FoodCare is rebranding the Fitella brand, whose mission is to promote a healthy lifestyle. This new look is not only a modern visual identity but also an expanded product offering, under the name Fitella Protein, tailored to the needs of active and conscious consumers.
For years, Fitella has been associated with high-quality breakfast products that support healthy eating habits. In response to the dynamically changing expectations of customers, Fitella has undergone a rebranding aimed at further strengthening brand recognition among consumers as an integral part of everyday healthy lifestyle.
New visual identity and mission
Fitella’s new visual identity reflects the freshness, lightness and dynamism that goes hand in hand with the brand’s philosophy. The refreshed logo and product packaging are now more minimalist, emphasizing the naturalness and simplicity of the ingredients offered. The graphics focus on harmony with nature and an active lifestyle, while the modern packaging design appeals to young, dynamic consumers.
Expanded product offering
The brand is also introducing a new product line Fitella Protein, which responds to the growing interest in healthy food and superfoods. Fitella Protein is a new line of products in the muesli category in 3 different flavor variants:
- tropical: papaya, pineapple, banana
- strawberry with chocolate
- banana with chocolate
The products are distinguished by their high protein content, from which 20% of energy comes. Protein helps maintain muscle mass and healthy bones. The new Fitella Protein aims to provide a wholesome, balanced breakfast in a quick and convenient format.
– “We want Fitella to become the everyday choice of every person who cares about their health, but at the same time doesn’t have time for lengthy meal preparation. Our products are the ideal solution for active women looking for a balanced and quick breakfast option” – says Iwona Bulińska, Senior Brand Manager of the Fitella brand.
FoodCare, a leader in the Polish food market, is launching new, unique Gellwe brand products targeted at home baking enthusiasts: Choco Lava Muffins, Zebra cake, and Blueberry Muffins. These new additions to the lineup combine tradition with trends that will delight every baking fan and make dessert preparation even simpler and more enjoyable. You don’t need to be a pastry master, just have Gellwe products on hand, because… with Gellwe it always works out!
New from Gellwe:
The Gellwe brand, known for high quality and innovative solutions in the world of baking, never stops surprising by introducing products that combine taste, ease of preparation, and creativity in the kitchen.
Choco Lava Muffins – A real treat for chocolate lovers! This dessert – with a liquid center in the “lava cake” style – is the perfect choice for special occasions. Its intensely chocolatey flavor and impressive molten filling will make it the star of any party. The muffins taste best warm, with the addition of fruit, powdered sugar, jam, ice cream, or whipped cream.
Zebra cake – A well-known and beloved cake in a modern version with chocolate-raspberry-vanilla flavor. Thanks to its characteristic stripes, Zebra cake is not only an exceptional taste, but also an aesthetic feast for the eyes. Perfect for family gatherings, children will love its playful appearance, and adults – its exceptional, fluffy taste.
Blueberry Muffins – Tradition in a new form! These delicious muffins with blueberry filling combine the taste of classic blueberry buns with the convenience of quick baking. Thanks to a special recipe, preparing the muffins is simple and fast, and their taste is a reminder of “grandma’s” homemade baked goods
All cakes are produced without the use of palm oil and without glucose syrup. The desserts are quick and easy to prepare. It only takes about 15 minutes to enjoy a cake “like from a bakery”. The simplicity of preparation and flavor qualities make it hard to resist these products!
Easy preparation, reliable taste
The new offerings from Gellwe were created with those in mind who value quick and simple solutions in the kitchen, but at the same time don’t want to give up quality and homemade taste. Each of the cakes is easy to prepare, which means that even kitchen beginners can surprise their loved ones with delicious desserts – “like from a café”.
“Our new products are the perfect combination of traditional recipes and modern trends. We want Gellwe to be synonymous with special moments spent with family and friends over homemade baked goods. Products such as Choco Lava Muffins, Zebra, or Blueberry Muffins are designed not only to delight with taste, but also to make baking pure pleasure, in line with our slogan: Gellwe – it always works out” – says Iwona Bulińska, Senior Brand Manager of the Gellwe brand.
On December 14th, you can expect an evening filled with adrenaline and the smell of gasoline. The battle for the championship title among the world’s best riders will take place to the roar of engines and the fervent cheers of a crowd of several thousand gathered in Arena Gliwice.
Together with Black, which sponsors the entire SuperEnduro competition series, the riders will deliver a solid dose of top-level sport combined with an incredible show!
