Vegeta wins 'Superbrand' award in Russia

Podravka’s most famous brand Vegeta has won yet another valuable foreign award. After obtaining the status of Superbrand in Poland, Vegeta has won the Superbrand award for 2005 in Russia as well. The evaluation and classification of brands were conducted on the basis of data collected by the research houses ACNielsen and COMCON by an independent board of experts consisting of competent experts in the areas of marketing, branding and consumers themselves. A total of 1,033 brands were nominated for the award and for the right to be called a superbrand, and all these brands have leading positions in the market according to sales volume and brand recognisability in the Russian market.

Out of a possible total of 400, Vegeta won 385 points and was thus positioned in the group of 388 brands which obtained the right to be called a superbrand in the very demanding Russian market. Brands of famous multinational companies and domestic Russian brands prevail among winners, so that Vegeta is one of the few brands from the area of Eastern Europe which has the right to enjoy the status of a Superbrand. Superbrands International has a seat in London, and Russia is one of 45 countries in which it has its branch offices.

Podravka has been present in the Russian market for several decades and apart from Vegeta its exports to this market include soups and children’s food. Given the size and demanding character of this market, Russia has been marked as one of the countries in which Podravka will speedily develop and increase its business activities. That is why this award has an even greater importance because it marks Podravka’s long-term quality and presence in this market, thus creating preconditions for a further increase in the volume of business in Russia. In 2004, Podravka realised net sales revenues of HRK 114 million in the market of Eastern Europe, and the biggest share of this income was realised in the market of Russia.