Dijamant

Dijamant is a Serbian food-manufacturing company headquartered in Zrenjanin. Its principal business is the production and marketing of edible oils, vegetable fats, margarine, mayonnaise, and related grocery products. The company is particularly associated with refined sunflower oil, a long-established staple of Serbian household cooking, while its portfolio also includes Mediterranean oil, palm oil for frying, spreadable margarines, mayonnaise, and products sold under the Omegol name. The business was established in 1938 as Oil Factory “Beograd” in Zrenjanin. After the Second World War, it became a state-owned enterprise and was renamed “2. oktobar” in 1946. Its industrial capabilities expanded over subsequent decades. A new bottling facility, including a line for filling oil into PVC bottles, was built in 1974. This development supported the transition from bulk production toward packaged retail products and helped establish the company’s continuing presence in the consumer-goods market. Dijamant’s portfolio broadened beyond cooking oil during the late twentieth century. The Dobro Jutro spreadable-margarine brand entered the domestic market in 1980 and later developed into a range that included dairy, light, diet, and butter-oriented variants. Mayonnaise production began in 1988. The company describes its mayonnaise range as being based on fresh egg yolk and a traditional recipe, with delicatessen, salad, and light variants. Omegol products were positioned around omega-3 and omega-6 fatty acids and vitamin E, extending the portfolio into products marketed with nutritional attributes. The company became part of a wider regional food-industry structure in 2005, when Croatian conglomerate Agrokor Group acquired a majority shareholding. Through that transaction, Agrokor controlled two significant edible-oil manufacturers in the former Yugoslav market: Dijamant in Serbia and Zvijezda in Croatia. Following the restructuring of Agrokor’s assets, the Serbian corporate registry recorded the transfer of Agrokor’s holding to Fortenova Group in 2021, giving Fortenova full ownership at that point. The company also changed its legal form in August 2021 from a joint-stock company to a limited-liability company. The current reference description identifies MK Group as the owner. Dijamant operates within Serbia’s agricultural and food-supply chain as well as in consumer packaged goods. Its activities include relationships with oilseed producers, procurement, storage, processing, packaging, and distribution. Sunflower oil remains central to the business, with raw materials linked to domestic agricultural production. The company presents this connection with farmers and the wider agricultural sector as an important part of its role in the Serbian economy. The brand has also emphasized social responsibility and community programs. “Follow the Sunflower” is described as an inclusion-focused initiative addressing the needs of people with Down syndrome, while “Young Pastry Chefs” supports talented secondary-school students. In 2021, Nielsen-based retail-market data cited in the company’s reference material identified Dijamant as Serbia’s leading brand in edible oil, mayonnaise, table margarine, and spreadable margarine categories. Dijamant therefore combines a historic industrial identity with a broad household-food portfolio and a strong position in Serbia’s packaged-food market.

Dijamant traces its origins to 1938, when an edible-oil factory known as Oil Factory “Beograd” was established in Zrenjanin. The enterprise operated through the political and economic changes affecting Yugoslavia and Serbia during the twentieth century. After the Second World War, it was nationalized and became a government-owned company under the name “2. oktobar” in 1946. The company expanded its manufacturing infrastructure as packaged edible oil became increasingly important to household retail. In 1974, it built a new bottling plant with a production line designed to fill oil into PVC bottles. The investment marked an important step in the development of a branded, packaged-food business rather than one focused only on bulk oil processing. Edible sunflower oil remained the company’s core product. Dijamant’s oil production has been connected with sunflower seed supplied from domestic agricultural land, and the business has developed relationships with oilseed growers, procurement networks, logistics providers, and storage facilities. This gives the company a role that extends beyond consumer branding into Serbia’s agricultural and food-processing chain. Dijamant later diversified into adjacent grocery categories. The Dobro Jutro margarine brand was introduced to the domestic market in 1980. Its range subsequently expanded into dairy, diet, light, and butter-related variants. Mayonnaise production began in 1988, creating another major household-food category for the company. The portfolio was later complemented by Omegol products, which were marketed around omega-3 and omega-6 fatty acids and vitamin E. Alongside sunflower oil, the company has also offered Mediterranean oil and palm oil for frying. A major ownership change occurred in 2005, when Croatian conglomerate Agrokor Group became Dijamant’s majority shareholder. The transaction created a regional edible-oil structure in which Agrokor owned both Dijamant in Serbia and Zvijezda in Croatia. After the collapse and restructuring of the Agrokor group, the Serbian Business Registers Agency recorded the transfer of Agrokor’s stake to Fortenova Group in 2021, resulting in Fortenova holding all shares at that stage. In the same year, Dijamant changed its legal form from a joint-stock company to a limited-liability company; the decision was adopted on August 23 and registered on August 26. The reference material identifies MK Group as the company’s owner. The available material does not provide a detailed account of the subsequent ownership transaction, so the precise structure and date of the move from Fortenova to MK Group require additional verification. In the Serbian market, Dijamant presents itself as a longstanding leader in edible oil, margarine, and mayonnaise. Company material citing Nielsen retail data states that the brand ranked first in Serbia in 2021 across edible oil, mayonnaise, table margarine, and spreadable margarine. The company also promotes social and environmental responsibility. Its “Follow the Sunflower” program focuses on the inclusion of people with Down syndrome, while “Young Pastry Chefs” supports talented high-school students. These programs complement Dijamant’s industrial identity with a consumer-facing community role.

