Behind the Biz – MiiRO

It’s time for a new Behind the Biz interview. If you’re new to this series then expect to discover the stories behind lots of amazing entrepreneurs. In today’s post we’re diving into the world of delicious vegan ice cream.

Today I’m chatting to Rym Selmi the founder of MiiRO.

Please tell us about your business.

We are on a mission to shake up the ice cream lolly category with our range of three delectable vegan ice cream pops, and to challenge the pre-conceived idea that plant-based food doesn’t taste as good as conventional food. MiiRO actually tastes better!

Made with frozen coconut milk, nutritionally bolstered by tasty nuts, sweetened with coconut sugar and Italian grapes, balanced by Himalayan pink salt and fortified with pea protein, each luxurious Magnum-shaped treat is coated in a thick layer of nutrient-dense raw cacao and contains no refined sugar, no preservatives or artificial flavourings and they’re gluten free to boot.

Where did the inspiration for MiiRO come from?

When I gave up my job in finance, I was completely addicted to sugar, and in the same year, I decided to cut dairy because I felt it didn’t do me any good.

To help me, I recreated what was my favourite dessert (Magnum ice cream), with one-third less sugar and fat and no refined sugar, no palm oil, no preservatives and an even better taste. I used to bring my delicious creations at every party, family meetings, events and every time, I had to prepare a bigger batch because everyone wanted to get one. MiiRO wasn’t a business at that time, but given the success MiiRO had, my friends and family encouraged me to share my dairy-free ice creams with a wider audience.

How did you decide upon the name of your business? What did you do before starting MiiRO?

MiiRO comes from the Latin “miro” and means “to wonder”. We wanted to capture that moment when people sit down to eat ice cream and everything seems to stop, people young and old pause and focus solely on the moment – a time for Wonder.

Did you always plan to set up your own business?

I started my career in Investment Banking then left because I didn’t like the working environment where I felt forced to renounce to my family and friends. Then I became a Financial Consultant and left my job to focus on MiiRO. Setting up my own business wasn’t part of my life plan. However, when the idea to set up MiiRO came, I needed some changes in my life so I thought, why not?

What has been the biggest challenge in running your business so far?

Every day is a real challenge, but Research and Development was probably the most challenging thing I have done. We had 2.5 years of R&D. In ice cream, having the idea isn’t enough, we also need to set up the right process that matches the right formula. Also, it’s a very seasonal business.

What has been the highlight of your business journey to date?

Meeting people who buy MiiRO and tell me how much they love it is probably the most rewarding thing.

What role does social media play for your business and do you have a favourite social platform?

Our favourite social media platform is Instagram. Social media helps us to become closer to our customers, and to answer their questions very quickly. It also an extension of the brand because this is where we have the chance to express ourselves.

What advice would you give to aspiring entrepreneurs?

I have made the mistake to think a business should be created within a year, what a terrible mistake it was! Take your time, there is no rule of thumb.

Where do you hope to take your business in the year ahead?

We would like to make MiiRO available in more places as many people haven’t have the chance to try MiiRO yet.

Pop over on the MiiRo website to find out more about the brand, their ingredients and your local stockists. Don’t forget to support MiiRo over on Instagram, Twitter and Facebook.

I want to say a huge thank you to Rym Selmi for getting involved with Behind the Biz. I’m delighted to have her and MiiRo as part of the series. I first discovered MiiRo in the Cambridge branch of Revital. I tried the the Peanut Butter flavour and Phil went for the Chocolate Hazelnut. We loved them. It took me back to my dairy days when I could bite into a Magnum. MiiRo have that same satisfying crunch when you bite into the chocolate and the coconut is very creamy. I’ve now tried all 3 flavours had have continued to re-purchase them. I can’t wait to share a full review with you.

I think Rym Selmi has created such a fantastic brand to satisfy those of us who have to be dairy free and also for the vegan market. I hope you all enjoyed finding out about her business journey as much as I did.

If you’d like to get involved with Behind The Biz please leave a comment below or drop me a message over on Twitter.

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  • Kel

    These sound delicious! My borfriend is vegan and is always on the look out for good ice cream!