Few food products in Poland have caused as much noise this month as a frozen pizza. Not just any frozen pizza, though. This one carries the name of the best-known food reviewer on the Polish internet.
Who is Książulo?
Książulo, real name Szymon Nyczke, became hugely popular on YouTube with simple, honest tests of restaurants, kebab shops, fast food and supermarket products. Around 2.44 million people follow his channel. His trademark “MUALA” works in Poland like a people’s Michelin star. One positive review can put a queue outside a small takeaway.
“Muala na grubo” at a glance
- Launch: 7 October 2026
- Flavours: Fat Peppa (pepperoni) and Fat Cheese (cheese with jalapeño)
- Price: 24.99 zł
- Style: thick, fluffy, American-style base
- Where: over 13,000 Żabka shops, Poland’s biggest convenience chain
- Made in: Slovakia
The recipe took more than a year to develop. Książulo joked that instead of opening one pizzeria, he was opening 13,000.
Why Slovakia and not Poland?
Many fans asked the same thing. According to Książulo, the reason was technology, not cost. None of the Polish factories he spoke to could make the fluffy base consistently. He says the Slovak option is not cheaper because of transport, and some ingredients, including the cheese, still come from Poland.
As a cook, I understand this. A thick, airy dough is a different world from a thin base. You need to control fermentation, moisture and baking, and in a factory every batch has to come out the same. At thousands of pizzas a day, that is a high bar.
Why the backlash?
The problem is not the pizza itself. It is trust. For years Książulo said he never takes money from restaurants for good reviews. In July he even admitted in a video that in 2023 he was paid for an advert for Popeyes, and that he regretted it.
So some fans decided he had “sold out” again. His answer: this is his own product and he owns the rights, while Żabka is only the way to get it to people. He is not promoting someone else’s food.
The price causes the most anger. Książulo explains that as a supplier he cannot set the shop price, and that he and his team gave up a big part of their margin. The split in his audience shows in the numbers: the launch video got around 32,000 likes and almost 26,000 dislikes.
My view
As someone who cooks for a living, I see two things here. First, a frozen pizza in a convenience chain is a logical product for someone who built his name on fast food. Second, your audience’s trust is capital that is easy to lose. In the end, the taste will decide, and whether people come back for a second one.
I have not tried it yet, because I live in London. As soon as I am back in Poland, I will buy both and add my verdict here.