At the Atlas Festival in Kyiv on 19 July, PrJSC Ichnia Milk Canning Plant set a national record of Ukraine for the largest simultaneous eating of condensed milk, officially certified by representatives of the Book of Records of Ukraine, trueua.info reports.
The record was the centrepiece of the 20th-anniversary celebration of the Ichnia brand, bringing together hundreds of festival-goers around a shared moment. After registering in advance, everyone who wished could join in — tasting the legendary Ichnia condensed milk at the same time and becoming part of the story.
For the company, the initiative was far more than a promotional stunt. It is an example of modern marketing that creates not just advertising campaigns but emotions, shared experience and moments that stay in people’s memory — events that unite Ukrainians, bring positive impressions and shape new traditions.
Three days in the Ichnia brand zone
Over the three days of the Atlas Festival, guests visited the interactive Ichnia brand zone, taking part in contests, tastings, prize draws and family activities, with the record tasting the culmination of the brand’s festival programme.
“For us, this record is not only a source of pride but a special gift for the company’s 20th anniversary. For two decades we have been making products that Ukrainian families trust. In this difficult time for our country, we especially want to make Ukrainians’ lives at least a little sweeter — to give pleasant emotions, warm memories, and moments of togetherness at the family table. That is what we work for every day as we keep developing the Ukrainian brand,” the company said.
A symbol of unity and 20 years of growth
The record became a symbol of unity, positivity and belief in the future. The Ichnia brand again showed that a product’s true value lies not only in its quality but in its ability to bring people together around sincere emotions, family traditions and shared memories. In 2026 the brand marks 20 years: its products are now sold not only in Ukraine but exported to dozens of countries, remaining a symbol of Ukrainian quality, tradition and a taste familiar to many generations.
Source: trueua.info
