Vegeta receives "Superbrand Russia" Award in Moscow

Podravka received recognition for its best-known brand Vegeta at an award ceremony in Moscow. After obtaining the status of Superbrand in Hungary and Poland, Vegeta received further recognition in the form of the "Superbrand Russia" award in Russia for 2005. The evaluation and classification of brands were conducted on the basis of data collected by the research houses ACNielsen and COMCON by an independent expert commission made up of competent experts in the areas of marketing and branding, and consumers themselves. A total of 1,033 brands were nominated for the award and the accompanying right to carry the Superbrand name. All these brands are market leaders in terms of their sales volume and recognisability in the market of Russia. Vegeta has joined a narrow circle of brands which have gained the right to carry the Superbrand name in the demanding Russian market. Among companies which have been given Superbrand status, the brands of well-known multinational companies prevail (Kodak, Goodyear, Knauf, Duracell, DHL, MasterCard…) along with domestic Russian brands (Aeroflot, Ruska gazeta…). Consequently, Vegeta is one of the few brands from this part of Europe entitled to bear the Superbrand name. Superbrands International is located in London, and Russia is one of the 45 countries in which it has its subsidiaries.

Podravka’s delegation consisted of Board Members Saša Romac and Goran Markulin, Director of the Eastern European Market Danko Martinčević, and Category Manager for Vegeta Marcel Janeković who said the following at the award ceremony: “I would like to thank Russian consumers who have recognised our true value. This is the result of the historic heritage created in over forty years of presence in the Russian market. This award means a lot to us because it symbolises the present and potential strength for the further development of brands and innovations. At the same time, Superbrand signifies a great responsibility for the company because our new products and marketing concepts have to justify the high level of confidence shown by Russian consumers. Given the size and demands of this market, Russia has been flagged as one of the countries in which Podravka will speedily develop and increase its business activities.”

Podravka has been present in the Russian market for forty years, and, apart from Vegeta, its exports to this market include soups and children’s food. In the category of food complements, Vegeta is a market leader and the strongest brand in Russia. It is sold in more than a hundred thousand sales outlets throughout Russia. For example, it has a significant market share even in remote areas such as Siberia or Kamchatka.