Podravka buys Polish Warzywko and Perfecta

After having completed the purchase of Eva brand, Podravka continues to take over brands, this time outside Croatia. Podravka has namely completed the negotiations with Polish company Kamis, one of the leading Polish food manufacturers, closing a deal on purchase of the Warzywko brand. Warzywko is one of the leading players on the Polish market of universal food seasonings. A basic reason why Podravka decided to buy this brand is to strengthen its position in the market of universal food seasonings and among brands in the "medium price" segment.

Warzywko is the third strongest brand on Polish market of universal food seasonings and it takes more than 10% of the market. Competition in the segment of universal food seasonings in Polish market is the strongest in Europe.
What is characteristic for "Warzywko" brand packaging is that it comes in green color and that way is differentiated from the competition in the segment of universal food seasonings dominated by blue color, modeled by Vegeta. Warzywko universal food seasoning has its own positioning and a particular segment of consumers. Under the Warzywko brand, besides the universal food supplement, Podravka is also taking over some other smaller categories of products, bouillons for instance.

Next to Warzywko brand Podravka has also taken over from Kamis a brand for universal food seasonings Perfecta, registered on markets of Russia, Ukraine and Romania, which will additionally strengthen Podravka’s position in those countries.

Negotiations on acquisition of these brands lasted for more than 6 months, and after the deal was closed Podravka awaits the Polish agency for market competition to approve this purchase. Assuming that the Agency will approve the purchase, Podravka will strengthen its leading position and significantly increase its markets share in universal food seasonings in Poland.
This business move will enable Podravka, among other things, to increase production volumes in its Polish Vegeta factory. Existing production is expected to increase by more than 20%, which will bring significant synergetic effects to the company.