January 2012 Issue 12 Food from PolandPolish Magazine for Professionals ISM Edition EDITORIAL January 2012 Issue 12 Food from PolandPolish Magazine for Professionals ISM Edition Editorial Office Bagno Street 2/218 00-112 Warsaw, Poland TOMASZ PANCZYK Editor In-Chief Phone/Fax: +48-22 847 93 67 +48-22 828 93 66 [email protected] Phone: +48-22 847 93 68 e-mail: [email protected] www. foodfrompoland.pl Editor-In-Chief – Tomasz Panczyk e-mail: [email protected] Deputy Editor-In-Chief – Maja Swiecka e-mail: [email protected] Editor – Monika Dawiec Sweets from Poland e-mail: [email protected] Editor – Pawel Panczyk – known around the world e-mail: [email protected] The Polish confectionery market is divided between Advertisement Office many producers. They are mainly micro, small and Phone/Fax: +48-22 847 93 67 medium-sized enterprises. Some of them are big family-run Phone +48-22 828 93 66 companies. E.Wedel, is the one with the longest tradi- Sales & Marketing Department Director tion and the highest brand awareness of them all, used Beata Kurp e-mail: [email protected] to be the market leader for many years. Also Wawel from Key Account Manager – Agnieszka Niewiadomska Cracow, Mieszko from Raciborz, „Solidarnosc” from Lublin, e-mail: [email protected] Colian Group - owner of three brands: Jutrzenka, Goplana Key Account Manager – Katarzyna Kalczynska and Kaliszanka – are among the largest players on the e-mail: [email protected] Polish sweets market. We have many sweet brands known Key Account Manager – Marcin Michalski around the world like – “Ptasie mleczko”, Sliwka Nalec- e-mail: [email protected] zowska”, “Zozole”, “Kukulka”, „Krowka” or “Czekolada Gorzka”. Graphics studio – Ewa Leszczynska Polish products are associated with environmental clean- [email protected] ness, traditional recipes as well as, more and more often, Printing house: www.artdruk.com with high quality, lack of chemical additives and preserva- tives, innovation and technological advancement. Polish sweets have been also gaining popularity around the world for some time now. Polish sweets are currently not only meeting international food standards confirmed by IFS and BRC certificates, but also successfully competing on Fischer Trading Group Ltd. the shelves of shops with products of global food concerns. Bagno Street 2/218, 00-112 Warsaw Phone/Fax: +48-22 847 93 67 About excellence Polish sweets you can read in this issue Phone: +48-22 847 93 68 of Food from Poland Magazine. e-mail: [email protected] www.hurtidetal.pl You’re invited to have a read. CEO: Tomasz Panczyk 3 CONTENTS JANUARY 2012, ISSUE 12 Three questions to... Tomasz Kuszewski, Wawel S.A. 5 New polish products 6 Market Summary 7 Report 08 Sweets in The World Report Market Sweets in The World Market 8 Interview 14 Interview Artur Klobucki, Millano Artur Klobucki, Millano 14 Interview Elzbieta Bakiewicz, ZPC Janusz Chojecki 18 Interview 18 Interview Elzbieta Bakiewicz, Tadeusz Michalak, Maxpol Sp. z o.o. 20 ZPC Janusz Chojecki Polish Sweets Polish sweets – The story 22 Ranking of brands 28 Polish sweets 22 Polish Sweets – The Story Visit Us 32 Review Anuga 2011 34 4 THREE QUESTIONS TO... Three questions to Tomasz Kuszewski, Export Director of Wawel S.A. A new year, new plans – what are your plans for the coming – Michalki Coffee and Michalki Orange. In the immediate future 1months related to the foreign markets? we will also start the export of our Easter offer. Besides, we are The end of 2011 and the beginning of 2012 are very good working on changing the recipe of a few of our standard products months for export sales of our products.3 We see dynamic growth in in order to adapt to the requirements of customers from Asia and this segment all the time, and we forecast that this process will con- Africa. tinue. The closest and most important event for us will be taking part in the annual International Sweets and Biscuits Fair ISM 2012 Which of your products are the most famous in Cologne, Germany. in the world market? Our products are exported to many countries,3 including the With what kind of innovations will you surprise your USA, Germany, UK, Hungary, Canada and so it is difficult to deter- consumers outside the country this year? mine the so-called selling hits, because each market has different The offer aimed at the consumers beyond the borders2 of our tastes. Certainly our flagship products – Mieszanka Krakowska country corresponds to that which we offer our customers in [Krakow Blend] , as well as Krowka [literally “a little cow”, a kind of Poland. These are both new and occasional offers. In January, Polish fudge], in the form of a candy, chocolate and candy bars are two new flavours were included in our offer of Michalki Wawel the products that belong to the finest ones. Maja Swiecka advertisementsement www.foodfrompoland.pl 2012 issues (trade fair editions): ISM (the future of sweets), cologne 29.01-01.02.2012 PLMA (world of private label), amsterdam 