We make it easy for customers to change their habits for the better.
Multiply the sales value of own brand products promoting a sustainable lifestyle (in PLN)
Increase the share of own brand products promoting a sustainable lifestyle
Reduce food waste intensity in own operations by 25%
50% of unsold food in internal operations redistributed
Increase in customers’ NPS score by 2 points each year
Our approach
Good nutrition
Żabka stores are visited by approximately 3 million customers every day. Many of them associate good nutrition with a time consuming process of meal preparation and planning. The “Porcja DobreGO!” program aims to change this perspective. Tasty and healthy food can now be within reach, even when it comes to the category of ready meals, which constitute as much as 70% of “ready to eat” meals purchased in Poland. This initiative is a result of a new approach to good nutrition that the network defined in 2022. After the pandemic and in the face of rising inflation, fewer people are choosing to eat out, but the popularity of ready meals, which are an alternative to restaurants, is increasing. Aware of this, Żabka wants to offer its customers wholesome products that they can regularly reach for. As a result, the consumer no longer has to think about how to eat tasty and healthy because Żabka has done it FOR them and ON their behalf.
Good composition and excellent taste do not have to be mutually exclusive. The “Porcja DobreGO!” nutrition program from Żabka aims to make good nutrition easier. By analyzing trends and consumer expectations regarding rational nutrition, while also considering their struggles with insufficient knowledge or lack of time, Żabka wants to provide them with easy access to good meals from a rich portfolio of Private Labels.
Products classified as valuable meals according to Żabka (Porcja DobreGO!):
1. Products with a high NutriScore (A, B lub C)
2. Vegan products
3. Products with a so-called “clean label” (products from which we have eliminated or found substitutes for substances that consumers do not want to see in ready-made products; these are products that do not contain enhancers, flavor enhancers, stabilizers, preservatives, and other chemical ingredients)
4. Fortified products or those organically high in an important nutrient in the daily diet (marked on the packaging according to the list of allowed EFSA claims, e.g., high protein content, source of fiber)
MANIFESTO
At Żabka, you will find meals that are properly balanced, co-created by a dietitian, and at the same time taste-approved by Quality Experts at Żabka Polska to ensure that they are highly likely to appeal to you and your family. You no longer have to worry about whether you have chosen the right ingredients, whether everything that should be on the plate is there and in the right proportions. We save your time, and you can be sure that what you and your family eat is appropriate.
Therefore, now in Żabka stores, you will find products marked with “Porcja DobreGo!”. By choosing them from the store shelf, you can be sure that… good, because:
• This product has good ingredients from verified and trusted suppliers.
• This product has a well-balanced composition because these products were designed by enthusiasts of good nutrition together with a dietitian.
• This product is good because it responds to current nutritional trends (vegan product, high-protein, high in important dietary fiber).
• Good, because… tasty.
• Good, because it is part of a daily, varied diet.
• Good, because it has the right portion, after which you will feel “healthily full”.
• Good, because you can take it with you wherever you want and eat it whenever you want.
• Good, because you do not waste food by buying an excess for self-preparation of meals
• Good, because it is good for the planet, and the Planet likes recyclable packaging.
• Good… because it frees up your time, and you have the energy to use it to the max.
Nutri-Score
Quality targets & policies
As a company, one of our main values is responsibility, we make every effort to ensure that our ecosystem and value chain processes are sustainable. We emphasize our environmental responsibility, guided by respect for people, animals, and the planet. The actions taken by the company, dictated by our Responsibility Strategy, aim at positive development in areas where we are able to permanently change something for the better. According to the first and second pillars of our Strategy, which are Sustainable lifestyle and Mindful business impact, we have defined the priorities of our actions. We have focused on supporting our customers in sustainable nutrition, ensuring that it is good for both them and the planet.
The direction of these changes, for us, our franchisees, and our suppliers, are set in this area by our publicly available raw material policies, namely the Water Resources Policy, Waste Management Policy, Biodiversity Policy, Sustainable Palm Oil Policy, Animal Welfare Policy, Policy of Sustainable Sourcing of Raw Vegetable Materials, Fish and Seafood, Plastic Circularity Policy and Ecodesign Policy. In these documents, we have defined our specific requirements, which we implement according to the adopted schedule. They are regularly monitored and reported by us.
Our actions are gradual. First and foremost, we focus on processes in our own operations and ensuring their compliance with the best standards. Our ambition is also to inspire our business partners to a similar environmental transformation, hence the assumption of our policies is to implement the principles set by Żabka Polska, further by our stakeholders such as Franchisees, own brand product suppliers, and then branded product suppliers, which we communicate transparently.
