Bayan Sulu

What Bayan Sulu does

Bayan Sulu is a Kazakhstani confectionery manufacturer founded in 1974 and headquartered in Kostanay, Kazakhstan. The company operates a single large-scale production complex with six main workshops covering caramel, confectionery, two chocolate, and two biscuit lines, employing over 1,500 people and producing more than 300 SKUs across 13 product categories including chocolate bars, candies, caramel, toffee, drage, waffles, zephyr, marmalade, cookies, confectionery paste, and seasonal gift sets. Technology consists of full-cycle processing on high-tech equipment with strict control of technological parameters, quality and energy-management certifications, and a Halal-certified range covering 126 items as of late 2024.

The company generates revenue primarily through wholesale and distributor-led sales of confectionery products under multiple sub-brands (Kazakhstanskiy, Legende de L'or, BOTA, Samal, ShokoPaste, ZlaXS, Barhan). Approximately 40% of production is exported to all CIS countries plus China, Mongolia, Eastern Europe, and South Korea through distributor channels; the remaining share is sold through a domestic distributor network serving B2C consumers for personal consumption, gifting, and holiday occasions (notably seasonal New Year gift sets). Go-to-market relies on international exhibitions such as PRODEXPO and the China International Import Exhibition, plus social media and a multi-language corporate website.

The business model is asset-heavy and volume-driven, anchored by a 14.3 billion tenge (~USD 33 million) capital expansion program — the "Confectionery Capital" (Кондитерлік астана) complex — which is scheduled to add 13,000 tons of annual capacity in the first half of 2026, bringing total capacity to 100,000 tons per year and creating 260 additional jobs. Revenue is not publicly disclosed, but capacity, headcount and capex scale indicate a mid-to-large regional food manufacturer with limited disclosed M&A or external funding activity.

Name

Bayan Sulu

Legal name

«Баян Сұлу» АҚ

Website

https://bayansulu.kz

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bayan Sulu is a 50-year-old Kazakhstani confectionery manufacturer in Kostanay producing 300+ SKUs of chocolates, candies, caramel, waffles, and gift sets across 13 categories. It sells to B2C consumers domestically and exports ~40% of output to CIS, China, Mongolia, Eastern Europe, and South Korea.

Ownership category

akta.pro rank

Product category

Confectionery Manufacturing

NAICS

Nonchocolate Confectionery Manufacturing (31134), Other Grocery and Related Products Merchant Wholesalers (42449)

SIC

Food And Kindred Products (2000), Cookies & Crackers (2052), Wholesale-Groceries & Related Products (5140)

akta.pro primary industry

Confectionery, Snacks & Specialty Sweets Wholesale Distribution (CRAOAAAM)

Keywords

• Confectionery manufacturing
• Chocolate production
• Confectionery products
• Halal certified sweets
• Export confectionery

Headquarters

HQ city

Kustanai

HQ country

Kazakhstan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Confectionery product sales: Manufactures and sells confectionery products including chocolates, candies, cookies, waffles, marshmallows, marmalade, toffee, caramel, and more. Approximately 40% of production is exported.
2. Export revenue: Exports products to all CIS countries, China, Mongolia, Eastern Europe, and South Korea. Seeking new markets and expanding geography.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Bayan Sulu manufactures and sells a broad portfolio of branded confectionery products — chocolate bars, candies, caramel, toffee, drage, waffles, zephyr, marmalade, sandwich cookies, seasonal New Year gift sets, and confectionery pastes — across 300+ SKUs from its Kostanay factory. Approximately 40% of output is exported to CIS, China, Mongolia, Eastern Europe, and South Korea through distributor partners.

Product overview

Bayan Sulu is a Kazakh confectionery factory producing a diverse portfolio of sweet treats across 13 major product categories. The core offerings include chocolate bars (Kazakhstanskiy, Legende de L'or, BOTA brands), candies (both glazed and unglazed varieties including the popular Samal wafer-based line and BS Jelly products), caramel (Bota, Mint Berry), toffee/iris, drage, waffles, zephyr/marshmallow, and marmalade. The company has expanded into newer categories including confectionery paste (ShokoPaste line launched 2024) and cookies (Bota sandwich cookies). Seasonal New Year gift sets represent a significant product line with over 40 design variants. Total production exceeds 86,000 tonnes annually across more than 300 product SKUs, with recent Halal certification covering 126 products. The company is constructing the 'Confectionery Capital' complex to increase capacity to 100,000 tonnes.

Differentiator

Problem solved

Functional benefit

Brands

• ШокоПаста (ShokoPaste): Chocolate hazelnut and peanut spread products
• ZlaXS
• Бархан (Barkhan)
• БОТА (BOTA)
• Самал (Samal)
• Kazakhstanskiy
• Legende de L'or

