Książulo pizza launch sparks health and industry debate

The launch of a signature pizza by internet influencer Książulo (Szymon Nyczka) in Żabka stores has sparked significant debate in Poland regarding nutrition and influencer responsibility. Health experts, including public health consultant Prof. Łukasz Balwicki and dietitian Dr. Paulina Metelska, have raised concerns about the product's nutritional profile, noting it contains between 1640–1780 kcal and high salt levels. Experts warn that the influencer's popularity may drive impulsive, unhealthy food choices among children and youth.

The product has also caused a rift within the gastronomy community. Some establishments, such as the Szamka kebab in Września, have removed the “Muala!” sticker—a mark of distinction previously awarded by the influencer—in protest of his commercial partnership with a retail chain. Conversely, other businesses, like Ayla Gemüse Kebab in Sopot, have expressed loyalty, stating they view the sticker as a source of pride and continue to consume the new pizza.

Consumer sentiment is divided; data from Res Futura indicates that approximately 47% of online reviews praise the taste, while 45% are negative. TikTok has been a primary driver of the discussion, accounting for 53% of interactions surrounding the product.