition industry. Throughout this period, several thousand exhibitors took part in the trade fairs organized by Maxpol. The company organizes fairs in Europe, Asia, North America, South America, Africa and even Australia. Maxpol designs and builds standard and custom stands, provides transport of display units, comprehensive logistic services for fair participants and technical support during the fair. The company holds the title Ambassador of Polish Food Export.

DAIRY COOPERATIVE MLEKPOL IN GRAJEWO

Dairy Cooperative MLEKPOL in Grajewo is one of the biggest milk and dairy producers in Poland. It has been a leader on domestic dairy market for years and it is one of twenty largest dairy processors in Europe. In 2021, 2023, 2024 and 2025 Mlekpol reached over 2 billion liters per year in milk purchase. This equals to over 6 milion liters of milk per day supplied by around 7400 farmers – members of the Cooperative. Its main product categories are UHT products, cheese, butter, milk and whey powders. Mlekpol’s products are made in 12 modern production plants. They are known by, among others, European, African and Asian countries. Mlekpol’s export sales are growing systematically each year.

contact us:

contact us:

251 Rolnicza Street

Dziekanów Leśny 05-092 Łomianki, Poland

maxpol@maxpol-targi.com.pl, maxpol-targi.com.pl

Elewatorska 13 19-203 Grajewo

Customer service:

+48 86 273 04 00

Export Department: +48 86 273 04 44, +48 86 273 04 80 export@mlekpol.com.pl, www.mlekpol.com.pl

MODERN EXPO

Modern Expo is a global creator of integrated solutions for retail, intralogistics, last-mile delivery, and POSM. The company delivers future-ready systems — from shelving, checkout counters, and refrigeration to warehouse racking, micromarkets, and parcel lockers — helping businesses scale and adapt in dynamic markets. With over 28 years of international experience, Modern Expo combines R&D, design, engineering, and industrial manufacturing within one ecosystem. Its full-cycle production facilities in Ukraine and Poland (nearly 100,000 m²) ensure fast execution and efficient multi-location rollouts. Operating in 75+ countries, Modern Expo works with 100+ global brands, including Royal Mail, Carrefour, E.Leclerc, SPAR, Waitrose, GLS, Allegro, Żabka, and Nova Poshta, supporting retailers and logistics operators that serve millions of customers every day.

contact us:

3 Ludwik Spiess St. 20-270 Lublin, Poland

+48 (81) 744 50 50

biurohandlowe@modern-expo.pl, https://modern-expo.eu/en

MOKATE SP. Z O.O.

MOKATE represents a unique blend of passion, tradition, and innovation. As a family-owned company, we draw on years of experience while embracing a modern approach to develop high-quality products appreciated by consumers around the world. Our extensive portfolio includes aromatic coffee and tea, instant products, cookies and many other carefully crafted products that respond to the dynamically changing needs of today’s market. Exporting our products to nearly every corner of the globe, MOKATE remains firmly focused on uncompromising quality, sustainable growth, and staying true to its family roots. We invite consumers to discover a rich world of flavours and aromas, created with care, precision, and deep respect for tradition, while continuously driven by innovation.

contact us:

48 Strażacka Street 44-240 Żory Poland

+48 32 434 97 00

export@mokate.com.pl, mokate.com

OKRĘGOWASPÓŁDZIELNIA MLECZARSKA W KOLE

Regional Dairy Cooperative in Koło is a well-established dairy producer, specializing in the production of high-quality dairy products. After modernization in the 1990s, it became one of the key dairy plants in Poland. Located in Wielkopolska, with a tradition dating back several decades, the company has become a trusted brand in Poland, known for its commitment to quality, innovation, and sustainability. Offering a wide range of products, including milk, cheese, butter, and powdered milk, the cooperative uses modern production techniques while maintaining a focus on traditional methods. OSM Koło is dedicated to providing consumers with fresh, nutritious, and tasty dairy options that meet the highest standards.

contact us: Towarowa 6, 62-600 Koło, Poland

+48 63 272 09 00

osm@osmkolo.pl, www.osmkolo.pl

PRYMAT SP. Z O.O.

