Nenad Nikolovski, CEO, Baby Food Factory d.o.o.

Dedicated to Quality, Innovation and Taste

Despite being in its infancy, the Baby Food Factory has already become synonymous with quality and healthy nutrition for all generations. With the Nutrino brand, it has achieved a more than 30% share on the domestic baby food market and has entered over 20 countries

We worked hard to achieve this result. We hoped for it, but we didn’t expect such good results so quickly. This is proof that the market needed something new in the baby food category, where we contribute the most to the growth of the category,” says CEO Nikolovski, before emphasising that he will continue working to improve and grow the company, in order for it to remain a leader in its categories.

Your success is based on quality. Is that why you insist on the highest quality raw materials and the latest technologies for preparing your products?

— Absolutely! Quality is the foundation of our business philosophy at the Baby Food Factory. Product quality isn’t only essential to ensuring the satisfaction of our consumers, but also represents an obligation imposed on manufacturers of infant food by regulatory bodies. The quality approach that we must satisfy in making food for newborns is something that we also transfer to our other brands: Nutrino Junior and Nutrino Lab.

The careful selection of raw materials is one of the key factors contributing to the high quality of our products. We insist on only the highest quality raw materials, and that includes the fruits and vegetables that we source from certified growers. This practice enables us to ensure our products’ consistent quality and freshness.

Could it be said that both Nutrino and Nutrino Lab have exceeded your expectations?

— Nutrino has been the leader in the children’s food category for two years already. Our commitment to high quality, innovation and carefully conceived recipes and flavours has allowed us to gain the trust of parents around the region. The speed at which this brand has grown and reached the number one spot is something truly unconventional for FMCG brands today. We worked hard to achieve this result, we hoped for it, but didn’t expect such good results so quickly. This is certainly proof that these markets needed something new in the baby food category.

The quality approach that we must satisfy in making food for newborns is something that we also transfer to our other brands: Nutrino Junior and Nutrino Lab

On the other hand, Nutrino Lab offers a relatively new form of healthy snack that has quickly become sought-after among consumers wanting options that are convenient, yet nutritionally rich. Considering current trends in the development of healthy food, we knew that this product would be a hit. Despite our concern over how consumers would react to this new form of snack, they embraced the brand incredibly quickly and made it an indispensable part of their healthy habits.

Both the Nutrino and Nutrino Lab brands have exceeded our expectations, but we are continuing to strive to improve and grow continuously, in order to remain leaders in our categories. It is important to note that the accelerated growth of our brands comes not only from market share, but also from our influence on the growth and creation of these categories themselves.

How would you explain the success of the new Nutrino Junior brand, which is intended for preschool children?

— The growth in the popularity of “on the go” food has had an extremely positive impact on our operations, and the Nutrino Junior brand’s launch is an excellent example of how we’ve recognised relevant consumer insight and responded to the needs of modern families. Nutrino Junior was created with the objective of providing healthy and tasty meals for preschoolers, as a response to the demands of parents seeing healthier options for their children, while children themselves want tasty and colourful sweets. This brand has been embraced enthusiastically on the market, which clearly shows that this is a trend that we’ll continue to monitor and work on.

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