EU Business News - Q4 2025 Food & Beverage CEO of the Year 2025 (CEE): Iryna Ruzhytska New Products Group is one of the largest producers of beverages and snacks in Ukraine, with a growing international presence and a reputation for setting trends in the food and beverage market. Founded over two decades ago, the company has built a dynamic business model rooted in innovation, quality, and consumer insight. Today, it exports to more than 23 countries – including Poland, the Netherlands, Italy, and India – and manages a diverse portfolio of over 220 products across ten distinct brands. The company’s story began with the construction of a modern production facility in Zhashkiv, a small town located on the border of the Kyiv and Cherkasy regions, The site was chosen for its access to artesian water, known for its optimal mineral composition and suitability for daily consumption. This natural resource became the foundation of the company’s beverage production and inspired the launch of its drinking water line, PRYRODNE DZHERELO™. Over time, the Zhashkiv plant has grown into a high-tech manufacturing hub equipped with automated systems, high-speed bottling lines, and a certified food safety laboratory. In 2020, New Products Group expanded its operations with New Brew – a next-generation brewery featuring German equipment, a brewery, a fermentation department, a beer fermentation and maturation department, and a packaging department, reinforcing its commitment to innovation and product excellence. New Products Group’s portfolio reflects a bold and diverse approach to beverage and snack development. Its brands span a wide spectrum of categories – from energy drinks and kombucha to functional beverages, alcohol-free cocktails, and on-the-go snacks. Among its most recognisable labels are NON STOP™, PIT BULL™, SHAKE™, REVO™, OTAKA KOMBUCHA™, and EAT ME™ – each designed to meet specific consumer lifestyles and preferences. What sets the company apart is its commitment to continuous experimentation. New Products Group actively explores natural ingredients, unexpected flavour pairings, and crossAs global demand for functional, sustainable, and lifestyle-driven products continues to reshape the food and beverage sector, producers are under pressure to innovate at scale. New Products Group has emerged as a leading force in this shift, combining hightech manufacturing with bold product development across ten established brands. At its helm is CEO Iryna Ruzhytska, a seasoned leader with deep expertise in corporate finance and market expansion. We learned more about New Products Group and its standout leadership, as Iryna is named in the European CEO of the Year Awards 2025. category concepts to stay ahead of market trends. This spirit of innovation allows it to create products that not only satisfy current demand but also shape future consumer expectations – whether that means launching a new kombucha line, developing zero-alcohol alternatives, or crafting energy drinks tailored to active lifestyles. Rigorous quality control lies at the heart of New Products Group’s production process. All beverages undergo testing in a licensed laboratory, with checks performed at every stage – from raw material intake to final packaging. The company has implemented a comprehensive food safety management system certified under FSSC 22000, which includes ISO 22000:2018 and ISO/TS 22002-1 standards, ensuring full traceability and compliance with international benchmarks. To maintain consistency and hygiene, the Zhashkiv facility operates a Clean-inPlace (CIP) system that uses disinfectants and water to clean equipment automatically. This minimises human error and guarantees a sterile production environment. Combined with automated bottling lines and strict oversight by certified brewers, these measures ensure that every product meets the highest standards of safety, stability, and consumer trust. This commitment to quality is matched by a strong focus on environmental responsibility. Guided by an ecooriented philosophy, New Products Group integrates sustainability into its production systems and long-term strategy. The company invests in energyefficient equipment, applies automated cleaning technologies to reduce resource use, and supports recycling initiatives across its operations. These measures not only minimise environmental impact but also strengthen the company’s readiness for international growth – aligning its practices with global standards and consumer expectations. New Products Group continues to expand its international footprint through strategic market entry and production partnerships. Its export network spans 23 countries, with recent additions Contact: Iryna Ruzhytska Company: New Products Group Web Address: www.newproducts.com
RkJQdWJsaXNoZXIy MTUyMDQwMA==