The healthy bread line Zhivena by Simid received the distinction for fastest-growing brand in this year’s edition of the Top 100 Most Chosen Brand ranking by YouGov Brand Footprint Bulgaria 2026.

The recognition places Zhivena among the most dynamically developing product lines in Bulgaria and confirms the growing interest of Bulgarian consumers in breads with a more balanced composition, wholegrain flours, seeds, grain sprouts and live sourdough.

For consumers looking for a more conscious everyday choice, the Zhivena category brings together breads created with a focus on taste, quality and clean ingredients.

What the Zhivena Recognition Shows

According to data from YouGov Brand Footprint Bulgaria 2026, Zhivena recorded a 58% increase in household choice at purchase, measured through Consumer Reach Points.

The ranking compares 640 brands across more than 250 fast-moving consumer goods categories. The data is based on the real purchases of nearly 2,500 households in the period from November 2024 to October 2025.

This places Zhivena among the brands that successfully respond to a clearly visible shift in consumer habits - the search for higher-quality foods with a more balanced nutritional profile.

Why Zhivena Responds to the New Demand for Bread

Zhivena’s achievement comes in the context of an increasingly clear trend: consumers are paying more attention to the composition of the foods they choose every day.

When it comes to bread, this means more than good taste. It also means higher nutritional value, fibre content, carefully selected ingredients and the absence of unnecessary additives.

Wholegrain foods are associated with a number of benefits as part of a well-rounded diet. They contain fibre, vitamins, minerals and plant compounds that contribute to a better nutritional profile compared with highly processed grain products.

The fibre in wholegrain foods supports normal digestion and the feeling of satiety. Wholegrain products preserve the bran and germ of the grain - the parts that contain valuable nutrients, fibre, antioxidants and phytochemicals.

Scientific data links regular consumption of wholegrain foods with a lower risk of cardiovascular disease. However, it is important to consider these benefits in the context of an overall eating pattern, rather than as the effect of a single product.

Fibre may also support a healthier gut microbiota, as some types of fibre serve as food for beneficial bacteria in the gut. This is another reason why wholegrain foods are becoming a more frequent choice among consumers looking for a more mindful and varied way of eating.

Zhivena is positioned exactly in this direction - as a line of wholegrain breads created for people who want a more wholesome way of eating without compromising on taste.

What Makes Zhivena Breads Different

The Zhivena line is made with wholegrain flours combined with specially selected seeds and grain sprouts. These ingredients contribute to higher nutritional density, rich fibre content and a more balanced nutritional profile.

One of the distinguishing characteristics of the line is the use of live sourdough. It contributes to a fuller and more authentic taste, better texture and improved absorption of nutrients.

Zhivena breads also stand out with their so-called clean label approach. Their clean composition is due to the absence of preservatives, emulsifiers, improvers, E-numbers and palm fats.

Comment from Simid

“We created Zhivena at the right moment, when consumers were already ready for such a healthy range of breads. In developing the line, we used a modern scientific approach in the field of dietetics and enriched the composition of the breads with superfoods, nuts, sprouted grains and seeds, as well as high-quality wholegrain flours made from Bulgarian wheat. We are proud that Zhivena combines the philosophy of balanced nutrition with the everyday choice of quality bread with clean ingredients,” said Polikseniya Dimova, National Key Account Manager at Simid.

YouGov Data on the Brand’s Development

According to YouGov Bulgaria, Zhivena reaches a market penetration of around 19%, which represents 14% year-on-year growth. The brand also reports a 45% increase in purchase frequency.

“Brands like Zhivena show what success looks like in this environment. The brand reaches a market penetration of around 19% (+14% year-on-year) and reports a 45% increase in purchase frequency. This proves that bread with a clean composition and high protein content is no longer a niche product, but a strong driver that turns the search for a healthier lifestyle into real and sustainable growth,” commented Miroslava Georgieva, Commercial Director of YouGov Bulgaria.

What This Means for the Healthy Bread Category

Zhivena’s distinction shows that healthy breads are taking an increasingly visible place in consumers’ everyday choices. This is not only a search for a “different” product, but for bread that combines familiar taste, quality ingredients and a better nutritional profile.

For Simid, the recognition confirms that the development of functional and modern bakery products responds to real consumer needs.

Frequently Asked Questions

What are Zhivena breads?

Zhivena breads are a line of wholegrain breads by Simid, created for people looking for a more balanced everyday choice. They combine wholegrain flours, seeds, grain sprouts and live sourdough.

What makes Zhivena breads different?

Zhivena breads stand out with their higher nutritional value, fibre content, carefully selected ingredients and live sourdough. The line is aimed at consumers who want bread with good taste and a more balanced composition.

What does clean label mean for Zhivena breads?

Clean label means that the products have a cleaner and more understandable composition. In the case of Zhivena breads, this means no preservatives, emulsifiers, improvers, E-numbers or palm fats.

What recognition did Zhivena receive in YouGov Brand Footprint Bulgaria 2026?

Zhivena received the distinction for fastest-growing brand in this year’s edition of the Top 100 Most Chosen Brand ranking by YouGov Brand Footprint Bulgaria 2026. According to the data, the line recorded a 58% increase in household choice at purchase.