Wedel sweets have been with us since 1851. Could you please make the story of the brand more familiar to our readers?
The history of the Wedel brand was initiated by Karol Wedel, who in 1851 founded the chocolate shop on Miodowa Street. In addition to his talent for creating sweets, he turned out to be an excellent professional in marketing. He considered training for his employees very important, and his son, Emil, was among his students. Soon, Emil became manager of the factory. During his reign, Emil has introduced a number of changes in the factory, daring solutions and investments, through which he was able to develop the product range,retail outlets and increase sales. As they became increasingly popular, Wedel sweets began to be counterfeited. Then, Emil Wedel decided that each bar of chocolate, which would be manufactured in his factory, would be signed with his personal signature. This has become the company hallmark and is used until today as a logo (having been slightly modified). The family business then had its next heir. After Emil died, the plant was taken over by his son, Jan (John), who focused on the development of the modern forms of management and at the same time continued the traditions of his father and grandfather.
The company was growing rapidly, therefore in 1931 the company was moved to Zamoyski Street, to a newly built factory, where it is operates until today. We owe the inception of the unique and cult brand of the product, Ptasie Mleczko® [Marshmallow] to Jan. During the war, the Germans tried to destroy the factory at Zamoyski Street completely. Although some losses were inevitable, a short time later employees began to return to the factory and rebuild it. However, once Warsaw was liberated, Jan Wedel did not return to his position. Industrial facilities were nationalised and the Wedel brand's name changed to ‘July 22nd Confectionery Industry Plant’, formerly ‘E. Wedel’ and became part of a group, which included other confectionary plants, the Wedel family members were removed from the company management. In 1989, the transformation was started, changes came and Polish companies were privatised. At present, the Wedel brand is part of the LOTTE group. Thanks to successful cooperation with the Asian owner, the Wedel brand's, indigenous values may be preserved, rich tradition may be taken care of and the company may focus on products that are famous and have been loved by generations of Poles (including Ptasie Mleczko® [Marshmallow], Wedel Layer Cake or Wedel's Assorted Chocolate Blend.
What product range is offered and which of them are export hits?
Wedel's portfolio is extensive and constantly expanding. It comprises, among others: full chocolate, chocolates with additives, filled chocolates, boxes of chocolates, chocolate bars and wafers, cookies, Wedel Blends, and Ptasie Mleczko® [Marshmallow]. In shops abroad, the most commonly found are Wedel chocolate bars, which are our main export product. In addition, Wedel's foreign bestsellers are: milk chocolate, bitter and strawberry chocolate, Luxury Chocolate, new bars filled with dessert flavours as well as Wedel Layer Cake and Barrels. Ptasie Mleczko® [Marshmallow] is becoming increasingly popular, but we have the biggest sales of this product in ethnic markets and in our eastern neighbouring countries, who are familiar with this delicacy.
How important for you are exports? What is the production percentage that is exported to foreign markets?
Exports are a very important area of activity and we permanently try to strengthen the Wedel company's position in foreign markets. At present, 6% of our products are sold abroad. Our objective is to expand exports to new countries. This is possible due to a strong, highly-motivated team, which is the foundation of this sector. We are comitted to making efforts for as many consumers as possible to discover the excellent taste of our products and this is what we are striving for.
In which countries are you present?
Wedel products can most commonly be found in places where a numerous Polish community abroad resides. We export sweets to such markets as the U.S., Canadian, Australian, British or Irish markets. Our products are also present in shops in North Africa, including the Egyptian market and the Algerian market, as well as in such exotic markets like Mongolia, Azerbaijan, Moldova and Georgia. We also cooperate with partners in eastern markets, i.e. Russia, Belarus, Kosovo and Ukraine. Thanks to our investors, the LOTTE company, Wedel products can recently be bought in Japan as well.
How are you going to increase your exports in the future? Are you going to focus on new markets, on new products, or by efforts to stabilise your position on the existing ones?
We see great potential in the sales of Wedel sweets abroad, which may be well proven by a 30 percent growth in exports in recent years. We plan to make our products available in large retail chains; we are now holding talks on cooperation with several operators. We also plan to get kosher certification and Halar, which will allow us to expand exports to new markets. Our sweets have now been appreciated in the international arena, i.e. in the Monde Selection competition or in European Trusted Brand, therefore we are optimistic about the future, believing that there is still a lot to do ahead of us.
How do you cope with the economic slowdown, with rising commodity prices?
Our priority is to provide consumers with the best quality chocolate. We are constantly striving to optimise the production process of our sweets by using modern technology and equipment, so that it is possible to reduce costs maintaining at the same time the highest quality of our products. We also try to compete with our other products by being flexible and adapting the products and packaging to the needs of our foreign customers.