At the starting gates, we will certainly see stars such as:
Billy Bolt – four-time World Champion and a true SuperEnduro icon,
Teddy Błażusiak – six-time World Champion and five-time American Champion, the most decorated rider in SuperEnduro history
Dominik Olszowy – Junior World Champion, our pride in white and red, who is fighting with determination for a podium finish in the Prestige class!
BLACK, a brand of FoodCare, one of Poland’s largest FMCG producers, announces the launch of a new, long-term communication platform. This is much more than a single campaign – the brand, which has been No. 1 in the energy drink market in Poland for years and is exported to dozens of markets worldwide, will once again set trends for the entire category. The brand’s manifesto becomes EFFECT BLACK – an impulse that breaks routine, unleashes imagination, and shatters conventions. The energetic refresh of BLACK will be felt as early as the beginning of May.
The energy drink market leader surprises once again
FoodCare, the leader in the beverage and dessert market – a company founded in 1984 by Wiesław Włodarski and managed by him and his team – is today one of the very few such powerful FMCG industry leaders in Poland with 100% Polish capital. Its development model is based on creating brands with very strong identity, recognition
and enormous scaling potential. The company’s portfolio includes top brands such as BLACK, 4MOVE, Frugo, Gellwe, Fitella, Ngine, and Ostromecko. A strong portfolio and focus on continuous innovation, combined with the agility of owner-managed business, have become the key to building exports in 50 countries.
In spring 2025, the company has prepared a major push with its flagship brand: BLACK beverage. The brand, which already holds a 26.3% share of the energy drink market in Poland (MAT AC Nielsen, data in units), has been the undisputed volume leader of this category for years. The new opening is something much more than a campaign – it’s an entire long-term communication platform that will allow us to once again set a new direction for the entire market. BLACK is a brand that has never stood still. Those who don’t develop, fall behind. I can say this much: this is only the beginning of our strong news for this season – says Wiesław Włodarski, CEO of FoodCare and creator of the BLACK brand.
EFFECT BLACK – a new brand image
In a world where everything is increasingly subject to schematic algorithms, BLACK provokes rejection of convention and encourages letting yourself be carried by energy – on your own terms. The introduction of the new brand strategy is accompanied by a 360° campaign, including ATL, BTL, digital activities with a strong emphasis on social media, as well as events and collaborations with creators of urban and alternative culture.
The heart of BLACK’s advertising activities is a 60-second spot that embodies the new brand strategy. In a bold, expressive way, it shows what BLACK’s energy is and its world of values. Link to the spot: BLACK
BLACK is a brand that has never stood still. Those who don’t develop, fall behind. The new communication platform is an impulse to break routine and conventions. EFFECT BLACK is the result of courage, energy, and acting in accordance with the spirit of the times and our consumers.
BLACK is changing not only visually, but also in terms of portfolio evolution. The brand is developing new flavors and consistently investing in the zero sugar segment, responding to the needs of modern consumers.
The energetic refresh of BLACK will be noticeable in stores as early as the beginning of May.
It’s time to move – for health, for balance, for a better day. This is the manifesto of one of the leaders in the functional beverage market, the 4Move brand, belonging to FoodCare, a leading Polish FMCG producer. The 4Move brand, whose share in the Polish and international market continues to grow, is launching a new communication platform MOVE 4, celebrating movement in every form and reminding us: every reason to move is good, if it gets you moving.
4Move doesn’t stand still!
In a world where we too often get stuck in traffic, on the couch, or behind a desk, 4Move challenges stagnation. The body was made for action – running, dancing, swimming, climbing, or simply walking. Movement improves well-being, releases endorphins, and helps restore balance in the daily rush. 4Move has movement written into its DNA, in all its forms. For years, the brand has been delivering isotonic drinks, waters, and vitamin beverages chosen and recommended by top athletes as well as amateurs. 4Move products accompany people every day who value the highest quality and need proper hydration or enrichment with vitamins and minerals during activity.
The MOVE 4 message is clear – every reason to move is good. We want to be a brand that supports everyday activity, regardless of its form and scale. No pressure, no need to be a legend. Even an evening walk is a success in maintaining a healthy lifestyle. This is not only a response to the rapidly growing trend of physical activity and healthy living. It’s also the value of the 4Move brand itself and all of FoodCare – never stand still and act on your own terms. We create our products for people who want to take care of themselves at their own pace
and according to their individual motivations – says Wiesław Włodarski, CEO of FoodCare and creator of the 4Move brand.
The new communication strategy is a response to the changing needs of the FMCG market, where the importance of products supporting a healthy lifestyle and comprehensive well-being is growing.
