The 2026 FIFA World Cup Round of 32 is here, and Europe’s legacy in football runs deeper than the tournament itself. Soccer, or football as it’s known across the continent, was codified in 19th-century England, but its roots stretch back centuries through medieval ball games played in villages from Italy to Scotland. The first international football match took place in 1872 between Scotland and England, and the inaugural FIFA World Cup in 1930 was the brainchild of European visionaries, led by Frenchman Jules Rimet, who sought to unite the world through the beautiful game.
Today, as 13 European nations battle in the Round of 32, we celebrate the brands that define their heritage.
What better way to support your favorite team than by enjoying a taste of their homeland? From Swiss chocolate to Croatian seasoning, here’s one must-try brand from each European country in the knockout stage. We tried to select brands and products rooted in tradition, crafted with pride, and available for fans worldwide.
🇩🇪 Germany: Lidl’s “Ein gutes Stück” – A Taste of German Craftsmanship
Germany’s Lidl, founded in the 1930s, has grown into a global discount supermarket chain while staying true to its German roots.
Their “Ein gutes Stück” (A Good Piece) range features products made in Germany, from Black Forest ham to Bavarian pretzels and Emmentaler cheese.
Each item reflects Germany’s culinary traditions and rigorous standards, offering fans an authentic taste of Deutsch quality at an affordable price.
🇨🇭 Switzerland: Lindt – The Alpine Art of Swiss Chocolate
Founded in 1845 in Zurich, Lindt & Sprüngli has become synonymous with Swiss precision and indulgence.
Their Lindor truffles, with their signature smooth melting center, are crafted in Switzerland using Alpine milk and the finest cocoa.
Still family-owned and operated, Lindt embodies the Swiss commitment to quality. Whether you’re celebrating a Swiss goal or consoling yourself after a near-miss, a piece of Lindt is a taste of the Alps.
🇧🇦 Bosnia and Herzegovina: Sarajevska Pivara – The Heart of Balkan Brewing
Sarajevsko Pivo, brewed by Sarajevska Pivara (Sarajevo Brewery), has been a symbol of Bosnian resilience and conviviality since 1864.
This crisp, golden lager is made with local barley and hops, following a recipe that has survived wars and generations.
Owned by the BBI Group, one of Bosnia’s most prominent companies, Sarajevsko is a staple at gatherings, embodying the spirit of a nation that thrives against the odds.
🇫🇷 France: Evian – Pure Elegance from the French Alps
Evian natural mineral water originates from the Cachat Spring in the French Alps, where it has been bottled since 1826.
Owned by the French multinational Danone, Evian is renowned for its purity and mineral balance, sourced from a protected underground aquifer.
The brand’s iconic glass bottle, first introduced in 1969, symbolizes French sophistication. Staying hydrated with Evian is like sipping the essence of the Alps—perfect for those high-stakes moments.
🇳🇴 Norway: TINE – The Dairy Cooperative at the Heart of Norway
Founded in 1856 as a network of Norwegian dairy cooperatives, TINE has become one of Norway’s most iconic food producers.
Owned by thousands of Norwegian dairy farmers, the cooperative produces everything from Jarlsberg cheese and cultured dairy products to the country’s famous brunost (brown cheese).
During the 2026 FIFA World Cup, Norway’s national team even brought familiar TINE dairy products—including brown cheese and Jarlsberg—to help maintain players’ routines and provide a taste of home during the tournament.
Enjoying TINE’s cheeses is an authentic way to experience a true taste of Norway.
🇳🇱 Netherlands: Tony’s Chocolonely – The Dutch Revolution in Fair Trade
Tony’s Chocolonely was born in Amsterdam in 2005 with a bold mission: to make chocolate 100% slave-free.
Their unevenly divided bars symbolize the inequality in the cocoa industry, and their commitment to fair trade has made them a global movement.
Made with Ghanaian and Ivorian cocoa, Tony’s chocolate is creamy, rich, and ethically sourced. By choosing Tony’s, you’re not just enjoying a treat—you’re supporting a Dutch-led revolution in ethical consumption.