Social responsibility is an important part of business for you. Which aspects are the most important ones?
Corporate social responsibility has been present in Wedel for a long time and its history reaches even the beginning of the Wedel history. Even activities of Jan Wedel, who, due to his active management of social initiatives, is considered to be a pioneer of CSR, might be an example. By spreading values that were close to the founders of the company, the Wedel brand is happy to be committed to different initiatives, being a partner of the Heart for Children Association that supports young people in Warsaw’s Praga district. For several years now, Wedel also dontates products for the Great Orchestra of Christmas Charity. In addition, the company focuses on its immediate local environment (Warsaw), in which it is deeply rooted. Workshops where world artists of street-art, along with children, created street paintings that decorate the walls around the Wedel factory were an interesting social project, completed in collaboration with the Cultural Department of the Municipal Office in the Capital City of Warsaw. Wedel is happy to help others and has become part of many important and valuable initiatives.
Janusz Profus is a world-renowned Chocolate Maestro who creates Wedel specialties…
Janusz Profus is our great pride. He is a master in the art of confectionery and E. Wedel Chocolate Maestro and for about 10 years he runs Wedel Studio of Delicacies. Handmade pralines and chocolate products that often deserve to be called works of art are created here. His major works, created together with a team of Wedel confectioners include, among others, Snowflake (500 kg of chocolate), National Stadium - 385 kg of chocolate, or an eagle made of half a ton of chocolate. The most recent work of Janusz Profus that Warsaw residents were delighted with, was the shop window located in the E. Wedel Factory. It was formed with 850 kg Wedel chocolate. Its largest component is the 2 meters and 60 centimetres high Christmas tree. It weighs 380 kg. Janusz Profus has the final say in testing flavours of Wedel products and developing new recipes. He is also the author of many interesting recipes based on the unique flavour of Wedel chocolate. Sweets created under his watchful eye at the Laboratory of Delicacies can be bought in E. Wedel Chocolate Lounges throughout Poland. Janusz Profus participates in numerous industry events and competitions. He has many successes including 1st place in the Polish Championships of Confectioners and 3rd place in the World Championships of Confectioners.
Thank you for the conversation.
Maja Święcka
Photo: (left) Marcin Kukliński, Tamara Gomonovych, Aleksandra Grabowska,
Julia Zenczenko, Thomas Marczuk, Magdalena Belka, Rafał Perkowski, Joanna Kowalska
The history of the Wedel brand was initiated by Karol Wedel, who in 1851 founded the chocolate shop on Miodowa Street. In addition to his talent for creating sweets, he turned out to be an excellent professional in marketing. He considered training for his employees very important, and his son, Emil, was among his students. Soon, Emil became manager of the factory. During his reign, Emil has introduced a number of changes in the factory, daring solutions and investments, through which he was able to develop the product range,retail outlets and increase sales. As they became increasingly popular, Wedel sweets began to be counterfeited. Then, Emil Wedel decided that each bar of chocolate, which would be manufactured in his factory, would be signed with his personal signature. This has become the company hallmark and is used until today as a logo (having been slightly modified). The family business then had its next heir. After Emil died, the plant was taken over by his son, Jan (John), who focused on the development of the modern forms of management and at the same time continued the traditions of his father and grandfather.
The company was growing rapidly, therefore in 1931 the company was moved to Zamoyski Street, to a newly built factory, where it is operates until today. We owe the inception of the unique and cult brand of the product, Ptasie Mleczko® [Marshmallow] to Jan. During the war, the Germans tried to destroy the factory at Zamoyski Street completely. Although some losses were inevitable, a short time later employees began to return to the factory and rebuild it. However, once Warsaw was liberated, Jan Wedel did not return to his position. Industrial facilities were nationalised and the Wedel brand's name changed to ‘July 22nd Confectionery Industry Plant’, formerly ‘E. Wedel’ and became part of a group, which included other confectionary plants, the Wedel family members were removed from the company management. In 1989, the transformation was started, changes came and Polish companies were privatised. At present, the Wedel brand is part of the LOTTE group. Thanks to successful cooperation with the Asian owner, the Wedel brand's, indigenous values may be preserved, rich tradition may be taken care of and the company may focus on products that are famous and have been loved by generations of Poles (including Ptasie Mleczko® [Marshmallow], Wedel Layer Cake or Wedel's Assorted Chocolate Blend.
What product range is offered and which of them are export hits?
