Maidan invests €1.2 million in expanding its production capacity and launches PIUA, its own ready-to-eat product line

The investment includes the modernization of the production unit in Crevedia and the launch of PIUA, Maidan’s first premium spreadable product range, responding to the growing demand in the ready-to-eat market.

Maidan, a company active in corporate and private event catering, industrial catering and the development of its own gastronomic products, announces a total investment of €1.2 million dedicated to modernizing and expanding its Crevedia production facility, digitizing internal processes, and launching a new ready-to-eat product line under the PIUA brand.

This new investment is part of the company’s long-term development strategy, aimed at strengthening its proprietary product segment and diversifying its portfolio toward retail and individual consumers, complementing its corporate and industrial catering activity.

PIUA, the first premium spreadable range with Maidan’s signature

PIUA marks Maidan’s entry into the premium ready-to-eat category, with a range of recipes inspired by Romanian and Mediterranean cuisine. The lineup includes hummus, roasted eggplant salad, bean purée and zacusca, reinterpreted in modern versions with ingredients such as truffles, pesto, sun-dried tomatoes, chickpeas, harissa or sous-vide beef with pomegranate sauce. The initial range consists of 6 SKUs, with expansion planned up to 16 varieties for an evolving taste experience.

“PIUA products target the active urban segment: consumers aged 25–55, with above-average income and a fast-paced lifestyle. They value quality and sustainability and look for quick yet nutritionally sound solutions, suitable for consumption at the office, at home or on the go,” says Călin Cîndea, founder and CEO of Maidan.

The products are packaged in sustainable, recyclable kraft containers, with 80% less plastic and a reduced CO₂ footprint, designed for modern consumption—at home, at work or in transit. They have a 21-day shelf life, without additives or preservatives, thanks to controlled-atmosphere packaging technology.

“PIUA continues Maidan’s story in a different setting, the modern retail space. We started from a childhood symbol, that moment when a break meant simplicity and joy, and transformed it into a product built for today’s consumer. The market is filled with ultra-processed, standardized products. PIUA brings emotion, authenticity and food made with care into focus—just as we’ve been doing for years at Maidan. We’ve taken the same spirit into retail, in containers that carry a story and offer a genuine break, not just a quick meal on the run,” adds Călin Cîndea.