MOVE 4 – a movement platform for everyone
“MOVE 4…” is not just a campaign – it’s inspiration. It’s not about breaking records or comparing results. It’s about pleasure, lightness, and that first step that can change everything. Whether you want to clear your head, shed stress, or simply feel as good as when you ran around the yard as a kid – 4Move is on your side. It hydrates. It regenerates. It gives you strength. And it tastes great.
The centerpiece of the communication is a spot – full of ease, movement, and positive energy. It shows that you don’t have to be a professional to enjoy movement. Because with 4Move it’s not
about forcing yourself. It’s about getting moving – in harmony with yourself.
Products made for action
The 4Move portfolio includes isotonic drinks, functional flavored waters, and vitamin beverages that support both professional athletes and recreational active individuals. Each product has been developed with the highest quality in mind, real support for the body, and drinking pleasure – because movement is health, but also joy.
A 360° campaign that will get Poles moving
MOVE 4 is a comprehensive 360° campaign: ATL and BTL activities, strong presence in digital and social media, collaboration with influencers, and special actions in urban spaces that will literally get Poles on their feet.
FoodCare – a Polish leader with global reach
Behind 4Move stands FoodCare – a company 100% based on Polish capital, managed and developed for 40 years by CEO Wiesław Włodarski together with his team. The 4Move platform is another strong move by the leading Polish FMCG producer, following the high-profile EFEKT BLACK campaign. FoodCare doesn’t stand still. The company’s development model is based on creating brands with very strong identity, repeatability, and enormous scaling potential. FoodCare products are already exported to 50 countries worldwide. The portfolio includes brands such as 4Move, BLACK, Frugo, Gellwe, Fitella, Ngine, and Ostromecko.
Gellwe embarks on a new phase of communication, with the core idea of demonstrating that baking can be light, fun, and full of positive energy. This is a refreshed, contemporary take on a brand that has accompanied Poles in home baking for years – from cakes and desserts to inspiring additions that ensure something will turn out great in the kitchen.
The new platform presents baking as a simple pleasure, not a challenge, and emphasizes that it’s time worth spending on joy, spontaneity, and shared moments. Gellwe has always supported those who want to enjoy great taste without stress and complicated recipes – just a moment is enough to create something special.
Ambassadors who add energy
At the heart of the communication is a duo of ambassadors: Anna Mucha and Matteo Brunetti. Their light humor, natural ease, and culinary passion create a combination that perfectly captures the character of the Gellwe brand. Together they show that baking can be fun, and the kitchen a space for experimenting and creating simple, delicious baked goods.
A campaign that reaches consumers where they are
Gellwe’s new communication launches broadly: it includes television, outdoor, and digital, as well as social media activities and supporting materials at points of sale. A consistent, light message builds the brand’s new language — modern, warm, and full of humor.
A brand with tradition — in a new form
Gellwe is part of FoodCare – one of Poland’s most important FMCG producers, distinguished by strong brands and a consistently developed strategy. Gellwe’s new communication platform is another step in building a brand that combines tradition with modernity, while remaining close to consumers’ ordinary, everyday needs: something delicious, simple, and always successful.
Engine started. NGIN launches.
This is a functional performance energy drink created for drivers and for moments when maximum concentration, reflexes, and energy behind the wheel are crucial. The product was developed in cooperation with Krzysztof Hołowczyc – one of the most successful Polish rally drivers, who participated in its creation and testing under real driving conditions.
NGIN is more than just another energy drink. Behind its performance is a specially developed formula supporting concentration and reflexes in moments requiring maximum focus. The ingredients include vitamins B12, B6 and niacin, ginseng extract, and natural caffeine (64 mg/100 ml). The product is available in sugar-free and with-sugar variants, and its performance has been tested by automotive experts and Hołek’s team under maximum performance driving conditions.
The entire brand concept – from formula to design – is rooted in the world of motorsport and the passion for driving. The brand launch is accompanied by the nationwide ‘NGINeered by Hołek’ campaign, in which Hołowczyc himself plays the role of product creator and tester. In its communication efforts, the brand also collaborates with creators and experts from the automotive world – including Motodoradca, Iwona Blecharczyk, Michał Gąsiorowski, Robert Buczyński, Kubańczyk, and Wheel with it – who test NGIN both on the track and in everyday driving.
Starting March 6, NGIN is available exclusively at Żabka stores throughout Poland. In subsequent phases, the plan is to expand distribution to selected retail chains and gas stations, as well as develop the brand in foreign markets.