Anna Uptas

Sante has been a pioneer in promoting health through food for more than three decades. Founded by the Kowalski family 33 years ago, the company was built on a simple yet powerful mission: to deliver food that has a positive impact on people’s health. Over the years, Sante has developed a wide portfolio of products that combine taste with nutritional benefits, from protein-rich snacks under the Go On brand to granola, fit cookies, crunchy bars, and essential ingredients like oat bran, grains, and groats. For Anna Uptas, Marketing Director at Sante, this mission is not just an abstract vision. It is the foundation of all marketing activities, product strategies, and brand communications. Her role is to ensure that every brand under Sante’s umbrella has a clear purpose and that this purpose is consistently executed across products, communication, and consumer engagement.

Understanding consumer needs is central to her work. Uptas emphasizes that the health food sector is shaped by rapidly changing trends, and companies must be attentive to the cultural conversations happening around them. Her team carefully monitors social media, food fashions, and hot topics to stay aligned with what people are talking about. But Sante’s mission goes further than simply reacting to trends. The company aims to anticipate and even create new ones.

In marketing, there is often debate about whether data or creativity matters more. Uptas takes a balanced view, insisting that neither can exist in isolation. Data provides the insights needed to understand consumer behavior, market dynamics, and competitive landscapes. Without it, even the most creative ideas can miss the mark. At the same time, data alone cannot inspire consumers or build emotional connections. Creativity ensures that strategies resonate, inspire, and stand out. For Uptas, a successful marketing approach requires both data to guide decisions and creativity to bring them to life.

The challenges of marketing healthy products are particularly evident in Poland, where cultural attitudes toward diet often swing between extremes. According to Uptas, many people believe that they must either commit to a perfectly strict, calorie-controlled diet or give up entirely. This “all or nothing” mindset creates barriers for consumers who might otherwise be open to making smaller, sustainable changes in their eating habits. The rise of digital marketing has transformed how Sante engages with consumers. Uptas explains that social media and digital platforms now play a leading role at every stage of the consumer journey, from awareness to consideration and trial. At the same time, emerging tools such as artificial intelligence are opening new possibilities for more precise and efficient campaigns. Before choosing which platforms or tools to use, brands must be clear about their purpose, strategy, and core values. Only when the “why” and “what” are firmly established can the “how” be effectively executed.

Consistency across diverse product lines is another area of focus. Sante’s portfolio ranges from plant-based drinks to cereals and snacks, yet each product remains tied to the company’s mission. Plant-based products, for example, meet the needs of consumers avoiding dairy while also supporting those who want to add more vegetables to their diet and reduce their environmental impact. Granolas and cereals are designed for people seeking convenient, nutritious breakfasts or desserts without compromising taste.

Looking to the future, Uptas is enthusiastic about several marketing trends she sees gaining momentum. Purpose-driven branding is becoming increasingly important, especially for younger generations who care deeply about the values behind the products they buy. Consumers are also demanding greater authenticity. With so many distractions competing for attention, marketers must find new ways to engage consumers meaningfully and efficiently.

Influencer marketing remains a key component of Sante’s strategy, but Uptas stresses that it must be done thoughtfully. It is no longer enough to send products to influencers and hope for a mention. Instead, partnerships must be authentic, long-term, and aligned with brand values. When launching a new product, Uptas follows a clear process: analyzing the market, defining the target group, identifying consumer pain points, developing the product concept, shaping the proposition, planning the launch, and closely monitoring results.

Cross-functional alignment between marketing, sales, and product development is another priority. Uptas describes Sante’s internal discussions as passionate and sometimes loud, but always focused on solving problems rather than defending personal ideas. She values collaboration and approaches challenges with positivity, which helps build constructive relationships across teams.

Keeping a team motivated under pressure is a responsibility she takes seriously. Uptas believes in focusing on people’s strengths, not just their weaknesses, and tailoring her approach to individual motivations and goals. She encourages her team to maintain balance between work and life, reminding them that while their work is important, it is not life or death. For Uptas, the most rewarding part will be building sustainable and profitable strategies that align with the company’s purpose while also delivering satisfaction to employees and consumers alike. She sees enormous potential for Sante to continue growing, innovating, and inspiring healthier lifestyles. With a clear mission, a dedicated team, and a deep understanding of consumer needs, Sante is well-positioned to remain a leader in the health food sector in Poland and beyond.