Econia
Econia is a Ukrainian producer of bottled drinking water and baby food across five brands including Malatko, Akvulia, DIVO, JODO, and Chistiy Kluch. The private, founder-led company serves retail chains, B2B partners, and families across six European countries and international markets.
- Company typePrivate
- Founded2008
- HeadquartersKyiv, Ukraine
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Econia does
Econia is a Ukrainian production and commercial holding company specializing in baby food and bottled drinking water. Founded in 2008 by Iryna Varagash as a spin-out of the earlier Aqua Eco business (1996), the company operates a portfolio of five owned brands: Malatko and Akvulia in baby food and baby water, and DIVO VODA, JODO, and Chistiy Kluch in adult drinking water. Production runs across high-tech facilities in six European countries — Ukraine (Zolotonosha), Slovakia, Moldova, Serbia, and Belgium — using advanced European water-treatment technologies, fully automated production, and accredited laboratory quality control. The company holds ISO 9001:2015 and ISO 22000:2018 (HACCP) certifications and has passed NATO audits enabling military supply contracts.
Notable proprietary features include the original baby water formulation launched under Malatko in 2001 (still the #1 baby water brand in Ukraine), a unique iodized water formula (JODO) targeting iodine deficiency, and DIVO VODA bottles featuring augmented-reality labels and limited-edition AI-generated artwork produced with ZibraAI. The company produces 100+ SKUs and over 12 million units annually, supported by wholly-owned trading subsidiaries in Cyprus (UE HEALTHY FOOD INTERNATIONAL LIMITED) and Slovakia (UNIVERSEFOOD S.R.O.).
Econia's business model combines branded retail distribution through every major Ukrainian chain (Auchan, Silpo, Metro, ATB, Novus, Fora, Velmart, Megamarket, EkoMarket) and e-commerce platforms (Rozetka, Pampik) with turnkey private-label manufacturing for partner brands, door-to-door export services, and direct distributor relationships. End customers span families with infants, health-conscious adult consumers, and B2B partners including retail chains, brand owners, and government/military buyers. The company self-reports 5,230 partners across its relationship base and 86 international partners, and actively participates in Gulfood, Yummex, and SIAL exhibitions to drive export growth.
Econia firmographics
Firmographics- Name
- Econia
- Legal name
- Econia FIE LLC
- Website
- https://econia.com.ua
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Econia is a Ukrainian producer of bottled drinking water and baby food across five brands including Malatko, Akvulia, DIVO, JODO, and Chistiy Kluch. The private, founder-led company serves retail chains, B2B partners, and families across six European countries and international markets.
- Ownership category
- akta.pro rank
Where Econia is headquartered
LocationHeadquarters
- HQ city
- Kyiv
- HQ country
- Ukraine
- HQ region
- Europe
Offices4 records
Markets served
Econia business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Baby Food Products: Production and sale of baby food products including water, juices, porridges, cookies, purees under Malatko, Akvulia brands
- Drinking Water Products: Production and sale of drinking water under DIVO, JODO, Chistiy Klyuch brands for daily consumption
- Private Label Manufacturing: Turnkey manufacturing of water and baby food under partner brands with custom recipes, eco-friendly packaging and individual design
- Export/Import Services: Export of drinking water and baby food to international markets with door-to-door logistics including transportation, customs and insurance clearance
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Econia product offering
Product offeringCore offering
Econia is a production and commercial holding company that manufactures and exports drinking water and baby food under its own brands (Malatko, Akvulia, DIVO VODA, JODO, Chistiy Kluch). It also operates turnkey private label manufacturing of water and baby food for partner brands and provides door-to-door export/import services covering transportation, customs, and insurance clearance for international clients.
Product overview
Econia is a production and commercial holding company specializing in baby food and drinking water. The company operates a portfolio of 5 brands across two categories: baby food brands (Malatko, Akvulia) and drinking water brands (DIVO VODA, JODO, Chystyj Klyuch). The baby food line offers comprehensive infant nutrition including water, juices, purees, porridges, and biscuits. Drinking water products range from specialized iodized water to premium collectible brands with augmented reality features. Production facilities are located in Ukraine, Slovakia, Moldova, Serbia, and Belgium, serving markets in Ukraine and internationally.
Differentiator
Problem solved
Functional benefit
Brands
- Malatko: Balanced baby food for proper growth and development of babies from first days of life. Products include baby water, cereals, purees, juices, and biscuits.