The table below presents the goals we have set for ourselves, our franchisees, and our business partners, as well as the planned date and status of their implementation.
Water Resources Policy
Żabka Polska
Obtaining the AWS certificate.
By the end
of 2023
Achieved
Żabka Polska
Actions aimed at improving the state of water resources focused on active participation in available initiatives that focus on sustainable water resource management.
By the end
of 2023
Achieved
Żabka Polska
Undertaking efforts to join a partnership, the goals of which will focus on improving water resources.
By the end
of 2023
Achieved
Żabka Polska
Implementation of a solution aimed at water recycling wherever possible and in new locations.
Achieved
Own brand product suppliers
Obligation of suppliers producing in areas of so-called water stress to implement the requirements of water management standards, e.g. AWS.
By the end
of 2024
In progress
Own brand product suppliers
Obligation of suppliers, whose activity causes significant water consumption and pollution, to implement the requirements of water management standards, e.g. AWS.
By the end
of 2024
In progress
Waste Management Policy
Żabka Polska, Franchisees,
Own brand product suppliers
Waste management in accordance with the hierarchy of waste management: prevention, reuse, recycling, recovery, disposal.
By the end
of 2023
Achieved
Biodiversity Policy
Żabka Polska
Achievement the established specific goals in the Company’s internal policies described in our Biodiversity Policy.
By 2025
In progress
Żabka Polska
Adoption for implementation of the Roadmap with a comprehensive plan for execution of further measures until 2025 with the establishment of directions.
By 2025
In progress
Żabka Polska
Setting a target for further support for biodiversity conservation taking into account the perspective of seeking to minimize the impact of our operational and investment activities with periodic impact studies, monitoring and reporting of the results.
By the end
of 2024
In progress
Żabka Polska
Striving to minimise the negative impact of our operational and investment activities on the level and state of global forest area by setting a deforestation target.
By the end
of 2024
In progress
Sustainable Palm Oil Policy
Own brand product suppliers
Elimination of palm oil from own brand products.
From January 2018
Achieved
Branded product suppliers
100% of branded products containing palm oil, with RSPO certified palm oil.
From January 2023
Achieved
Animal Welfare Policy
Żabka Polska
No eggs from caged hens among the table eggs offered by Żabka Polska.
From April 2022
Achieved
Own brand product suppliers
No eggs from caged hens among the main ingredients in own brand products.
From June 2022
Achieved
Own brand product suppliers
No eggs from caged hens among derivative ingredients or half-products in own brand products.
From January 2025
In progress
Own brand product suppliers
Products containing raw meat (poultry, beef, pork) among Żabka’s own brand products meet the conditions set in the Animal Welfare Policy which presumes the conformity with the legal regulations and standard ISO TS 34700:2016 based on the ‘FIVE FREEDOMS’.
From June 2023
Achieved
Policy of Sustainable Sourcing of Raw Vegetable Materials Fish
and Seafood
Own brand product suppliers
Coffee with the Rainforest Alliance 2020 certificate in own brand products.
From January 2023
Achieved
Own brand product suppliers
Tea with the Rainforest Alliance 2020 certificate in own brand products.
From January 2025
Accepted
Own brand product suppliers
Coco with the Rainforest Alliance 2020 certificate in own brand products.
From January 2025
Accepted
Own brand product suppliers
50% of Own Brand products with certified soy (international certification
carried out by authorized external institutions confirming responsible soy production e.g. RTRS, ProTerra, ISCC, SAN, SSAP, DSS).
From June 2024
In progress
Own brand product suppliers
100% of Own Brand products with certified soy (international certification
carried out by authorized external institutions confirming responsible soy production e.g. RTRS, ProTerra, ISCC, SAN, SSAP, DSS).
From June 2025
Accepted
Own brand product suppliers
Fish and seafood with the ASC/ MSC/ BAP certificate in the Own Brand Products.
From April 2023
Achieved
Plastic Circularity Policy
Żabka Polska
Recovery and recycling of 100% of plastics introduced to the market the company.
By 2025
In progress
Żabka Polska, Own brand product suppliers
Minimisation of the use of virgin plastic.
By 2025
In progress
Ecodesign Policy
Own brand product suppliers
100% of own brand packaging that is recyclable or recycled.
By 2025
In progress
Our Policies in this area
This Policy sets out the general principles of conduct for the protection of biodiversity, and also indicates the main directions of Żabka Polska’s activities in this scope, aimed at ensuring the protection of ecosystems and preventing the loss of biodiversity. The policy applies to both Żabka Polska and its Franchisees, as well as suppliers of Own Brands.
