Vkusvill

Vkusvill (Russian: Вкусвилл, lit. 'Tasteville') is a Russian food retail chain founded in 2012 by Andrey Krivenko in Moscow. It specializes in retailing healthy food products with an emphasis on freshness, natural ingredients, and absence of preservatives and flavor enhancers, catering especially to health-conscious consumers.

Starting from a dairy-focused chain called "Izbenka" in 2009, Vkusvill expanded its assortment from dairy-only goods to a wide range of groceries including organic vegetables, fruits, dairy products, and other perishable foods under its own brand. By mid-2025, the chain operates over 2,000 stores across more than 170 Russian cities, predominantly as supermarkets and convenience stores emphasizing healthy food supply.

Vkusvill sells over 97% of its goods under its own private label brand, positioning itself as a leader in FMCG retail for natural and fresh foods in Russia. The company maintains a strong commitment to sustainability and local sourcing, which distinguishes it in the Russian retail market.

The company has also initiated digital transformation through a subsidiary focused on technological innovation to improve operational efficiency. Internationally, Vkusvill experimented with expansion into Amsterdam and Dubai markets and has reached the Chinese market through online sales. It also recently acquired the Anderson café chain to diversify its retail offerings.