In the American market, meat delicacies meet the standards of quality production, yet they are rarely regarded as delicious by Russian immigrants. The manufacturers have no clue about that very special taste that the customers came to expect, and therefore can’t meet their demands. Slavos was founded by the Russian immigrants of the "fourth" and "fifth" wave, who create a product to their own tastes and know exactly how to make it authentic.
The target audience of the stew is not limited to Russian immigrants and expats. A significant part of the product's consumers in the United States are Cuban immigrants who were introduced to Russian stew back in Soviet times. The desire to please both audiences defined the nostalgic positioning of the trademark and the ensuing need to add elements of Soviet style to the label.