What Pobeda does

Pobeda AD (Победа АД) is a privately held Bulgarian confectionery manufacturer headquartered in Burgas, founded in 1929. The company produces four core product groups — non-coated biscuits, coated and sandwich biscuits, pralines (bonbons), wafers, and mini cakes — under a portfolio of heritage sub-brands including Chernomorets (its flagship, awarded "Brand of Bulgaria" in 2024), Zakuska, Everest, Izgrev, Tea Biscuits, Review, Anelia, Navona, Rumi, Super Bravo, and Couple Cake. Manufacturing is concentrated at the Burgas site, supported by an in-house physicochemical and microbiological laboratory and certified to ISO 9001, ISO 22000, ISO 14001, ISO 45001, IFS, HALAL, RSPO SG, and Rainforest Alliance; key products such as Super Bravo and Zakuska are produced using palm oil-free technology. The firm also offers private-label manufacturing for retail chains and a dedicated HoReCa product line that has operated since 2003.

Revenue is generated through B2B sales across multiple channels: a domestic Bulgarian network of 23 regional distributors with 7 regional managers, direct key-account deliveries to supermarket and hypermarket chains, 120+ HoReCa partners (hotels, restaurants, cafeterias, airports, educational institutions), private-label contracts, and exports to European countries, the Middle East, and North and South America, supported by regular presence at ISM Cologne, SIAL Paris, and PLMA Amsterdam. Distribution is complemented by partnerships with Bulgarian e-commerce platforms (T Market, Fresko, BulMag, SuperBag, eBag, ParkMart) and a direct company store in Burgas. Pricing is contact-based and not publicly disclosed, reflecting a B2B/wholesale model rather than consumer-facing price transparency.

Recent strategic activity has centered on product and capability expansion: the Chernomorets brand was extended into cake bars and additional wafer/wafer-coating flavors in 2025, a new HoReCa-specific Chernomorets SKU is slated for mid-2026, and a National Recovery and Resilience Plan circular-economy modernization project was completed in December 2025. The firm employs 101–250 people, operates a regional office in Sofia, and is governed by Managing Director Mihail Choroleev; no parent company, external investors, M&A activity, or funding rounds are disclosed.

Name

Pobeda

Legal name

Победа АД

Website

https://pobeda.bg

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

101–250 employees

Short description

Pobeda AD is a privately held Bulgarian confectionery manufacturer founded in 1929 in Burgas, producing biscuits, pralines, wafers, and mini cakes under heritage brands such as Chernomorets, Zakuska, and Everest for retail, HoReCa, private-label, and export customers across Europe, the Middle East, and the Americas.

Ownership category

akta.pro rank

Product category

Confectionery Manufacturing

NAICS

Commercial Bakeries (311812), Nonchocolate Confectionery Manufacturing (31134), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813)

SIC

Cookies & Crackers (2052), Sugar & Confectionery Products (2060), Bakery Products (2050)

akta.pro primary industry

Confectionery, Snacks & Specialty Sweets Wholesale Distribution (CRAOAAAM)

Keywords

• Confectionery manufacturing
• Biscuit production
• Praline manufacturing
• Private label manufacturing
• HoReCa supply

Headquarters

HQ city

Burgas

HQ country

Bulgaria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Revenue model

1. Biscuit products: Core revenue from biscuit production including non-coated biscuits (Zakuska, Everest, Izgrev, Tea Biscuits, Review, Sun), coated and sandwich biscuits (Anelia, Chernomorets, Navona, Rumi). Multiple product lines with various flavors and packaging sizes.
2. Pralines/bonbons: Chernomorets pralines are among the best-selling praline brands in Bulgaria. Products include Chernomorets bars (47g), pralines in various packages (94g, 172g, 250g) featuring peanut cream, orange peels, and crisps.
3. Wafers: Wafers including coated wafers (Chernomorets line with various flavors), crispy wafers, and wafer desserts. Chernomorets crispy wafers feature 5 crispy wafer sheets with two types of cream.
4. Mini cakes and сухи пасти: Mini cakes including Super Bravo (with cocoa cream, blueberry jam, strawberry jam, no sugar options) and Couple Cake brand. Also includes сухи пасти (dry pastries) under Chernomorets brand.
5. Private Label manufacturing: Pobeda offers manufacturing of products under client brands. Has implemented projects with large retail chains domestically and abroad. Confidentiality and proper project management are priorities.
6. HoReCa channel: Products specifically designed for the professional hospitality sector including hotels, restaurants, catering, and tourism. Company formed dedicated HoReCa direction in 2003.
7. Export sales: Products exported to European countries, Middle East, North and South America. Export to EU facilitated after Bulgaria's admission in 2007.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Pobeda manufactures and distributes biscuits, pralines, wafers, and mini cakes under multiple sub-brands such as Chernomorets, Zakuska, and Everest. The company supplies its products through retail channels for end consumers as well as through HoReCa, private label, and export channels for business customers.

Product overview

Pobeda JSC is a Bulgarian confectionery manufacturer producing a diversified portfolio of sugar and cocoa products organized into four main product groups: biscuits, pralines, wafers, and mini cakes. The company operates as a single unified product portfolio rather than a platform architecture, with the biscuit segment containing multiple sub-brands including Zakuska, Everest, Izgrev, Tea Biscuits, Review, Sun Biscuits, and Cake Biscuits. The Chernomorets brand serves as the flagship sub-brand spanning multiple product categories including pralines, wafers, and biscuits. Additional sub-brands include Anelia, Navona, and Rumi for coated biscuits, while mini cakes feature Super Bravo and Couple Cake ranges. The company also offers a Private Label manufacturing service for retail chains and provides specialized HoReCa (Hotel, Restaurant, Cafe) product lines.

