About Us
About us
A family tradition built through hard work, innovation, and an extraordinary
family story
About us
Fenix Ice Cream is a family story that began with one bold idea and became a tradition that has continued for more than three decades.
Since 1990, at our factory in Sofia, we have been creating ice cream, cakes, and desserts with personal care for every taste. For us, quality is not a promise but a daily commitment—from the recipe to the very last spoonful.
Welcome to the world of Fenix Ice Cream!
“My name is Yuliyan Genov and I am a second-generation ice-cream maker at Fenix
Ice Cream.
I grew up with the aroma of freshly made ice cream and the inspiring example of
my parents. The core ideas, unique original recipes, and innovations in
our story belong to my mother, Vyara Genova —the woman whose vision,
courage, and unbreakable spirit taught Bulgarians to enjoy genuine
ice cream all year round. None of this would have been possible without
the selfless and unconditional support of my father, Rumen Genov, who was
the steady backbone, support, and constant partner in building the family business
through its most difficult years.
From my mother, I learned the most important and subtle details of the craft: that quality never
allows compromise, and that the recipe for the perfect taste lies in an uncompromising
attention to every detail.
Today, I manage and develop the production side by side with my wife,
Boryana. Together, we put the same personal care, love, and dedication into every
dessert that leaves our factory. With my mother’s invaluable support and wisdom
beside us, we continue to preserve our authentic family traditions
while modernizing the brand and creating new favorite flavors for you.
— Yuliyan Genov
Our Story
1989 — The Bold Beginning
In 1989, Vyara Genova graduated in French philology and began working as a teacher. Bulgaria offered little variety in ice cream, but her childhood love for it inspired her to dream of something different: genuine ice cream with its own character, rich flavors, and beautiful presentation.
With the help of her husband Rumen, she started from scratch. The family leased its first Italian machine and took its first steps in the craft together with master confectioner Stefan Nikolov, who had worked at the former Serdika factory.
1990 — Learning, Experimenting, Creating
Traditional recipes were not enough for Vyara. She completed a second degree at the University of Food Technologies in Plovdiv, studied international experience, and experimented tirelessly.
New recipes went through countless trials and tastings. If the flavor did not bring genuine pleasure, the work began again.
This was also when one of the ideas that made Fenix recognizable was born: a new flavor every two weeks. Plant-based ice creams, sweet-bread ice cream, yogurt ice cream in a clay pot, halva flavor, and the Pianedi range followed.
2000 — Faith in the Future
The road was not easy. In the early years, frequent power and water outages threatened production, but
instead of giving up, the family built its own generator.
In 2000, the first workshop was lost and Fenix faced a difficult choice. Vyara and Rumen sold their family apartment, found land in Ovcha Kupel, took out an investment loan, and built their first two-story factory.
2003 — Fenix Becomes a Symbol of the City Stroll
By the early 2000s, Fenix was already reaching thousands of people every day. The press reported sales of 3 tonnes per day in winter and up to 6 tonnes in summer.
The range grew beyond 150 products, while 12 independent stands in central Sofia made Pianedi ice cream part of the city-stroll experience.
Today — The Second Generation Continues the Story
Today, Fenix Ice Cream remains a family business. Yuliyan and Boryana Genov develop the production with the support and experience of Vyara Genova.
We preserve the original recipes, create new flavors, and work with the same idea that started it all: to make ice cream that brings genuine pleasure.
Facts and Figures:
When the press recorded the milestones
As early as April and June 2003, the newspaper Dnevnik (author: Lily Granitska) documented
the scale of this remarkable success:
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We look forward to working together.