New Originals Company
inedit Tofu in Saramura afumat

A new chapter for a well-established tofu brand

Inedit becomes part of the New Originals Company Group – bringing fresh impetus to plant-based foods in the Romanian market.

Vienna, July 1, 2024 – Vienna-based New Originals Company GmbH has announced the acquisition of the Inedit brand and related assets from Dr. Oetker Romania. This strategic move brings together two companies that understand and strive to further develop tofu as a natural, healthy, and sustainable alternative to meat.

Inedit was founded in 1998 by Aurelian Eremia – initially as a small kitchen project, later becoming the leading brand for tofu and plant-based foods in Romania. In addition to tofu, the product range also includes soy spreads and drinks. Production will remain at the Cetățeni site, in close proximity to Romania’s soy-growing region.

The New Originals Company GmbH was founded in February 2024 by Alfa Bio (Slovakia), the management-led company NLT, and Raiffeisen Beteiligungsholding from Austria – with the goal of becoming the leading European provider of tofu and vegan protein products.

At the heart of the company are a deep understanding of the tradition of plant-based foods, high-quality raw materials, and contemporary nutritional needs. This results in delicious and innovative products that accompany people on their path to a healthier lifestyle.

With the acquisition of Inedit, the New Originals Company is expanding its brand portfolio with another member with a strong identity – alongside Lunter (market leader in Slovakia and the Czech Republic) and Omami (the first genuine non-soy tofu brand in Germany, Austria, and Switzerland).

The group consciously relies on traditional production methods and is convinced that tofu changes eating habits – not through imitation, but through its own unique quality.
As part of the acquisition – including brand, production, and inventory – Alina Raiu, formerly Key Account Manager at the Viciunai Group, will become the new Country Manager Romania at The New Originals Company. She brings over 20 years of experience in the Romanian food and retail industry.

The company plans to invest in production in Cetățeni to increase tofu capacity and expand Inedit’s presence beyond Romania into Bulgaria and other Balkan countries.

This reflects the growing desire of Romanian consumers to reduce their meat consumption and adopt a flexitarian diet outside of fasting periods – for both health and environmental reasons.

With a planned investment of €2.5 million in the production facility and the combined expertise of the shareholders, Inedit will be a driving force behind this development in the future.
Matthias Krön, CEO of the New Originals Company, explains:

"The acquisition of Inedit is a significant milestone on our path to becoming the innovation and production leader for tofu in Europe. We are delighted to welcome Inedit to our brand family – and to continue growing on this strong foundation."

Aurelian Eremia, founder of Inedit, adds:

"When I started Inedit in my kitchen 26 years ago, I never imagined it would become Romania's leading plant-based brand. It's all the more exciting that Inedit is now becoming part of a group of companies that shares our core values – respect for people and the environment."

Alina Raiu, new Country Manager Romania, says:

"I am delighted to lead Inedit into this new chapter. Combining Inedit's local expertise with the resources of the New Originals Company opens up great opportunities – for the plant-based market in Romania and beyond."

About The New Originals Company: 
The New Originals Company, established in February 2024 in Vienna, is dedicated to becoming a leading European producer of tofu and plant-based foods. The company’s name reflects its mission: to create innovative products that build on tofu’s rich tradition rather than imitate meat. With a focus on quality and transparency, The New Originals Company GmbH develops nutritious foods that combine traditional methods with modern nutritional needs. The company is committed to supporting healthier lifestyles and sustainable practices across Europe, offering consumers thoughtful alternatives in plant-based nutrition.