Differentiator

Problem solved

Functional benefit

Brands

• Chernomorets (Черноморец): A legendary praline and confectionery brand of Pobeda JSC, familiar to generations of Bulgarians, featuring fine peanut cream, fresh orange peels, and crisps. Includes pralines, coated wafers, crispy wafers, and biscuits. The brand won the "Brand of Bulgaria" award in 2024.
• Zakuska (Закуска)
• Everest (Еверест)
• Izgrev (Изгрев)
• Tea Biscuits (Чаени бисквити)
• Review (Ревю)
• Sun Biscuits (Слънце)
• Cake Biscuits (Бисквити за торта)
• Anelia (Анелия)
• Navona (Навона)
• Rumi (Руми)
• Super Bravo
• Couple Cake
• Pobeda Biscuit Selection
• Merita (МЕРИТА)

Products and services

• Biscuits Bulk and packaged biscuits sold under multiple sub-brands for retail consumers and HoReCa/private label buyers.

Quantifiable outcome

• Products exported to countries across Europe, Middle East, North and South America
• +3 more outcomes

Named customers4 records

Segments4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• 23 Regional Distribution Companies (Bulgaria)coreChannel Partner/ Reseller/ DistributorDistribution network of 23 distributing companies covering specific regions of Bulgaria with 7 regional managers managing sales, contacts and distributor relationships. Partners include: SM Trade (Sofia), Effect-2002 (Sofia), Nikol Komers (Blagoevgrad), BK-Distribution (Blagoevgrad), Vuchko-2 (Pernik), Sepyu (Dupnica), Ustem 97 (Montana), Sirius (Botevgrad), Kostov-Sinove (Vidin), Palmira 94 (Pleven), Unavista (Varna), Beta 12 (Varna), Clio Commerce (Razgrad), Grestokomers (Gorna Oryahovitsa), ARA-Retail (Sliven), Kolev Brothers (Yambol), Mega Logistics (Kazanlak), Anita-TB (Dimitrovgrad), Beta 12 Ivanovi (Plovdiv), Rojen-3 (Plovdiv), Demetra Retail (Burgas), Brand Masters (Burgas), Janet (Nesebar), BBB-Distribution (Asenovgrad)

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Mondelez International: Global confectionery and biscuits incumbent owning Oreo, Cadbury, Toblerone, and several other category-leading brands. Competes with Pobeda across the biscuit and chocolate confectionery categories at the Bulgarian and pan-European retail level, though its scale and breadth far exceed Pobeda's.
• Ferrero Group: Global confectionery player with a wafer- and praline-centric portfolio (Ferrero Rocher, Kinder, Nutella). Most relevant for its wafer, praline, and chocolate-coated biscuit categories, which directly overlap with Pobeda's Chernomorets wafer and praline lines.
• Yıldız Holding (Ülker/Pladis parent): Ankara-based conglomerate and parent of Pladis (Godiva, McVitie's) and Ülker (regional biscuits, chocolate, cake). Competes with Pobeda across biscuit, wafer, and cake categories in adjacent markets and uses private-label scale similar to Pobeda's ambitions.
• Nestlé Confectionery: Global packaged foods giant with major confectionery brands (KitKat, Smarties, After Eight). Operates across all of Pobeda's product categories at scale and pressures them in retail and HoReCa procurement across Central and Eastern Europe.
• Pladis Group: Multi-brand confectionery and biscuit holding company (McVitie's, Godiva, Carr's, Jacob's). Comparable structure as a multi-brand biscuit-led portfolio with private-label and export exposure, though at materially larger scale than Pobeda.

Direct peers

• Lotus Bakeries: Belgian cookie and biscuit specialist built around Biscoff and a portfolio of branded confectionery products with strong private-label capabilities. Comparable to Pobeda in operating model as a branded biscuit/confectionery manufacturer leveraging a single dominant brand across multiple product formats, with a similar geographic European core.
• Bahlsen: Germany's largest biscuit manufacturer with a similar heritage-based, multi-brand biscuit and confectionery portfolio serving retail, HoReCa, and export channels. Directly comparable to Pobeda in scale, ownership structure (family/private), and category mix centered on biscuits and waffles.

Others

• Südzucker: Europe's largest sugar producer and a key upstream supplier into confectionery. Connected to Pobeda through sugar as the primary raw input for biscuits, pralines, and wafers, and through shared exposure to EU sugar market dynamics affecting confectionery manufacturers.

Emerging players

• Bandi Vállalat: Hungarian biscuit and confectionery manufacturer with a similar profile to Pobeda — Central European private confectionery maker serving domestic retail and regional export with branded biscuits. Often featured as a peer in Central European biscuit industry comparisons.

Regional players

• Kandil Şekerleme: Turkish confectionery manufacturer producing biscuits, wafers, and cakes primarily for the Turkish market with selected Middle East and regional exports. Comparable product mix to Pobeda but operates in a different geography and competes more through private label and value-tier branded SKUs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCtLFTWy5a6yy7lVTea0K9Dg
• Facebookfacebook.com/pobedaad
• LinkedInlinkedin.com/company/pobeda

Compliance8 records

Revenue estimate

Valuation estimate

Number of profiles

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 Pobeda