About Us

Medela

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!

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MISSION AND VISION

MISSION

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.

VISION

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.

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 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.
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Medela

Quality, Safety and Certificates

Our company produces safe quality products which are good for your health and meet the requirements and expectations of all our customers and users. It bases its business success and further progress on the development of products in accordance with the requirements of normative documents related to product quality and safety (from the procurement of basic materials to the delivery of finished products), as well as the requirements, needs and expectations of customers and users.

Medela operates by consistently controlling products and managing processes that ensure full satisfaction of consumer requirements, adhering to appropriate regulations, thus eliminating risks to human health as well as environmental pollution.

We constantly invest in technical and technological development and improvement, while always maintaining sanitary and hygienic standards of production. Continuous control of raw materials and finished products takes place in the internal laboratory of AD “Medela” as well as in external accredited laboratories.

The Medela company has been operating in accordance with world-recognized quality and safety standards (ISO 9001: 2015 and HACCP) for years. We have additionally raised the safety management system for our products to a higher level by certifying ourselves according to the FSSC 22000 certification system, version 5 – food safety management system.

In addition to all of the above, AD “Medela” remains on the path of continuous progress and improvement, all in order to achieve the defined goals of quality and safety measures.

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