As one of the most recognisable confectionery brands in Central and Eastern Europe, E.Wedel once again demonstrated its international ambition during Anuga 2025 in Cologne, the world’s leading food and beverage trade fair.

With nearly 175 years of chocolate-making tradition, the company brought not only its iconic brand story to the global stage but also presented a powerful portfolio of innovative product concepts designed to address actual consumer trends.

E.Wedel’s presence at Anuga 2025 confirmed a direction of the company and the brand: uniting heritage with innovation, strengthening export growth, and building long-term business partnerships in key international markets in Europe, the Middle East, Asia, and the Americas.

175 years of craftsmanship

Established in 1851, E.Wedel is synonymous with premium chocolate tradition, authentic taste, and emotional connection with generations of consumers. During Anuga 2025, the company reminded visitors that true brand strength comes from continuity, long-term quality consistency, and a genuine passion for product crafting.

At the same time, E.Wedel’s message was clear: despite its heritage, the company is agile, dynamic, and forward-looking. The innovations presented at Anuga 2025 reflected market responsiveness and accelerating category evolution, especially in impulse chocolate, experiential snacking, and modern formats.

Export growth and business partnerships

Participation in Anuga trade fair aligns with E.Wedel’s long-term global expansion approach. The brand continues to strengthen its footprint across retail, e-commerce, on-the-go, and out-of-home channels. During the fair, representatives of the Export Team held numerous high-value business meetings with distributors, retail buyers, and trading partners interested in European confectionery supported by strong branding and high product trust.

The discussions at Anuga were held around such topics as:

• Distribution partnerships for selected regions
• Category innovation through new product platforms
• Tailor-made assortment strategies based on consumer demands of individual markets
• Private label cooperation possibilities with E.Wedel as a manufacturing partner

These conversations lay a solid foundation for future collaboration, basing E.Wedel core portfolio and upcoming novelties.

The core of the brand - classic chocolate bars

At Anuga 2025, the foundation of the E.Wedel product world was strongly represented. Chocolate bars, which have remained one of the most recognisable categories of the brand for generations.

Dark chocolate - sophisticated pleasure

E.Wedel’s dark chocolate selection addressed the growing global trend toward richer cocoa profiles and premium quality. The portfolio includes a range of cocoa intensities suitable for both everyday enjoyment and more refined tastes. These products meet the expectations of consumers looking for a less sweet, more cocoa-forward flavour experience, without compromising on smooth texture and natural taste.

Milk chocolate - authentic and timeless

E.Wedel’s smooth milk chocolate continues to deliver the unmistakable creamy profile that the brand is known for. Using carefully selected ingredients, it offers richness and familiarity. It delivers a combination that drives customer loyalty across markets.

Filled chocolate bars - flavour variety

The filled tablet portfolio brings playful seasonal and dessert-inspired flavours to the category. Popular combinations include:

• Milk chocolate with Strawberry filling

• Dark chocolate with Espresso filling
• Milk chocolate with Panna Cotta filling
• Milk chocolate with Tiramisu filling
• Winter edition flavours like spiced mulled wine filling

This segment continues to generate excitement among consumers who enjoy flavour exploration and multisensory textures.

Pralines about emotion and giftability

E.Wedel presented not only everyday chocolate but also a broad praline segment, perfect for gifting, celebration and emotional occasions.

From the heart - a symbol of emotional gifting

From the heart is a praline line designed specifically for moments of care and appreciation. Elegant packaging, smooth chocolate shells and full-flavour fillings position this collection as a thoughtful gift choice ideal for family moments, seasonal peaks and retail promotions.

Choco Love (formerly Creamy) - modern praline experience

Previously known as Creamy, this line has evolved into Choco Love – a praline brand that combines silky textures, modern flavours and attractive design. It offers indulgence in a contemporary form while maintaining E.Wedel’s signature chocolate quality.

Pralina Wedlowa - the latest novelty

Pralina Wedlowa is a refined new addition to the E.Wedel portfolio, combining smooth E.Wedel chocolate with a rich, sophisticated filling inspired by the brand’s iconic flavours. Created with craftsmanship and attention to detail, it represents the premium side of E.Wedel’s tradition. Elegant, indulgent and memorable, Pralina Wedlowa is perfect both for special moments and refined gifting.

Ptasie Mleczko® - iconic product for all generations

No presentation of E.Wedel is complete without its most legendary product - Ptasie Mleczko®, a soft foam covered in chocolate. Beloved across generations, this product remains one of E.Wedel’s strongest brand identifiers.