The Prymat Group is a leading European producer of spices, universal seasonings, bouillon cubes, powdered and instant soups as well as mustards, sauces and preserved vegetables. With a tradition dating back to 1983, we have built a strong presence and deep expertise in the seasoning and food products category. We supply our products to all key distribution networks in Poland and internationally. Prymat brands are present in numerous countries around the world, including the United Kingdom, Germany, Italy, Belgium, the Netherlands, as well as Canada and the United States. Our portfolio includes well-known brands such as Prymat, Kucharek and Smak. We are IFS and Halal certified, and our production meets ISO and HCCP requirements.

contact us:

14 Chlebowa Street 44-337 Jastrzębie-Zdrój, Poland

+48 (12) 252-88-21

export@prymat.pl, https://prymatgroup.pl/en/

RABUGINO SP.Z O.O.

Rabtrolley is a modern brand specializing in durable and lightweight shopping trolleys made from high-quality recycled plastic. Our products combine sustainability, smart design, and everyday functionality to meet the demands of today’s retail environments. By using recycled materials, Rabtrolley actively supports environmental responsibility and the circular economy while maintaining high standards of quality and performance. Our shopping trolleys are designed for comfort, reliability, and longterm use, offering a practical and eco-friendly solution for stores and customers alike. Driven by innovation and sustainability, Rabtrolley delivers future-ready retail solutions that move businesses forward.

SEKO S.A.

SEKO offers over 200 products, from classic marinated herring to salads, frozen fish and ready-to-eat meals. Our latest Fish and Chill line introduces innovative ready meals with fish in sauces with rice or bulgur, created for modern consumers who seek quick, tasty and nutritious solutions. We also produce breaded or marinated fish using innovative technology, ensuring freshness and convenience. SEKO products, offered both under our own and private labels, are trusted by leading retail chains and wholesalers, with distribution reaching 15 countries worldwide. More than half of our portfolio is free from preservatives or flavor enhancers – because natural taste matters most.

TERRAVITA

SP. Z O.O.

Terravita is a company that shares its extensive experience and knowledge, gained over many years, with professionals in the confectionery industry. With a deep understanding of the needs of confectioners, local artisans, and the broader food industry sector, the company is dedicated to delivering solutions tailored to its partners. The company is committed to building long-term business relationships based on mutual trust. Terravita has been shaping its identity while providing business partners with premium-quality chocolates and a wide range of confectionery semi-finished products, including creams, sauces, and toppings for confectionery and ice cream. Terravita has established itself as one of the largest Polish manufacturers of chocolate and semi-finished confectionery products.

contact us: Graniczna 49, 05-825 Grodzisk Mazowiecki, Poland

+48 22 724 04 05 info@rabtrolley.com

contact us:

3 Zakładowa Street, 89-620 Chojnice, Poland

+48 52 510 81 40 seko@sekosa.pl, sekosa.pl

contact us:

48 Szarych Szeregów Street 60-462 Poznań, Poland

+48 61 668 83 01 office@terravita.pl, terravita.pl

VOBRO SP. Z O.O. SP.K.

VOBRO was established in 1986. The company employs over 300 people, most of them are long-term employees who present vast experience and have been associated with the production of sweets form many years. The VOBRO company is known preliminary for its production of chocolate sweets – including chocolate pralines. FRUTTI DI MARE (seafood-shaped pralines), as well as CHERRY PASSION and LOVE & CHERRY (cherry pralines in chocolate) brands are products known to chocolate praline consumers in markets around the world. A large part of the company`s products are chocolate candies and chocolate bars – including the very popular TRUFLA and JAMAJKA brands. For several years, the company has also been investing in other types of sweets: jellies, including new brand JELLY DOT and different formats of bars. The VOBRO brand is a leader in many markets in term of the occasional products offer, i.e. products bought by consumers as calendar occassions (Valentine`s Day, Mother`s Day, Christmas, etc.).

contact us:

78 Podgorna Street

87-300 Brodnica, Poland

+48 56 493 28 51

export@vobro.pl, vobro.pl

WAWEL S.A.

Wawel SA is one of the oldest and most renowned confectionery producers in Poland, with a rich heritage dating back to the late 19th century. The company’s success lies in its unique ability to combine time-tested, traditional recipes with premium-quality ingredients and modern technological innovations. Wawel’s portfolio features iconic sweets that have been loved for generations, including the legendary chocolate pralines: Malaga, Tiki Taki, and Kasztanki, the classic chocolate jellies – Mieszanka Krakowska, and elegant Small chocolate bars – Danusia. Beyond confectionery excellence, the brand is deeply committed to social responsibility. Through the Foundation “Wawel with Family”, the producer supports numerous educational, sporting, and social initiatives, sharing joy with those in need.

