Zagreb, 21 October 2025 (Hina/MIA) — Vegeta, the seasoning mix and one of Croatia's best-known brands, has lit up New York's Times Square, the world's advertising hub where leading global brands are showcased, the Podravka food company said Tuesday, adding that it has strengthened Vegeta's global presence.

This campaign further confirms the global strength and recognition of Vegeta, a brand that over the past 65 years has become an indispensable part of kitchens worldwide, the company said in a statement.

Vegeta's presence on Times Square symbolically reflects its role as a brand that connects flavors, cultures and generations, proudly carrying Croatian quality onto the international stage.

"The Vegeta campaign on Times Square is a powerful sign of its growing presence in the world's largest market and the result of dedicated work and cooperation between our teams in the market and at our headquarters. At the same time, it reaffirms our commitment to the strategic goal of making Vegeta a globally recognized brand," said Krunoslav Bešvir, Director of Business Units at Podravka.

Present in more than 60 countries, Vegeta is further strengthening its position as a modern culinary brand, a leader in innovation and a symbol of top quality, the statement said.