Biedronka at the center of a scandal. Producer from Ukraine disappears from packaging
The name of the Ukrainian producer has disappeared from the Marletto ice cream packages available at Biedronka. The case has sparked a wave of outrage.
Marletto is a brand of its own ice cream, which can be purchased exclusively at Biedronka chain of stores. Sweet treats are produced both in Poland and in several other European countries. Among the producers are, among others, Polish plants Kilargo, Froneri or ANITA from Działoszyn, and abroad Helados Estiu (Spain), AB Pieno zvaigzdes (Lithuania) or the Ice Cream Factory company from Italy. Some of the Marletto brand products, among others. the Dessert line is made in Ukraine.
Biedronka at the Center of a Scandal. It’s All Because of Ice Cream from Ukraine
Until recently, the names of all manufacturers appeared on the packaging. Recently, however, the Ukrainian company has disappeared from ice cream boxes. This is the Three Bears brand from Berdichev. In 2022, it entered the Polish market and took over the domestic Nordis group. The owner, Dmytro Ushayev, informed at the time that he had far-reaching plans for investments in our country.
But that didn’t happen. Just a few weeks later the entire Nordis plant in Kalisz was closed with a bang and all members of the Calfrost crew were fired. The Ukrainian businessman’s move was met with a wave of indignation. There was speculation that it was for this reason that Biedronka decided to hide the manufacturer’s name on ice cream packaging.
Biedronka responds to allegations
Jeronimo Martis representatives refute the allegations. When asked why the Ukrainian manufacturer’s name is not found on the packaging, Biedronka replied that “product labeling meets legal requirements and always indicates the entity responsible for production, i.e. Jeronimo Martins Polska SA.”
– The decision not to indicate the manufacturer on private label products, which is not required by law, results from business decisions and the protection of commercial information – explained Rafał Aletański, the buyer responsible for the Marletto ice cream offer.