Who is Książulo
Książulo is a YouTuber who has been reviewing kebabs, food stalls, street fairs, and chain restaurant dishes for years. His YouTube channel has over 2 million subscribers (WP reports around 2.44 million). The highest-rated spots received his "Muala" seal of approval. For many fans, it was more important than stars in guidebooks because Książulo emphasized that he did not take money from the restaurant industry for reviews.
That is precisely why his new project sparked so many emotions.
What Arrived at Żabka
Książulo announced the project on October 4 on Instagram and YouTube. Official sales launched on October 7, although some stores had the pizza on shelves a day earlier.
- Name: "Muala na grubo" – an American-style deep-dish frozen pizza.
- Two flavors: Fat Peppa (pepperoni and salami, tomato sauce) and Fat Cheese (mozzarella, cheddar, and jalapeño on a cheese sauce base).
- Price: 24.99 PLN each. According to a food industry portal, that is 5–6 PLN more than the Neapolitan pizzas Żabka has been selling since autumn 2024.
- Weight: Around 545 g, according to Trojmiasto.pl. A whole Fat Peppa pizza contains roughly 1,700 kcal.
- Production: Abroad, at a facility in Slovakia. Książulo explains that domestic plants lacked the appropriate technology.
According to the creator, work on the recipe took over a year.
A Storm in the Comments
Comments flooded the announcement video, and a wave of memes and jokes swept the internet. The most common complaints:
- Price. 25 PLN for a frozen meal is excessive for many.
- Credibility. Critics believe a creator who spent years reviewing others shouldn't sell his own product with the "Muala" stamp on the box.
- Origin. Some fans dislike that the pizza is not made in Poland.
Analytics firm Res Futura calculated that in the first 24 hours, 70 percent of opinions were critical. However, most of the buzz was generated by large accounts: four of them accounted for over 60 percent of interactions. Fewer than 3 percent of commenters announced a real boycott.
There were also symbolic gestures. According to "Rzeczpospolita", a kebab shop in Września removed the "Muala" sticker from its window. Polsat uploaded an episode of "Świat według Kiepskich" titled "Cruel Pizza" to YouTube for free, and netizens praised the network for its sense of timing.
How Książulo Responded
The creator explains that it is his own product, to which he holds the rights, and Żabka is primarily the chain that sells it. He also admitted that pizza is fast food rather than health food, and that perhaps he shouldn't have placed the "Muala" mark on the packaging. Regarding the price, he says he tried to lower it, but as a supplier, he does not set the retail price in stores.
Experts: A Risk, but Good Money
Jacek Sadowski, CEO of DEMO Power Brands, tells "Rzeczpospolita": "It's a risky move, but commercially rational." Wiola Łada-Szewczenko, CEO of IQS, notes that Książulo "spent years building capital that cannot be bought with any marketing budget." In her view, sales may hold up because the creator's audience and Żabka's customers are largely the same demographic. However, the creator himself will pay a price in terms of his image.
Żabka has a large market here. In 2025, the chain's customers purchased over 16.5 million Neapolitan pizzas. As of Saturday, October 10, neither the chain nor Książulo had released sales figures for "Muala na grubo."
What about you? Will you buy Książulo's pizza, or is it a waste of money?
Sources: Rzeczpospolita (rp.pl), Wirtualna Polska (finanse.wp.pl), PRoto.pl, Portal Spożywczy, Trojmiasto.pl, Super Biznes (se.pl), Spider's Web.
Main illustration: AI-generated graphic.
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