Bakalland and E.Wedel are launching a strategic partnership to introduce a new product line to the market. As a result, consumers will enjoy snacks that combine the offerings of two of the most recognized brands in their respective categories. Seven varieties of nuts and dried fruits in Wedel chocolate will hit nationwide distribution in November. The brands also plan to expand their collaboration to include additional product categories in 2025.
The partnership with E.Wedel aligns with the development strategy of FoodWell, Bakalland’s parent company. The company aims to maximize the potential of its brands, strengthen its leadership position in its categories, and expand its product portfolio beyond existing segments—partly through market partnerships.
“Our brands are leaders in their categories, with top-of-mind awareness that is very high—when consumers think of nuts and chocolate, Bakalland and E.Wedel come to mind first. We know consumers value brand collaborations, especially when they result in something unique. In this case, we have precisely that—a collaboration between two leading Polish brands offering products that perfectly complement each other. Combining our nuts with Wedel’s classic chocolate is a true example of synergy, with significant market potential,” said Halina Jasonek, Brand Manager at Bakalland. said Halina Jasonek, Brand Manager at Bakalland.
The new product line features seven items, available in two packaging sizes:
- Almonds in milk chocolate (75 g and 40 g)
- Hazelnuts in milk chocolate (72 g and 38 g)
- Peanuts in milk chocolate (72 g and 40 g)
- Cashews in milk chocolate (75 g and 40 g)
- Cherries in dark chocolate (74 g and 37 g)
- Raisins in dark chocolate (62 g and 37 g)
- Cranberries in white chocolate (74 g and 44 g)
The chocolate-covered snacks will be available in Biedronka stores by late October and enter nationwide distribution in November.
– “Our core value is delivering pleasure within arm’s reach. The E.Wedel team worked closely with Bakalland to develop a recipe that combines our chocolates—milk, white, and dark—with Bakalland’s high-quality ingredients. This partnership allows us to bring chocolate into new categories, which is incredibly exciting for us. We believe we’ve created something truly exceptional together,” said Katarzyna Pieczonka, Senior Licensing Projects Manager at E.Wedel.
Consumer research conducted by FoodWell revealed that the combination of Bakalland nuts with E.Wedel chocolate is perceived as a natural fit.
“It’s almost surprising this collaboration didn’t happen sooner. The concept was evaluated as fresh and attractive, and consumers agreed that the two brands are a great match. The packaging, which combines the signature colors of both brands, also received praise for drawing attention and emphasizing the high quality guaranteed by both companies,” said Tomasz Jakubowski, Insight & Research Manager at FoodWell.
Marketing Campaign: “Collisions of Pleasure”
The launch of the new product line will be supported by a broad and comprehensive marketing campaign under the slogan “Collisions of Pleasure,” reflecting the combination of nuts and chocolate. The brands plan intensive Out of Home (OOH) activities in Poland’s largest cities: Warsaw, Kraków, Wrocław, Łódź, Poznań, and the Tri-City area. The campaign will also include digital activities such as display and social media ads, complemented by in-store communication and sampling initiatives in collaboration with InPost.
– “Our campaign references everyday, small moments. We humorously showcase various coincidences that are easy to remember. These ‘collisions of pleasure’ are like the perfect blend of Bakalland nuts and Wedel chocolate—surprising, unique, and, above all, full of joy. Our new snacks fit perfectly into these moments, making everyday life taste even better,” – added Halina Jasonek.