WIELKOPOLSKI INDYK SP. Z O.O.

We are unique experts in the market of turkey meat. High quality meat means high quality products. Since 1967 years we have been benefiting from the tradition, while maintaining the craft nature of our products and also using the modern technology of meat manufacturing and packing. Today we are thoroughly modern company with an international activity . We cooperate with the biggest retail and distribution chains in Poland and abroad. Our products, in the brand of our clients we export to a large part of Europe and Middle East countries. Wielkopolski Indyk is a company integrated in a chain from farm to fork. We grow high quality plants, we own feed-mill, turkey farms, slaughterhouse and modern processing plant specialising in products such as: sliced cold cuts, convenience, sausages, long- ripening (e.g. salami), sous-vide. In addition, the quality of our products has been appreciated by the best and most restrictive organisations dealing with the safety of the food: HACCP, BRC, IFS as well as HALAL certificate.

contact us:

contact us:

14 Władysława Warneńczyka Street 30-520 Cracow, Poland

+48 669 222 356

export@wawel.com.pl, wawel.com.pl

Bolesławiec 12A

62-050 Mosina, Poland

+48 61 893 03 04

sekretariat@wielkopolski-indyk.pl www.wielkopolski-indyk.pl

Vobro EGO

This novelty from Vobro is a line of pralines in doypacks. The top 7 flavours of pralines from the company’s portfolio are now available in packaging options for individual consumption. Each pack contains 8 pralines, each praline comes with an individual wrapper. The product weights do not exceed 100g, thanks to which the products are offered at attractive prices allowing the offer to compete with individual consumption products from other chocolate confectionery categories.

www.VOBRO.pl

Pralines Plum in Chocolate

This novelty from Vobro will make happy fans of fruity pleasures! The delicious Pralines Plum in Chocolate stands out not only for its exquisite taste, but also for its unique plum shape, hiding a plum flavored filling and a whole plum inside. Each praline is packaged in an elegant purple wrapper, decorated with an appetizing image of a juicy plum coated in chocolate. Product is available in two formats: 144 g carton box and 192 g gifting packaging with a real rosette.

www.VOBRO.pl

MOKATE GOLD PREMIUM LATTE DUBAI CHOCOLATE

Mokate Gold Premium: Latte Dubai Chocolate. Inspired by the luxurious taste of Dubai’s finest chocolate. This new latte blends bold pistachio notes with smooth, velvety chocolate. More than just coffee, it’s a touch of exotic elegance in every cup. Discover the power of flavor with Mokate Gold Premium. www.MOKATE.com

Delissimo Almond 153 g

Delissimo Almond are delicate pralines, full of expressiveness and refined elegance. The packaging, perfectly in line with global design trends, conceals pralines in the form of spheres with a whole almond submerged in a delicious white cream. It is impossible to tear yourself away from them, as they seduce you with every bite with their velvety, almond-coconut flavor.

www.VOBRO.pl

MOKATE GOLD PREMIUM GINGERBREAD

Discover the cozy charm of Mokate Gold Premium: Gingerbread Latte. Inspired by winter magic and the aroma of freshly baked gingerbread, it combines spicy notes of cinnamon, cloves, and nutmeg with smooth, creamy coffee. The perfect companion for chilly days, offering festive comfort in every cup.

www.MOKATE.com

Whey protein concentrate (WPC) powder 80

Whey protein concentrate 80 is a product obtained by the separation of the whey protein from the pasteurized liquid whey in the ultrafiltration process so that the finished product contains at least 80% protein. It can be used as a food additive and is a source of nutritional protein for supplementation. WPC 80 is used in the production of bread, baked goods, soups, creams, sauce premixes and in many types of meat. It is unflavoured and can be given any flavour or aroma.

www.MLEKPOL.com.pl

Discover Polish Snacks

Soleo Salty Snacks are baked products that will appeal to everyone. All made with top quality ingredients, our snacks are available in the form of sticks, pretzels and tube combining both the products. Pretzels could have different shapes and flavours. All snacks listed are vegetarian friendly, which is confirmed by the European V-Label Vegetarian certificate. They do not contain monosodium glutamate.

