Podravka has acquired the Belsad brand of fruit spreads from the Slovenian company Droga Kolinska. The food company from Koprivnica has thus become the owner of another brand that Droga Kolinska put up for sale due to unprofitability, after purchasing the Čoko and Čokolešnik brands from the Slovenian company in October of last year. Under the Belsad brand, marmalades and jams are sold, and since 2006, Podravka has been providing contract manufacturing for this assortment for Droga Kolinska.
Podravka’s fruit products are present in the markets of Croatia, Slovenia, Bosnia and Herzegovina, Serbia, Montenegro, and North Macedonia. By acquiring the Belsad brand, the assortment of fruit products in the Slovenian market is expanded, strengthening the market position, according to Podravka, which, although the idea is still only on paper, was recently mentioned as one of the members of a domestic consortium (along with Kraš and Franck) that could compete for the purchase of Droga Kolinska. Podravka expects to start selling products under the Belsad brand in April of this year.
Otherwise, Droga Kolinska announced in April of last year that it would sell brands that do not generate sufficient profit, including the teas 1001 cvet, the spread Viki, rice and flour products Zlato polje, fruit spreads Belsad, sauces Maestro, and baby food Bebi, Čoko, and Čokolešnik. The price of the Viki brand is estimated at 1.2 million euros, Salatina and vinegar Talis, as well as Belsad marmalade at 1.1 million euros, and Čunga lunga chewing gum at 50 thousand euros. (M. B.)
