“The Taste of Independence”: Five Ukrainian Brands That Changed the Culture of Food and Drinks in 35 Years

To mark Independence Day, RBC‑Ukraine launched a special project revealing five landmark cases of Ukrainian business across different market segments. The core idea is to show how leading brands have, over the years of independence, transformed the culture of everyday consumption — from a morning cup of specialty coffee to family dinners and quick snacks on the go. The authors emphasize that Ukrainian cuisine has long ceased to be about tradition alone: it is now about self‑care, home comfort, and service that meets global standards. Despite the war and economic challenges, these companies, according to the publication, continue to invest in development, introduce innovations, and set new standards of Ukrainian service.

Five Cases in One Project

The special project features brands from different categories — from dairy products and sausages to beverages and alcohol. Among the brands mentioned in the article and shown in its illustration are the fermented‑milk cheese БІЛО, the frozen nuggets “Legko!”, the KovaBasK sausage products, the “Morshynska” beverage, and the sparkling wine MARENGO (Bayadera Group). The publication positions them as companies that, over 35 years of independence, have shaped new consumption scenarios and changed Ukrainians' expectations of familiar products.

БІЛО: How a Traditional Cheese Became a Standalone Snack

For decades, fermented‑milk cheese remained one of the most conservative products: it was bought “in reserve” and used for syrniki, casseroles, and baking. As the pace of life changed, demand grew for quick, convenient, and healthy solutions. According to the company, the БІЛО brand was among the first to begin changing the perception of the category. The first step was launching cheese “clouds” (hmarynky) on the market, which are “delicious on their own.” The brand consciously abandoned the familiar imagery of “the village,” cows, glets, and “grandma's recipes,” offering a modern take on a traditional product. As the company puts it: “БІЛО makes tradition fashionable.”

The “Open and Eat” Format

Instead of the “buy — bring home — cook” model, the brand proposed the principle of “open and consume immediately.” From this insight, according to the publication, the 200 g format emerged — a ready‑to‑eat product that fits into the busy schedule of a modern person. The cheese began to be eaten where it previously seemed impossible: in the office between meetings, after a workout, behind the wheel, or during a walk. “We did not try to convince people to change their habits — we simply showed how fermented‑milk cheese could become part of their daily rhythm of life, an instant and nutritious snack,” the company notes. The brand cites quality stability as its core principle: “БІЛО cheese must always be tasty and high‑quality,” as well as honesty and transparency in communication.

Social Responsibility and Inclusion

For БІЛО, responsibility is not just about the product. The publication cites as an example of social engagement a partnership project with the Superhumans center and the City Swell wake‑surf club, in which the brand supported an initiative for inclusive wake‑surfing for veterans with limb amputations. The company describes this story as “rehabilitation through sport, self‑belief, and the return of a sense of freedom and fullness of life.” The brand plans to continue developing convenient consumption formats and to consolidate its status as a “trendsetter and No. 1 leader on the Ukrainian dairy market,” in the company's own words.

Bayadera Group and the Culture of Alcohol Consumption

Over 35 years of independence, the authors assess, not only the market has changed but also the Ukrainian consumer: he has become more demanding about quality, choice, speed, and service. Along with this, the culture of alcohol consumption has shifted — from mass choice to a more conscious attitude toward drinks and the scenarios of their consumption. Bayadera Group, the producer of the sparkling wine MARENGO, is called a “fellow citizen of independent Ukraine”: over 35 years of work, the company, according to the publication, did not create a tradition of alcohol consumption in the country but relied on its deep historical heritage. Against this backdrop, the MARENGO brand is presented in the project as one of five cases that changed Ukrainian gastronomic culture.