Following 2011, the Sloboda brand won the regional Brand of the Year contest in the Mayonnaises and Sauces category. The contest was organised by Komsomolskaya Pravda, the largest Russian newspaper, in Voronezh from 22 November till 24 December 2011. Newspaper readers independently selected the best trademarks in different food categories and specified their favourite retail chain.
A total of ten contest categories covered all segments of the food market. Readers filled in special forms published in Komsomolskaya Pravda with their preferred brands. Over 15 thousand readers acted as experts in the contest.