- Akvulia
- DIVO VODA
- JODO
- Chystyi Klyuch (Chistiy Kluch)
Products and services
- Malatko (Малятко) baby food Comprehensive baby food brand offering nutrition for infants and young children including baby water, juices (glass jar and tetrapack), purees (glass jar and pouch), dry soluble porridges (dairy and non-dairy), and children's biscuits (45g and 100g).
- Akvulia (Аквуля) baby water Non-carbonated baby water for children from 0+ months for drinking and cooking baby food; low mineralization with balanced water-salt composition containing the minerals babies need for proper early development. Available in 6L, 2L, and 0.5L bottles.
- DIVO VODA (ДІВО) drinking water Premium drinking water brand that uses its bottles as an information-educational space, featuring collectible themed label collections and augmented reality technology. Available in 0.7L and 1.2L formats, carbonated and non-carbonated, with Sport Lock cap option.
- JODO (ЙОДО) iodized drinking water Iodized drinking water for daily consumption with added iodine ions to support iodine deficiency prevention; packaged in distinctive purple bottles.
- Chistiy Kluch (Чистий Ключ) drinking water Drinking water for daily family consumption with balanced mineral salts and microelements that restore the body's natural water-salt balance; extremely soft, leaves no scale. Available in 0.5L, 0.5L sport, 1.5L, and 6L bottles, non-carbonated and highly carbonated.
- Private Label Manufacturing Turnkey contract manufacturing of water and baby food under partner brands, including development of original recipes, eco-friendly packaging with individual design, exclusive pricing, and an effective distribution system with sales channels in Ukraine and abroad.
- Export / Import Services Door-to-door export and import of drinking water and baby food for international partners, covering transportation, customs clearance, and insurance.
Companies that use Econia
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles5 records
Econia technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Econia partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered flagship, core, major and minor.
- ZibraAIflagshipJoint collaboration for limited edition DIVO water bottles featuring AI-generated neuroart images documenting Russian-Ukrainian war events. Pictures created using ZibraAI's unique AI technology. Raised 250,000 UAH for humanitarian aid.
- Taktika Creative AgencycoreResponsible for creative idea and packaging design for DIVO rebranding project. Developed the concept of turning DIVO into social and informational space on supermarket shelf.
- Joint Ukrainian-Chinese Business CouncilmajorCooperation agreement signed in December 2021 between President Iryna Varagash and Head of Ukrainian part Ambassador Ihor Lytvyn.
- NATOcoreMilitary water supply partnership since 2011. Econia provides drinking water to NATO troops in Ukraine. The company successfully passed NATO audit confirming compliance with military supply requirements.
- Canadian Armed ForcescoreWater supply partnership with Canadian military as part of NATO unified air operation. Company provides bottled water to Canadian troops in Ukraine.
- Auchan UkrainemajorMajor retail chain distribution partner for Econia products including baby food and drinking water brands.
- SilpomajorPremium retail chain distribution partner for Econia products.
- Metro UkrainemajorWholesale distribution partner for Econia products.
- CEO ClubmajorLong-term business association partnership. Econia joined CEO Club charity initiatives during COVID-19 pandemic.
- European Business Association (EBA)majorMember of European Business Association since 2015.
- Union of Ukrainian Entrepreneurs (SUP)majorBusiness partner of SUP. Organized partner tours and excursions.
- International Chamber of Commerce Ukraine (ICC)majorBusiness partner of ICC Ukraine since 2011.
- Ukrainian Business Women NGOminorMembers and partners of the organization.
- ZibraAI Sirens GalleryflagshipCharitable NFT project documenting war events via neural network. Econia obtained exclusive rights to five images from the gallery for DIVO water labels.
- Save_UkrainiansminorCharitable partnership for delivering water to maternity homes and perinatal centers in Kropyvnytskyi and Mykolaiv.
- Wings of Hope FoundationminorCharitable partner in #food_for_children action supporting children in Lviv region with baby food packages.
- Olena Pinchuk FoundationminorCharitable partnership distributing Malatko products to children at Kyiv Center for rehabilitation of children with disabilities.
- Charitable Foundation With an Angel on ShoulderminorLong-term partner supporting children with cancer at mobile medical hospice. Regularly provides Malatko products.
- Early Birds ProjectminorCharitable partner for prematurely born babies.
- Kyiv Children's Cardiac Center OhmaditminorFinancial support for children at cardiac center.