Wedel's portfolio is extensive and constantly expanding. It comprises, among others: full chocolate, chocolates with additives, filled chocolates, boxes of chocolates, chocolate bars and wafers, cookies, Wedel Blends, and Ptasie Mleczko® [Marshmallow]. In shops abroad, the most commonly found are Wedel chocolate bars, which are our main export product. In addition, Wedel's foreign bestsellers are: milk chocolate, bitter and strawberry chocolate, Luxury Chocolate, new bars filled with dessert flavours as well as Wedel Layer Cake and Barrels. Ptasie Mleczko® [Marshmallow] is becoming increasingly popular, but we have the biggest sales of this product in ethnic markets and in our eastern neighbouring countries, who are familiar with this delicacy.
How important for you are exports? What is the production percentage that is exported to foreign markets?
Exports are a very important area of activity and we permanently try to strengthen the Wedel company's position in foreign markets. At present, 6% of our products are sold abroad. Our objective is to expand exports to new countries. This is possible due to a strong, highly-motivated team, which is the foundation of this sector. We are comitted to making efforts for as many consumers as possible to discover the excellent taste of our products and this is what we are striving for.
In which countries are you present?
Wedel products can most commonly be found in places where a numerous Polish community abroad resides. We export sweets to such markets as the U.S., Canadian, Australian, British or Irish markets. Our products are also present in shops in North Africa, including the Egyptian market and the Algerian market, as well as in such exotic markets like Mongolia, Azerbaijan, Moldova and Georgia. We also cooperate with partners in eastern markets, i.e. Russia, Belarus, Kosovo and Ukraine. Thanks to our investors, the LOTTE company, Wedel products can recently be bought in Japan as well.
How are you going to increase your exports in the future? Are you going to focus on new markets, on new products, or by efforts to stabilise your position on the existing ones?
We see great potential in the sales of Wedel sweets abroad, which may be well proven by a 30 percent growth in exports in recent years. We plan to make our products available in large retail chains; we are now holding talks on cooperation with several operators. We also plan to get kosher certification and Halar, which will allow us to expand exports to new markets. Our sweets have now been appreciated in the international arena, i.e. in the Monde Selection competition or in European Trusted Brand, therefore we are optimistic about the future, believing that there is still a lot to do ahead of us.
How do you cope with the economic slowdown, with rising commodity prices?
Our priority is to provide consumers with the best quality chocolate. We are constantly striving to optimise the production process of our sweets by using modern technology and equipment, so that it is possible to reduce costs maintaining at the same time the highest quality of our products. We also try to compete with our other products by being flexible and adapting the products and packaging to the needs of our foreign customers.
Social responsibility is an important part of business for you. Which aspects are the most important ones?
Corporate social responsibility has been present in Wedel for a long time and its history reaches even the beginning of the Wedel history. Even activities of Jan Wedel, who, due to his active management of social initiatives, is considered to be a pioneer of CSR, might be an example. By spreading values that were close to the founders of the company, the Wedel brand is happy to be committed to different initiatives, being a partner of the Heart for Children Association that supports young people in Warsaw’s Praga district. For several years now, Wedel also dontates products for the Great Orchestra of Christmas Charity. In addition, the company focuses on its immediate local environment (Warsaw), in which it is deeply rooted. Workshops where world artists of street-art, along with children, created street paintings that decorate the walls around the Wedel factory were an interesting social project, completed in collaboration with the Cultural Department of the Municipal Office in the Capital City of Warsaw. Wedel is happy to help others and has become part of many important and valuable initiatives.
Janusz Profus is a world-renowned Chocolate Maestro who creates Wedel specialties…
Janusz Profus is our great pride. He is a master in the art of confectionery and E. Wedel Chocolate Maestro and for about 10 years he runs Wedel Studio of Delicacies. Handmade pralines and chocolate products that often deserve to be called works of art are created here. His major works, created together with a team of Wedel confectioners include, among others, Snowflake (500 kg of chocolate), National Stadium - 385 kg of chocolate, or an eagle made of half a ton of chocolate. The most recent work of Janusz Profus that Warsaw residents were delighted with, was the shop window located in the E. Wedel Factory. It was formed with 850 kg Wedel chocolate. Its largest component is the 2 meters and 60 centimetres high Christmas tree. It weighs 380 kg. Janusz Profus has the final say in testing flavours of Wedel products and developing new recipes. He is also the author of many interesting recipes based on the unique flavour of Wedel chocolate. Sweets created under his watchful eye at the Laboratory of Delicacies can be bought in E. Wedel Chocolate Lounges throughout Poland. Janusz Profus participates in numerous industry events and competitions. He has many successes including 1st place in the Polish Championships of Confectioners and 3rd place in the World Championships of Confectioners.
Thank you for the conversation.
Maja Święcka
Photo: (left) Marcin Kukliński, Tamara Gomonovych, Aleksandra Grabowska,
Julia Zenczenko, Thomas Marczuk, Magdalena Belka, Rafał Perkowski, Joanna Kowalska
