Vegeta history

Vegeta time machine

Vegeta's rich history started in 1958 in beautiful town of Koprivnica in Croatia, in Podravka's research laboratories, under the guidance of professor Zlata Bartl. Vegeta 40, as Vegeta Gourmet was named in its early stages, and recognizable today by the blue color and charming chef, is universal food seasoning used for complementing dishes and providing with fuller flavour.

In 1959 Vegeta was launched to the market, and later started its unstoppable road to success.

Eight years later, in 1967 first sales contracts were signed for Vegeta with foreign partners and the invasion of exports of to foreign markets started. First foreign countries given the opportunity to enjoy Vegeta were Hungary and Russia.

In 1971 "Vegeta 40" changes its name to Vegeta, and also the growth of demand for Vegeta results in spreading its markets over Austria, Sweden, West Germany and Czechoslovakia.

A year later, in 1972, Vegeta Gourmet Powder Stock is first exported to Australian market.

In 1974 Vegeta's successful TV series "Little secrets of great chefs" started broadcasting. The series educated and marked the entire former Yugoslav area with its culinary skills and recipes. In that time with a completely innovative approach of presentation of food products, through their application in cooking and through advices of a renowned chef, Vegeta was brought closer to its users and strengthened its position of an omnipopular and timeless universal food seasoning.

"... and a spoonful of Vegeta", a well known sentence from the culinary series lives even today in the minds of Vegeta's faithful consumers.

Part of Vegeta's success was constant modernization, following the latest culinary trends, following the needs and wants of Vegeta's consumers.

In 2001 Vegeta launches new flavor to the Australian market - Vegeta Chicken Powder Stock. This was developed due to the high demand and popularity of chicken flavour among Australian consumers and its cuisine.

Vegeta brand's long term success on the Polish market was awarded in 2004, by acquiring the title of "Superbrand".

This title was then earned in Hungary and Russia in a year 2005, and Slovak Republic in 2006.

In 2006 new Vegeta Liquid Stock products were launched to the Australian market. The four flavours launched were, the more traditional and well-known style of Gourmet and Chicken, and two new, original flavours of Garlic and Chilli.

Today, in 2007, Vegeta is sold in 40 countries around the world and in all 5 continents. Vegeta constantly brings innovations into its products and with its quality, traditional recipes and recognition is differentiated in the stock category market. Vegeta is winning the hearts of consumers and is listening to their needs and preferences by adapting to demands of individual national cuisines and is following the nutritional trends.