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Smart Organic has a simple and delicious recipe that offers a healthy choice for everyone. We created Smart Organic as an alternative snack for our own family and continue to produce it with the very same care and with no compromise.

Roobar reaches 46 countries on 4 continents and it's the market leader in the organic raw food bar category in Europe, with close to 1 million bars sold monthly. In our own state-of-the-art factory we set the highest quality standards in producing the bars as delicious and authentic as they were in the beginning.

It all goes back to the family. Back in 2010, in search of healthy treats for her children, Anita invented a delicious recipe of raw bars. The tasty snack soon became everyone’s favorite dessert in Anita and Kalin’s organic store. Inspired to share their creation with the rest of the world, the couple joined forces with Yani, the founder of the biggest organic food distributor in Bulgaria. Thus, Roobar was born in 2012. 

Roobar is now internationally acclaimed but its recipe for success remains the same – simple, healthy and delicious. The team invests their heart in Roobar every day, because it is easy to unlock your inner superhero when you know your mission is good. 

Yani Dragov

Yani Dragov

Co-founder and CEO
Yani is our strategic mind. He is a master of finance and a yoga enthusiast. Yani is passionate about promoting a healthy lifestyle and he is an accomplished serial entrepreneur in that field. We are grateful for Yani's stretching abilities as he has helped Roobar reach 46 countries worldwide!

Roo team

Meet our team of office superheroes:


We are looking for superheroes, hungry for work

We're always on the lookout for creative, assertive and responsible superheroes to join our team. We don't expect you to save the planet right away but you can make the first step with us. We hope you appreciate healthy food as much as we do and you're excited to share this passion with the world.

Check the website for current job openings but don't hesitate to contact us even if there aren’t any positions open at the moment.

Let us know what your superpowers are -
send your CV/Resume and a cover letter to [email protected]!


Roobar loves to get awards – our innovative products and packaging have won their place on novelty stands on three continents! We are grateful for the recognition we receive because it has been the result of all the hard work and efforts invested by the team.