ROSHEN Updates Candy Branding Amid Long-Standing Campaign
In September 2026, ROSHEN officially changed the name of its popular candy from 'Slivky-Lenyvky' to 'Lazy Cow.' This update follows a persistent campaign launched by activist Sviatoslav Lytynskyi back in 2012, who demanded the removal of the original name. Over the years, ROSHEN initially resisted the change, made some promises, then later ignored the requests and even threatened legal action.
By 2023, ROSHEN acknowledged that 'Slivky-Lenyvky' was a registered trademark, complicating the renaming process. Meanwhile, in 2012, the company’s owner, Petro Poroshenko, had actively promoted the Ukrainian language in product names, emphasizing the importance of having Ukrainian as the country's sole official language. Poroshenko stated:
“This is just as important as having a single state language in Ukraine — Ukrainian. This has been and will remain my unwavering position.”
Shifts in Society and Language Policy
Initially, ROSHEN justified keeping the Russian inscriptions on their candy packaging by citing economic survival concerns. However, sociological surveys in 2026 revealed broad public support across Ukraine for removing Russian from official domains, likely influencing ROSHEN’s decision to move forward with the name change.
- The rebranding to 'Lazy Cow' marks a significant step in ROSHEN’s move toward full Ukrainian localization.
- This change reflects evolving cultural and linguistic trends within Ukrainian society.
ROSHEN commented on the update:
“Our cows like to take it easy. What’s the point? Scroll through the carousel — there’s something fresh and just what you need right now.”
Beyond a simple rebrand, this renaming symbolizes broader transformations in Ukraine’s public consciousness and language policies. As one of the country’s leading manufacturers, ROSHEN’s commitment to Ukrainianization highlights a growing consumer demand for products that reflect national identity. This move may set a precedent for other companies facing similar cultural and linguistic challenges in the evolving Ukrainian market.