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Veg Italia S.r.l.

A healthy fruit&chocolate snack that makes the difference

"Our fruit&chocolate energy bars are well-balanced tasty snacks ideal during sport or just to nibble. They are made with high-quality natural ingredients, plus they are suitable for vegetarians and gluten free. They are available in practical 35 to 60 gram packets, perfect to be eaten on the go," reports Francesca Gregori, sole administrator of Veg Italia, owner of the Mindful Energy brand.

Oscar Angeloni, coach of the Swiss national team and Francesca Gregori, sole administrator Veg Italia 

The company is a young start-up established in late 2019, so it has had to deal with the climate of general uncertainty that substantially changed our lifestyles and nutrition caused by the pandemic.

The target of reference for the brand are sports enthusiasts and people with an active lifestyle who find themselves eating on the go. The new Mindful Energy Muesli bars have a soft texture and a fresh flavor of apricot, lemon and orange. The presence of cereal, seeds and almonds make them a well-balanced tasty snack. Dried apricots, almonds and seeds provide fibers and minerals, especially potassium, calcium and magnesium. 

"Our points of strength of the brand include the fact that we are an Italian company with a rather evolved mission: supply top-quality products to sports enthusiasts or those needing energetic healthy food that also tastes good. In our products, we use mainly whole ingredients and no preservatives, colorings or excipients to improve the palatability or texture of the product (there is no need for them). What is more, we are a veg and bio company, meaning our products are fully-vegetarian and, as such, we contribute to the health of the Planet." 

“As for the commercial field, we identified a series of distribution channels and targets that have always remained the same, though purchase trends have changed to the advantage of private clients. Online sales have increased a lot this year, a clear sign consumers are appreciating our philosophy. We study the competition, but we have precise ideas about what we do not want to be. We offer the best quality, which exceeds what consumers perceive because we work on aspects, i.e. food energy, that are not easy to communicate or perceive, but which make the difference to us. We need to distinguish what is just food and what is nutrition. We nourish people, we do not just supply calories and a few nutrients or macronutrients."

"The added value is the attention for the whole chain with the search for the best raw materials and the best suppliers. Where possible, we prefer local or Italian organic products: for example, we have selected organic spirulina from a company in Fidenza that cultivates it in tanks in a controlled environment so as to ensure a product with high quality standards as well as the essential hygienic and health requirements. The Spirulina produced is then harvested and dried at a low temperature (≤ 40°C) using the thermal energy recovered from their biomass-fed cogeneration system to maintain its nutritional qualities unaltered. We also use Sicilian oranges processed and dried by a company in Cuneo. PGI hazelnuts from Piedmont, Tonda Gentile Trilobala hazelnuts and Apulian almonds are also precious for our bars."

"Our concept of innovation is not technological, though we need to develop new strategies to adapt the machinery to the recipes and products every time. Our concept is more radical: we want to produce health, well-being and awareness. We do so with our products, by training those who sell them and through a section on our website dedicated to sports nutrition."

For further information:
Veg Italia S.r.l.
Via Don Milani 9
38121 Trento (TN)
+39 333 2354050
info@mindfulenergy.it 
www.mindfulenergy.it  


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