Grisbì stands as a trailblazer with its latest creation: the Gianduia Vegan Grisbì.
Elena Personi Musola, Senior Brand Manager at Grisbì, gives us an exclusive peek behind the scenes of this daring venture. Known for confectionery excellence, the brand now embraces both innovation and inclusivity, tackling technical hurdles and catering to the evolving desires of today’s consumers.
We’ll explore how Grisbì turns challenges into opportunities, upholding its premium quality while broadening its appeal. From consumer enthusiasm to savvy marketing, we’re invited inside a company that not just keeps pace with but sets market trends. By focusing on sustainability and introducing VEGANOK-certified products, Grisbì positions itself at the forefront of the sweet world’s vegan revolution.
What prompted Grisbì to venture into entirely vegan cookie production, and how does it align with the company’s broader goals and vision?
Embarking on a journey to create a fully vegan cookie, Grisbì aimed to reach a wider audience and address a significant market gap. This initiative is a testament to the brand’s commitment to innovation and inclusivity.
Our philosophy revolves around staying current, achieved through Limited Editions in collaboration with beloved brands across and beyond the confectionery sector. Examples include Grisbì with Crema Baci Perugina, the new Grisbì Baileys, and Grisbì Passion from 2020, crafted with the help of emerging designers from Vogue Talents. These collaborations underscore our dedication to captivating Grisbì Lovers and drawing in new fans by leveraging market trends.
What inspired the launch of Vegan Grisbì?
The drive to make our products accessible to all, aligning with the mindful and sustainable consumption trend, led to Vegan Grisbì. This commitment was first embodied in 2017 by introducing gluten-free variants to welcome celiac consumers. Vegan Grisbì’s launch mirrors our ambition to mirror market trends and our mission to deliver universally enjoyable products, regardless of dietary choices or specific needs.
What were the main hurdles in developing a vegan product that preserved Grisbì’s signature flavor and quality?
Creating a vegan option posed the challenge of finding substitutes for key ingredients like milk and eggs without compromising the eating experience. Significant research and development were crucial to maintaining the sensory qualities and taste of the original Grisbì, especially its signature blend of crunchy shortbread and creamy filling. The major obstacle was ensuring these plant-based ingredients kept the product’s consistency and flavor over time, considering our items are designed for long shelf life. Our goal was to authentically replicate traditional Grisbì’s taste complexity, a mission we pursued with passion.
Well, I must say, you’ve absolutely nailed it with the vegan Grisbì! As a vegan myself, I can attest it’s truly delightful. Kudos to you for surpassing expectations!
We’re overjoyed to hear the vegan community loves it.
Since launching the vegan cookies, what feedback have you received from your vast family of sweet enthusiasts? Have there been any notable trends or shifts among your cookie fans?
The introduction of our vegan cookies has been met with overwhelmingly positive feedback. Social media platforms like Instagram and Facebook have buzzed with praise for the product’s quality and inquiries about its availability, especially during its debut. Positive reactions have also come from industry figures and media, affirming a growing market interest.
Do you view vegan products as a niche or believe they will be mainstream soon? How is Grisbì gearing up for both possibilities?
We see the vegan lifestyle as part of a broader shift towards planet-friendly food, cosmetics, beauty, and fashion practices. This lifestyle-wide trend signals veganism’s increasing prominence and relevance. Grisbì keenly observes this shift, readying itself to meet new market demands while staying at the forefront of innovation.
What message does Grisbì want to send with its vegan cookie line? Is there an aspect of these cookies’ philosophy or production you wish was more recognized?
Our mantra is inclusivity and pleasure above all! We’re touched by feedback from customers who’ve joyously shared that they can “enjoy Grisbì again,” reliving cherished taste memories. Our greatest reward is not just crafting an exceptional product but reconnecting with those who’ve chosen new lifestyles without sacrificing the Grisbì experience. We’re committed to preserving the original Grisbì taste while accommodating diverse dietary needs, showcasing our dedication to research and development for a genuinely inclusive product.
Could you share how the sales are doing?
The buzz created by our consumers’ word-of-mouth and the product’s shelf presence has significantly boosted initial sales. Our main challenge is distribution; not all stores carry Vegan Grisbì yet. However, it’s selling remarkably well where available, with turnover rates close to our top sellers. That indicates not just initial purchases but repeat ones, too, affirming its acceptance and popularity. Our next step is expanding its availability to smaller outlets.
If you could send one message to Veganuary 2024 participants trying Grisbì products for the first time, what would it be?
“Immerse yourself in the unique taste of our Gianduia Grisbì. Our product’s exquisite flavor and distinctiveness will astonish you from the very first bite!”
How crucial was achieving VEGANOK certification for Grisbì?
Securing VEGANOK certification was vital for us, offering peace of mind to our consumers and serving as a benchmark in the vegan sector, a new frontier for our company.
Grisbì Got Talent:
If your vegan cookie could participate in a talent show, what talent would it have, and how would it win over the jury?
If our vegan cookie were to enter “Grisbì Got Talent”, its skill would be as a sophisticated shape-shifter! Its prowess in maintaining its core essence while adapting to new forms makes it an unforgettable contender. With its elegant appearance and delicious taste, Grisbì would charm the judges (and audience) with its unique flair and remarkable ability to stay true to its Grisbì roots.
