Mateusz Madejski, journalist at Business Insider Polska: For many years, it seemed that large American companies would dominate the soft drinks market forever. However, it has managed to compete with these giants in many markets.
Florian Fiennes, Managing Director of fritz-kola GmbH: It all started more than 20 years ago with two students from Hamburg. One evening, they were eating frozen pizza and drinking Coke in their kitchen – and they came up with the idea of making a better Coke than what was available on the market. They wanted to create a drink that had more caffeine, less sugar, and a touch of citrus — all packaged in cute little returnable glass bottles.
Their approach met the growing demand for alternatives to mainstream brands. Fritz Cola stands out not only for its taste and high amount of caffeine, but also for its sustainable approach to this business. This has gained sympathy and loyalty among consumers, which is confirmed, for example, by YouGov BrandIndex research.
We have successfully built empathy among consumers, restaurateurs and customers as an authentic brand, which poses a slight challenge to other products.
American Brandy spells “cola.” You have a “circle”. what is he talking about?
The “K” in our cola is not just a letter. This is a sign that symbolizes everything Fritz Kola wants to do differently. It’s not just about the product itself, but above all about the attitude. We focus on independence, tolerance and openness.
All Fritz products have always been available only in reusable glass bottles, which is good for the environment. Our goal now is to shorten the path from bottling to bars, cafes and restaurants in Poland.
“Poland is full of life”
How important is Poland to Fritz? Which group in Poland buys the product most often?
We established the team in Poland years ago and consider our presence in this market a great achievement. Poland was one of the first markets we entered outside of Germany. Despite fierce competition from international and local brands, we are happy with our current position – we get a lot of recognition here.
In Poland, the beverage market is particularly interesting, characterized by a mix of global trends and unique local influences. Poland embodies a blend of Western and Eastern influences, creating a vibrant market environment. This provides great opportunities for brands that focus on diversity and innovation. We benefit from it.
Moreover, we consider Europe our home and we want to develop here. In international markets we are growing faster than Germany.
The rest of the article is below the video
How have recent years changed the soft drinks market?
There have been significant changes in recent years, as consumers increasingly choose higher quality, healthier and more sustainable products. This trend reflects, for example, the rising popularity of drinks containing yerba mate.
In Poland, for example, the introduction of a deposit return system is imminent. This demonstrates the trend towards an increased focus on sustainability – but it also represents an opportunity for soft drink producers to adapt their offerings to changing expectations.
We realize how important it is to adapt to these changes. This has prompted us to re-evaluate our product offerings. We seek innovative ways to meet changing consumer expectations while remaining true to our core values and commitment to quality.
You have Coca-Cola – or Coke – whichever you prefer, you can try lemonade or even rhubarb-flavored drinks. Will there be new drinks or flavors?
Although we can’t reveal too many details here, I can confirm that we are committed to experimenting with new drinks and flavors. We monitor trends in the beverage industry, using these insights to develop our future products.
Fritz often emphasizes its involvement not only in environmental issues, but also in political ones. Isn’t this controversial?
At Fritz Kola, our commitment to political and environmental issues is not just a slogan – it is an integral part of our identity. Our ‘k’ stands for the desire to question norms and bring about positive change.
We use our platforms (such as social media accounts) and drink labels to amplify important messages and support important causes. For example, we urged people to vote in the 2021 German elections, and our opposition to racism and right-wing extremism is steadfast and unwavering. I am convinced that our customers value brands that care about more than just profit.
See also: Asparagus is becoming less profitable, even though Germany is raising interest rates. “I will earn more by taking a taxi”
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