Strnadova CE Industries is planning a comeback for its instant Melty

Jaroslav Strnad is expanding in the food industry. He has acquired the jam manufacturer Fruta Podivín, is aiming for a 50% share of the mustard market, and wants to encourage the younger generation to drink traditional cereal drinks.

Strnad is expanding in the food industry through CE Industries, with an annual turnover of around 13 billion crowns. The group has acquired Fruta Podivín, a manufacturer of jams and baby food, bringing the consumer goods division’s turnover to almost 2 billion crowns.

Key market positions: approximately 30 per cent in jams and fruit spreads, a 40 per cent market share in mustard and 15 per cent in cereal drinks. The division processes around 6,000 tonnes of fruit annually from 11,000 tonnes of produce.

Strategic plans focus on revitalising the Melta brand through innovations including cereal drinks with lower caffeine content, dairy variants and functional drinks with minerals and vitamins.

Beohemija, a Serbian consumer chemicals plant, generates approximately 800 million crowns in revenue, whilst Fruta Podivín produces around 500 million. The holding company maintains long-term supplier relationships, including dedicated chicory cultivation for over ten years.