Roshen's Slogans & Taglines

Roshen Confectionery Corporation is a Ukrainian confectionery manufacturing group founded in 1996 by entrepreneur Petro Poroshenko. Originally established under the name Ukrprominvest, the company acquired state-owned candy factories across Ukraine and later expanded into Lithuania, Hungary, and Russia. In 2002, the brand was renamed Roshen—derived from the middle syllables of the founder’s surname—adopting the positioning The sweet quality mark. Today it operates production facilities in Kyiv, Vinnytsia, Kremenchuk, Klaipėda, and Budapest, manufacturing over 320 varieties of confectionery including chocolate, jelly sweets, caramel, toffee, biscuits, wafers, and sponge cakes. With annual output exceeding 450,000 tonnes, the company exports to more than 30 countries across Europe, Asia, and North America. In 2016, following Poroshenko’s election as President of Ukraine, ownership was transferred to an independent blind trust managed by Rothschild & Co.

Brand messaging has evolved from the early patriotic claim Чисто український бренд (A purely Ukrainian brand) to the quality-focused promise The sweet quality mark, and later to the emotionally resonant national campaign Ukraine. From edge to edge! Ukrainians. From heart to heart!—reflecting its identity as a symbol of Ukrainian manufacturing excellence and national pride.