Graal
Graal S.A. is a Polish canned fish manufacturer and the #1 brand in Poland's canned fish category, producing ~30 SKUs across mackerel, herring, sprat, salmon, and sardines at four production facilities for nationwide retail distribution.
- Company typePublic
- Founded1989
- HeadquartersWejherowo, Poland
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Graal does
Graal S.A. is a Polish canned fish manufacturer headquartered in Wejherowo, founded in 1989 and listed on the Warsaw Stock Exchange since 2005. The company produces approximately 30 SKUs spanning mackerel, herring, sprat, salmon, sardines, and carp across multiple sauces, formats, and sizes (110g to 330g), organized under the core Graal brand and sub-brands MOC PROTEIN (high-protein variants launched in 2026) and WINTER (Dinglay). Core technology is thermal sterilization combined with hermetic sealing and organic internal can coatings, enabling preservative-free products with extended shelf life. Graal operates four wholly-owned production facilities (Wejherowo, Kartoszyno, CKiD Zduny, Kooperol) and is the #1 canned fish brand in Poland by sales volume according to NielsenIQ 2025. The company became part of Lisbon-listed European food group Lisner in 2024, which provides strategic backing and a broader category platform. Graal is currently executing a 2026 rebranding campaign and recipe reformulation covering approximately 95% of its product portfolio.
The business model is B2C mass-market CPG: Graal manufactures canned fish products and distributes them through physical retail channels (Polish supermarkets and stores nationwide) at unit price points determined by product format and size. Revenue is generated through one-time product transactions with no subscription or licensing model, and no direct-to-consumer pricing is publicly disclosed. The primary customer segment is the Polish mass-market consumer, with particular resonance among health-conscious buyers drawn to omega-3, protein, and convenience benefits, supported by survey evidence that 83% of Poles view canned fish as a convenient quick meal. Marketing uses a 360-degree approach combining TV, outdoor, digital, PR, in-store activations, and consumer research, with a major rebranding campaign launched March 2, 2026. Distribution is exclusively domestic (single-country scope: Poland), and the company has no disclosed app, API, or digital direct-to-consumer channel.
Graal firmographics
Firmographics- Name
- Graal
- Legal name
- Graal S.A.
- Website
- https://graal.pl
- Company type
- Public
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Graal S.A. is a Polish canned fish manufacturer and the #1 brand in Poland's canned fish category, producing ~30 SKUs across mackerel, herring, sprat, salmon, and sardines at four production facilities for nationwide retail distribution.
- Ownership category
- akta.pro rank
Graal industry classification
Industry- Product category
- Canned Fish / Seafood Preserves
- NAICS
- Seafood Product Preparation and Packaging (31171)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Canned Meat, Poultry & Seafood Manufacturing (AFAKACAD)
- akta.pro secondary industry
- Smoked & Cured Seafood (Salmon, Herring, Lox) (AFANALAD)
Keywords
Where Graal is headquartered
LocationHeadquarters
- HQ city
- Wejherowo
- HQ country
- Poland
- HQ region
- Europe
Offices4 records
Markets served
Graal business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Canned Fish Product Sales: Graal generates revenue through the manufacture and sale of canned fish products including mackerel, herring, sprat, salmon, and sardines. Products are sold through retail distribution channels to Polish consumers. Revenue is derived from one-time product transactions at various price points based on product type and packaging size.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard canned fish products in retail packaging |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels8 records
Graal product offering
Product offeringCore offering
Graal manufactures and sells approximately 30 SKUs of canned and preserved fish products including mackerel, herring, sprat, salmon, sardines, and carp in various sauces and formats (110g to 330g). The company produces three main product lines: the core Graal brand (classic canned fish recipes), the MOC PROTEIN sub-brand (high-protein reformulations), and the WINTER/Dinglay sub-brand (smoked-style sprat in oil). All products are made using thermal sterilization and hermetic sealing, with no preservatives and organic internal can coatings.
Product overview
Graal S.A. is a Polish canned and preserved fish company headquartered in Wejherowo, founded in 1989, listed on the Warsaw Stock Exchange since 2005, and part of the Lisner Group since 2024. The company's product portfolio consists of approximately 30 canned fish SKUs organized around three main sub-brands: the core Graal brand (classic canned fish in various sauces and formats), the MOC PROTEIN sub-brand (high-protein reformulations launched in 2026), and the WINTER sub-brand (smoked-style sprat in oil). The portfolio spans multiple fish species — mackerel, herring, sprat, salmon, sardines, carp, tuna, and trout — and multiple sauce/format variants including tomato sauce, oil, mustard sauce, barbecue, pepper sauce, Mexican-style sauce, and Greek-style sauce. Products range from 110g to 330g sizes and include both standard best-sellers and differentiated/limited variants. Graal's canned fish contain no preservatives, are sterilized and hermetically sealed, and are positioned as healthy sources of Omega-3 fatty acids, protein, Vitamin D, and other nutrients. The company underwent a major rebranding in early 2026, refreshing visual identity and reformulating recipes across approximately 95% of its product portfolio.
Differentiator
Problem solved
Functional benefit
Brands
- MOC PROTEIN: High-protein fish product line featuring enhanced protein content products such as mackerel and herring fillets in tomato sauce.
- Graal
- Winter (Dinglay)
Products and services
- Graal Classic Canned Fish Portfolio Core brand of approximately 20+ canned fish SKUs featuring mackerel, herring, sprat, salmon, sardines, and carp fillets in various sauces (tomato, mustard-honey, barbecue, pepper, Greek-style, Mexican-style, oil) and formats (110g, 170g, 300g, 330g). Marketed as preservative-free sources of omega-3, vitamin D, and high-quality protein for Polish consumers seeking convenient meal solutions.
