Which foreign markets are currently most important to you – both in terms of sales volume and potential for further growth?
Aksam is consistently developing and systematically expanding its presence in foreign markets. The company exports products to 40 countries worldwide, covering all continents, under both Beskidzkie and Soleo brands, as well as private labels. The largest share of exports comes from European markets, where salty snacks such as pretzels and pretzel sticks are standard in every home. However, we are observing an increasing potential of markets outside Europe, such as Australia, New Zealand, and Southeast Asia. The last one being a dynamically developing region with a large number of consumers and growing purchasing power. At the same time, the salty snack segment, in which Aksam specializes, is not yet fully developed there, which creates space for building the new product category and reaching more consumers with our offer.
To what extent is Aksam’s export portfolio tailored to local consumer preferences? Are there any markets where its product offer differ significantly from those in Poland?
Aksam’s export portfolio is very broad and includes, among others, pretzel sticks, pretzels, and various snack mixes, available in numerous packaging and flavor options. Consumer preferences vary significantly depending on the market. In some countries, classic pretzel sticks are more popular, while in others, pretzels are more popular. Clear differences are also visible in packaging. Western European and North American markets prefer large formats, often weighing 1 kg or more, while in Asia, small weights, around 20-50 grams, predominate. Multipacks are also a characteristic feature of foreign markets, much more common than in Poland, for example, sets consisting of several small, 20-gram packages. Such a small package is easy to take with you on a walk or to work. Taste preferences are equally diverse, stemming from local tastes and preferences, from classic, salted varieties, spicy flavors like chili or wasabi, to classics like mustard mix, honey, or BBQ. Snack consumers appreciate novelties and seek it out on store shelves, and Aksam knows how to meet these expectations. Regardless of these differences, the common denominator across all markets is the expectation of ingredients and quality. Consumers emphasize high-quality ingredients, simple and honest ingredients list, and the best possible product for their needs and expectations.
Aksam consistently emphasizes its Polish origins, the company’s family-owned nature, and the high quality of its ingredients. How are these values used to build its export narrative?
Aksam is a family-owned company operating in the market for over 30 years, consistently and proudly emphasizing its Polish origins. Experience shows that foreign customers perceive Polish products as high quality. Polish companies have gained recognition and built a reputation as reliable partners. At every step, we emphasize not only the quality of our raw materials and the solid performance of our products, but also an honest approach to our employees, suppliers, and business partners. These are values that are crucial to us and that we want to communicate out, as they have a real impact on building long-term relationships with customers and partners.
What are your strategic ambitions for 2030?
We are constantly expanding our offer, from classic pretzel sticks and pretzels to bagels, which have already gained recognition in Poland and have an international potential. We create new shapes (e.g., Christmas trees and stars for the Winter season), flavors, and recipes tailored to local preferences, and we are open to our customers’ ideas. Our goal for the coming years is to increase sales abroad, primarily by expansion of Soleo brand and entering new markets, so that more and more people can discover the joy of crunching and indulge in our products, everyday. An exciting period, full of challenges and successes, is certainly ahead of us.
Aksam is consistently developing and systematically expanding its presence in foreign markets. The company exports products to 40 countries worldwide, covering all continents, under both Beskidzkie and Soleo brands, as well as private labels. The largest share of exports comes from European markets, where salty snacks such as pretzels and pretzel sticks are standard in every home. However, we are observing an increasing potential of markets outside Europe, such as Australia, New Zealand, and Southeast Asia. The last one being a dynamically developing region with a large number of consumers and growing purchasing power. At the same time, the salty snack segment, in which Aksam specializes, is not yet fully developed there, which creates space for building the new product category and reaching more consumers with our offer.
To what extent is Aksam’s export portfolio tailored to local consumer preferences? Are there any markets where its product offer differ significantly from those in Poland?
Aksam’s export portfolio is very broad and includes, among others, pretzel sticks, pretzels, and various snack mixes, available in numerous packaging and flavor options. Consumer preferences vary significantly depending on the market. In some countries, classic pretzel sticks are more popular, while in others, pretzels are more popular. Clear differences are also visible in packaging. Western European and North American markets prefer large formats, often weighing 1 kg or more, while in Asia, small weights, around 20-50 grams, predominate. Multipacks are also a characteristic feature of foreign markets, much more common than in Poland, for example, sets consisting of several small, 20-gram packages. Such a small package is easy to take with you on a walk or to work. Taste preferences are equally diverse, stemming from local tastes and preferences, from classic, salted varieties, spicy flavors like chili or wasabi, to classics like mustard mix, honey, or BBQ. Snack consumers appreciate novelties and seek it out on store shelves, and Aksam knows how to meet these expectations. Regardless of these differences, the common denominator across all markets is the expectation of ingredients and quality. Consumers emphasize high-quality ingredients, simple and honest ingredients list, and the best possible product for their needs and expectations.
Aksam consistently emphasizes its Polish origins, the company’s family-owned nature, and the high quality of its ingredients. How are these values used to build its export narrative?
Aksam is a family-owned company operating in the market for over 30 years, consistently and proudly emphasizing its Polish origins. Experience shows that foreign customers perceive Polish products as high quality. Polish companies have gained recognition and built a reputation as reliable partners. At every step, we emphasize not only the quality of our raw materials and the solid performance of our products, but also an honest approach to our employees, suppliers, and business partners. These are values that are crucial to us and that we want to communicate out, as they have a real impact on building long-term relationships with customers and partners.
What are your strategic ambitions for 2030?
We are constantly expanding our offer, from classic pretzel sticks and pretzels to bagels, which have already gained recognition in Poland and have an international potential. We create new shapes (e.g., Christmas trees and stars for the Winter season), flavors, and recipes tailored to local preferences, and we are open to our customers’ ideas. Our goal for the coming years is to increase sales abroad, primarily by expansion of Soleo brand and entering new markets, so that more and more people can discover the joy of crunching and indulge in our products, everyday. An exciting period, full of challenges and successes, is certainly ahead of us.
