About Us
The story of Medela began in 1975 when the smell of strudels was felt for the first time in the town of Vrbas!
The factory was opened under the name “Vitalkeks” and its basic mission was to produce a sweet that would sweeten homes throughout Serbia. Soon after its opening, the factory changed its name and Medela was officially born.
The recipe has remained the same from the first strudel up to the present day. You fell in love with the soft airy dough and the full-flavored fruity fillings, and we endeavored to enrich, in time, our palette of sweets, which you liked so much.
That is how our waffles, tea biscuits and other types of biscuits appeared, in order to satisfy all your requirements and tastes.
Since our official foundation in November 29, 1975, we have worked on the modernization of our production facilities, giving birth to new ideas, occasions and opportunities to improve the products manufactured in our factory.
In order to ensure the highest quality of our products, in 2016 we started the production of fresh fruit marmalade in our own plant. We fill our strudels with the fresh fruit marmalade, guaranteeing the quality, rounding up the production process and following the tradition of “granny’s recipe” which makes our strudels so remarkable.
Starting from a modern chocolate topping machine, automatic packing, new wafer production line and , subsequently, a built marmalade production facility, we have undertaken all the necessary steps to keep quality at the high level you are used to. We are guided by the desire to offer always something new and interesting to the numerous lovers of our sweets, as well as to maintain top quality. That is why we are constantly improving in all fields.
Thanks to this, our sweets are enjoyed nowadays by people from all the countries of the former Yugoslavia and Western Europe and they have arrived even to America and Africa.
The company “Ravanica” DOO Ćuprija, which was founded in 1958, became the part of our company in 2018. We have enriched the range of products with two traditional brands Bonžita and Romansa. These brands have survived on the market for many years and remain recognizable serbian brands, both on the domestic market and in the region.
We have been with you for half a century and we are looking every day for new ways to thank you for your trust and love. We continue to grow together with the most beautiful flavors and the highest quality sweets!
MISSION AND VISION
MISSION
For 50 years, we have been creating sweet moments that bring generations together. Our mission is to make every bite of a Medela treat awaken emotion — a memory of childhood, a smile shared with someone special, or a simple moment of joy just for you. We believe that quality, tradition, and love for what we do make all the difference — and that’s why, day after day, we bring new flavors that blend the familiar with the modern.
VISION
To remain, for the next 50 years and beyond, a symbol of trust, taste, and the warmth of home — and to be a part of your everyday moments of happiness. We want to grow together with you, cherishing what’s familiar while introducing new, modern experiences and flavors that inspire. Medela — a tradition that lasts, and a taste that always finds its way to your heart. ❤️
TIME MACHINE
We keep in a special compartment all our favorite memories of the time that we have spent with you. Come with us on a journey through time and see what we have in our old albums.
At the time the factory manufactured extremely delicious biscuits branded Vitalkeks, which subsequently changed its name. This historical moment remained known as the birthday of 'Medela', now one of the leading confectionery companies in the country.
The retro check-patterned boxes reflected the spirit of that time – a check tablecloth, home atmosphere and a delicious soft strudel. Family and home warmth are the basic values that Medela has always shared with its consumers. Strudels have always been part of family moments.
The check pattern became retro and Medel got a new design in the early 90's. With calm colors and a clear composition, Medela strudels are still recognizable. Medela values continue living with a new slogan: Medela - A sweet habit of the entire family.
With the arrival of a younger generation of employees to the marketing and development services, 15 years ago, new ideas on packaging design came together with them. Due to the increasing competition on the shelves, it was necessary to create a new packaging that would attract the consumers' attention. The packaging was redesigned in vibrant and attractive colors, following the new trends. Two new flavors were introduced, the favorite traditional homemade apple strudel and the date strudel.
In order to fully satisfy the demands and wishes of our consumers, new flavors were introduced in our assortment, such as: Choco Strudel with Orange, Choco Strudel Speculaas and the vegetarian integral strudels with fig and cranberry. In 2014, Medela strudels got a completely new design that highlights irresistibly juicy and delicious strudels, which tempt you to eat them. In 2017, the redesign was improved, the color of the box was intensified and a horizontal and vertical design was made. Thanks to this visual change, Medela won new consumers.
In 2020, we once again made slight changes to the design of the box. All conservative, redundant elements have been removed, we have got a cleaner visual, modern and playful design, which suits our brand. In this year, we also introduced Brownie Strudels into the range, as well as strudels with chocolate filling.
In 2018, Medela brought a touch of global dessert trends into a beloved traditional form — launching Brownie Strudels with raspberry and forest fruits.
The blend of the familiar and the new quickly won over consumers’ hearts, soon followed by the irresistible Jaffa orange flavor.
Today, Brownie Strudels remain one of Medela’s most loved creations — because when chocolate, fruit, and tradition come together, the result can only be pure perfection.
In 2021 new strudels of traditional flavors arrived right from grandma's kitchen. They are made according to grandma's old recipe. These strudels will take you back to your childhood and remind you of the smells of your grandmother's kitchen and all those sweets made with love.
Half a century of flavor and emotion!
Medela celebrates 50 years of tradition and taste — and alongside our legendary strudels, we’re introducing new favorites: Medelice, soft and airy pastries filled with rich cream, and Choco Pitice, tender sponge cakes with marshmallow, coated in the finest chocolate.
Traditionally good — now in a whole new way.
Medela
Quality, Safety and Certificates
At Medela, we believe that trust begins with quality.
That’s why we carefully select our ingredients, monitor every step of the production process, and make sure that every one of our products is tasty, safe, and reliable – just the way we would want it for our own families.
Our products go through strict quality controls, from the selection of raw materials to the final packaging. Our product range is the result of a perfect balance between tradition, modern technology, and the highest food safety standards.
Quality checks are performed both in our internal laboratory and in accredited external laboratories – because for us, “good enough” is never good enough.
Medela operates in accordance with internationally recognized standards ISO 9001:2015 and HACCP. And because we value every consumer, many of our products proudly carry the Halal certificate.
For more than half a century, our goal has remained the same – to create products you can trust, that bring you joy, comfort, and the taste of home. ❤️
