Ukrainian frozen convenience food retailer Multi Cook has entered the Serbian market, its founder Volodymyr Matviichuk announced.
“Serbia is our new country on the Multi Cook map. Today, Multi Cook is already much more than just a franchise. It is a global Ukrainian product that has become a true symbol of our country around the world. Our brand enjoys enormous customer trust and is highly recognisable thanks to our successful presence in many countries across Europe and beyond. Every new opening is further proof of the strength of our team and the resilience of our business. Thank you for believing in the brand, delivering great results and helping us take a Ukrainian business far beyond the country’s borders,” he wrote on Facebook.
The store was opened by a network partner in Belgrade at 2Ž Dunavska Street.
Multi Cook is a Ukrainian chain of specialised stores selling frozen convenience foods, founded by Volodymyr Matviichuk, one of the founders of the Halia Baluvana retail chain. It has been expanding under a franchise model since 2022.
The Halia Baluvana chain was founded in Lutsk in 2018. Since 2022, its co-owners have focused on international expansion: Matviichuk under the Multi Cook brand, and Alla and Oleksandr Teliha under the Wesoła Pani brand. In 2025, Matviichuk announced his departure from the Halia Baluvana brand and plans to develop his own brands: Multi Cook, GABAR and MultiBar.
Today, Multi Cook has more than 270 stores across Europe, the United States, the United Kingdom, Canada and other markets. Some locations operate as fast-food outlets under the MultiBar brand, combining retail sales with ready-to-eat meals.
