The first brand in the Smart Foods portfolio is completely refreshing the visual identity of its fruit gummies range. Behind the redesign lies a strategic concept that places character and emotion at the center.

There are brands that come and go from the shelf. And there are those that become part of the distributor’s own story. Bombus is the first.

2019 — The first brand

When Smart Foods began its journey in 2019, Bombus was the first European brand we signed a partnership with. We launched with 5 flavors of Raw Energy bars — natural, with no added sugar, gluten-free, built on a Czech philosophy of minimal processing. At that time, the “better-for-you” snack category in Bulgaria was only beginning to emerge — today it is among the fastest-growing.

2023 — Fruit gummies enter the game

In 2023, the Bombus portfolio in Bulgaria gained a new format — Fruit Gummies made from 100% fruit, with no added sugar. We launched with 3 flavors. The growth was so rapid that the line was expanded the same year to 5 flavors — strawberry, cherry, peach, mango, and blackcurrant.

Today Bombus is present in over 800 retail outlets across Bulgaria — from modern and traditional trade to petrol chains, specialized health stores, and even baby stores. The clear category leader among consumers is strawberry — the flavor that drives repeat purchases more often than any other.

2026 — A new visual identity

Now Bombus takes the step that logically follows 7 years of brand-building — a completely new visual concept for the fruit gummies. The shelf now features “Bombus” himself — the bumblebee character that gives the brand its name. Illustrated fruits give way to photorealistic 3D rendering, and the new “Bombustic Taste” slogan reinforces the brand’s character.

This is not a cosmetic refresh. The manufacturer is building a new concept in which character and emotion stand at the heart of the brand experience. We expect this redesign to be only the first step — refreshes of other products in the portfolio will follow in the coming months, as will new products in a different format, which are set to enter the market.

Prices remain stable. Our retail partners receive a visually stronger product with no change in terms.

About Bombus

Bombus is a Czech brand of natural healthy snacks, founded in 2014. The manufacturer focuses on minimally processed products — bars, fruit gummies, and snacks made from 100% fruit, with no added sugar, gluten, or preservatives. Bombus is present in dozens of European markets and holds IFS Food certification.

About Smart Foods

Smart Foods is a Bulgarian company specializing in the import and distribution of food products, founded in 2019. The portfolio includes over 300 SKUs from established European and Bulgarian manufacturers — from premium specialties and health categories to high-rotation mass-market products. The company builds long-term partnerships with its manufacturers and works toward the sustainable development of categories on the Bulgarian market.