About us 2018-09-14T07:31:11+00:00

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 toWe 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.

For more than 40 years, we have been together with you and we are constantly looking for new ways to thank you for your trust and love. We continue to grow together with our most delicious tastes and highest-quality sweets!

mission and vision


Our mission is to maintain the competitive advantage that we have built over the years, which is based on the loyalty of our consumers, as well as to conquer new markets by:

• Maintaining and improving the high quality of our products;

• Satisfying the needs of our consumers;

• Introducing modern technological innovations;

• Responsible business activities.


Our vision is to be a company that constantly sets higher standards in the field of confectionery products, as well as in the field of business and life in general, by creating consumer habits and predicting future trends.

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.