www.AKSAM.pl

Coolky – a feast for senses Cookies

Coolky cookies are distinguished by a unique combination of flavours and contrasting textures. Each cookie is a unique composition of a crunchy biscuit covered with chewy caramel, dried fruit and nuts and coated with delicious Goplana chocolate – dessert or milk. Coolky cookies are available in various flavours, such as classic, coconut or salted caramel, but you will always recognise them by their original “spiky” shape.

www.COLIAN.com

Mozzarella cheese block Mozzarella is a cheese with a mild and delicate flavour. It is perfect for baking and, which is distinctive for it, after melting it becomes flexible and very stretchy, which makes it the most popular choice for making pizza. Mozzarella from Mlekpol provides a unique Italian taste, because the product is made of the highest quality Polish milk from cows grazed in the cleanest regions of Poland. It is also an excellent source of calcium, valuable vitamins and minerals.

www.MLEKPOL. com.pl

Goplana Pistachio – the unique taste of pistachios

Pistachio pralines are another proposal that gained recognition in Poland and is currently conquering international markets. Thanks to the unique combination of semi-liquid pistachio filling with a hint of alcohol and velvety Goplana chocolate, these pralines are a real feast for the palate. Each praline is individually wrapped, making them a perfect gift choice. Also available in an alcohol-free version.

www.COLIAN.com

Goplana Toffino – a drop of toffee with a chocolate heart

Goplana Toffino combine the delicacy of your favourite toffee with the rich taste of chocolate. Each sweet is a small masterpiece that enchants us with both its appearance and taste. Velvety milk caramel hides the chocolate cream inside that melts in your mouth providing intense taste experiences. Thanks to carefully selected ingredients, Goplana Toffino sweets are not only delicious, but they are also a high-quality product that will certainly please every gourmet. Available in various packages: bags of 80 g or 1 kg and cartons: 2.5 kg or 8 kg. Each sweet has been individually wrapped. This product is gluten – free.

www.COLIAN.com

Let’s Rolls

Wafer rolls with matcha cream

Crunchy wafer

• Soft cream

• High-quality cream

• Net weight: 120 g

Wafer Rolls with mango cream

• Crunchy wafer

• Soft cream

• High-quality cream

• Net weight: 120 g

www.BOGUTTI.com

Classic Terravita dark chocolate with mint filling 100 g

Classic Terravita dark chocolate with mint filling is a harmonious combination of the intense flavor of cocoa and refreshing mint. Each piece melts in your mouth, combining the depth of dark chocolate with a delicate creamy filling with a fresh mint flavor. An excellent choice for a moment of relaxation and a little sweet refreshment.

www.TERRAVITA.pl

Travel Gummies Sour 80 g

The new Travel Gummies collection from Fresh&Fruity includes five bold flavor journeys – from exotic Africa and Asia full of lychee to an energetic fruit mix inspired by America. For fans of plant-based products, the World Vegan edition offers the same great taste with V-Label certification.

Travel Gummies Sour is a tangy blend of dragon fruit and lime flavors in shapes inspired by the Far East. Sweet or sour, every pack of Fresh&Fruity turns a snack into a tasty adventure.

www.WAWEL.com.pl

Fingers Biscuits with crunchy bite

Vanilla & dark chocolate

• High-quality ingredients

• Net weight: 100 g (3.53 oz)

White Choco

• High-quality ingredients

• Net weight: 100 g (3.53 oz)

www.BOGUTTI.com

Classic Terravita dark chocolate with lemon filling 100 g

Classic Terravita dark chocolate with lemon filling combines the intense depth of cocoa with the refreshing freshness of lemon. The velvety dark chocolate hides a delicate, creamy interior with a citrus aroma, which gives it a unique lightness. The perfect choice for lovers of contrasts – sweetness and sour notes.

www.TERRAVITA.pl

Cream Fudge 250 g

Wawel’s Cream Fudge is a legendary milky and buttery treat, crafted according to a traditional recipe using only four ingredients. Thanks to airtight flow pack packaging, each fudge retains its crispness and freshness for longer. A traditional recipe, buttery and milky delight in every bite.

www.WAWEL.com.pl

Convenience product group (nuggets, cordon bleu, strips) – chicken and turkey meat products

Quality of breaded and tempura products prepared by our company have been appreciated on European tables. Our dishes are tasty, crispy and easy to prepare. For freezing we use IQF technology, where we freeze each products separately and ensure the highest quality of the products.

