Between May 12–15, 2025, E.Wedel will proudly showcase its world-renowned chocolate at APAS Show in São Paulo — Latin America’s largest supermarket trade event and one of the most significant food industry fairs in the world.

With this appearance, E.Wedel reaffirmed its commitment to global expansion, strengthened partnerships across the Americas, and introduced the rich tradition of Polish confectionery to a new audience.

Sweet heritage meets global ambition

For over 170 years, E.Wedel has been crafting chocolate that captures the imagination of generations. Founded in 1851, the brand has become a symbol of Polish quality, taste, and innovation — from the iconic Wedel Boy and our beloved Ptasie Mleczko®, to elegant pralines, chocolate bars, and seasonal collections.

Participating in APAS Show 2025 will mark a strategic step in our mission to reach new international markets and expand the presence of Wedel products beyond Europe. Latin America — with its love for bold flavors, premium sweets, and high-quality ingredients — is a region where we see growing interest in unique chocolate experiences.

APAS Show: a global meeting point

Held annually in São Paulo, APAS Show is more than a trade fair. It is a platform for innovation, inspiration, and strategic dialogue in the global food and retail sectors. In 2025, the event is going to gather over 800 exhibitors and 70,000 visitors from around the world, including key buyers, distributors, and food industry leaders.

E.Wedel’s booth will welcome guests with sensory-rich chocolate tastings, and authentic storytelling about the brand’s Polish origins. Visitors were invited to:

• Experience the signature taste of Ptasie Mleczko®, a fluffy chocolate-covered foam delight

• Explore our high quality product range, including classic and filled chocolate bars, pralines, and drinking chocolate

• Learn about Wedel’s heritage, sustainable practices, and modern manufacturing

Building connections, inspiring taste

Throughout the fair, E.Wedel’s team will hold dozens of meetings with potential partners from Brazil, Argentina, Colombia, Chile, and beyond. Our export and business development experts will discuss opportunities for distribution, private label cooperation, and brand collaborations.

Why E.Wedel in Brazil?

Brazil is the largest confectionery market in Latin America and the 5th largest chocolate consumer market in the world. Its retail sector is sophisticated and diversified, while local consumers are increasingly looking for high quality chocolate with a story.

E.Wedel’s portfolio — combining traditional recipes with modern design and international appeal — is perfectly aligned with these trends. Whether through giftable packaging, seasonal collections, or our vegan and no-sugar-added innovations, we aim to meet the needs of both retail chains and specialty stores across the region.

A taste of Poland, made for the world

For E.Wedel, international expansion is not just about reaching new shelves — it’s about building long-term, meaningful relationships with customers and partners. That’s why our participation in APAS Show 2025 will include:

• Product tasting experiences guided by chocolate experts

• B2B sessions presenting our production capabilities and private label offers

• Storytelling sessions showcasing our sustainable sourcing and commitment to quality

Looking ahead

The APAS Show is a milestone in E.Wedel’s global journey — and just the beginning of our next chapter in Latin America. We’re excited to continue building partnerships in Brazil and the wider region, sharing the taste of Poland with even more chocolate lovers.

For businesses interested in cooperation, distribution, or learning more about E.Wedel’s export offer, our team is ready to talk. Because when tradition, innovation, and passion meet — every bite tells a story.