Eszter Vitályos visited the Szobi factory: the brand beloved by Hungarians is experiencing a new era of glory

By: Trademagazin Date: 2025. 08. 14. 12:00

The Szobi brand name and its related products may be familiar to millions of Hungarians. The brand has a history spanning several decades, although it has had some difficult years, it is now enjoying great popularity again. Its current owner has been able to realize significant growth within 15 years. Recent developments are visible, which government spokesperson Eszter Vitályos was able to see in person during her visit to the company’s plant on August 13.

The company has grown significantly in recent years

The company has grown continuously over the past 15 years. During the coronavirus pandemic, the current market and economic conditions slightly slowed down the growth rate, but this only lasted for a short time, to which the company’s investment intentions also contributed significantly. In 2020 and 2021, a total of nearly half a billion forints worth of development was carried out. Szobi’s investment of over 474 million forints received a contribution of slightly more than 237 million forints from budgetary sources. Moreover, thanks to all this, Szobi has doubled its production in recent years.

“The state aid worth several hundred million forints has clearly been put to good use. It is important for the Government of Hungary to support domestically owned companies and to promote their development. Szobi still evokes the flavors of our childhood, yet it is also able to follow market trends. The Hungarian family-owned business has also been able to achieve significant growth thanks to its investments implemented with state support,”

– said government spokesperson Eszter Vitályos during her visit to the Szobi plant on August 13, 2025.

Development with modern solutions

Since the beginning of last year, gas-fired steam boilers have been replaced with a hot water boiler, which results in 60% energy savings. In accordance with EU regulations, fixed caps will be placed on Tetra Pak packaging materials from July 1, 2024. This also required development, which was successfully implemented by June 2024. This spring, a new shelving system with greater storage capacity was delivered, which allowed Szobi to double its warehouse storage capacity.

“We are currently in the process of innovating. We have another warehouse investment in its final phase, part of which is robotization. It is expected to be delivered in early autumn this year. With all this, we will complete an innovative warehouse development that also supports our operations, including automated warehousing,”

– said Tibor Sári, CEO of Szobi Italgyártó Kft.