Edo Mujkić
Episode · #592
VRIJEME JE ZA GOSPODARSTVO Edo Mujkić
Guest Edo MujkićHosted by Darko BukovićMay 3, 2026
Edo Mujkić
About this episode
What you'll hear in this conversation
A business born from the experience of two former professional kayakers, Bite Me Nutrition, recently secured the World Food Innovation Award for Best Snack — a first for any startup from their region in the award's 19-year history. Edo Mujkić, co-founder and CEO, joins us to discuss how their commitment to uncompromising quality in healthy snacks forced them to rethink everything from sales channels to manufacturing. This conversation explores the tension between rapid growth and maintaining product integrity, and what it takes to scale a truly unique offering in a crowded market.
Insights from the conversation
What to take from this episode
01
The World Food Innovation Award for Best Snack was a first in 19 years for a startup from their region. That global recognition, early in Bite Me's lifespan, showed them that their unconventional approach to healthy snacks was already resonating beyond local markets.
02
While Bite Me is growing at 140% year-on-year, Edo Mujkić notes that investors still push for 'golf stick growth.' The founder's view of 'stable and fulfilling' progress often clashes with the exponential demands of venture capital, even when performance is strong.
03
Three months after launching Bite Me, their primary sales channel — specialized health and sports nutrition stores — closed completely due to COVID. That forced pivot, away from their intended market, made them adapt their products and marketing, ultimately leading to their largest retail deal with Billa.
04
The first delivery to 1,300 Billa stores in Austria marks a significant shift from Bite Me's previous maximum of 150 stores with any single retailer. Moving from a 'boutique' presence to this scale means balancing wider distribution with maintaining the core quality and vision of a premium product.
05
Finding a production partner required a global search because most factories refused to work with Bite Me's specific demands: organic ingredients with pest risks, a wide range of raw materials, and an innovative product shape. When your product is genuinely different, you often have to outsource manufacturing to partners willing to meet those unique, high-bar requirements.
06
Edo Mujkić's five-year-old declaration, 'I will be number one,' seemed ambitious until the World Food Innovation Award gave Bite Me that status in a key category. Market realities may challenge initial timelines, but focused, specific successes can fulfill an underlying drive to lead.