'Kārums' Expands Across Europe and Opens Its Pop-Up Store at RIX Riga Airport

To celebrate a successful year for “Kārums” – Latvia’s most beloved dairy brand – in international markets, Food Union has unveiled “Kārums” pop-up store at Riga Airport. For the entire month of October, travelers can enjoy the full “Kārums” experience – from all 16 flavors of the iconic curd snacks to the new souvenir collection, featuring “sieriņi” socks, a locally made porcelain plate for curd snack indulgement, and the brand’s sweetest mascot – the crow – in plush toy form. 

“”Kārums” products are now increasingly available across Europe, including major retail chains such as Alfamega on Cyprus, COOP, Eurospar, Meny in Norway, LEDO, Kliver, and MixMarkt in Germany, and Supervalu in Ireland – with even more exciting listings on the way in some of Europe’s largest retail networks. Last year alone, we grew “Kārums” exports by 52%, and this year we’re planning to grow another 15%,” says Artūrs Čirjevskis, CEO of Food Union Europe and Latvia.

“As “Kārums” gains recognition in international markets, the brand is also stepping up its marketing presence. Riga Airport was chosen for this unique pop-up to serve as a “Kārums embassy” – a space where local fans can conveniently stock up before heading abroad, and where international visitors can discover a truly Latvian taste they’ll later recognize in their neighborhood stores back home. We want “Kārums” to travel with people – in their memories, their luggage, and eventually, their local shops,” adds Čirjevskis.

“Kārums” Pop-Up Store

With the signature playfulness of the “Kārums” crow mascot and engaging activities for travelers, the “Kārums” pop-up store officially opened on September 25th in the Departures area of Riga Airport. Launched in collaboration with ATU Duty Free, the store will be open daily until October 30th.

Visitors can explore a wide range of 16 different curd snack flavors and a selection of popular “Kārums” souvenirs, which first gained attention this summer at www.karumsveikals.lv. 

“Being one of the country’s most beloved brands for many years, “Kārums” has naturally become a symbol of Latvia’s identity and taste. That same spirit – heartfelt, human, and delightfully simple –  is what we’ve brought to life in this “Kārums” embassy, created for the joy of both locals and visitors to Latvia,” emphasizes Ilva Veidemane, Head of Marketing at Food Union.

Growth in Export Markets

In 2024, Food Union Latvia significantly expanded its sales in export markets, with a primary focus on cream cheese, curd snacks, sour cream, and ice cream — all produced in Latvia. Among these, the strongest growth was seen in the sales of cream cheese and curd snacks.

By the end of 2024, the company was exporting to 30 countries, with export sales accounting for one-third of the company’s total turnover — amounting to EUR 45.7 million. New export destinations added in 2024 included Canada, Finland, the UAE, Sweden, Lebanon, Oman, and Egypt.

“Kārums” curd snacks were the third most popular export product category after cream cheese and sour cream — and the fastest growing. In 2024, Food Union exported 380 tonnes of these sweet treats, marking a 52% increase compared to 2023. Looking ahead, the company plans to grow exports of curd snacks by approximately 15% in 2025.

Among the new markets for 2025 are Malta, Belgium, and Serbia. Meanwhile, Ukraine, Lithuania, and Estonia continue to be Food Union’s largest export markets in terms of revenue.

 

ABOUT FOOD UNION LATVIA

Food Union is the leading producer and distributor of fresh dairy products and ice cream in Latvia. The Food Union group in Latvia consists of Rīga Dairy Combine, Valmiera Dairy, and Premia FFL. In the market, the company is known for its historic and widely recognized brands such as Kārums, Limbažu piens, Valmiera, Lakto, Pols, Excellence, and TIO. The main competence of the company is mainly in the segment of fresh dairy products and ice cream, and its brand portfolio boasts healthy and high-value-added products made from the best quality milk obtained from more than 100 Latvian farmers. The central office of the Food Union group is located in Latvia. Since 2019, Riga has been the group's ice cream development center. Every year, more than 100 new ice cream varieties are developed for the European market at the Ice Cream Excellence Center. Since January 2024, Food Union Europe, including Food Union Latvia, has been majority owned by "PAG Private Equity." For more information, please visit https://www.foodunion.lv/.