We’re Scaling Up – New Sofia facility set to produce 500+ million protein bars a year.

Financing from the European Bank for Reconstruction and Development (EBRD) has helped the Bulgarian company Healthy Bars expand its newly built production facility in Sofia, with the goal of producing up to half a billion protein bars. A few days ago, the Bulgarian Investment Agency (BIA) presented Healthy Bars with a certificate for an investment project, company co-founder and Managing Director Valentin Strekalovski shared on the “Business Start” program hosted by Hristo Nikolov.

The new production project began in 2024 and has evolved over time, with the factory now planned to span 15,000 sq m instead of the originally intended 12,000 sq m, Strekalovski said. The facility, located in the Toleva Mahala area, is expected to open in the third quarter of 2026.

“We are also increasing efficiency – the minimum production capacity we aim to reach is over half a billion bars annually.”

Demand remains very strong across the entire product category, Strekalovski noted, with the protein bar and nutrition segment growing by 6–10% on the European market.

“In our case, growth in the sector exceeds 30%, and this year we are likely to achieve over 50% growth.”

For 2025, the company expects to produce around 70 million protein bars, with 95% of production sold in Western Europe. The market is ready to absorb the planned increase in output, and clients are already requesting higher volumes, Strekalovski added.

There is a growing global demand for healthier products – including in Bulgaria, Strekalovski said.