Fruvita

What Fruvita does

Fruvita d.o.o. is a Serbian fruit processing and beverage manufacturer founded in 2003, headquartered in Belgrade with two production facilities co-located in the Smederevo-Grocka fruit-growing region — one in Kolari for fresh-pressed juice and puree production, and one in Lunjevac for aseptic filling and packaging. The company processes seasonal fresh fruit (May to November) into not-from-concentrate (NFC) juices, 100% fruit juices from concentrate, 100% fruit purees in 180g cups, nectars, lemonades, and carbonated soft drinks across eight sub-brands including Fruvita Samo Voće & Ništa Više, Fruvita 100%, Fruvita Puree, Voćna Dolina (Fruit Valley), and Hello!.

The core technology platform is built on three imported process lines: a FLOTTWEG continuous belt press for fresh-pressed apple juice, ROSSI & CATELLI equipment for cold-extraction fruit puree production, and an FDA-certified SERAC aseptic filling line (French technology with 40 years of aseptic-filling experience) for final packaging. HTST pasteurization (70–75°C, 30–45 seconds) combined with aseptic packaging yields a 24-month shelf life for puree products and 7–12 months for bottled and cartoned juices without preservatives, added sugar, water, or additives. Quality and food safety are governed by HACCP, ISO 9001:2015, ISO 22000:2018, and FSSC 22000:2018 certifications.

Fruvita operates a hybrid go-to-market combining a direct-to-consumer e-commerce storefront on fruvita.com (with courier delivery and a registration-based loyalty program) and retail distribution, with multi-language storefront presence in Serbian, Romanian, Russian, English, and German and dedicated export inquiry infrastructure. Products are sold at a tight retail price band of 80-100 RSD per unit across multiple package sizes, serving health-conscious consumers, families, and younger consumers seeking no-additive fruit-based beverages and snacks. Ownership is private with no disclosed venture capital, private equity, or parent-company affiliations.

Name

Fruvita

Legal name

Fruvita D.o.o

Website

https://fruvita.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Fruvita d.o.o. is a Serbian fruit-beverage manufacturer producing NFC juices, purees, nectars, lemonades, and carbonated soft drinks with no added sugar, preservatives, or additives, using aseptic processing at two facilities in the Smederevo-Grocka fruit-growing region, sold via retail and direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Fruit Juice & Beverages

NAICS

Beverage Manufacturing (3121), Soft Drink Manufacturing (312111), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

akta.pro secondary industries

Fresh Fruit & Vegetable Juices & Juice Blends (Cold-Pressed, NFC, From Concentrate) (AFAKAFAB), Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC)

Keywords

• Fruit juice production
• NFC fruit juices
• Fruit puree manufacturing
• Aseptic beverage processing
• Fruit nectar beverages

Headquarters

HQ city

Belgrade

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Fruit Juice Sales: Sale of NFC (not-from-concentrate) juices, 100% fruit juices, fruit purees, nectars, carbonated beverages, and lemonades through direct-to-consumer e-commerce and retail channels.
2. Fruit Puree Products: Production and sale of 100% fruit purees in 180g (0.18L) packaging, sold at 80-100 RSD per unit.
3. Fruit Valley Brand: Nectar and juice beverages under Fruit Valley brand in 1.5L PET packaging, with seven flavor varieties.
4. Hello! Carbonated Beverages: Non-carbonated soft drinks enriched with vitamins under Hello! brand.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Fruvita produces and sells 100% fruit juices (NFC and from-concentrate), fruit purees, nectars, lemonades, and vitamin-enriched non-carbonated beverages under multiple sub-brands. Products are manufactured from fresh, locally sourced Serbian fruits in two production facilities using aseptic processing and packaging technology, with no added sugar, water, preservatives, or additives.

Product overview

Fruvita is a Serbian fruit juice and beverage company founded in 2003, operating two state-of-the-art production facilities in the Smederevo-Grocka fruit-growing region. The company offers a diversified portfolio of fruit-based beverages organized under several sub-brands: Fruvita Only Fruit & Nothing Else (premium NFC squeezed juices with no additives), Fruvita 100% (from-concentrate juices), Fruvita Puree (100% fruit purees), Fruvita Lemonade, Voćna Dolina/Fruit Valley (nectars in 1.5L PET), and Hello! (vitamin-enriched non-alcoholic drinks including a fruit & tea variant). The product range spans from premium NFC squeezed juices and purees to mainstream nectars and carbonated beverages, with all products processed under aseptic conditions using modern production lines from Flottweg, Rossi & Catelli, and Serac. The company emphasizes processing only fresh, locally-sourced fruits from the Smederevo region without preservatives, with shelf life of 7 months for PET packaging and 1 year for carton packaging.

