Atlantic takes over Podravka’s distribution in Serbia

As of the beginning of July, Atlantic Brands will take over the distribution of the Podravka Group’s product range in the Serbian market. This brings Vegeta, Podravka soups, Eva, Lino Lada and other well-known Podravka brands into the Atlantic Brands portfolio, alongside strong brands such as Grand kafa, Don cafe, Argeta, Cedevita, Donat, Smoki, Red Bull, waterdrop, Ornel and Fructus.

The agreement was signed by Dragomir Kostić, Managing Director of Atlantic Brands, and Snježana Udorović, Director of Podravka Belgrade. The deal represents an annual turnover of around €20 million, making Podravka the largest external principal on the Serbian market and the third-largest principal in Atlantic Brands’ overall distribution portfolio.

The new agreement in Serbia is also an extension of the existing cooperation in Austria, where Atlantic Grupa has developed a highly successful distribution organization. The partnership in distributing Podravka’s product range there dates back to March 2023.