Innovative ‘herbal blend’ start-up, Wilden.herbals, have sights set on European expansion

Launched in the middle of a global pandemic, with the aim of disrupting the world of traditional herbal teas, Wilden.herbals have launched into 2024, with an exciting expansion of their team and focus. The goal? To promote the traditional, functional benefits of organic plants, herbs, seeds and spices. Blending innovative new recipes with traditional agricultural techniques, to maximise their health and wellbeing applications for our busy, modern lives. Following their significant success in Italy over the last three years, Wilden.herbals are now looking to expand their presence in Northern and Eastern Europe, firmly establishing their place as a leading, high-quality Italian manufacturing company. Their aim is to reach the emerging global market of digital nomads, under the age of 45, living in major European cities and searching for moments of ritual, well-being and balance in their day to day lives.

Founder Nicola Robecchi said: “The habits and interests of young people are changing. We are much more interested in functional nutrition, in maximising our health. We believe we work to live, not live to work. We are looking for freedom, travel, wellness and adventure. Wilden.herbals is a nutrition-delivery company. Our delicious herbal blends are designed to relax, support or uplift your day. They were created to be consumed on-the-go, and provide our customers a mindful moment at any time of the day.”

Expansion Strategy

In-line with targeting their blends and infusions at an upwardly mobile, younger demographic, Wilden.Herbals growth strategy focuses on e-commerce, direct sales and digital presence, with an exceptional programme of pop-ups, events, partnerships and collaborations.
​“By updating our main sales channels into German, French, and Spanish, we have seen interest and foreign visits that represent a +20% increase in total sales compared to the usual trend. In order to meet potential foreign customers and facilitate purchasing, we have positioned a new warehouse in the Netherlands that will handle orders from Spain, Germany, France, England, Poland, Benelux, Scandinavia, in order to reduce costs and shipping times for consumers from Italy to Europe," explains Nicola Robecchi, founder of Wilden.herbals, along with Delfino Sisto Legnani.

The new Global Export, Aine Morris, is tasked with managing the relationship with important retailers in major European capitals: with solid collaborations already in place with well-known international department store chains, including La Rinascente in Milan and Rome and KaDeWe in Berlin. Wilden.herbals is now looking to establish new partnerships with the major European brands. Amongst the areas of development for the foreign market is their ‘white-label’ bespoke blend offering for brands, where Wilden.herbals has an existing portfolio, such as Calcutta, Codalunga, Niko Romito, Davines, and Dalla Gioconda.

Speaking about team expansion: Aine Morris, Global Export

“We’re delighted to expand the team, with the addition of Áine Morris, who will be looking after global exports. Morris, previously Director of Bristol Food Union, joins us with an extensive background in food and communications, and will be driving forward our commercial growth strategy.” Nicola Robecchi, said.

Speak about joining the company, Morris said: “I’m excited to join the team at Wilden.herbals at a time of significant growth and expansion for the company. Our global food systems are under more pressure than ever before. We need innovative new companies exploring how to future-fit agricultural production and maximise nutritional benefits for customers. It’s about honouring traditional uses of medicinal plants, whilst packing their consumption to support busy, modern lives.”

Robecchi adding: “We both have a background as gastronomic scientists, so an exciting element of this expansion is the opportunity to work more closely with the hospitality industry. To showcase the use of our blends as an innovative addition to a kitchen's toolkit.”