Idea Serbia

Idea Serbia is a supermarket chain which was founded in 1992. Its headquarters is based in Belgrade, Serbia. The company is a subsidiary of Fortenova Group, a food producer and retailer based in Croatia. 

Currently, the business operates 296 stores across the country and manages an e-commerce platform as well. 

Moreover, Idea Serbia provides a wide assortment of goods in the following categories: 

• Savoury grocery: spices, pulses, rice, etc.
• Sweet grocery: baking powder, jams, tea, etc.
• Drinks: water, juices, fizzy drinks, etc.
• Wine & spirits: whiskeys, rums, wines, etc. 
• Chilled & fresh: fruits, ready meals, meat, etc. 
• Frozen: seafood, vegetables, ice creams, etc. 
• Dairy: butter, cheese, whipped cream, etc. 
• Personal care: perfumes, lip balms, eye creams, etc. 
• Household: detergents, bin bags, air fresheners, etc. 

Brands such as Finish, Nescafe, Alpro, President, Kinder, Bonduelle, Nivea, Perfex, Colgate, Barilla and many others are endorsed by the firm. It is noteworthy that Idea Serbia offers a range of organic products as well. 

Idea Serbia developed its own brand “K Plus” which is one of the most recognisable brands across the country. The private label consists of 2,000 products such as tea, cheeses, meat, etc. 

The company’s online shop can be accessed on: https://online.idea.rs/