Eurowafel has been the leader in the baked wafer segment in Poland for years. What are the biggest challenges in maintaining this position, especially when you are simultaneously developing new product segments?
The most important thing is to grow in a thoughtful way and not cannibalize our bestsellers. Each new product must have a clearly defined role in the portfolio. Investment decisions are also key—whether to increase production capacity for best-selling products or to allocate CAPEX to new products, and most importantly, at what point. Another challenge is the appropriate allocation of human resources – so that the team can develop innovations without disrupting the core business. Added to this is the introduction of a new brand and the fact that we operate in a category where competition is extremely strong.
Which Eurowafel products are currently the most successful on foreign markets?
The core of our business is still the Polish market, where we are the undisputed leader in baked wafers. At the same time, starting this year, we are focusing even more on exports – which is also the reason why I joined the team. Expanded wafers, both in standard and mini formats, are performing best on international markets. We are also seeing a very good reception for our line of non-fried potato and lentil chips, which respond to the trend for healthier snacks.
Are there any differences between the expectations of Polish and foreign consumers?
They are significant, which is why we are consciously adapting our portfolio in both the wafer segment and the MOONSY line to suit the preferences of individual markets. Firstly, there is the flavor profile – in some countries, milder flavors are preferred, while in others, more distinctive flavors are preferred. We also modify recipes and adjust weights and packaging formats, e.g., single pack vs. multipack, to meet local expectations. Thanks to our experience and flexibility, we are able to quickly translate consumer insights into store shelf offerings.
Exporting is not only about sales, but also logistics and operational challenges. How do you deal with challenges in these areas?
For us, these are not so much difficulties as simply additional requirements that need to be addressed efficiently. We deal with fluctuations in transport costs, so we operate on the basis of a mix of contracts and proven logistics partners. We optimize palletization to market standards. On the product side, thanks to our own graphic designer and R&D department, we efficiently prepare layout and recipe variants for different markets, as well as customized packaging weights. We ensure that our packaging complies with regulations (required claims, recycling pictograms) for individual markets. A major challenge is the need to use multilingual labels on limited packaging space – we use late-stage customization, printing multilingual elements and variable data during production. Where necessary, we take into account additional certifications (kosher).
What are the strategic development plans for Eurowafel and the MOONSY brand in the coming years?
Our main goal is to strongly introduce the MOONSY line to export markets. It is an innovative line of non-fried chips, which has won the Perły Rynku (Pearls of the Market) award for the second time in a row. For us, this confirms that we are on the right track – customers want alternatives to traditional potato chips. At the same time, we are developing Eurowafel’s presence in new markets, showing that we are not only a leader, but also an innovative and efficient partner in implementation.
After the first trade fair presentations, we have seen a very good reception of our products, which is why we are expanding our portfolio with new flavors and adapting them to the expectations of consumers in a given country. Our R&D, marketing, and graphics departments give us a real advantage—we can quickly create recipes, prepare product mock-ups, and develop consistent promotional materials, which is a huge asset in international cooperation.
The most important thing is to grow in a thoughtful way and not cannibalize our bestsellers. Each new product must have a clearly defined role in the portfolio. Investment decisions are also key—whether to increase production capacity for best-selling products or to allocate CAPEX to new products, and most importantly, at what point. Another challenge is the appropriate allocation of human resources – so that the team can develop innovations without disrupting the core business. Added to this is the introduction of a new brand and the fact that we operate in a category where competition is extremely strong.
Which Eurowafel products are currently the most successful on foreign markets?
The core of our business is still the Polish market, where we are the undisputed leader in baked wafers. At the same time, starting this year, we are focusing even more on exports – which is also the reason why I joined the team. Expanded wafers, both in standard and mini formats, are performing best on international markets. We are also seeing a very good reception for our line of non-fried potato and lentil chips, which respond to the trend for healthier snacks.
Are there any differences between the expectations of Polish and foreign consumers?
They are significant, which is why we are consciously adapting our portfolio in both the wafer segment and the MOONSY line to suit the preferences of individual markets. Firstly, there is the flavor profile – in some countries, milder flavors are preferred, while in others, more distinctive flavors are preferred. We also modify recipes and adjust weights and packaging formats, e.g., single pack vs. multipack, to meet local expectations. Thanks to our experience and flexibility, we are able to quickly translate consumer insights into store shelf offerings.
Exporting is not only about sales, but also logistics and operational challenges. How do you deal with challenges in these areas?
For us, these are not so much difficulties as simply additional requirements that need to be addressed efficiently. We deal with fluctuations in transport costs, so we operate on the basis of a mix of contracts and proven logistics partners. We optimize palletization to market standards. On the product side, thanks to our own graphic designer and R&D department, we efficiently prepare layout and recipe variants for different markets, as well as customized packaging weights. We ensure that our packaging complies with regulations (required claims, recycling pictograms) for individual markets. A major challenge is the need to use multilingual labels on limited packaging space – we use late-stage customization, printing multilingual elements and variable data during production. Where necessary, we take into account additional certifications (kosher).
What are the strategic development plans for Eurowafel and the MOONSY brand in the coming years?
Our main goal is to strongly introduce the MOONSY line to export markets. It is an innovative line of non-fried chips, which has won the Perły Rynku (Pearls of the Market) award for the second time in a row. For us, this confirms that we are on the right track – customers want alternatives to traditional potato chips. At the same time, we are developing Eurowafel’s presence in new markets, showing that we are not only a leader, but also an innovative and efficient partner in implementation.
After the first trade fair presentations, we have seen a very good reception of our products, which is why we are expanding our portfolio with new flavors and adapting them to the expectations of consumers in a given country. Our R&D, marketing, and graphics departments give us a real advantage—we can quickly create recipes, prepare product mock-ups, and develop consistent promotional materials, which is a huge asset in international cooperation.