- Zolotonosha City AdministrationmajorActive partnership since 2008 for economic, social and cultural development of Zolotonosha. Exclusive sponsor of Zolotonosha City Day. Created 'Zolotonosha Entrepreneurs Club' to unite business and government.
- FC LNZminorDIVO is official water partner for FC LNZ football club. Football players consume DIVO water during training and games for main, youth, and children's academy teams.
- Kyiv Futsal FederationminorJODO drinking water is refreshing partner of the federation for over a year. Provides water during tournaments.
- Boxing Federation of UkraineminorTM Chystyj Klyuch became water sponsor of Ukraine Championship in boxing among boys and girls.
Scale indicators8 records
Recent moves9 records
Expansion highlights5 records
Econia competitors and assessment
Company assessmentEmerging players
- Hero Group: Swiss baby food and nutrition company with portfolio brands including Hero Baby. Comparable in baby food category mechanics (recipes, packaging formats, retailer partnerships) overlapping with Econia's Malatko range.
- Highland Spring: UK-based premium bottled water producer. Comparable as a single-country-origin premium-positioned water brand expanding internationally, similar in trajectory to Econia's international ambitions with DIVO.
Broad incumbents
- Nestlé Waters (Pure Life): Operates Nestlé Pure Life and other bottled-water brands globally. Provides a benchmark for multinational scale and pricing in the same bottled-water category Econia competes in.
- HiPP: European baby food and baby water specialist selling across European retailers. Directly comparable as a premium-positioned European baby-food and baby-water brand targeting similar parents-and-infants segment.
- Coca-Cola HBC (BonAqua): Bottles and distributes Coca-Cola system brands including BonAqua bottled water across Ukraine and Eastern Europe. Competes for the same shelf space and category buyers as Econia's DIVO, JODO, and Chistiy Kluch.
- PepsiCo (Aqua Minerale): Global beverage incumbent whose Aqua Minerale brand competes head-to-head in the same Eastern European bottled-water category, distributed through overlapping retail chains.
- Danone (Evian, Volvic, baby food): Global leader in bottled water (Evian, Volvic) and baby food (via Nutricia). Comparable as a diversified multinational competitor in both Econia's drinking-water and baby-food segments.
Others
- Refresco: Largest independent bottler of private-label beverages in Europe. Directly comparable to Econia's private-label manufacturing offering for retailers seeking contract water and beverage production without in-house capacity.
- Cott Corporation (Primo Water): Global water and beverage solutions provider with strong private-label and bottling services. Comparable as a private-label beverage manufacturer targeting the same retailer and brand-owner customers as Econia.
Direct peers
- IDS Borjomi Group: Owner of leading Ukrainian bottled water brands Morshinska, Truskavetska, and Myrgorodska. Directly comparable as a Ukraine-headquartered multi-brand bottled water producer selling through the same retail chains (Auchan, Silpo, Metro, ATB).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Econia social profiles
Digital presenceEconia compliance and trust
Trust signalCompliance4 records
Econia financial estimates
Financial estimateRevenue estimate
Valuation estimate
Econia leadership team
Management profileNumber of profiles
Profiles12 records
Econia subsidiaries and ownership
Company hierarchySubsidiaries2 records
Econia funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Econia M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Econia
What does Econia do?
Econia is a production and commercial holding company that manufactures and exports drinking water and baby food under its own brands (Malatko, Akvulia, DIVO VODA, JODO, Chistiy Kluch). It also operates turnkey private label manufacturing of water and baby food for partner brands and provides door-to-door export/import services covering transportation, customs, and insurance clearance for international clients.
Is Econia a public or private company?
Econia is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Econia founded?
Econia was founded in 2008. It employs 51 to 100 people.
Where is Econia based?
Econia is headquartered in Kyiv, Ukraine, in the Europe region.
How does Econia make money?
Four revenue lines are on record. Baby Food Products are the primary driver. The others are drinking Water Products, private Label Manufacturing and export/Import Services.
Who are Econia's main competitors?
Emerging players on record are Hero Group and Highland Spring. Broad incumbents are Nestlé Waters (Pure Life), HiPP, Coca-Cola HBC (BonAqua), PepsiCo (Aqua Minerale) and Danone (Evian, Volvic, baby food). Others are Refresco and Cott Corporation (Primo Water). IDS Borjomi Group is listed as a direct peer.
Does Econia have an API?
No public API is recorded for Econia.