22-23.05.2012 SIAL (the global food marketplace), paris 21-25.10.2012 Targi_182x125_2011.indd 1 2011-09-29 13:11:37 5 NEW POLISH PRODUCTS La Crema 150 g A fruity novelty La Crema – unique proposition of crunchy cookies filled with semi all year round! liquid cream, prepared with the best ingredients following traditional Choco Jelly orange jellies are another unique recipe. Try sophisticated combination with chocolate, hazelnuts, novelty from Pomorzanka. The refreshing macchiato, coconut, lemon or advocate cream! sweetness of oranges covered in chocolate received an original round shape. The fruity flavour is perfectly complemented by plain chocolate, whereas the natural orange juice content provides additional value to the consumer. What is also distinctive is the packaging of the jellies – luminous colours such as gold, yellow and cream together with strong orange accents make a perfect background for the fresh, juicy oranges and mouth- watering chocolate jelly. The consumers will certainly take interest in these novelties! The Cherrissimo A heart of gold The Cherrissimo brand comprises of a wide range of chocolate boxes The gold collection is a brand new line in the containing high quality cherries in liqueur with cherry juice. The Pomorzanka's HEART series. New, carefully variety includes elegant chocolate boxes in differentiated shapes shaped chocolate hearts make a perfect and a can. The unique taste of the chocolates in an innovative, form for the gentle taste of golden hazelnuts. elegant packaging combined with an affordable price are the main But what are most precious about the Gold advantages of the HEART chocolates are the feelings which they product. can express. Silky hazelnut cream comes straight from the chocolate heart, carrying the subtle sweetness of the most beautiful and noble words – both those reserved for special occasions and those precious words important in everyday life. Modern and attractive packaging available in two versions perfectly complements the Gold HEART collection, making an elegant setting worthy of a true gem. Easter 2012 Terravita is chocolate Terravita – Polish manufacture of chocolate products is one of the Terravita – Polish manufacture of chocolate products presents wide market leaders among seasonal products. Easter 2012 offer include range of chocolates dedicated for export. The most popular are 100 chocolate tablets, gift sets g chocolate tablets (plain chocolate tablets, chocolate tablets with and figurines all in Easter filling and chocolate tablets with some additions) like dark chocolate packaging. Wide range of with marzipan filling, milk chocolate with hazelnuts, dark chocolate, chocolate bunnies, chickens milk chocolate with strawberry filling or milk chocolate with tiramisu and eggs in different sizes filling. In Terravita’s offer there are also and attractive designs will present 165 g and 225 g chocolate certainly meet customers’ tablets in original design which are needs. mostly suitable as a gift (Milk chocolate with whole hazelnuts or Dark chocolate with cherry and cranberry). 6 MARKET SUMMARY MAREK PRZEZDZIAK Secretary-General of Polbisco The Polish Association of Choco- late Products and Confectionery Manufacturers The year 2011 has been extremely dif- corn or sugar, are also high. As far as sugar We hope that the Polish government will ficult for the sweets market. Manufacturers is concerned, in addition to the high prices actively support the proposal of the EC, contended with problems such as high producers are also faced with a shortage bearing in mind the welfare of all market prices and the availability of basic raw on the domestic market. This makes it very players in Poland, including and in particu- materials, soaring prices of fuels, energy, difficult to plan production over a longer lar consumers. and the weakening zloty. period of time. Although we do not have a Reducing the rate of VAT on chocolate- Prices and availability of raw materials still big impact on the cocoa market situation or confectionery products would also signifi- remain one of the most important problems on imported nuts and dried fruit, but as far cantly alleviate the plight of the producers. for the chocolate-confectionery industry. as domestic raw materials are concerned, I do not quite understand why sweets are Last year in March, the highest level, in 32 we have the right to expect support both still perceived as luxury products and dis- years, of cocoa prices was recorded. Admit- from our government and institutions of the criminated in terms of taxation. They are tedly the raw material prices have recently European Union. Therefore we welcomed covered with a 23% VAT rate, while the dropped a little, but their level is still high, with satisfaction the announcement from remaining foodstuffs - 8% VAT rate. State which when the zloty is weak, makes its the European Commission to cancel the support must consist of assistance to the price high.