🇸🇪 Sweden: IKEA Swedish Food – A Taste of Sweden Beyond Furniture
While IKEA is best known for flat-pack furniture, its Swedish Food Market has introduced millions of people to authentic Swedish cuisine.
From its iconic Köttbullar (Swedish meatballs) served with lingonberry jam to crispbread, cinnamon buns, salmon, and traditional sweets, IKEA has become one of the world’s biggest ambassadors for Swedish food culture.
Developed around classic Swedish recipes and ingredients, the range offers an accessible introduction to the country’s culinary traditions. Whether you’re enjoying meatballs before kickoff or stocking up on Scandinavian treats, IKEA brings a genuine taste of Sweden to football fans around the world.
🇧🇪 Belgium: Leffe – The Abbey Beer of Belgian Tradition
Leffe beer traces its origins back to the Notre-Dame de Leffe Abbey in Dinant, Belgium, where monks brewed beer as early as 1240.
Today, Leffe Blond and Leffe Brune are brewed by AB InBev (headquartered in Leuven, Belgium) using traditional recipes and Belgian hops.
The rich, fruity flavors of Leffe beers embody the country’s brewing heritage, making every sip a nod to centuries of Belgian craftsmanship.
🇪🇸 Spain: Chupa Chups – The Spanish Lollipop That Conquered the World
Invented in 1958 by Enric Bernat in Barcelona, Chupa Chups lollipops were designed to be a fun, portable treat. The name comes from the Spanish verb chupar (to suck), and the iconic margarita daisy logo was designed by Salvador Dalí in 1969.
Still manufactured in Spain and owned by the Italian-Dutch company Perfetti Van Melle, Chupa Chups are a colorful, nostalgic symbol of Spanish joy—perfect for sharing during a match.
🇦🇹 Austria: Red Bull – The Energy of Austrian Innovation
Red Bull was created in 1987 by Dietrich Mateschitz and Chaleo Yoovidhya, but its global headquarters and production remain in Fuschs am See, Austria.
The drink’s formula, inspired by a Thai energy tonic, was adapted for Western tastes and became a cultural phenomenon.
Red Bull’s Austrian roots are evident in its sponsorship of extreme sports and Formula 1, embodying the country’s spirit of innovation and adventure. For late-night matches, Red Bull is the ultimate energy boost.
🇵🇹 Portugal: Super Bock – The Lager of Portuguese Pride
Super Bock, Portugal’s most popular beer, was first brewed in 1927 in Porto by the Unicer brewery. This crisp, refreshing lager is made with Portuguese barley and hops, and its name—Bock—refers to a traditional German-style beer, adapted to Portuguese tastes.
Owned by Carlsberg Group but still brewed in Portugal, Super Bock is a staple at gatherings, embodying the warmth and camaraderie of Portuguese culture.
🇭🇷 Croatia: Vegeta – The Seasoning That Defines Croatian Cuisine
Vegeta, created in 1959 by Podravka, a Croatian food company, is a blend of dried vegetables and spices that has become a staple in kitchens across Croatia and beyond.
Used to season everything from soups to grilled meats, Vegeta is a symbol of Croatian culinary tradition. Still manufactured in Koprivnica, Croatia, and owned by Podravka.
It’s a simple way to add a taste of Croatia to your game-day snacks.
🇬🇧 England: Tyrrells – Hand-Cooked Crisps from the English Countryside
Founded in Herefordshire in 2002, Tyrrells has earned a reputation for premium hand-cooked crisps made from British-grown potatoes.
Known for classic flavours such as Sea Salt, Mature Cheddar & Chive, and Lightly Sea Salted, the brand celebrates the quality of English farming while using simple ingredients and distinctive packaging inspired by the British countryside.
A bowl of Tyrrells crisps is an easy way to bring a touch of England to any World Cup watch party, offering a crunch that’s every bit as satisfying as a last-minute winner.
Interesting note: it is owned by the British brand KP Snacks which is controlled by the German company Intersnack!
Which brand will you be enjoying while watching the games?
Whether you’re savoring Swiss chocolate, sipping Belgian beer, or crunching on British crisps, these European brands bring the spirit of the tournament to your table. May the best team (and snack) win!
