90 Years of Ptasie Mleczko

In 2026, Ptasie Mleczko® celebrates its 90th anniversary. The occasion marks nine decades of a product that began as an original confectionery idea and grew into one of E.Wedel’s most recognisable signatures. Its position rests on a simple but distinctive combination: a soft, airy centre enclosed in real chocolate.

For consumers, Ptasie Mleczko® is closely connected with shared moments, celebrations and familiar tastes. For retail and export partners, it represents something equally valuable: a product with immediate recognition, a clear point of difference and enough flexibility to remain relevant as preferences change.

From a travel-inspired idea to a Polish signature

Ptasie Mleczko® was created in 1936, when Jan Wedel returned from a journey to France with

inspiration for a new type of confectionery. He developed delicate milk foam covered with E.Wedel chocolate, creating a product with an unusual contrast of textures. The name referred to the Slavic idea of “bird’s milk”, a rare and extraordinary delicacy.

The product joined a company whose history already stretched back to 1851, when Karol Wedel opened his first confectionery in Warsaw. Over time, the Wedel name became associated with chocolate craftsmanship, careful production and a willingness to introduce new formats. Ptasie Mleczko® became one of the clearest expressions of that approach: familiar enough to become part of everyday life, yet distinctive enough to be remembered after the first taste.

The product is defined by contrast

The appeal of Ptasie Mleczko® comes from the way its elements work together. The filling is based on soft cream and butter. It is light and cloud-soft, with a texture that melts in the mouth. The chocolate coating adds structure and a deeper cocoa taste. Together, they create an experience that is delicate without becoming ordinary.

The recipe has continued to evolve, while its defining character remains recognisable. The balance between a soft centre and a crisp chocolate layer gives the product a strong sensory identity across different flavours and markets. It also gives consumers a reason to return to the classic, even when they are curious to try something new.

A familiar name with room for discovery

The Ptasie Mleczko® portfolio brings together established favourites and continuously evolving flavour directions. Vanilla, Creamy, Chocolate, Lemon and Salted Caramel are familiar flavours that shoppers recognise and return to. At the same time, E.Wedel regularly introduces new taste experiences, such as Mascarpone & Raspberry, Blueberry Shake and Matcha & Cherry, giving consumers more reasons to explore the range.

This combination helps Ptasie Mleczko® serve different roles within a confectionery assortment. The classic variants can support a reliable core range, while newer flavours create opportunities for seasonal activity, product rotation and shoppers looking for a fresh taste experience. The brand can therefore remain anchored in its heritage while continuing to give retailers and distributors reasons to refresh the shelf.

Ptasie Mleczko® remains a clear leader in its category, with a 19.3% value share and 19.4% volume share. The brand continues to grow strongly, recording a 22.0% increase in sales value and a 9.5% rise in volume. These results demonstrate how a long-established product can continue to grow when its recognisable core is supported by relevant innovation.

Lightness at scale

The product’s delicate character is supported by substantial production capabilities. Ptasie Mleczko® is made exclusively at E.Wedel’s factory in Warsaw, where the brand’s chocolate-making heritage operates alongside modern production processes.

The scale is considerable. Approximately 66 pieces are produced every second, which equals around 4,000 pieces per minute and more than 5.7 million pieces in a day. Behind each piece stands a controlled process designed to preserve the same texture, coating and overall experience across a very large number of products.

This combination of sensory distinctiveness and production reliability is important for partners. It means that a product with an artisanal-feeling experience can also support the volume, consistency and repeatability expected in modern retail and international distribution.

Making 90 years visible in store

An anniversary becomes more meaningful when shoppers can recognise it at the point of sale. To support the 90th birthday of Ptasie Mleczko®, E.Wedel has prepared a set of POS materials designed to increase visibility and create a clear celebration moment in store.

The toolkit includes, among other elements, a topper and side panels for a quarter-pallet display, a roll-up, wobblers, a floor sticker, a branded shopping basket and a shelf-liner. Used together, these elements can build a stronger presence around the product, guide shoppers towards the range and give secondary placements a recognisable anniversary identity.

The creative language is built around two simple ideas: “90 years of tradition” and “An iconic classic loved by millions”. The materials use the anniversary as a reason to bring the product out from the surrounding assortment and make its story visible at the shelf. Displays can support the core range, introduce newer flavours and create additional opportunities for impulse purchase or seasonal activation.

The anniversary materials can also be adapted to wider in-store activity, including branded stands and product sampling. This allows partners to connect visibility with direct product experience and invite shoppers to explore both familiar and newer variants.

A platform for long-term partnership

For retailers and distributors, the 90th anniversary offers a ready-made communication platform. It brings together a clear story, a strong product range and practical tools for activation. The anniversary can support a temporary display, a broader secondary placement or a more developed campaign built around heritage and discovery.

It also gives partners a simple way to communicate the product to their own shoppers. The story is easy to understand: a recipe created in 1936, a characteristic light texture, real chocolate and a range that combines trusted flavours with new directions. That clarity makes Ptasie Mleczko® easy to present across different retail environments and markets.

After 90 years, the product remains relevant because it does not depend on a single moment or a single generation. Its recognisable name creates familiarity, while its texture, flavour range and activation potential leave room for new experiences. This is what allows Ptasie Mleczko® to function both as a classic and as an active part of a modern confectionery portfolio.

Celebrating Ptasie Mleczko® beyond the shelf

The anniversary has also been marked through a special “Beztroska” exhibition at the E.Wedel Chocolate Factory Museum in Warsaw. Opened on 4 September 2026, the temporary experience invites visitors into a world inspired by the lightness and softness of Ptasie Mleczko®, with giant foam pieces, a mirror corridor, a cloud-themed walk and a space for carefree relaxation. The exhibition is scheduled to run until 30 November 2026.

Ninety years after its creation, Ptasie Mleczko® continues to connect product heritage with new ways of experiencing the brand. Its story began with a journey and a new confectionery idea. Today, it remains a product that can travel across generations, shelves and markets while preserving the quality and character that made it recognisable in the first place.