The year 2025 will be remembered as one of the most dynamic and transformative periods in the recent history of E.Wedel. It was a year defined by bold product innovation, renewed global presence, successful collaborations with partners, and record-breaking consumer engagement.

As we look back, we can proudly say that 2025 strengthened our heritage brand, expanded our international footprint, and prepared a powerful foundation for 2026.

Below is a comprehensive summary of what we have achieved together.

A year of exciting “In & Outs” for Ptasie Mleczko®

If one product category truly defined 2025, it was Ptasie Mleczko®. Consumers across markets responded with enthusiasm to the variety of new frozen and shake ways of consumption and limited editions introduced throughout the year.

We launched several limited-edition flavors, each offering a fresh twist on the classic treat. These seasonal and thematic offerings turned out to be a major success, generating excitement at the shelf and consistently outperforming expectations.

The innovative SKUs delivered significant sales growth, driven both by impulse purchases and repeat buying. Moreover, limited editions helped recruit new consumers across multiple age groups, including younger demographics who discovered the brand through playful flavors and adults who returned to the brand out of curiosity and nostalgia. Retailers reported faster SKU rotation, while consumer willingness to “come back for the next flavor” created a strong cycle of engagement and trial.

New flavor highlights

2025 also brought several standout launches, including:

• Ptasie Mleczko® Smaki Lata (Summer Flavours) - a refreshing limited edition with fruity jelly fillings, perfect for warmer months and ideal for creating new consumption occasions.

• Limited-edition summer chocolates, Happy Barrels, and Pawełki featuring seasonal fruit-inspired fillings.

• A new hero flavor: Orange-Chocolate Ptasie Mleczko®, combining the indulgence of E.Wedel chocolate with a bright, citrusy twist, quickly becoming one of the most talked-about launches of the year.

These innovations strengthened brand awareness, strengthened the emotional connection with consumers, and confirmed that Ptasie Mleczko® remains one of our most powerful global growth engines.

Trade marketing support 2025. Learnings that guide our 2026 strategy

Our trade marketing efforts this year focused on building tailored support, custom tools, and flexible solutions for specific clients and markets. 2025 confirmed something essential: one-size-fits-all no longer works.

What worked best?

Client-specific tools

Retailers increasingly expect materials designed for their exact store format, shopper profile, and online ecosystem. In 2025, we delivered:

• personalized POSM tools,

• retailer-specific display guidelines,

• dedicated e-commerce content,

• and tailored promotional planning.

This approach strengthened collaboration, improved in-store execution, and provided partners with solutions that delivered measurable sell-out effects.

A major cultural milestone: the Chocolate Factory E.Wedel

A highlight of 2025 was the incredible success of the E.Wedel Chocolate Museum, which exceeded 350,000 visitors, an outstanding result demonstrating the power of experiential branding. The museum became a destination for families, a symbol of E.Wedel heritage, a platform for international storytelling and a bridge between tradition and innovation.

The museum’s success will inspire experiential initiatives across future markets and partnerships.

Shaping our 2026 approach

Based on 2025 learnings, in 2026 we will focus even more on:

• hyper-tailored trade solutions,

• market-specific POSM and activation kits,

• stronger digital-first content,

• and deeper collaboration with local retail teams.

Presence at global food & confectionery shows: a key driver of international growth

2025 was a breakthrough year for our international visibility. E.Wedel took part in the world’s most influential trade fairs, including:

• Thaifex (Asia)

• APAS (Brazil)

• Vietfood (Vietnam)

• ISM (Germany)

• Anuga (Germany)

These events are so valuable for us, as enable E.Wedel to:

• Expose the brand on a global scale

Participation at major trade shows significantly increased awareness of E.Wedel among buyers, distributors, and retail groups from dozens of markets.

• Networking & relationship building

Meeting partners face-to-face allowed us to discuss 2026 portfolios, align expectations, plan joint promotional activities, and deepen existing collaborations.

• Collecting insights & observing trends

Trade shows offer a unique opportunity to monitor global flavor trends, packaging innovations, sustainability approaches, and digital solutions. These learnings directly influence our product and trade marketing strategy for 2026.

• New business opportunities

Our participation at these fairs led to new partnerships in key strategic markets, opening the door to new distribution channels and expanding our export reach.

Strengthening collaboration with existing clients

2025 was also a year of intensifying cooperation with our long-standing partners. Together, we:

• expanded product listings,

• Introduced new SKUs,

• optimized shelf presence,

• and enhanced the breadth of our offer in priority markets.

Joint planning brought stronger visibility at the point of sale and helped retailers maximize the performance of the confectionery category.

Expanding our export reach: new markets and new collaborations

We proudly extended our geographical footprint by entering several new markets and establishing new partnerships that will grow the brand in regions where E.Wedel previously had no presence.

This expansion was possible thanks to:

• our enhanced product portfolio,

• consistent brand storytelling,

• strong trade show performance,

• and the quality of collaboration with our international partners.

Each new partnership is an investment in long-term brand equity and a step toward positioning E.Wedel as one of the most recognizable Central European chocolate brands globally.

Looking Ahead in 2026

The achievements of 2025 set a strong foundation for the future. In 2026, we aim to:

• expand limited-edition concepts into more export markets,

• develop new seasonal and flavor innovations,

• strengthen our presence at international trade shows,

• scale personalized trade marketing solutions,

• increase visibility across digital and e-commerce channels,

• and continue building relationships with both current and new partners.

2025 proved that with creativity, collaboration, and consistent brand vision, E.Wedel can grow globally while staying true to its heritage.