n a 2010 article the Financial Times described Croatian consumer goods giant Atlantic Grupa as “the standard-bearer for economic reintegration in the fragmented lands of the former Yugoslavia.” The claim followed its takeover of Droga Kolinska, a Slovenian group that came with blue-chip brands in Serbia. Today, Atlantic Grupa’s position as “standard-bearer” is something the business community wholly agrees with. “Our story is an interesting one,” director of corporate communications Gabrijela Kasapović tells European Outlook. Indeed it is. Emil Tedeschi, president and CEO, founded Atlantic Grupa, which started distributing Wrigley’s chewing gum while the war for independence still raged, in 1991.
“Atlantic started off in 1991 with the distribution of Wrigley chewing gums, as a small company of seven employees” It is now the leading European producer of sports food with the well-known Multipower brand. Products include Multipower bars, shakes and supplements and Cedevita “almost-readyto-drink” sports beverages. It has spent much time since the Droga Kolinska acquisition integrating the new business into its portfolio, becoming a giant. “In 2012 Atlantic Grupa introduced a new organisational structure in order to manage all of its business units and distribution markets as efficiently as possible, which means abandoning the former division-based organisation model, and introducing the organisational segmentation into six Strategic business units - Coffee, Sports and Functional Food, Pharma 17
Published on Apr 17, 2012