E.Wedel in the kitchen – the best answer to home cooking trend
For nearly 175 years, E.Wedel has been synonymous with craftsmanship, authentic flavour, and chocolate passion. From the iconic Ptasie Mleczko® to the classic E.Wedel Milk Chocolate bar, the brand has inspired generations of chocolate lovers - not only to enjoy, but also to create.
Today, more and more people are discovering that the magic of E.Wedel begins right in their own kitchen.
The rise of home cooking trend
In recent years, home cooking has become one of the most influential lifestyle trends worldwide.
According to the HelloFresh “State of Home Cooking 2025-2026” report, 93% of adults plan to cook at home as much or more than last year, driven by both economy (85%) and health awareness (81%).
Other studies (Food-at-Home Trends 2025) confirm that cooking at home is now about creativity, family bonding, and emotional comfort, not just necessity.
Gen Z joins the movement
What’s even more exciting is how strongly Generation Z, the youngest group of adult consumers, is embracing this trend.
Recent studies show that while Gen Z values convenience, they’re also increasingly eager to learn, experiment, and cook at home. A report by Knit revealed that 72% of Gen Z college-age respondents started cooking more during the pandemic, and this habit has continued as a form of self-expression and mindfulness.
Meanwhile, a 2025 survey by Current Backyard found that 80% of Gen Z respondents want to cook at home more often, seeing it as a creative and social activity rather than a chore.
For brands like E.Wedel, this opens a new world of inspiration, where young consumers are turning to chocolate as an ingredient for DIY desserts, gifting, and social-media-ready creations that connect tradition with modern expression.
Home cooking as a brand activation platform
The home-cooking trend isn’t just a behavioural shift, It’s also a powerful platform to activate your shoppers directly at the point of sale.
By combining recipe inspiration with product education, brands can transform everyday purchases into memorable, emotional experiences.
One of the most effective ways to do this is to create a dedicated “E.Wedel in home cooking” landing page, a space where consumers can:
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Discover simple recipes using E.Wedel products,
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Download shopping lists or QR codes from in-store displays,
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And share their own chocolate creations on social media.
POS materials, QR codes, and digital campaigns can then drive traffic to this page - turning a traditional display into an interactive experience that builds engagement, strengthens brand loyalty, and directly supports sales.
The joy of homemade desserts
Home baking is more than preparing food - it’s about creating memories. The gentle sound of whisking, the aroma of melting E.Wedel chocolate filling the kitchen, and the excitement of sharing a homemade dessert with loved ones turn an ordinary afternoon into a celebration of togetherness.
Studies show that over 75% of consumers associate home baking with happiness, comfort, and relaxation. Chocolate desserts, in particular, are considered „mood boosters” that spark joy and emotional connection.
When consumers bake with E.Wedel chocolate, they don’t just follow a recipe - they rediscover the pleasure of slowing down, creating something by hand, and sharing the results with others. Every melted bar or drizzle of E.Wedel chocolate adds a moment of joy that feels timeless.
How retailers can benefit from the home cooking trend?
For retailers, distributors, and HoReCa partners, the home-cooking boom is more than a passing fad. It’s a strategic opportunity.
By positioning E.Wedel as both a brand and an ingredient for inspiration, stores can turn routine shopping trips into emotional experiences that drive loyalty and repeat purchases.
Here’s how you can bring E.Wedel in home cooking to life in-store:
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Cross-merchandising magic: Combine E.Wedel chocolate bars with baking ingredients like flour, butter, or fruit fillings to create thematic “baking zones.”
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Inspiration-driven displays: Use visuals of desserts and QR codes linking to E.Wedel recipes, encouraging shoppers to recreate the magic at home.
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Impulse activation: Feature small E.Wedel bars, pralines, and limited editions near baking shelves or checkout areas, turning ideas into quick purchases.
By blending emotional storytelling, digital engagement, and product discovery, you can transform your store into a true “Factory of Chocolate Inspiration.”
From Poland to the world
What began in a small workshop on Warsaw’s Szpitalna Street in 1851 has grown into one of Europe’s most beloved confectionery brands.
Today, E.Wedel delights chocolate lovers in more than 50 countries, from London through Brazil to Tokyo, while proudly preserving its Polish heritage of quality and craftsmanship.
As the home-cooking movement spreads globally, E.Wedel continues to unite people around the same universal language: flavour.
From the delicate sweetness of Ptasie Mleczko®, to the deep richness of dark chocolate tablets, to modern frozen desserts and international flavour innovations, E.Wedel is inspiring home chefs everywhere to experiment, create, and share the joy of chocolate.
This universal appeal makes E.Wedel a perfect brand for modern consumers who value authenticity, heritage, and emotion. No matter where they are in the world.
Downloadable recipe collection – „E.Wedel in home cooking”
To make your chocolate experience even more delicious, we’ve prepared an exclusive downloadable recipe collection - perfect for families, cafés, and retail partners.
Inside the PDF, you’ll find:
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7 inspiring recipes created by E.Wedel confectionery experts,
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step-by-step instructions with ingredient lists and chocolate pairing tips,
You can print it as a leaflet for your store, add it to your website, or share it with your online audience, inspiring your customers to bake, create, and share with E.Wedel.
Let’s create together
Would you like to feature E.Wedel in home cooking in your store, online campaign, or seasonal activation?
Our trade marketing team can provide POS materials, digital assets, and promotional concepts that connect your customers with the joy of E.Wedel chocolate.
Let’s turn this growing home-cooking trend into a shared story of creativity, connection, and chocolate craftsmanship.
Together, we can make every kitchen and every store a little sweeter.
E.Wedel inspiring home chefs everywhere
Home cooking is more than a passing trend - it’s a global movement of creativity and comfort, embraced by all generations, especially Gen Z.
And in every kitchen, E.Wedel chocolate becomes the ingredient that turns simple recipes into emotional experiences.
From elegant cakes to playful no-bake desserts, from family weekends to cozy evenings - E.Wedel brings authentic taste, quality, and joy straight from the Factory of Chocolate to your home.
So melt a little magic and rediscover the best chocolate recipes ever - with love from E.Wedel.
