DOZZ, the Romanian innovation conquering Europe and creating a new food-to-go category: soups in aluminum cans

Less than a year after its launch, DOZZ — the brand of soups in aluminum cans — has achieved two major international recognitions: a Gold Award at the prestigious Lunch! – The National Food-To-Go, Retail and Coffee Shop Event in London, where the jury called DOZZ “a game changer in the soup market,” and the Most Innovative Product Award at Wabel in Barcelona, as voted by international retailers.

This success has been accompanied by rapid expansion — the brand is already present in seven European markets and is preparing for accelerated growth in the years to come.

What is DOZZ?

DOZZ is a concept developed by the Romanian company Food Vision, redefining modern eating by creating products made for today’s fast-paced lifestyles — for millions of people who value every minute.

Food Vision made its debut with the DOZZ Soup line, marking a world premiere in the food industry: a range of ready-to-eat cold soups, packaged in 100% recyclable aluminum cans. Created and produced in Romania, this food-tech brand rewrites the rules of the ready-to-eat segment, essentially inventing a product category that didn’t exist before.

“DOZZ represents modern eating: instant availability, quick consumption, refined taste, balanced nutrition and zero time wasted on cooking or dishwashing. It’s environmentally friendly and, most importantly, it saves valuable time for active people, allowing them to eat on the go, at the office or between meetings. DOZZ products are designed for active individuals and younger generations,” says Olivia Petcu, Administrator, Food Vision.

Two innovations, one product

The DOZZ concept is based on a dual innovation: adapting the aluminum can — a packaging format long established in the beverage industry — for soups, and developing recipes that can be enjoyed without heating, either cold or at room temperature.

To achieve this, the company developed the entire technological chain in-house and built its own production line. After four years of research and development, the team perfected the technology, recipes and processes so that the soups deliver a rich taste, pleasant texture and convenient consumption, while being compatible with retail, online and vending machine distribution.

DOZZ pioneered a technology that preserves the soup’s freshness directly inside the can — without preservatives — while ensuring a shelf life of 4 to 8 months. The soups are made exclusively from natural ingredients, contain no preservatives and are packaged in 100% recyclable aluminum cans that protect both flavour and nutritional value while helping reduce food waste.

“The current version of the product is the result of years of work, testing and refinement. From the very beginning, our goal was for DOZZ soup to be consumed straight from the can, cold, without compromising on taste, texture or quality. We optimised the recipes and technology until we achieved a clean formula with natural ingredients — convenient for today’s pace of life yet rich in flavour and balanced in nutrition. For us, innovation means bringing real food closer to people, in a simple and sustainable format.” — Dragoș Praz, R&D Manager, Food Vision.

A new way to eat

DOZZ is more than just soup — it’s a new way of eating. A product created for modern life, where quick meals must be not only convenient, but also healthy, natural and sustainable. Whether you’re at the office, in the car, on the train or between meetings, DOZZ offers a complete, balanced and flavourful meal without compromising on quality. And it removes the need for a bowl or spoon altogether.

“We identified a clear need in both local and global markets: increasingly conscious consumers, yet more time-pressed than ever, who are looking for clean, convenient and sustainable food solutions. DOZZ is our answer to that need — a product designed for a new, urban, active and responsible lifestyle. Beyond the product itself, our goal was to build a new kind of food-tech business — one that’s sustainable, scalable and globally relevant. The fact that a Romanian brand is opening an entirely new category in Europe shows that our vision goes beyond innovation — it’s about redefining the future of modern eating. Our objective is to strengthen this position across Europe and expand our portfolio with new concepts that continue to challenge the conventions of the food industry.” — Ender Bolat, CEO, Food Vision.

The DOZZ range

The DOZZ line features ten recipes inspired by international cuisines — from Gazpacho, Mixed Vegetables and Yogurt with Mint to Broccoli, Lentil, Spinach, and Chicken. Each 310 ml can provides a balanced portion, ideal for a light meal or quick snack. All DOZZ soups are made from natural ingredients, contain no preservatives or artificial colorants and combine fresh flavour with smooth texture for an authentic and refreshing experience — ready to enjoy cold, straight from the fridge.

From local innovation to European success

In less than a year, the brand has crossed borders, reaching shelves in seven European markets and planning rapid expansion into over 30 countries in the coming years.

Originally launched in Romania, DOZZ is now available in over 700 locations across Europe — from Bulgaria and Portugal to retail networks, on-the-go and Q-commerce channels in Germany, Austria, the Czech Republic and Hungary — and is set to officially enter the UK market, one of the most dynamic and competitive in the food-to-go segment.

International publications such as The Grocer have already described the product as “the world’s first ready-to-eat cold soup packaged in a 100% recyclable aluminum can,” positioning DOZZ as a category benchmark in the to-go segment.

About Food Vision

Founded in 2021 with the support of strategic investor NCH Capital, Food Vision has invested over 7 million dollars and four years of research into the development of DOZZ products. With its own IFS-certified production facility and a dedicated food-tech team, Food Vision’s mission is clear: to redefine the way people relate to food by developing natural, clean, sustainable and practical foods, packaged in 100% recyclable aluminum cans.