This article is a part of Poland Unpacked. Weekly intelligence for decision-makers
The Kubara family business has been developing plant-based food products for over 30 years. While the market for meat and dairy alternatives has corrected after rapid expansion in recent years, Dobra Kaloria continues to grow strongly, investing in new production lines and increasingly eyeing foreign markets.
Good to know
Plant-based food explained
Plant-based products are entirely plant-based foodstuffs that can serve as alternatives in terms of purpose/use to specific animal-based products and their derivatives, including:
- alternatives to meat, fish, and seafood and their derivatives,
- dairy alternatives, including alternatives to cheese, yogurt, kefir, milk drinks,
- eggs, desserts (based on milk, cream, cottage cheese, eggs) and other products made from plant-based raw materials that are alternatives to traditional products based on animal-derived ingredients,
- other products of traditional plant origin, including: tofu, tempeh, seitan, hummus, vegetable spreads, and other plant-based products that serve as plant-based alternatives to specific animal-derived products.
Alternatives to milk dominate sales in the plant-based food industry in Poland. Of all plant-based categories, it is beverages, commonly referred to as “milks,” that have been the most successful in Poland. Currently, they account for almost half of the retail sales value of the entire industry.
From roasted seeds to plant-based alternatives
The story of Dobra Kaloria began in 1993. The company was founded by Marek Kubara, the father of the current co-owner Karolina Kubara, an engineer from a university of technology. Together with a colleague, he developed an oven that roasts seeds without added fat. Initially, the company focused on producing and selling roasted seeds.
A few years later, in 1997, Dobra Kaloria expanded its offering to include plant-based frozen ready meals like tripe, baked beans, and lecsó.
“My father was definitely ahead of his time,” recalls the company representative. “He introduced plant-based ready meals in the 1990s, long before the trend took off.”
Dobra Kaloria re-entered the plant-based meat substitute market in 2019.
“We launched plant-based meatballs and burgers that became instant hits and quickly flew off the shelves,” says the brand’s co-owner. Building on this success, the company rapidly broadened its portfolio to include meatless sausages, plant-based minced meat, and pâté.
Expert's perspective
The plant-based market slows after a period of rapid growth
Producers of alternatives to animal products faced significant demand barriers, as plant-based options often remain pricier than their meat counterparts. Importantly, there is no clear trend away from animal-based foods on the domestic market; according to the Poland Statistics (GUS), per capita meat consumption increased by 5.2% year-on-year in 2024.
Competition in the plant-based sector has intensified. Many companies from the dairy and meat processing industries— including major global players—have expanded their portfolios to include plant-based products. Changing consumer preferences, driven partly by environmental concerns and a desire to reduce meat consumption, may support moderate growth over the medium to long term.
However, the plant-based market is broader than substitutes alone, and growth patterns may be uneven. It is possible that consumers will increasingly favor simpler sources of plant-based protein.
In the short term, improving economic conditions and consumer confidence may help boost domestic consumption.
Dobra Kaloria stands on two pillars
Today, the company offers several dozen products and launches 15 to 20 new items each year.
“Our business model rests on two pillars. The first is plant-based alternatives to meat and cold cuts, and the second is natural, sweet snacks. This balance gives us stability. At different times of the year, sales of one category may rise while the other slows slightly, but together they form a solid foundation,” explains Karolina Kubara.
“We focus on creating innovative products that excite us – like sprout blood sausage, a plant-based cheesecake, and an oyster mushroom burger. We don’t want to replicate existing products. Our biggest sales success this year has been plant-based nuggets, launched in January 2025. They quickly found their way into retail chains and our online store,” Ms. Kubara adds.
In 2024, Dobra Kaloria generated PLN 82.2 million (EUR 20m) in sales revenue, up from PLN 72 million (EUR 17m) in 2023 and PLN 26 million (EUR 6.1m) in 2019. Net profit grew from PLN 3 million (EUR 0.7m) in 2019 to PLN 12 million (EUR 2.8m) in 2024. This year, the company aims to surpass PLN 90 million (EUR 21.2m) in revenue.
“We are growing faster than the industry, which is expanding at 4%, and we plan to maintain this pace. In five years, I see us remaining number one in Poland and becoming an increasingly important player in Europe’s plant-based alternatives market,” Karolina Kubara affirms.
The company employs 171 people and operates two production plants in Poland.
Market verification and changing consumer attitudes
The plant-based alternatives market experienced a huge boom, with sales increasing by 109% between 2020 and 2022.
Since 2019, we have been marketing plant-based meat alternatives. For the first three years, growth was almost vertical, with huge increases. However, the market has since undergone a verification process – products, companies, and quality have been tested. Growth today is more moderate, and the market has gone through a selection phase.
“Many random products appeared riding the trend wave, often from unprepared companies or as short-lived fashions. Unfortunately, low-quality products alienated some consumers. Poor-quality offerings in a young category like ours are harmful to the whole sector because a consumer who tries a subpar plant-based sausage once may reject the entire category of substitutes.
