Croatian favourite Vegeta unveils new look for global markets
- by croatiaweek
- in Business
(Photo: Podravka)
Vegeta, the iconic Croatian food seasoning produced by Podravka, is launching a new visual identity aimed at boosting its appeal and visibility on the global stage.
After nearly a decade, the product, which is sold all over the globe, has been revamped with a new design.
“This redesign is intended to attract new generations of consumers while maintaining Vegeta’s strong brand recognition,” Podravka said.
The new look was showcased at the REWE Für Sie 2024 trade fair in Cologne, Germany, organised by one of Europe’s leading retail chains.
Germany is a key market for Podravka, and this launch reflects the company’s commitment to expanding its presence in Western Europe.
In the first half of 2023, sales in Germany soared by 78.4%, with Vegeta playing a significant role in this growth. Germany’s importance to Podravka’s business is clear, as it will be the first market to feature Vegeta’s updated packaging.
(Photo: Podravka)
Krunoslav Bešvir, Director of Business Programmes and Culinary at Podravka, explained that the redesign is part of a strategy to fully realise Vegeta’s global potential.
The new design is intended to make Vegeta more attractive, modern, and accessible to consumers worldwide. Careful consideration was given to balancing the brand’s heritage with the expectations of younger consumers.
The design, which tested well in several markets, aims to solidify Vegeta’s position as a leader in European seasoning products while expanding its global recognition, the company said.
The new packaging retains key elements such as the signature chef, blue colour, and typography, but with a more streamlined, modern touch.
(Photo: Podravka)
The iconic chef has been simplified and now features a kiss, symbolising the joy of cooking with Vegeta. Additionally, a new element—a mortar and pestle—has been introduced to highlight the natural ingredients of the seasoning.
The redesign project was developed in collaboration with BrandOpus, a globally renowned strategic marketing agency based in London. Daniel Wegrzyn, BrandOpus’s director, expressed his pleasure in working with Podravka, emphasising the importance of preserving Vegeta’s iconic features while giving them fresh significance.
Old branding (Photo: Podravka)
The new design aims to secure Vegeta’s place in kitchens worldwide, helping consumers bring out the best in every dish.
Following its debut at the trade fair, Vegeta’s new look will hit German store shelves, with its introduction to Croatian stores scheduled for early 2025.
