In 2025, the world of FMCG continues to evolve at rapid speed. New shopper behaviors, dynamic retail expectations, and competition between brands mean one thing: trade marketing has never been more important.

For E.Wedel, a brand built on heritage, trust, and emotional connection, this year has been a turning point as an opportunity to strengthen long-term partnerships and establish a global presence in a way that sets the stage for 2026 and beyond.

This article outlines the key initiatives we delivered in 2025, why they matter, and how we plan to scale them across more markets in the coming year.

Global trade shows and building bridges and opening new markets

In 2025, E.Wedel had the privilege of participating in some of the most influential international trade fairs: Thaifex, APAS, Vietfood, ISM and Anuga. Each event brought us closer to partners, distributors, and retailers from every corner of the world, and each confirmed how powerful in-person interactions still are in a digital-first era.

Why do trade shows matter so much?

Trade shows are networking that accelerates growth. Meeting face-to-face allows us to build trust faster. Conversations flow differently, ideas become tangible, and opportunities arise that simply cannot be replicated over email.

They are also an access to new markets. Thanks to our presence at these fairs, E.Wedel has already secured new clients from markets where the brand was previously unavailable. These new partnerships are evolving into long-term business expansions, creating new revenue streams and strengthening our global footprint.

Relationship-building with existing clients is a following asset of trade fairs. Trade shows are also a valuable stage for reconnecting with long-term partners. They give us the chance to discuss upcoming launches, seasonal strategies, and joint marketing plans for upcoming quarters, all in one place.

Observing global trends walking through exhibition halls, we gain front-row insight into emerging flavors, packaging innovations, sustainability practices, and shopper habits across regions. This knowledge directly influences our product development and trade marketing plans for 2026.

Experiences gained from these fairs will be amplified next year. Our goal is to strengthen our international presence, expand trade show participation, and tailor our offer to the specific needs of each region discovered through market insights.

Promotional activations: driving visibility and sell-out worldwide

Trade marketing is not only about building relationships, it is equally about giving our brand a strong voice at the point of sale. In 2025, the global retail landscape continued to grow more competitive, which made visibility and conversion-focused activations absolutely essential.

Our 2025 promotional activities included:

1. Price promotions

At strategic periods, we supported partners with price reductions and special offers to boost sell-out and strengthen category performance.

2. Cross-category activations

By pairing E.Wedel products with complementary categories (such as coffee), we created new impulse opportunities that benefited both retailers and consumers.

3. Extra displays and stands

Our branded shelf displays, pallets, and secondary placements helped reinforce brand presence and keep E.Wedel top-of-mind during key traffic hours.

These activities work together to build brand visibility, recognition, and stronger commercial performance in stores around the world. Each activation,  whether large or small, reinforces the consistency of E.Wedel’s image and improves sell-out velocity.

Next year, we plan to expand these promotional activities to more markets and introduce region-specific concepts tailored to consumer behavior and local retail formats.

ptasiemleczko.com - inspiring new ways to enjoy an iconic treat

One of the most exciting creative projects of 2025 was the launch of ptasiemleczko.com, a dedicated landing page celebrating new, surprising ways to enjoy Ptasie Mleczko®, one of E.Wedel’s most beloved products.

Two innovative consumption ideas took the spotlight:

• Frozen Ptasie Mleczko® - turned into refreshing ice pops

Simple, playful, and perfect for warm-weather markets and the summer season. By freezing the cubes and serving them on wooden sticks, consumers gained a completely new sensory experience: creamy, cold, and indulgent.

• Ptasie Mleczko® Shakes

By blending Ptasie Mleczko® with milk and ice, we created a dessert beverage that is rich, smooth, and visually irresistible,  ideal for digital content, cafés, or seasonal promotions.

The landing page became not only a platform for inspiration but also a tool for distributors and retailers to use in their own local communication.

Next year, we plan to bring these concepts to additional markets through digital campaigns, in-store tastings, seasonal POSM and cross-category partnerships.

POSM support: giving partners the tools to win at shelf

Strong trade marketing depends on strong materials, and in 2025 we ensured that partners around the world had everything they needed to showcase E.Wedel effectively.

Our POSM support included:

• Shelf communication: shelf-stoppers and wobblers
  These help attract attention exactly where the purchasing decision happens.

•  Floor and space communication: branded floor stickers and seasonal visual zones
  These tools help create an impactful in-store presence and guide shoppers through the category.

• Catalogue & flyer modules: We provided ready-made visual concepts that retailers could seamlessly implement into their print and digital leaflets, ensuring consistent and high-quality brand visibility.

• E-commerce assets: As online shopping continues to grow globally, we supported partners with professional product photos, descriptions optimized for e-commerce, banner concepts and category tiles, and short lifestyle videos.
  This created stronger conversion potential across digital platforms.

• Advertising videos: We also delivered short, engaging video formats suitable for retailer social channels, in-store screens, and digital advertising campaigns.

We plan to further expand our POSM library, introduce more modular concepts for various store formats, and develop digital-first assets to support global e-commerce growth.

Trade Marketing as a growth engine for 2026

2025 has been a year of building, learning, and strengthening relationships. Each project, from international trade fairs to creative landing pages, helped solidify E.Wedel’s position as a brand ready for global expansion.

In 2026, our strategic priorities will be:

• Extending promotional activations across new markets,

• Introducing new stand designs and additional secondary placements,

• Expanding Ptasie Mleczko® consumption campaigns globally,

• Enriching our POSM portfolio for both in-store and e-commerce,

• Strengthening relationships built during ISM, Anuga, Thaifex, APAS and Vietfood,

• Using insights gathered in 2025 to repeat and upscale successful activities.

Trade marketing remains one of the most powerful tools for building brand love, and we are committed to making 2026 our most dynamic year yet.