WE OFFER CONSUMERS JOY

Dr Oetker will be celebrating two decades of its existence in Serbia next year, while in Germany the brand will celebrate 130 years of operations. It operates today in more than 40 countries, has more than 16,000 workers and 3,500 different products, but is continuing to expand and works constantly on innovations

Dr Oetker has a traditional range that persists thanks to Oetker. Each country strives to adapt its offer to the needs of its the brand’s loyal consumers. Despite its leading posi market. Among varying countries there are the same products, tion in the segment of cake preparation products, Dr but also completely different groups of products that are spe Oetker follows all changes on the market, developing cific only to certain markets and the tastes of their population. and expanding precisely those groups of products that follow Dr Oetker baking powder is of uniform quality and is a wellthe lifestyle of modern people known product that’s present on a large number of markets, but What is it like to lead such a unique company? different countries. What is common and unique in all Dr Oetker - I would say that the most accurate an member countries are the standards and swer is ‘challenging’. From the beginning, our goal in Serbia was first to return the The requirements for the quality that we strive to achieve uncom promisingly in every business process. brand to the market, to complete the quality and safety of our The requirements for the quality and acquisition of Centroproizvod and, fi products are based on the safety of our products are based on the nally, to construct a factory where our products would be produced according same standards and internal same standards and internal guidelines at all Dr Oetker factories worldwide. The to the highest standards of quality. Of guidelines at all Dr Oetker certificates that we possess are part of a course, throughout this entire journey, we’ve been working constantly to advance factories worldwide global certification matrix, which ensures a high level of quality and an absolutely our people, to improve our processes and safe product, regardless of the country corporate culture, so – as such – we’ve implemented the most in which it is produced. modern tools in all areas of operations. cake mixes are adapted to the tastes and habits of consumers in Dr Oetker is known everywhere as one of the most socially We presume that your product range varies from market to responsible companies. Has the pandemic only strengthened market, but that you insist on high standards in business and your concern for employees and the communities in which product quality wherever you operate... you operate? - Understanding the similarities and differences between consum - Thanks to responsible operations and dedicated, hard-working ers in different countries is very important for a company like Dr employees, during the period of the state of emergency and

tough economic conditions caused by the COVID-19 Pandemic, the consumer and their behaviour, because it is precisely the our company ensured the regular and full payment of salaries behaviour of consumers that has the greatest impact on profit for all employees. and business success. Throughout all these years, Dr Oetker

The company’s management waived the assistance offered has been offering its consumers the joy of preparing delicious, by the Government of the Republic of Serbia that was intended beloved cakes and desserts in the most affordable form and for businesses, in the form of a package of tax breaks and direct the best quality. From traditional additives for preparing des payments of the net minimum wage for every employee. We felt serts, through cake mixes that simplify their preparation, to that this help was needed by companies that were particularly oatmeal, as a quick solution for breakfast or a snack. hard hit by this crisis, as well as small and medium-sized enter By turning towards changes on the market, Dr Oetker has prises. As such, we at Dr Oetker Srbija considered it socially combined quality and competencies with its range, making responsible and patriotic to leave that help for them. its products available to its consumers in the form of simple

Apart from caring for employees during these uncertain and preparations. We live today in the time of digitalisation, when difficult times, we at Dr Oetker Srbija believe that all members the flow of information is faster than ever before, as is the of the community should do what is in their power to help those availability of products, while consumer tastes are becoming on the front line of the struggle against the pandemic and ever more demanding and the time available for baking and those for whom help means the most. It is for this reason that preparing desserts is constantly reducing. we’ve turned to what we do best and donated our products to Our traditional range still resists the changes of this institutions nationwide. time, because we have loyal consumers and occupy a lead

We donated, to the Clinical Centre of Vojvodina in Novi Sad, ing position when it comes to this segment of products the Institute for Pulmonary Diseases of Vojvodina in Sremska intended for the preparation of cakes. However, as we are Kamenica and the Clinical Centre in Niš, our instant products for orientated towards the market and follow the changes that quick preparation, which include oatmeal, muesli and milkshakes, while the SOS This year we went a step are happening, we develop and expand precisely those groups of products Children’s Village “Dr Milorad Pavlović” further and launched puddings that shorten preparation times and in Sremska Kamenica, the Red Cross of Serbia and the Foundation SOS Children’s that are prepared in a cup. are the most suitable companions to the lifestyle of the modern consumer. Villages of Serbia in Belgrade, Zemun, All you have to do is add milk Our wide range of cake mixes testifies Kraljevo and Niš received our products from the range for the preparation of and blend well, which to that. For example, in order to make cornbread quickly and easily, with a sweet confectionery products. is a response to new small number of ingredients, you need The Dr Oetker family owners and com market trends the Dr Oetker cornbread mixture, 100ml of carbonated mineral water and 400ml pany have for decades shown strong support to families, i.e. of oil, and the job’s done, after 25 minutes of baking. You children and parents, in the most diverse ways. SOS Children’s can opt to add other ingredients, such as cheese. Do you Villages is just one of the many organisations with which you have a quicker recipe than Dr Oetker? Or a recipe for vanilla have enduring cooperation? Tell us more about that... custard slice filling... All you need to do is add 800ml of milk - It was in 2011 that Dr Oetker Srbija established cooperation and the filling is ready. with the SOS Children’s Village in Kraljevo, and the “Kinderdorf In addition to cake mixes, we also have oatmeal, which is SOS International” institution at the international level, which known as a high-quality and fast meal that’s ready in three cares for children and youth. We recognised the importance minutes, a wide range of puddings, cream puddings that and contribution of this organisation in providing a family don’t need to be cooked, instant desserts and many other home for children without parental care and we very happily high-quality products. provide support and our contribution to ensuring this beautiful This year we went a step further and launched puddings story really endures. Our wish, not only for children but also for that are prepared in a cup. All you have to do is add milk and ourselves, is to have beautiful memories from the large number blend well, which is a response to new market trends. On the of gatherings that we organise together. The aim of our many other hand, the health trend also defines the target group and years of friendship is to elicit smiles on the faces of each of in the future will have an even greater impact on consumer the several hundred children that this organisation cares for. behaviour. The development of products that help to more quickly and easily prepare healthier meals is definitely one of In which ways do your current customers differ from those the areas in the focus of Dr Oetker. Responses to this trend you had a few decades ago, and what will the consumers of are oatmeals and cereal mixes made from different types of the future look like? cereals, created with the intention of enabling consumers to - No oranisation, not even the smallest, can or should neglect also consume this type of product.