Innovation at Desing is not a project but a mindset — an identity that shapes people, products and global partnerships
Founded in 1992 by the Tomić family, Desing is today one of the most recognisable regional creators of innovative solutions in the B2B food industry, present in more than 30 markets worldwide. Its philosophy has remained unchanged from the very beginning: investing in people, fostering continuous learning and building a culture in which innovation is assumed rather than commissioned.
Under the leadership of General Manager Vojislav Nikolić, Desing is rapidly expanding its development capacities, increasing investments in research and development, strengthening cooperation with universities and technology centres, and preparing for a strategic leap — entering the category of companies with medium-high R&D intensity.
Desing has long moved beyond its beginnings as a family business to become an international partner to the food industry. How would you define the company’s DNA today?
— Desing grew out of the energy and vision of the Tomić family — their willingness to build, and to share knowledge. That philosophy remains at the core of our identity. Innovation is not a project, but a natural way of thinking embedded in every part of the business. In practice, that means developing 25 to 30 new products each year, continuously researching, linking science and industry, and creating an environment where people have the freedom to innovate.
To what extent do innovation efforts shape your growth and your strategy for the coming years?
— Innovation is our long-term strategy. It allows us to differentiate ourselves, open new markets, respond quickly and contribute to the sector’s sustainability. From 2026, we plan to increase R&D investment by 80%, placing us in the category of companies allocating 2–5% of revenue to research and development — comparable to industries such as electronics, automotive and chemicals. This is the clearest signal that we see innovation as the driving force of our development.
Which global trends currently have the greatest impact on the B2B food sector?
— Three directions are shaping the sector: personalisation, sustainability and partnerships. Demand for flexible and tailored solutions has never been greater. Sustainability has become a mandatory standard rather than a recommendation.
"Knowledge and collaboration ecosystems are becoming the foundation for faster market development. Companies that understand this will be the leaders"
And knowledge and collaboration ecosystems are now the foundation for faster market development. Companies that recognise this will be the leaders. These are precisely the directions in which we are building our strategy.
Your employee-ownership model has attracted considerable public attention. Why did you introduce it, and what results are you seeing?
— The vesting programme is not a reward — it is a confirmation of shared creation. We are proud to be among the first two companies in Serbia to introduce this model. It demonstrates that a company grows through its people, and that people grow through the company. This philosophy creates loyalty, responsibility and a culture of innovation.
Digitalisation and artificial intelligence are rapidly transforming the food industry. How is Desing positioning itself in this process?
— Digitalisation is now a cornerstone of our operations. We are implementing advanced ERP and analytics systems, automating production and introducing AI into product development and process optimisation. AI will be one of the main tools of our R&D sector in the coming decade — not to replace creativity, but to accelerate it.
What is your vision for Desing over the next decade?
— We see Desing as a global innovation partner to the food industry: digitalised, sustainable, open to new talent and ideas, and with a strong international presence. It is a lasting vision built on a simple truth — innovation is not a goal, but a way of life.