At Anuga 2025, Ptasie Mleczko® appeared in:

• Classic flavours: vanilla, creamy, chocolate, lemon, salted caramel, caffe latte
• Limited-edition seasonal flavours like orange with chocolate 

New consumption ritual - Ptasie Mleczko® shakes

A highlight of E.Wedel’s stand this year was a concept of Ptasie Mleczko® Shake Bar. Visitors could try:

• Non-alcoholic shakes based on Ptasie Mleczko® - light, creamy and perfect for cafés or family formats

• Dessert cocktails with a twist - versions prepared with prosecco or whisky for a refined, adult-style dessert experience

This innovation demonstrated how a heritage product can evolve into a modern and versatile platform for new categories, including HoReCa and beverage collaborations.

Torcik Wedlowski - Handcrafted, Unique, Iconic

Another star of the booth was Torcik Wedlowski, one of E.Wedel’s most distinctive products. Handmade and decorated with chocolate writing, it represents traditional craftsmanship and remains a favourite for special occasions. Its recognisability and emotional value make it a strong differentiator for the brand, especially in Central and Eastern Europe.

Mieszanka Wedlowska - sharing tradition

The iconic Mieszanka Wedlowska collection has been present in Polish households for decades and continues to perform strongly. This variety bag offers a mix of individually wrapped chocolate candies, combining multiple flavours in one pack. It perfectly matches the “share and enjoy together” consumer trend and is popular across family, festive and office occasions.

Czekotubka (Chocosqueez) - fun and convenience

Czekotubka (Chocosqueez), a creamy chocolate in a convenient squeezable tube format, brings a playful dimension to the portfolio. Suitable for children and families, this product is perfect for breakfast, lunchboxes and creative snacking. At Anuga, Chocosqueez, available in milk and white chocolate flavours, attracted attention from buyers exploring fun products for younger audiences and convenient on-the-go formats.

Impulse segment addressed by bars for active lifestyles

While E.Wedel portfolio presented during Anuga 2025 was Choco Love, a modern line of chocolate bars developed for consumers who seek indulgence wrapped in emotional storytelling. Choco Love combines E.Wedel’s signature milk or dark chocolate with creamy and decadent chocolate filling, designed to deliver a comforting, joyful snacking experience. The brand emphasises emotional connection, making Choco Love ideal for sharing moments and gifting.

Key strengths of Choco Love include:

• Unique combinations of milk and dark chocolate with chocolate filling,
• Creamy textures enhancing multisensory pleasure,
• Eye-catching packaging with mood-driven design language,
• Strong positioning in premium mainstream category.

This product line resonated strongly with international buyers searching for new value in the chocolate category, with a balance between premium taste and mass-market accessibility.

E.Wedel also presented ChocMe, a new generation of pure chocolate bars available in three variant: milk, dark and white caramel chocolate, created for active and dynamic consumers. ChoceMe responds directly to the growing global demand for guilt-free snacking - combining pleasure with a more balanced nutritional profile.

Designed in a slim, convenient format, ChoceMe is perfect for on-the-go consumption and smaller appetites. Its modern, diamond shape, colourful branding clearly appeals to younger audiences who value energy, positivity, and lifestyle expression. The product is a smart alternative to traditional size of chocolate bars.

At Anuga, ChoceMe drew strong interest from international distributors seeking trend-aligned innovation in the impulse segment – especially for convenience stores, cafés, petrol chains, and travel retail.

These two new countlines brands respond to current snacking habits and are ideal for convenience stores, petrol chains and impulse displays.

Seasonal collections – Christmas and Easter with chocolate joy

E.Wedel’s presence at Anuga also included seasonal offerings, which play a major role in retail visibility and shopper engagement.

These collections demonstrate E.Wedel’s strong creative design and seasonal storytelling, supporting retailers in festive campaigns.

Licensed product collaborations

E.Wedel showcased an area of growing interest – licensed products and cross-category collaborations. Building on the power of its brand, E.Wedel has developed partnerships in categories such as:

• Alcoholic beverages inspired by E.Wedel flavours

• Cosmetics with chocolate-themed fragrances

• Breakfast solutions such as chocolate oats

• Fruit squeezes with a desert character

These partnerships expand E.Wedel’s impact beyond traditional confectionery and build brand lifestyle appeal.

Private label expertise

In addition to its branded business, E.Wedel also remains open to private label collaboration. With extensive manufacturing experience, quality control and flexibility in product development, the company supports retail partners who seek trusted chocolate production under their own labels. 

E.Wedel’s presence at Anuga 2025 demonstrated that tradition and innovation not only can work together. The company can define the future of confectionery. With products that connect emotionally, formats that deliver experience, and a clear commitment to quality, the brand continues to build bridges between European craftsmanship and global markets.

E.Wedel crafting chocolate joy since 1851 invites business partners around the world to shape the next chapter of growth together.