There is a slice for everyone

This article is available for reading in Trade magazin 2026/02-03

Less sugar, more protein

Foodnet Zrt. sells milk slices and curd desserts.

Alexandra Buzás
trade & brand marketing
manager
Foodnet

“Sales were up in both categories in 2025, with an estimated increase of 10-15% compared to last year. We are hopeful that we will once again achieve double-digit growth in 2026”,

says Alexandra Buzás, trade and brand marketing manager of Foodnet Zrt.

She adds that the consumption trend in the milk slice and túró rudi category is that buyers are looking for low-calorie, no-added-sugar “zero” products, and the number of protein-enriched products is also growing. From the company’s portfolio milk slices were clearly the most successful milk-based dessert in 2025.

The VAT reduction affected certain segments positively, while the easing of inflation have had a favourable impact on the entire category

Award-winning innovation

Gábor Szommer
commercial and purchasing director
Fino-Food

The Fino Vegajó brand is present in the category with its Vegan bar product, which is available to consumers as a single product and a 5-piece multipack.

Gábor Szommer, commercial and purchasing director of FINO-FOOD Kft.:

“According to Retailzoom data, the Vegajó Vegan bar became the market-leading brand in the plant-based chilled dessert bar category in 2025 in terms of value. We are particularly proud of the “Inno d’Or – Innovation of the Year 2024” and “Best of the Best” awards won at the Innovation Day organised by Trade magazin”.

The Vegan bar is easily absorbed, rich in organic calcium and it is gluten-and soy-free.

Expanding distribution

At Prima sales of Maroni Gesztenye Marci, Geszti Eszti and private label chestnut bars grew by 20.7% in volume in 2025 if compared to 2024.

Gergely Rimár
managing director
Prima Maroni

“Today Maroni chestnut bars are available everywhere except for one retail network. Chestnuts are becoming increasingly popular, they are allergen-free and can be consumed by people who are lactose and gluten intolerant”,

explains Gergely Rimár, CEO of Prima Maroni Kft.

This also has to do with the fact that most retail chains offer the 30g versions of Gesztenye Marci and Gesztenye Szív in the free-from refrigerated sections. The 51g XXL Gesztenye Marci (made with strawberry and raspberry jam) and Geszti Eszti can be found in regular refrigerators. The most popular flavours continue to be natural and sour cherry.

Flavour palettes are becoming increasingly diverse, with trendy tastes from other sweet categories appearing here as well