The Policy sets out the rules relating to the reduction of water use and the protection of water resources.
Our progress in 2023
In 2023, we at Żabka Group were active on many fronts in helping our customers enjoy a sustainable lifestyle and make informed buying decisions. It all starts with good nutrition. By using Nutri-Score labelling, for example, we clearly identify those products with low levels of potentially harmful contents such as sugar, salt and preservatives.
Our ‚Porcja DobreGO!’ (portion of good food) programme aims to show people that good nutrition doesn’t need to be expensive, time-consuming or complicated. With products characterised by high fibre, protein, fruit and vegetable content, it enables customers to choose from 170 of our own-brand products with a high Nutri-Score of A or B, as well as multiple healthy items created by other brand owners. We also cater for customers such as vegans or diabetics who have special dietary needs, with our Maczfit catering service brand making it easy for everybody to order the food that suits them best. And we’re actively promoting healthy eating among young people via an educational game on the Roblox platform.
A healthy food ecosystem extends beyond nutrition alone. We aim to reduce waste by enabling our customers easily to buy only the amount of food they need at the time. We also use AI to match the goods delivered to each store with local shopping habits, making it easy for people to find what they want and need and so reducing any unnecessary environmental impact.
We also enable our customers to maximise the benefit of visiting our stores, with a particular focus on making the shopping experience as different as possible from the competition. Not only does our approach mean the average visit only takes each customer around two minutes. It also packs in the greatest possible convenience – for example, through our Kawonament coffee-subscription mechanism and our WoshWosh shoe-cleaning and repair service.
Selected activities in 2023
Preventing biodiversity loss
Preventing biodiversity loss
To ensure access to nature’s resources for future generations, we must preserve biodiversity, which is our heritage. To actively participate in the pursuit of the goals set out in the global forum, we implemented a Biodiversity Policy in 2023. The Policy sets out the general principles of conduct for the protection of biodiversity, and also indicates the main directions of activities in this area, aimed at ensuring the protection of ecosystems and preventing the loss of biodiversity including counteracting deforestation. The policy applies to both Żabka Polska and its franchisees, as well as the suppliers of own brands.
Our commitments have led us to take a closer look at our supply chain. Starting in 2023, we now only accept branded products with certified palm oil, further contributing to the preservation of rainforests and wildlife habitats. We have taken steps to improve animal welfare and promote sustainable sourcing in our own-brand products. We have removed cage-laid eggs from our offerings and implemented policies to regulate the commodities used in our products, ensuring sustainable sourcing for plant ingredients, fish and seafood.
Helping to transform the nutrition landscape
Helping to transform the nutrition landscape
With Żabka research, carried out in 2020, showing that nearly 70% of Polish adults regularly buy ready-to-eat meals, we feel highly responsible for the quality of the diets consumed by the families of the 3 million people who shop in our stores every day.
This is what lay behind the Porcja DobreGO! nutrition programme, and the Spróbuj DobreGO! campaign, launched in early July 2023 and designed to help those customers with time and lifestyle constraints that can restrict their ability to make the right food choices for their health and the environment.
The overall programme was carefully designed to show consumers that healthy composition is not incompatible with delicious flavours. With the aim of meeting multiple different taste preferences and lifestyle needs across our private-label range – including Plant Hunter, Szamamm, Tomcio Paluch and Dobra Karma – it not only marked those foods with a high A or B Nutri-Score rating with a special Porcja DobreGO! label. It also provided users of the Żappka mobile app with a discount of more than 25% on those selected products.
This unique initiative not only ensured that shoppers had ever-better access instore to well-balanced ready-made meals and snacks, created under the guidance of a professional nutritionist, as we observed an 85% increase in sales of products with Nutri-Score A&B after launching the Spróbuj DobreGO! campaing. It also provided younger consumers with the opportunity to learn about healthy and balanced eating through playing the game Żabka Run: Porcja DobreGO! on the global online Roblox platform.
This first season of the game used innovation to encourage a lifelong healthy approach to food by teaching players how to use the Nutri-Score system in their everyday shopping and so understand the nutritional profile of ready meals.
Co-created with the Game Changer agency, and with influencers selected by BeLoud, the game required players who hit obstacles while playing to answer a question on good nutrition before they could start playing again. It also featured a futuristic version of a Żabka store as part of an environment in which players use jet backpacks to move, avoiding obstacles and buying items to make their gameplay easier.