Differentiator

Problem solved

Functional benefit

Brands

• Fruvita Samo voce & nista vise: NFC (not from concentrate) juices made from fresh-pressed fruits with no added water, sugar, preservatives or additives. The company's flagship premium brand.
• Fruvita 100%
• Fruvita Puree
• Vocna Dolina (Fruit Valley)
• Hello!
• Hello! Fruit & Tea
• Fruvita Cedjene jabuke & Mehurici
• Fruvita Lemonade

Products and services

• Fruvita Samo Voće & Ništa Više (Only Fruit & Nothing Else) NFC (Not From Concentrate) squeezed fruit juices made exclusively from fresh, ripe fruits with no added water, sugar, preservatives, or additives. Each bottle contains pressed juice from multiple fruits such as apples combined with raspberries, blueberries, mango, peaches, and other fruits. Targeted at health-conscious consumers seeking premium natural juice.
• Fruvita 100% 100% fruit juices produced from concentrate, available in apple, orange, and red fruit mix varieties. Contains no added sugar, preservatives, or additives. Available in 0.33L and 0.8L sizes.
• Fruvita Ceđene Jabuke & Mehurići (Squeezed Apples & Bubbles) Carbonated squeezed apple juice combining fresh-pressed apple juice with bubbles, offering a refreshing sparkling fruit beverage. Each 0.8L bottle contains juice pressed from 8 apples with no water, sugar, or preservatives added.
• Fruvita Puree 100% fruit purees in 180g (0.18L) single-serve cups, made without added sugar or additives. Available in combinations including strawberry-apple-banana, apple-apricot-pear, apple-mango-passion fruit-banana, apple-peach-mango, and apple-raspberry-blueberry. Marketed as vegan, 100% fruit content with 24-month shelf life.
• Fruvita Lemonade Lemonade prepared from freshly squeezed lemon juice, offered in 0.75L packaging at 80 RSD per bottle.
• Voćna Dolina (Fruit Valley) Fruit nectar and refreshing beverage line available in 1.5L PET transparent packaging with seven flavor varieties including blueberry cocktail, peach-apple, quince-apple, apple, strawberry-apple, apricot-apple, and pear-apple. Contains 25-99% fruit content and vitamins including vitamin C. Targeted at family consumption.
• Hello!
• Hello! Fruit & Tea Fruit and tea beverage combining fruit flavors with tea extracts, positioned within the Hello! brand portfolio as a new product extension launched in 2025.

Quantifiable outcome

• 24-month shelf life for puree products without preservatives
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Coca-Cola HBC Serbia: Bottler of Coca-Cola products for Serbia and broader CEE. Dominates the carbonated soft drink shelf (Hello! brand's competitive set) and the broader beverage distribution channels Fruvita depends on.
• Eckes-Granini: One of Europe's largest branded juice producers (hohes C, granini, Pago). Broad incumbent serving the same premium juice category across Europe; benchmark for Fruvita's potential export markets.
• Granini (Eckes-Granini): One of the leading European fruit juice brands by volume, owned by Eckes-Granini. Direct competitive overlap with Fruvita's nectars and 100% juice SKUs in modern retail across CEE.

Regional players

• Jamnica (Fortenova Group): Croatian beverage group producing waters, juices, and nectars under the Jamnica, Jana, and other brands. Comparable product portfolio and overlapping retail customers in former-Yugoslav markets.
• Atlantic Grupa (Cedevita, Cockta): Croatian FMCG group with juice, nectar, and soft drink brands (Cedevita, Cockta). Regional player overlapping with Fruvita in fruit nectars and vitamin-enriched drinks across former Yugoslav markets.

Direct peers

• Pago International: Austrian premium 100% fruit juice brand (now part of Eckes-Granini group). Highly comparable to Fruvita's NFC, no-additive positioning in the European premium juice segment.
• Takovo (Mivaka): Serbian fruit juice, nectar, and soft drink manufacturer. Competes head-to-head with Fruvita in Serbian retail across juices, nectars, and carbonated drinks in the same price band.
• Rauch Fruchtsäfte: Austrian family-owned juice and beverage company with strong presence in CEE. Comparable product mix (juices, nectars, private label) and aseptic packaging technology, competing with Fruvita in cross-border retail.
• Knjaz Miloš: Serbian mineral water and beverage producer headquartered in Aranđelovac. Closest direct domestic peer to Fruvita in the Serbian non-alcoholic beverage category, sharing the same retail and distribution channels.

Emerging players

• Happy Day (Coca-Cola HBC): Regional fruit juice and nectar brand bottled by Coca-Cola HBC in CEE. Comparable mainstream nectar/juice positioning in the same retail channels Fruvita competes in.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/FruvitaSokovi
• Instagraminstagram.com/Fruvitasokovi
• Xx.com/FruvitaSokovi
• LinkedInlinkedin.com/company/fruvita-d.o.o.

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fruvita