Food Union brands triumph in the Baltic Brands Awards; Thee prizes for the brand Kārums

Thanks to consumer affection, the well-known curd snack brand Kārums from Food Union has achieved remarkable success at the significant 2024 Baltic Brands Awards ceremony held in Riga on September 20. During the event, Kārums received three prestigious titles, being recognized once again as the most beloved local food brand not only in Latvia but across the Baltic region. Additionally, Kārums was awarded a special recognition from the TV channel TV3 for its ability to maintain consumer loyalty over the long term.

As in previous years, other brands from Latvia’s leading dairy processing and ice cream manufucter, Food Union, also received awards. In Estonia, the ice cream brand Eriti Rammus secured third place among the most beloved local food brands. In Latvia, the iconic ice cream brand Pols was awarded third place in the local food brand category, while the beloved ice cream Karlsons took fourth place.

Ieva Lejniece, Head of Marketing and New Product Development at Food Union, said: “Three outstanding awards for Kārums, while celebrating the 30th anniversary of the brand’s symbol – the Crow, is the best and most heartfelt gift we could ever imagine. It is the result of our team’s dedicated work, constant innovation, and tasteful communication. And it is precisely for this reason that we are delighted to be at the top of local food brand rankings for the fifth year.”

She added, “How do we become a necessary part of people’s everyday lives, securing not just a place in their refrigerators but also in their hearts? Kārums has its unique recipe – asking and truly listening to consumer wishes, and then implementing them. This has been our approach for many years, and also this spring, when we asked people what curd snack they would like to enjoy for the Crow’s anniversary. The majority responded – a blueberry curd snack with blueberries coated in chocolate. Say no more! The new blueberry Kārums will hit the shelves within a week.”

The Baltic Brands Awards, which celebrates the most beloved and recognizable brands in the Baltic region, has been conducted since 2004, marking its 20th anniversary this year. The research is carried out by one of Europe’s largest market research data collectors, Norstat. In 2024, over 3,000 respondents from all three Baltic countries participated in the survey. For more information, please visit: https://balticbrands.eu.