Products and services

• Chocolate Products Chocolate bars and chocolate products including plain chocolate, chocolate with additives (nuts, raisins), and chocolate with fillings. Key brands include Kazakhstanskiy, Legende de L'or, BOTA, and Bayan Sulu Collection, sold to individual consumers.
• Candies Wide range of candies including glazed and unglazed varieties, wrapped assorti, and novelty products. Subcategories include wafer-based sweets (Samal), jelly candies (BS Jelly line), toffee, and novelty launches like Barhan and ZlaXS, sold to individual consumers.
• Caramel Caramel candy products including soft chewable milk caramel with fillings. Notable products include Bota caramel and Mint Berry caramel with cranberry, sea buckthorn, and black currant, sold to individual consumers.
• Toffee/Iris Toffee and iris-type confectionery products sold to individual consumers.
• Drage Drage-type chocolate and sugar-coated confectionery products including raisins in chocolate and chocolate-nut drage, sold to individual consumers.
• Waffles Waffle products including Wafer Tortik with peanuts. Bayan Sulu is a leader in waffle production in Kazakhstan, sold to individual consumers.
• Zephyr/Marshmallow Delicate airy zephyr products including chocolate-covered zephyr and white-pink zephyr. Available in 2.5kg and 3kg packages, sold to individual consumers.
• Marmalade Jelly marmalade products in various shapes and flavors including citrus segments (orange, lemon, grapefruit, tangerine), chocolate-covered, sugared, and assorted varieties. Notable products include Mosaic, Rainbow, Baltic (Albo), Sweet Glade, and BS Jelly Mix, sold to individual consumers.
• New Year Gift Sets Seasonal New Year candy gift sets with various designs including Dragon's Treasure (2024), Three Cats collection, vintage designs, and traditional Soviet-style sets like Pochta, Prostokvashino, Vintage, Portfolio, and New Year Trio, sold to individual consumers.
• Confectionery Paste (ShokoPaste) Chocolate-hazelnut style paste products launched in 2024. Three variants available: ShokoPaste Chocolate, ShokoPaste with Hazelnut (Fundue), and ShokoPaste with Peanuts. Available in small and large packaging formats, sold to individual consumers.
• Cookies (Bota) Cookie products including sandwich cookies like Bota (chocolate cream filled, glaze coated) and various other varieties, sold to individual consumers.
• Chocolate Gift Sets Assorted chocolate gift sets including Kazakhstanskiy selection boxes, Bayan Sulu Collection, Fiore chocolate selection, and various branded collections, sold to individual consumers.

Quantifiable outcome

• Annual production capacity of 85,000 tons
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered minor and moderate.

• BioOperationsminorStrategic or Co-development Partner · 7 November 2023Bayan Sulu and BioOperations companies jointly participated in the VI China International Import Exhibition as part of the 'From Agro-Industrial Complex to Innovation' commercial pavilion, representing Kazakhstan's food industry capabilities.
• AZROŞEN, LLC (Azerbaijan)minorChannel Partner/ Reseller/ DistributorDistributor partner in Azerbaijan with office in Baku, phone numbers 994124658943 and 994124658944.
• SUNLIGHT FOOD TRADING (Uzbekistan)minorChannel Partner/ Reseller/ DistributorDistributor partner in Uzbekistan with office in Tashkent, phone numbers 998974313131 and 998937258888.
• Kazakhstan Football FederationmoderateGTM or Marketing PartnerBayan Sulu became an official partner of the Kazakhstan Football Federation as part of its social mission to inspire and support sports in the country.

Scale indicators11 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Mondelēz International: Mondelēz is the global chocolate and biscuits incumbent with deep CIS and Eastern European presence through brands like Alpen Gold, Milka and Oreo. Comparable product categories (chocolate, biscuits) and competes with Bayan Sulu in the same retail aisles, though with much broader portfolio and marketing muscle.
• Ferrero Group: Ferrero is the global premium chocolate and praline incumbent. Comparable premium tier chocolate line (analogous to Legende de L'or) and increasingly present in CIS and Eastern European markets where Bayan Sulu sells its premium SKUs.
• Mars, Incorporated: Mars is a global confectionery incumbent with strong CIS representation in chocolate and gum. Comparable chocolate and sugar confectionery categories; competes for the same regional and export demand Bayan Sulu addresses.
• Nestlé S.A. Nestlé is the diversified global food giant with confectionery and confectionery-ingredient offerings including KitKat, Nuts and assorted chocolates. Competes with Bayan Sulu in CIS chocolate aisles across price tiers and uses similar mass-distribution channels.

Direct peers

• Pobeda Confectionery: Pobeda is a Russian chocolate and chocolate-wafer producer with sizable CIS distribution. Overlaps with Bayan Sulu on chocolates, wafer-based candies (Samal-line analogues) and export distribution footprint.
• Slavyanka: Slavyanka is a Russian confectionery manufacturer producing toffee, candies, marmalade and chocolate — categories that directly overlap Bayan Sulu's core assortment. Competes with Bayan Sulu across CIS wholesale channels.
• KDV Group: KDV is a large Russian confectionery holding operating plants in multiple categories including wafers, biscuits and chocolate. Comparable in mid-market CIS positioning, scale and product mix overlap with Bayan Sulu's waffle, biscuit and chocolate lines.
• Rakhat: Rakhat is Kazakhstan's other leading confectionery manufacturer based in Almaty, producing chocolates, candies, cookies, waffles, caramel and toffee across Kazakhstan and CIS markets. Most direct domestic peer to Bayan Sulu, competing head-to-head on shared shelves and export tenders.
• Roshen: Roshen is one of the largest confectionery producers in Eastern Europe and a major CIS-wide brand in chocolate, candy, caramel and biscuit categories. Comparable in scale, distribution model and product breadth, and a direct competitor for the same Kazakhstan and CIS shelf space that Bayan Sulu targets.

Emerging players

• Ülker (Yıldız Holding): Ülker is a major Turkish confectionery and biscuit producer with growing CIS and Central Asia footprint. Comparable biscuit and chocolate assortment; an emerging competitor in Central Asian markets where Bayan Sulu benefits from proximity and brand familiarity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/bayansuluofficial

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bayan Sulu