As a result, many players have left the market, while strong brands have solidified their positions”, Karolina Kubara explains.
Expert's perspective
The plant-based products market in Poland hits PLN 1.1 billion (EUR 260m)
In the 12 months ending September 2025, the market’s value reached PLN 1.1 billion (EUR 260m), marking a 4.2% year-on-year increase – parallel to the growth rate of the overall FMCG basket.
Plant-based beverages hold the largest market share, accounting for nearly half of category sales. Yogurts, desserts, as well as hummus and vegetable spreads, are also expanding rapidly. Meanwhile, sales of plant-based meat and cheese alternatives have experienced a slight decline.
Discount stores dominate as the main purchase points, accounting for two-thirds of plant-based product sales. Private labels play a substantial role, representing 46% of the segment’s value – almost double their share in the entire grocery basket – although this has decreased by 2 percentage points compared to the previous year. The greatest demand is seen in large cities with populations over 300,000.
Polish consumers report pro-environmental behaviors such as saving water and energy, drinking tap water, reducing meat consumption, and choosing products with quality ingredients. Two-thirds carry reusable bags when shopping, and one in three say they reduce meat intake. A third also emphasize preferring animal-friendly products. Lowering price barriers and further consumer education may foster continued growth in sales.
Modern plant and investments
Two years ago, Dobra Kaloria completed construction of a new production facility equipped with modern machinery and environmentally friendly installations, including a photovoltaic system and energy-saving solutions.
“We have just wrapped up a major investment phase, which included a new production line for breaded products and a state-of-the-art freezing and cooling system. Now we have space for further growth, though we continue to implement new solutions,” says Karolina Kubara.
Partnership with Mokate – an injection of capital and know-how
In May 2022, the Polish company Mokate, known for its coffee and tea production, acquired a 50% stake in Dobra Kaloria.
“Mokate is also a family business with a business philosophy much like ours. Our partnership began with casual but respectful and understanding conversations at an industry event, culminating in a joint venture and growth opportunities for both parties. Mokate viewed cooperating with us as a way to enter a new category, while for us it meant a significant capital injection and broad possibilities for development, especially in exports. We have synergies in various areas like purchasing and IT. Though we received other offers, we don’t plan to sell additional shares,” assures Karolina Kubara.
Exports and e-commerce on the rise
Today, exports represent approximately 10% of Kubara’s total revenue.
“Our products are currently available in Czechia, Slovakia, Hungary, Romania, the Baltic states, and Spain. But this is just the beginning. Each market demands patience and adaptation, yet we see great sales potential outside Poland. Recently, we entered the United Arab Emirates with our natural snacks, and we hope that this young, open-minded market – where the average age is 31 – will offer new opportunities,” says Karolina Kubara.
The company is also prioritizing the growth of online sales.
“Our new online store offers the full product range, including chilled meat substitutes. Initially, we viewed e-commerce as a supplement and a marketing tool, but now we want to actively grow and promote it,” Kubara emphasizes.
Another area in need of development is cooperation with the HoReCa channel.
“Currently, sales to HoReCa are marginal, mainly due to logistical challenges with chilled products. However, we are working on solutions to better serve this segment,” adds Kubara.
Challenges: legislation, prices, and pressure from retail Chains
The Polish food market is highly competitive and demanding. Producers face not only intense price pressure but also an increasing burden of regulation.
“Sometimes it feels like we’re producing more paperwork than chocolate bars. Bureaucracy is growing at an alarming pace,” says the company representative.
For years, the plant-based industry has also been embroiled in debates over product naming – whether items can legally be called “burgers” or “sausages.”
“These are absurd discussions that keep resurfacing. Instead of focusing on innovation and sales growth, we get caught up in semantics,” adds Karolina Kubara.
Retail chains also play a major role in shaping the market.
“With the growing share of private labels, manufacturers often lose control over their products’ image. If a product is sold under a private label, we have no say in how it’s promoted. Ultimately, it’s up to the chain to decide whether a category will thrive,” notes Ms. Kubara.
So, is the future plant-based?
According to Karolina Kubara, the key factor will be the financial situation of Polish consumers, who are becoming increasingly cautious with their spending.
“If the economic environment does not improve, no matter how strong the educational, environmental, or health campaigns are, customers will ultimately make decisions based on their budgets. So much depends on macroeconomic conditions. I also believe ready meals will gain importance due to social changes – the rising number of singles, widespread time scarcity, and the desire for new flavors,” says the company’s vice president.
Key takeaways
- The plant-based substitute market experienced rapid growth, with sales surging 109% between 2020 and 2022. Growth has since moderated, and the market has undergone consolidation. Many opportunistic products launched during the initial boom have disappeared, while established brands have strengthened their positions.
- The Polish food market remains highly competitive and heavily regulated, with producers of plant-based substitutes also contending with ongoing debates over product naming conventions.
- Kubara, owner of the Dobra Kaloria brand, has built its business on two pillars: plant-based meat alternatives and natural sweet snacks. This year's biggest commercial success has been plant-based nuggets, launched in January 2025.