Ukrainian fermented beverages brand Spraga has announced its entry into the Polish market in 2026. By the end of the year, the company’s products are expected to appear on the shelves of major retailers in the country, including Kaufland, Żabka, Biedronka, and Dino. At the same time, the company plans to triple its production capacity in Ukraine: a new production facility will be launched in autumn 2026, enabling a larger output of beverages for export.
Spraga grew out of the healthy food delivery service Eat Easy, founded in 2014 by Tetiana Izmailova. In 2022, the company underwent a rebranding, making kombucha — a sparkling fermented tea-based drink — its flagship product. The portfolio currently includes more than 15 SKUs, and the products are already available in most national retail chains, as well as in cinemas and at filling stations. Spraga’s consolidated revenue in 2025 amounted to UAH 326.3 million.
The choice of Poland as the first international market is based on strategic factors: consumer proximity, understandable unit economics, and cultural similarity. According to Spraga owner and CEO Oleksandr Hubarenko, fermented beverages are perceived more straightforwardly in Poland than in Germany, where they are often seen as “magic remedies.” In Poland, kombucha is viewed more as an alternative to traditional sweet carbonated drinks with lower sugar content.
At the initial stage, the team will work through a local distributor for 4–6 months. At the same time, the company plans to register its own legal entity and gradually transfer operations to its own structure. Strategically, Spraga is focused on direct sales and has set the ambitious goal of becoming one of the top three kombucha producers in the Polish market within the first few years.
The operating budget for the Polish expansion will amount to around €250,000 by the end of 2026 and another €470,000 in 2027. Part of the investment will be financed from the company’s own funds, while another part is expected to be covered through a grant from Ukraine’s Ministry of Economy for the purchase of Ukrainian equipment, under which the state may reimburse up to 70% of the cost, capped at UAH 8 million.
The Polish market for fermented beverages is expanding rapidly: over the past three years, sales in value terms have increased by approximately 200–250%. At the same time, the category is still not fully formed, and kombucha is placed in different retail sections — next to juices, dairy products, or simply within the beverages category. Spraga plans to shape consumer habits by positioning the drink in chilled sections alongside salads, fruits, and fresh juices.
The company also intends to gradually expand its flavor range, launch private label products, and develop exclusive flavors for partners. Its core target audience is consumers aged 18–45, but the brand aims to reach as broad a consumer base as possible by switching them from traditional sugary soft drinks to healthier and more modern beverages.
In Ukraine’s domestic market, Spraga is also continuing its active growth: production, distribution, and the marketing budget are all expanding, with the 2026 marketing budget increased by 2.5–3 times compared to last year. The company also plans to develop a broader non-alcoholic beverage umbrella brand, including sparkling water and lemonades, and in the longer term, to enter the markets of Romania and the Baltic states.