• 2021

  Ownership transfers to Fortenova Group

  [1]Dijamanten.wikipedia.org

  The Serbian corporate registry records the transfer of Agrokor’s holding to Fortenova Group, making it the sole owner at that time.

• 2021

  Legal form changes to a limited-liability company

  [1]Dijamanten.wikipedia.org

  Dijamant changes from a joint-stock company to a limited-liability company.

• 2005

  Agrokor acquires a majority stake

  [1]Dijamanten.wikipedia.org

  Agrokor Group becomes the majority shareholder of Dijamant.

• 1988

  Mayonnaise production begins

  [1]Dijamanten.wikipedia.org

  Dijamant starts producing mayonnaise, later developing delicatessen, salad, and light variants.

• 1980

  Dobro Jutro margarine launches

  [1]Dijamanten.wikipedia.org

  The first spreadable margarine under the Dobro Jutro name enters the domestic market.

• 1974

  New oil bottling plant opens

  [1]Dijamanten.wikipedia.org

  Dijamant builds a bottling facility with a line for filling edible oil into PVC bottles.

• 1946

  The company becomes “2. oktobar”

  [1]Dijamanten.wikipedia.org

  After the Second World War, the factory becomes a government-owned enterprise and receives the name “2. oktobar.”

• 1938

  Oil Factory “Beograd” is established

  [1]Dijamanten.wikipedia.org

  The enterprise that later became Dijamant is founded in Zrenjanin as Oil Factory “Beograd.”

A long-established Serbian household-food brand centered on cooking oils, margarines, mayonnaise, and accessible everyday grocery products, with additional emphasis on agricultural sourcing, product variety, and community responsibility.

• Edible oil

  Dijamant edible oils

  Dijamant’s core product line is refined edible oil, especially sunflower oil made from sunflower seed associated with domestic agricultural production. The portfolio also includes Mediterranean oil and palm oil intended for frying. The oil business is supported by procurement, storage, processing, bottling, and retail distribution activities.

• Margarine · 1980

  Dobro Jutro

  Dobro Jutro is Dijamant’s spreadable-margarine range, introduced in 1980. It has expanded from the original product into several variants, including dairy, diet, light, and butter-oriented versions. The range is presented as a practical household spread and cooking ingredient, with product claims relating to fatty acids, vitamins, cholesterol, and trans-fat content varying by formulation.

• Mayonnaise · 1988

  Dijamant mayonnaise

  Dijamant began mayonnaise production in 1988. The range is described as using fresh egg yolk and a traditional recipe without preservatives, and includes delicatessen, salad, and light versions. It extends the company’s presence from cooking fats into prepared cold-food accompaniments used in household meals and salads.

• Functional oil and margarine

  Omegol

  Omegol comprises oil and margarine products positioned around their content of alpha-linolenic acid, an omega-3 fatty acid, together with an intended omega-3-to-omega-6 balance and vitamin E. The range gives Dijamant a more nutrition-oriented proposition alongside its mainstream edible-oil and margarine products.

• Follow the Sunflower

  Serbia

  A Dijamant social-responsibility program focused on the needs of people with Down syndrome and their inclusion in social processes.

  Outcome. The available reference material describes the program’s social purpose but does not provide quantified outcomes.

  Source
• Young Pastry Chefs

  Serbia

  A community initiative dedicated to talented high-school students interested in pastry and related culinary skills.

  Outcome. The available reference material does not report quantified results or a completion date.

  Source

• 2021

  Transfer ownership from Agrokor to Fortenova GroupM&A

  Background

  The transfer followed the restructuring of Agrokor’s assets.

  Action taken

  The Serbian corporate registry recorded Fortenova Group as the holder of 100 percent of Dijamant.

  Aftermath

  Fortenova became the company’s sole owner at that point in the corporate history.

  Source

• 2021

  Change legal form from joint-stock company to limited-liability companyStrategy

  Background

  The change was approved on August 23, 2021, during the period of ownership and group restructuring.

  Action taken

  Dijamant adopted the limited-liability-company form, with registration completed by the Serbian Business Registers Agency on August 26, 2021.

  Aftermath

  The company continued operating as a privately owned food manufacturer under the new legal form.

  Source

• 2005

  Accept majority investment from AgrokorM&A

  Background

  Dijamant was incorporated into Agrokor Group’s regional food portfolio alongside Croatian edible-oil producer Zvijezda.

  Action taken

  Agrokor became the majority shareholder of Dijamant.

  Aftermath

  The transaction linked the Serbian manufacturer to a wider regional edible-oil and food-processing group.

  Source

1. 1Dijamanten.wikipedia.org