Croatian brand Vegeta on New York’s Times Square

(Photo: Podravka)

Vegeta, Europe’s number one food seasoning, and one of Croatia’s most recognisable brands, has taken centre stage on New York’s Times Square, the world’s most famous advertising location and home to leading global brands.

The appearance highlights the growing international recognition and strong global presence of Vegeta.

For more than 65 years since its invention in 1959, Vegeta has been a staple in kitchens across the world, uniting flavours, cultures, and generations under the banner of Croatian quality.

“The Vegeta campaign on Times Square is a powerful statement of our brand’s growing strength in the world’s largest market,” said Krunoslav Bešvir, Podravka’s Executive Director for Business Programmes and Head of the Culinary Programme.

“It is also a result of the dedication and collaboration of our teams both in the market and at headquarters. At the same time, it reinforces our strategic goal for Vegeta to become a globally recognised brand.”

(Photo: Podravka)

Today, Vegeta inspires home cooks and professional chefs in over 60 countries worldwide.

The original seasoning blend was developed by a team at Podravka’s research lab, led by Professor Zlata Bartl, and combines salt, spices, flavour enhancers and dried vegetables.