- MOC PROTEIN High-Protein Sub-Brand High-protein variant line of Graal's canned fish products, including mackerel and herring fillets in tomato, mildly spicy tomato, and tomato-with-sun-dried-tomato sauces, with added mozzarella cheese and jalapeño for protein enhancement. Targeted at health-conscious consumers seeking protein-rich convenient foods.
- WINTER (Dinglay) Sub-Brand - Smoked Sprat in Oil Smoked-flavored sprat in rapeseed oil under the WINTER/Dinglay sub-brand, available in 110g and 170g sizes. Positioned as a versatile product for any occasion, rich in omega-3 and a source of vitamin D.
- Paprykarz Szczeciński with Salmon Traditional Szczecin-style paprykarz fish spread/pate containing 28% Atlantic salmon along with carrot, cabbage, rice, and tomato concentrate. Available in 300g and 330g sizes, marketed as a multi-generational taste for Polish consumers.
Quantifiable outcome
- 83% of Poles consider canned fish a convenient quick meal option
- +5 more outcomes
Companies that use Graal
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Graal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Graal partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- LisnercoreGraal became part of the Lisner family in 2024, joining a European leader in the fish and ready meals category. This acquisition marked a new chapter in Graal's history, bringing greater opportunities, new technologies, and improved products for consumers.
Scale indicators5 records
Recent moves8 records
Expansion highlights5 records
Graal competitors and assessment
Company assessmentRegional players
- La Costeña: Mexican canned food manufacturer best known for canned tuna, sardines, and peppers. Comparable as a large-scale shelf-stable canned seafood producer with branded retail distribution, though geographically focused on Latin America rather than Poland.
Broad incumbents
- Bumble Bee Foods: Major US-based canned seafood company (tuna, sardines, mackerel) and Thai Union subsidiary. Comparable to Graal as a large-scale canned fish/seafood manufacturer with a branded shelf-stable portfolio.
- Thai Union Group: Global seafood conglomerate (owner of Chicken of the Sea, Bumble Bee, John West) and one of the world's largest canned seafood producers. Comparable through its shelf-stable canned fish and seafood portfolio sold across Europe and globally.
Direct peers
- King Oscar: Norwegian producer of premium canned fish (mackerel, sardines, herring). Competes with Graal in European canned fish aisles with a similar portfolio of species, sauces, and shelf-stable formats.
- Saupiquet: French branded canned seafood producer (sardines, mackerel, tuna) owned by Bolton Group. Directly comparable to Graal as a heritage canned fish brand serving mass-market retail across Europe with overlapping species and formats.
- Connétable: French canned seafood specialist (sardines, mackerel, tuna) with a long heritage brand. Directly comparable to Graal as a shelf-stable canned fish producer selling through European grocery retail.
- Hawesta: German producer of canned fish (herring, mackerel, sardines) and seafood specialties. Comparable to Graal through similar species mix, can formats, and mass-market European retail distribution.
- Rio Mare: Italian premium canned tuna and mackerel brand (also under Bolton Group). Directly comparable to Graal in canned fish category with parallel focus on quality protein, omega-3 messaging, and multi-format SKUs.
- Mareblu (Bolton Group): Italian canned tuna and seafood brand owned by Bolton Group. Comparable to Graal as a shelf-stable canned fish brand sold through European grocery retail with similar mass-market positioning.
- Cento (Centra Food): US-based Italian-food brand with a meaningful canned seafood line (tuna, sardines, anchovies). Comparable to Graal as a branded canned fish manufacturer selling through grocery retail channels.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Graal social profiles
Digital presenceGraal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Graal leadership team
Management profileNumber of profiles
Profiles1 record
Graal subsidiaries and ownership
Company hierarchySubsidiaries4 records
Graal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Graal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Graal
What does Graal do?
Graal manufactures and sells approximately 30 SKUs of canned and preserved fish products including mackerel, herring, sprat, salmon, sardines, and carp in various sauces and formats (110g to 330g). The company produces three main product lines: the core Graal brand (classic canned fish recipes), the MOC PROTEIN sub-brand (high-protein reformulations), and the WINTER/Dinglay sub-brand (smoked-style sprat in oil). All products are made using thermal sterilization and hermetic sealing, with no preservatives and organic internal can coatings.
Is Graal a public or private company?
Graal is a public company. It is classified as corporate owned and is currently operating.
When was Graal founded?
Graal was founded in 1989. It employs 1,001 to 5,000 people.
Where is Graal based?
Graal is headquartered in Wejherowo, Poland, in the Europe region.
How does Graal make money?
One revenue line is on record: canned Fish Product Sales.
Who are Graal's main competitors?
La Costeña is listed as a regional player. Broad incumbents are Bumble Bee Foods and Thai Union Group. Direct peers are King Oscar, Saupiquet, Connétable, Hawesta, Rio Mare, Mareblu (Bolton Group) and Cento (Centra Food).
Does Graal have an API?
No public API is recorded for Graal.
What industry is Graal in?
Graal's product category is Canned Fish / Seafood Preserves. Its primary akta.pro industry code is AFAKACAD, Canned Meat, Poultry & Seafood Manufacturing, with a secondary code of AFANALAD, Smoked & Cured Seafood (Salmon, Herring, Lox). Its NAICS code is 31171 and its SIC code is 2030.