According to Anna Grabowska, EVP, Managing Directorof Żabka International at Żabka Group, ‘Initiatives like the Porcja DobreGO! programme are designed to make life easier for our customers while restricting our negative impact on the environment. We are on the verge of a global nutritional transformation, and Żabka always aims to be where the needs of consumers are.’
Targeting sustainable living: for everybody, all the time
Targeting sustainable living: for everybody, all the time
We always aim to support our customers’ sustainable nutrition, ensuring that it’s good both for them and for the planet. To ensure this, we continuously implement a series of measures that are framed by our Animal Welfare Policy and our Policy of Sustainable Sourcing of Raw Vegetable Materials, Fish and Seafood.
At the beginning of 2022, we removed from sale eggs from cage-reared chickens. We decided to go a step further in 2023, by also eliminating their use as a main ingredient in our Own Brand products. We want laying hens whose eggs we sell and are used in our products to live in spaces that allow them to express their natural behaviours, and for their living conditions to be as close as possible to their natural environment. Cage rearing allows neither of these aims.
Our Animal Welfare Policy involves making changes to how farm animals are treated. We base our approach to humane treatment on the requirements of the ISO TS 34700:2016 standard, as expressed in the five ‘Freedom Principles’ included in our policy. We have decided to apply these principles to all Own Brand products that contain meats including poultry, beef and pork. These principles cover:
1. providing animals with access to water and a healthy diet
2. enabling a comfortable environment and resting place
3. caring for animal health, preventing pain and diseases
4. allowing the expression of natural behaviours, and
5. providing protection against fear and distress.
At Żabka, we are aware of the importance of the considerate treatment of animals. We want our customers to be certain when choosing Own Brand products that they come from sources that guarantee respect for animals. We are also aware that healthy and safe food can only come from healthy animals. This is why we have determined that all fish and seafood in our Own Brand products must have ASC/MSC/BAP certification, which guarantees their traceability and ensures they come from sources that are both sustainable and legal.
Our actions are not limited to animal-derived products. We are aware that plant-based products can also have a strong impact on ecosystems. We therefore eliminated palm oil from use in our Own Brand products in 2019, and in 2021 introduced a Sustainable Palm Oil Policy stating that all other products in our stores contain only RSPO-certified palm oil. Since 2023, all our Own Brand products containing coffee use raw materials covered by Rainforest Alliance 2020 certification.
We know that there is still much more we can do in this area. We plan to further extend our approach to cage-reared eggs, fully eradicating their use as derivative ingredients and semi-finished products in all our Own Brand products. We also aim to ensure over the same timeframe that the tea and cocoa used in our Own Brand products has Rainforest Alliance 2020 certification. Our ultimate aim is to create the conditions for sustainable living for everybody, every day.
We are repairing shoes within a partnership with woshwosh
We are repairing shoes within a partnership with woshwosh
Together with woshwosh, the first company in Europe focusing on shoe circularity and collaborating with local cobblers to revive this dying craft, we extend the lifespan of our customers’ shoes by several seasons, thereby collectively supporting the natural environment. Cleaning or repair services for footwear can be ordered in-store, through the website, or via the application. Customers can choose individual services or attractive cleaning and repair packages at competitive prices. Shoes should be brought to the selected Żabka store when ordering the service and collected from the same location.
Through this collaboration, we demonstrate our commitment to promoting the zero-waste concept and popularizing shoe cleaning and repair as alternatives to frequent new purchases. Cleaning and repairing shoes, compared to buying new ones, result in savings of up to 95 percent in CO2 emissions! By choosing the shoe cleaning service provided by Żabka and woshwosh instead of washing them in a washing machine, it is possible to reduce the carbon footprint by up to 93 percent! The production of one pair of shoes releases an average of 14 kg of carbon dioxide into the atmosphere and consumes up to 50 liters of water. On average, a pair of shoes takes about 50 years to decompose. Less than 1 percent of discarded shoes are recycled.
Selected activities
Preventing biodiversity loss
Nutri-Score
ABECADŁO Nutri-Score
Quality targets & policies
We are repairing shoes within a partnership with woshwosh
Selected activities
Helping to transform the nutrition landscape
Good nutrition
ABECADŁO Nutri-Score
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We make it easy for customers to change their habits for the better. read more >
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We make a positive impact with entrepreneurs on the economy. read more >
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We shape a purpose-led trusted organisation of empowered people. read more >
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We minimise our environmental impact across the whole value chain. read more >
Responsibility Report 2023
Żabka Group ranked #2 in Top 100
Global Most Loved Workplaces ranking.