In the competitive and ever-evolving world of confectionery retail, success is defined not only by what’s on the shelf, but by the brand power, consumer trust, and smart merchandising behind those products. That’s where E.Wedel, Poland’s most iconic chocolate brand, shines.

With over 170 years of heritage, a deep understanding of shopper behavior, and a forward-thinking product and trade strategy, E.Wedel is not just a chocolate supplier. It becomes a growth partner for retailers.

Whether you run a local store, a chain of supermarkets, or a specialty food outlet, partnering with E.Wedel can drive your confectionery sales to new, higher level. Here’s how and why retailers across Europe and beyond are choosing to do business with this beloved brand.

A brand that shoppers know and love

E.Wedel is more than a name - it’s an emotion for millions of consumers in Poland. Founded in 1851, it has become a symbol of Polish quality, tradition, and indulgence and is rapidly gaining recognition in international markets.

For retailers, this means built-in consumer trust. E. Wedel’s signature products from Ptasie Mleczko® and Pawełek bars to luxurious pralines Creamy and Creamy tablets already enjoy high brand recognition. Shoppers are not only familiar with the brand but also emotionally connected to it, which increases the chance of spontaneous purchases and repeat sales.

“Customers see Wedel and they smile. It brings back memories. That emotional link is gold for sales." That’s a feedback from a partner retailer in the Baltics

Strong sales performance across categories

E.Wedel doesn’t rely on just one hero product—it offers a diverse portfolio that performs consistently across formats, categories, and seasons. This includes:

• Tablets – milk, dark, filled, and innovative Creamy line with creamy, chocolate filling
• Impulse bars – Bajeczny, Pawełek, WW, and Halva varieties
• Gifting and premium – Pralines, heart-shaped chocolates
• Seasonal specialties – Christmas and Easter collections, Valentine’s Day limited editions of Ptasie Mleczko
• Innovations – Frozen Ptasie Mleczko for summer hot days

This broad assortment gives retailers flexibility to tailor their offerings to consumer needs from everyday indulgence to seasonal gifting.

Impulse and emotion-driven confectionery that sells

Chocolate is a highly impulsive category and E.Wedel understands this deeply. That’s why its packaging, product design, and merchandising are carefully crafted to spark desire and delight.

Products like the Creamy line with heart-shaped pralines or the Bajeczny countlines placed at checkout serve as irresistible temptations. E.Wedel’s colorful and navy blue nostalgic branding, coupled with modern formats, appeals to both loyal customers and younger audiences.

When placed strategically at the point of sale, near beverages, or in seasonal promotional zones E.Wedel products convert shopper attention into sales.

Trade support that helps retailers win

E.Wedel is committed to working hand-in-hand with its retail partners. The brand doesn’t just deliver product. It delivers performance, providing partners with:

• Attractive POS materials (displays, wobblers, shelves, promotional tools)

• Customised promotional calendars and product rotations based on seasonality
• Data-driven placement recommendations that increase footfall and conversion
• Co-branded activations and joint marketing opportunities
• Training and product education for staff (on request)

For retailers, this translates into fewer slow movers and more high-performing SKUs with strong sell-through.

“Wedel’s trade team works like an extension of our own—they help us think smarter and sell more.” – Category Manager, Asia

Flexible assortment and formats for every channel

From large retailers and hypermarkets to convenience stores, gas stations, and online platforms E.Wedel offers channel-specific solutions.

• For impulse and convenience: Small countlines, novelties, and small 40g chocolate snacks
• For traditional retail: Shelf-ready displays, iconic Ptasie Mleczko® limited editions and rotating seasonal collections
• For modern trade: Category management support, promotional gondolas, and thematic endcaps
• For e-commerce: Gift boxes, promotional bundles, and ready-to-ship formats

This flexibility ensures that retailers can optimize shelf space and assortments based on their customer base and business goals.

Seasonal magic that brings stores to life

One of E.Wedel’s most powerful sales drivers is its seasonal merchandising strategy. The brand consistently delivers standout themed displays during key gifting periods such as:

• Christmas – premium pralines,  pacdedicatedkaging, gifting bundles
• Easter – light chocolate products, white chocolate varieties, kids offerings
• Valentine’s Day – romantic heart- shaped pralines “From the Heart” or Creamy as well as Ptasie Mleczko®
• Mother’s Day / Women’s Day – dedicated Torcik Wedlowski and Ptasie Mleczko®

These displays do more than decorate - they create moments of joy, drive urgency, and encourage multiple purchases.

International capabilities with a local touch

E.Wedel may be a Polish brand, but it operates with international professionalism. With growing exports across Europe, Asia, both Americas and the Middle East, E.Wedel:

• Offers multilingual packaging,
• Provides custom export documentation,
• Understands local taste preferences,
• Participates in key international trade shows (ISM, THAIFEX ANUGA, APAS, Vietfood),
• Supports market entry with tailored launch strategies and promotional assets.

For distributors and retailers looking for a trusted European brand with global growth potential, E.Wedel is a perfect choice.

Commitment to innovation and quality

E.Wedel continually invests in product development, modern manufacturing, and packaging technology. The brand is not only preserving tradition but also embracing modernity with:

• New flavor combinations (e.g., Creamy milk chocolate with caramel)
• Innovative consumption rituals (e.g. frozen Ptasie Mleczko®)
• Outstanding flavours (e.g. Ptasie Mleczko® Raspberry with Mascarpone)
• Sustainable packaging initiatives

This innovation keeps the assortment fresh, exciting, and relevant to evolving consumer demands, especially among Gen Z and millennial shoppers.

A brand that grows the whole category

Retailers consistently report that E.Wedel doesn’t just sell well. It elevates the entire confectionery category. Thanks to its eye-catching displays, emotional branding, and versatile product formats, E.Wedel:

• Attracts more shoppers into the chocolate aisle,
• Increases basket value through multi-buy or impulse sales,
• Stimulates gifting purchases during seasonal periods,
• Encourages cross-merchandising with beverages, wine, breakfast items, and more.

The result? Higher category turnover, better shelf dynamics, and a stronger in-store experience.

Retailers trust E.Wedel for good reason

Retailers choose E.Wedel because it delivers on its promises: well recognized brands, reliable logistics, compelling branding, and outstanding support. It’s not just about selling chocolate. It’s about selling the right chocolate, at the right moment, to the right consumers.

From spontaneous snacking to thoughtful gifting, E.Wedel offers products that make people feel good and retailers see the results in their bottom line.

Ready to grow your confectionery sales?

Let E.Wedel be your sweet secret to success. Contact our international trade team today and discover how a partnership with E.Wedel can transform your chocolate category from impulse bars to seasonal masterpieces.