www.WIELKOPOLSKI-INDYK.pl

Mango Jalapeño Sauce by Fanex

Fanex’s Mango Jalapeño Sauce No. 77 is a vibrant, modern flavour composition that brings together the natural sweetness of ripe mango with the refreshing heat of jalapeño peppers. Created for chefs and foodservice professionals looking to add a contemporary twist to their menu, it delivers a bold yet well – balanced profile that works across multiple culinary formats.

www.FANEX.pl

Processed cheese portions Creamy

Processed cheese portions are the excellent spreads for bread and the tasty, creamy snacks. In a 140 g or 120 g pack there are 8 delicious triangular portions. Every portion has a special ribbon for easy opening.

www.LACTIMA.com

Re-pasteurized wieners

At the customer’s request, we re-pasteurize already packaged VAC products. This technology gives us longer shelf life.

www.WIELKOPOLSKI-INDYK.pl

Tres Amigos Nachos

Bring a crowd pleasing crunch to every occasion with Tres Amigos Nachos—golden, crispy tortilla chips from Fanex’s own Tres Amigos line of culinary add ons created for foodservice and retail. The Tres Amigos range was developed to broaden Fanex’s offering beyond sauces with convenient, high quality staples – and now includes delicious, ready to serve nachos. Available flavours: Salted, Bacon, Cheese, and Hot Paprika.

www.FANEX.pl

Processed cheese slice Cheddar 130 g

High quality product produced with modern technology based on carefully selected raw materials and is targeted to a wide range of consumers. Each slice of cheese is individually wrapped in plastic foil. Some packaging of the slices is designed to allow multiple opening and closing, which helps to extend freshness of the product. Excellent taste and high nutritional values of the slices.

www.LACTIMA.com

Advertising material commissioned by Fanex

Advertising material commissioned by Fanex

Fat Filled Milk Powder

Fat Filled Milk Powder is a dairy product where vegetable oils are incorporated to increase the fat content. It is commonly used in baking, cooking and the production of dairy-based products like creams and desserts. Its creamy texture and longer shelf life make it a practical choice for both household and industrial use.

www.OSMKOLO.pl

Rabtrolley shopping trolleys with the Pet Basket feature

Specially designed models equipped with an integrated pet compartment, created for customers who shop together with their animals. The built-in pet box provides a safe, stable, and comfortable space for small pets during the shopping experience, while allowing owners to move freely and shop conveniently. All materials used are durable, easy to clean, and meet high hygiene standards. Pet Basket models respond to the growing trend of pet-friendly retail environments and help stores enhance customer experience. Rabtrolley trolleys are available in both smaller and larger trolley models.

www.RABTROLLEY.com

KUCHAREK Fix

Our convenient FIX mixes allow you to prepare tasty meals quickly and easily in just a few steps. Each mix comes with a short shopping list and clear instructions on the back Available mixes: Chicken in Creamy-Herbs Sauce, Spaghetti Bolognese, Chicken in Cheese Sauce, Chinese-Style Dishes, Hungarian-Style Goulash, Farmer’s Pot, and Pasta and Ham Casserole. 7 sauces – for 7 days a week.

www.PRYMATGROUP.pl

Sweet Cream Butter 82% fat

Butter in a 25 kg block with 82% fat content is a high-quality dairy product, perfect for both industrial and commercial use. With its rich, creamy texture and high-fat content, it is ideal for baking, cooking, and food production, where a full, buttery flavor is desired. Its large packaging size makes it suitable for large-scale kitchens and food manufacturers.

www.OSMKOLO.pl

Twinst for All

Special, inclusive version of the Twinst Bag shopping trolley, designed specifically for people who use wheelchairs. It was developed by the Italian brand Rabtrolley. The key feature of Twinst for All is a system of two dedicated connectors that allow the trolley to be safely and comfortably attached to a wheelchair. This solution enables customers to shop independently, without the need for assistance. Like the standard Twinst Bag model, Twinst for All promotes sustainable shopping habits by encouraging the use of personal reusable bags. It maintains the same ecological values, modern design, and ease of maneuverability.

www.RABTROLLEY.com

PRYMAT Air Fryer Seasonings & Coatings

Convenient sachets of seasonings and coatings specially designed for air fryer cooking, also suitable for oven use. Made with natural ingredients, free from MSG and artificial additives. Seasonings: golden chicken, salmon, fries & potatoes; coatings: nuggets, nuggets with chili. Recipe on the back.

www.PRYMATGROUP.pl