It has to taste like homemade

Market leader in cakes and desserts 

Dr. Oetker in Serbia is the market leader in almost all segments in the world of Cake and Desserts. In Serbia, people love preparing sweets, with older generations favoring homemade desserts made from scratch. They particularly enjoy using ingredients like vanilla sugar, baking powder, puddings, and cocoa powder. On the other hand, the younger population, due to their fast-paced lifestyle, often choose our ready-made mixes that save time while still delivering the quality that consumers are used to.

Brownies, cupcakes, various decorations, the classics Backin, vanillin sugar and dry yeast, pudding, oatmeals and frozen pizzas: the Dr. Oetker range for baking enthusiasts and connoisseurs of sweet and savory delicacies is large.

For a delicious start to the day

We have a strong presence in the breakfast category, consistently achieving excellent results. In 2025, we will celebrate a decade of offering our oatmeal range, which currently includes seven different flavors of standard oatmeal and four flavors that are vegan, fasting-friendly, and free from added sugar.

Additionally, for the past three years, we have expanded into savory breakfast options. We launched Polenta, a traditional Serbian breakfast dish. This was followed by a highly successful innovation — Dr. Oetker Polenta Quick and Easy that doesn’t require cooking, but is simply mixed with hot water, speeding up the preparation process. This innovation quickly gained popularity in the market.

“Polenta quick and easy is a great success and example of a perfect product launch. Traditional savory breakfast in modern packaging, convenient and accessible to everyone in a matter of minutes. Creamy texture, great taste and an easy preparation are the main reasons why it became so popular and a mandatory adorable breakfast for many consumers.” Nikola Špička, Product Manager.

Lots of competition for frozen pizza market

Ambient assortment is dominant in the Serbian portfolio while frozen assortment is important but makes small part of it. Why is it like that? Don't Serbs like pizza?

“Oh yes, of course," says Managing Director Sanjin Laganin. “We currently offer pizzas like Margherita and Quattro Formaggi, but the frozen pizza market is smaller compared to RTE pizzas. Along with competition from bakeries, pizzerias, and restaurants, the Serbian market is
dominated by cheaper manufacturers. Price is a key factor for consumers, and Ristorante and Feliciana are premium pizzas. Of course, taste is also important, and that’s where we rely on our team. "We are currently working on plans to enter new categories and expand in existing ones. We are also excited about the regulatory changes regarding meat-flavored pizzas and look forward to them.”

Managing Director Sanjin Laganin: he spent 5 years at Dr Oetker Malaysia as an MD before returning to Dr. Oetker Serbia.

State-of-the-art production in Šimanovci

Dr. Oetker products are manufactured on state-of-the-art equipment that meets the very highest standards. The motivated team makes for impressive figures: “We produce over 100 different products under the Dr. Oetker brand and about 60 under the 'C' brand, of course, always in compliance with all implemented standards, policies and procedures“ , says Marija Boljevic, Quality Control Team Leader.

The “C“ stands for “Centroproizvod“. In 2011, Dr. Oetker took over the then Serbian market leader of baking ingredients and desserts.

Creating a Taste of Home - Kreiramo ukus doma

“We have everything a customer may possibly need to prepare cakes and pastries in our assortment. Customers have remained faithful to us for decades because they recognize the excellent quality, ease of preparation, and deliciousness of our products.” Daliborka Rosić, Marketing Director.

Tasty! For the Serbs, this means it should taste like homemade. For product development, this means transforming the 'homemade taste' into the recipe and creating a product that anyone can prepare easily and quickly. In the future, Dr. Oetker Serbia would like to further strengthen its position as a market leader by developing new cake and dessert categories.