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Vegeta – the best-selling dehydrated food seasoning in Europe 

Vegeta - the best-selling dehydrated food seasoning in Europe 

(Photo credit: Podravka)

Vegeta, produced by leading food company Podravka, is one of Croatia’s most famous export products.

Professor Zlata Bartl was head of the team in Podravka’s research lab which invented Vegeta in 1959. Vegeta’s original condiment is a mixture primarily of salt with flavour enhancers, spices and various vegetables.

In 2021, Podravka announced that Vegeta had been officially confirmed as the best-selling dehydrated food seasoning in Europe by Nielsen agency, based on their reports. 

Vegeta was the leading brand in volume sales in the category of dehydrated (dry) food seasonings in 31 European countries. 

Vegeta from Croatia declared best-selling dehydrated food seasoning in Europe

(Photo: Podravka)

“In the more than six decades since its creation, Vegeta has seasoned countless dishes, inspired millions of consumers and brought new culinary experiences, winning hearts throughout Europe and the world. Data collection on seasoning sales was conducted on 31 European markets from August 2019 to July 2020. The total results showed that Vegeta was first in volume sales in the category of dehydrated food seasonings,” Podravka said in a statement. 

The Vegeta brand, proclaimed as best-selling in the category of universal food seasonings, includes the products Vegeta Original, Vegeta Natur, the Vegeta Natur dehydrated special food seasonings and single spices.

Vegeta - the best-selling dehydrated food seasoning in Europe 

Old Vegeta packaging (Photo: Podravka)

Podravka says that apart from quality of the products, excellent marketing and adapting to new market trends in design, packaging and product development has helped vegetates success. 

Vegeta - the best-selling dehydrated food seasoning in Europe 

Vegeta has changed over the years (Photo: Podravka)

“In keeping up with the dietary needs and preferences of contemporary consumers, Vegeta offers new solutions and follows the hottest nutritional trends. It is present on more than 60 markets worldwide, where it provides inspiration to help millions of consumers in their daily cooking, serving up culinary ideas with its many recipes,” Podravka concluded.

Vegeta - the best-selling dehydrated food seasoning in Europe 

(Photo: Press)

Data was collected by Nielsen agency on seasoning sales in Austria, Belarus, Belgium, BiH, Bulgaria, Czechia, Denmark, Estonia, France, Greece, Croatia, Ireland, Italy, Latvia, Lithuania, Netherlands, Norway, Germany, Hungary, Poland, Portugal, Romania, Russia, North Macedonia, Slovakia, Slovenia, Serbia, Spain, Sweden, Switzerland and Ukraine. 

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