Since its creation in 1936, Ptasie Mleczko® has remained one of Poland’s most beloved confectionery treats. This fluffy, chocolate-coated marshmallow delight has stood the test of time, maintaining its appeal across generations.

However, as younger consumers from Gen Z and Gen Alpha develop their own tastes and preferences, E.Wedel is reinventing Ptasie Mleczko® with new flavors, fresh ways to enjoy it and digital engagement strategies that resonate with modern lifestyles.

A classic treat for a new generation

Gen Z and Gen Alpha are known for their adventurous palates and desire for unique, Instagrammable food experiences. They appreciate brands that offer creativity, innovation and fun ways to enjoy their favorite treats. Recognising this, E.Wedel has expanded the world of Ptasie Mleczko® beyond the traditional box and introduced new flavors and consumption methods that cater to this trend-driven audience.

Exciting new flavors for fresh experiences

E.Wedel continues to innovate by introducing bold new flavors of Ptasie Mleczko®, designed to appeal to younger consumers who seek variety and novelty in their snacks. Some of the latest flavors include:

• Raspberry with mascarpone - a creamy and fruity combination that delivers a sophisticated yet playful flavor profile.

• Blueberry shake - a refreshing, berry-infused treat that works perfectly for frozen desserts.

• Classic vanilla and chocolate fusion - a modern twist on the timeless vanilla flavor, blending it with rich chocolate undertones.

These flavors not only excite the taste buds but also offer new possibilities for creative consumption, from chilled treats to gourmet desserts.

New ways to enjoy Ptasie Mleczko®

While traditionally enjoyed straight from the box, Ptasie Mleczko® now transforms into creative, social media-friendly desserts. Whether served frozen, blended or as a fun DIY snack, these new ways of consumption cater perfectly to Gen Z’s love for interactive and customisable food experiences.

1. Ptasie Mleczko® shake - a creamy delight

One of the most exciting ways to enjoy Ptasie Mleczko® is by blending it into a delicious shake. You can use classic flavors like vanilla, creamy, chocolate, lemon, caffe latte or salted caramel - or experiment with limited editions like raspberry with mascarpone or blueberry shake. The fluffy texture and rich chocolate coating make it a perfect ingredient for a creamy, indulgent beverage.

Basic Ptasie Mleczko® shake recipe:

• 6 pieces of your favorite Ptasie Mleczko flavor

• 1 cup of yogurt or plant-based alternative

• a handful of ice cubes

• optional: flavored syrups (caramel, hazelnut, or berry for extra depth)

• whipped cream, chocolate shavings, or fresh fruits for topping

Instructions:

1. Blend all ingredients until smooth.

2. Pour into a tall glass and top with whipped cream and chocolate shavings or fruits.

3. Enjoy with a straw or spoon for an ultra-creamy experience!

Find more Ptasie Mleczko® shake recipes here: Download Ptasie Mleczko® shake recipes

2. DIY Ptasie Mleczko® ice cream - a cool, fun treat

For a refreshing summer twist, turn Ptasie Mleczko® into homemade ice cream pops!

How to make Ptasie Mleczko® ice cream pops:

1. Take 5 pieces of Ptasie Mleczko® and skewer them onto a wooden stick.

2. Melt some E.Wedel chocolate and drizzle it over the Ptasie Mleczko® pieces.

3. Add sprinkles, crushed nuts or freeze-dried fruit for extra crunch and color.

4. Place the skewer in the freezer for 3-4 hours until completely frozen.

5. Take it out, snap a photo for social media and enjoy your homemade Ptasie Mleczko® ice cream!

This DIY snack is perfect for sharing online, making it a hit among young consumers who love posting their food adventures. Download Ptasie Mleczko® ice cream recipe

Leveraging social media and influencer marketing

To truly connect with Gen Z and Gen Alpha, E.Wedel is integrating digital engagement strategies to showcase new ways of enjoying Ptasie Mleczko®. Social media plays a huge role in food trends and by encouraging users to share their Ptasie Mleczko® creations, E.Wedel can build a stronger emotional connection with young audiences.

• Hashtag challenges: Encouraging users to post their own shake or ice cream creations using #MyPtasieMleczko.

• Influencer collaborations: Partnering with foodie influencers and content creators to showcase recipes and unique ways to enjoy Ptasie Mleczko®.

• UGC (User-Generated Content) campaigns: Reposting the best consumer-made creations to reward engagement and inspire more experimentation.

The future of Ptasie Mleczko®: a blend of tradition and innovation

While Ptasie Mleczko® remains a nostalgic treat, its reinvention for younger consumers proves that classic flavors can evolve without losing their essence. With bold new flavors, fun consumption methods and digital-first engagement, E.Wedel ensures that Ptasie Mleczko® remains relevant and exciting for generations to come.

As more young consumers discover this iconic Polish delight, Ptasie Mleczko® is set to become an international favorite, bridging tradition with modern snacking trends.

Explore all the new ways to enjoy Ptasie Mleczko® and share your creations today!