Pliva Ltd. Pharmaceutical and Chemical Industry

Zagreb, Prilaz baruna Filipovića 25

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The founding of Chemical and Pharmaceutical Industry Kaštel Ltd. in 1921, financed with foreign capital, was the beginning of the pharmaceutical industry in Zagreb. The company was first stationed in Karlovac and in 1928 moved to Zagreb. In 1945 Kaštel was incorporated into Pliva, i.e. the State Institute for Pharmaceutical Industry. Pliva was assigned a location in Črnomerec. Factory buildings were erected and research laboratories developed. In mid-1970s Pliva developed its own line of cosmetic and hygiene products by incorporating the firms Chicogo from Čakovec and Zagreb cosmetic firm Neva. In the late 1960s Jugodijetetika and Biljana merged with Pliva. This merger made Pliva one of the largest producers of food and dietary products in the country. Interested in modern packaging design, Pliva collaborated with the Packaging Design Bureau and some of the most reputable designers. Croatian designer Milan Vulpe was the principal designer for Pliva products. He is credited with introducing modern visual appeal into packaging design as early as the 1950s.