With summer around the corner, E.Wedel, one of Poland’s most cherished confectionery brands, is embracing the flavors of the season with a spectacular new release. The latest product line, “Smaki Lata” (“Tastes of Summer”), celebrates iconic Polish summer fruits such as blackcurrant, mirabelle plum, pear, cherry, raspberry, strawberry, and rhubarb.

These fruits, deeply rooted in Polish culinary traditions and summer memories, are now at the heart of an exciting variety of chocolates and confections that promise to enchant both loyal customers and newcomers alike.

A seasonal symphony of fruits

E.Wedel's new seasonal assortment revolves around the fresh, juicy, and tangy profiles of summer fruits found in Polish orchards and gardens. This limited-time collection isn't just about flavor—it's about storytelling, nostalgia, and craftsmanship. Each item in the range pairs premium chocolate with fruit-based fillings to create uniquely indulgent experiences.

Let’s take a closer look at these fruity innovations.

Ptasie Mleczko®: summer variants with a twist

Ptasie Mleczko®, E.Wedel’s signature soft foam confection, gets a refreshing makeover this summer with three distinct fruity variants, all enrobed in delicious chocolate coatings.
1. Chocolate with quince jelly in dark chocolate – a bold combination that contrasts the slight tartness of quince jelly with the richness of dark chocolate and a velvety chocolate-flavored foam. It's a sophisticated taste perfect for those who enjoy deep, fruity notes with a touch of intensity.
2. Vanilla with cherry jelly in dark chocolate – this variant blends classic vanilla foam with tangy cherry jelly and a dark chocolate shell. It's a play on the beloved Polish “wiśniowa” flavor, bringing together creamy and juicy elements in one bite.
3. Vanilla with blackcurrant jelly in milk chocolate – for fans of a sweeter, more delicate balance, the pairing of vanilla-flavored foam and blackcurrant jelly, wrapped in smooth milk chocolate, offers a lighter, fruit-forward experience.

These variations reflect a harmony of texture and taste, capturing the freshness of summer fruits in a beloved Polish format.

Happy Barrels fruit edition: bright and bold

Another standout release is the new Baryłki (Happy Barrels) line. Traditionally known for their alcohol-infused chocolate barrels, the brand introduces a fruit-centric twist under the “Bright Fruits” and “Dark Fruits” series.

● Bright Fruits include: Pear; Peach; Mirabelle Plum

These light and aromatic options are designed to highlight the gentle sweetness and floral notes of sun-ripened fruits.

● Dark Fruits include: Raspberry; Black Elderberry; Plum

These bolder profiles emphasize deeper, richer fruit flavors that pair exceptionally well with chocolate.
With the Happy Barrels Fruit Edition, E.Wedel ventures into a more playful, yetelegant territory—offering fruitiness without  the traditional alcohol notes, making them suitable for a wider audience, including younger consumers.

Chocolate bars: small and large formats, new summery flavors

No E.Wedel lineup would be complete without their iconic chocolate bars, and this season, they’re presenting both 100g and 290g formats featuring standout fruit combinations.

100g fruit bars:
● Pear
● Blackcurrant
● Mirabelle Plum
These smaller-sized bars are perfect for an afternoon treat, and among them, the Pear Chocolate Bar has been chosen for permanent listing, indicating E.Wedel’s confidence in its long-term appeal.

290g large format bars:
● Rhubarb-Strawberry
● Pear

These family-sized bars are perfect for sharing and showcase more complex fruit profiles. The rhubarb-strawberry blend, in particular, is a nostalgic nod to homemade Polish summer desserts like compotes and fruit pies.

Pawełek goes fruity: new fillings for a classic favorite

Pawełek, E.Wedel’s well-known chocolate bar, filled with creamy centers and a splash of alcohol, is expanding its flavor range to include fruit-inspired options as well:
● Cherry filling in dark chocolate – a bold and rich experience, perfectly balancing sweet and tart with the robustness of dark chocolate.
● Pear filling in milk chocolate – a milder, more delicate option that combines pear’s floral sweetness with the creaminess of milk chocolate.

These new Pawełek flavors bring a fresh dimension to a classic, maintaining itscharacteristic intensity while exploring fruity terrain.

A seasonal collection with lasting appeal

E.Wedel’s “Smaki Lata” (“Tastes of Summer”) product range is not just a seasonal gimmick—it’s a thoughtfully developed collection that taps into the emotional and sensory power of summer fruits. Each product invites consumers to relive memories of picking cherries straight from the tree, enjoying a chilled glass of blackcurrant juice, or biting into a fresh, juicy mirabelle plum.

The inclusion of select products into the brand’s permanent offering—most notably the 100g pear chocolate bar—shows that E.Wedel sees real potential in these combinations beyond the summer months. These new flavors blend tradition with innovation, offering something both familiar and exciting.

Strong marketing support across channels

To ensure the success of the “Tastes of Summer” product line, E.Wedel has launched a comprehensive marketing campaign spanning multiple platforms. The initiative includes television advertisements aired on major Polish TV networks, designed to evoke the warmth and nostalgia of summer with vibrant visuals and emotionally resonant storytelling.

Digital channels play an equally important role, with targeted online campaigns running across social media, video platforms, and display networks, engaging younger audiences and encouraging trial. In-store visibility is also
a key focus—eye-catching cardboard displays, shelf wobblers, and other POS materials have been strategically placed in retail locations to draw consumer attention and drive impulse purchases. This 360-degree approach not only reinforces
brand presence but also brings the sensory experience of Polish summer fruits directly to consumers.

Polish summer in every bite

With “Smaki Lata” (“Tastes of Summer”) E.Wedel invites chocolate lovers to savor the essence of Polish summer through a variety of products crafted with care and creativity. From the beloved Ptasie Mleczko® to the indulgent Pawełek bars, and from the fruity Happy Barrels to beautifully crafted chocolate bars, there’s something for everyone in this sun-kissed collection.

Whether you’re nostalgic for childhood fruits or curious about unique flavor pairings, E.Wedel’s latest line delivers a delicious and memorable experience—one that’s sure to sweeten your summer.