Moji Brendovi Group

After monitoring the FMCG space in Southern and Eastern Europe for a number of years, MidEuropa created Moji Brendovi Group (MBG) in April 2015 when it acquired Imlek, a dairy group in the former Yugoslavia, Bambi, a Serbian confectionery producer, and Knjaz Milos, a Serbian mineral water producer. In partnership with top management teams for the respective businesses, MBG grew impressively, generating strong profitability and a high innovation rate. In 2019, Bambi was sold to Coca-Cola HBC and Knjaz Milos to PepsiCo and KMV.

Partnership highlights: 

• Corporate governance and board-level oversight function were significantly augmented, whilst operating teams were strengthened with top talent from leading regional and international strategics
• Unlocked asset liquidity by resolving multiple structural and legal complexities linked to previous ownership including tender offers for minority shareholders, multiple mergers and demergers
• Significant investment was made in innovation and new product development, successfully creating new SKUs and attracting new consumers
• Operational excellence was one of the key value drivers, with improved organisational structure, targeted marketing and optimised central costs leading to significantly improved profitability
• Accelerated innovation rate from 2% to 10% (share of new products in total sales) at Imlek
• Bambi biscuits market share grew from 40% to 42% despite increased competition from international and local players 
• Improved profitability of Knjaz Milos, with EBITDA margin increasing from 18% to 25%
• Bambi was sold to Coca-Cola HBC in 2019; Knjaz Milos was sold to PepsiCo and KMV in 2019

Value Creation:

• Operational Excellence

* at Imlek

** at Knjaz Milos

*** at Bambi