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The Hungarian soft drink market is bringing back an iconic drink: Traubisoda will once again be available to domestic consumers.
The 100% Hungarian-owned Márka Soft Drink acquired the production and distribution rights for the legendary grape-flavored soft drink at the beginning of 2025, thus ensuring the product’s return to store shelves. András Tállai, Secretary of State for Parliamentary Affairs and Taxation and also Deputy Minister for National Economy, emphasized that
Traubisoda was one of the most popular soft drinks of the 1970s and 1980s, which provided an unforgettable taste experience for generations.
Márka Soft Drink revives the product by combining nostalgia and modern consumer expectations, adding high fruit content, quality ingredients, and adapting to the most modern food safety regulations.
The demand for domestic products is stable, hence the return of Traubisoda will be beneficial not only for consumers, but also for the Hungarian economy. Hungarian producers who can sell their ingredients to Márka Soft Drink, as well as the workforce living in the area, will benefit from the success. The company was supported by various government subsidies with more than three billion forints (7.5 million euros), as a result of which a greenfield investment was implemented on an area of six hectares in Felsőlajos (south of Budapest). Its production and storage currently take place on 14,000 square meters.
The State Secretary added that Márka Soft Drink also proves its dedication to excellent quality by purchasing the ingredients for the production of Traubisoda exclusively from domestic suppliers.
The company is constantly developing its technology in the spirit of sustainability and pays special attention to environmentally friendly packaging solutions. The excellent quality of the products and the high fruit content are the key to success.
With the restart of Traubisoda production, a Hungarian brand is being created that not only brings back a slice of the past, but also opens up to the future, thus ensuring sustainable development and economic growth. Márka Soft Drink aims to make Traubisoda a dominant player in the modern market, preserving the original value and quality, in order to continuously strengthen the growing trend of demand for domestic products in global markets.
It is currently being launched with three flavors: traditional grape, sugar-free Traubisoda Zero, and blue grape.
Márka Soft Drink has entered into a long-term agreement for the rights to produce and distribute Traubisoda. The contract was ceremoniously signed by Tibor Pécskövi, the owner-manager of the family business, and Szabolcs Deres, the owner of the Traubisoda trademark, on Tuesday. Pécskövi emphasized that the strategy is to integrate as many Hungarian brands as possible into their company, so their main goal was to bring another traditional Hungarian soft drink brand back to the market after Márka and Gyöngy.
Márka Soft Drink is the second largest player in the Hungarian carbonated soft drinks market, with a market share of more than 15%. Its range covers 200 products, including carbonated soft drinks, fruit drinks, flavored waters, and iced teas. The company also bottles the Adrenalin and Kobra energy drinks. The production of Márka soft drinks began in 2017, at the Felsőlajos plant. Currently, the company can produce 290 million bottles annually and employs 174 people. Márka Soft Drink had a sales revenue of over 19 billion forints (47 million euros) in 2023.
Via MTI; Featured picture: Fortepan / Tóth József Füles