Wilden.herbals. The all-Italian revolution of functional, sustainable herbal teas

Wilden.herbals: the revolutionary way to medicinal plants

Nicola Robecchi deserves all the credit for his innovative approach to looking at the world of hot and cold drinks, thanks to his analytical and exploratory approach. In 2018, he began a journey into the world of medicinal plants, re-evaluating their historical and anthropological importance and introducing a gastronomic perspective. His revolution involves combining ancestral knowledge of herbs with gamification, or a playful spirit aimed at renewing the ritual of making a hot drink, enhancing key moments of the day, and moving away from the anachronistic vision that associates it with deprivation and penance.

To succeed in their undertaking, Wilden.herbals create unique recipes of botanical blends, with a contemporary taste that guarantees well-being by offering a modern language of healthy and sustainable values. Our centuries-old culture of using medicinal plants brings strong cultural heritage to the project: only herbs, seeds, plants and roots coming from 100% organic farming are selected, and obtained through natural drying. Their sustainability is a concept that also extends to the packs, made exclusively of compostable materials. Wilden.herbals are much more than a simple herbal tea company: they offer an invitation to pleasure and a precious daily ritual for personal and planetary well-being and health.

Medicinal plants today: Nicola Robecchi's interpretation

Studies in Pollenzo and ethnobotany

Rethinking an ancient cultural heritage, like that of medicinal plants, connecting traditions, delving into their history and starting a new mixing philosophy, is a job that has demanded several years of study and research in the field from Nicola Robecchi – founder of Wilden.herbals.
​As he himself says, it all began during his period of study at the University of Gastronomic Sciences, when he developed an area of ​​interest in ancient and traditional knowledge related to ethnobotany, an interdisciplinary science, which deals with the use and understanding of plant species. In the summer between the first and second year, together with professor Andrea Pieroni and Mariaelena Giusti – professor of Anthropology at the University of Florence –, Nicola was able to delve into the world of medicinal plants amongst the inhabitants of the Varaita Valley, where he discovered a herbal world, which, over the centuries, have supported entire communities in caring for themselves and remaining healthy. 

Travel and study: Wilden.herbals is born

Travelling between India, Sri Lanka, Thailand and Malaysia, Nicola delved deep into the use of spices, and worked to map their ethnobotanical uses amongst the indigenous populations of the Myanmar rainforests. These learnings were followed by an in-depth study of tea rituals: Robecchi spent time in Taiwan, where he learnt that, if you want to bring a gastronomic approach to the world of hot drinks, it is it is necessary to take inspiration from ancient rituals, such as that of the Oolong service
​Upon his return to Europe, he continued his studies in the agri-food sector with a Master's degree in France, and the desire to reinvigorate the world of herbal teas. Robecchi recognised that available products in Europe were widely of a very low quality.
​After a year planning, conceiving and experimenting with different blends, the first five recipes were ready for release. And so, in 2018, Wilden.herbals was born.

Medicinal plants between East and West

A resource for popular and medical culture

Medicinal plants carry, in their very name, the story that saw them as protagonists inside of the pharmaceutical workshops where, in the Middle Ages, they were mixed both to produce medicines and syrups, to make the flavour of some preparations more appealing. ​
​It is a world whose history and classification changes from country to country, from valley to valley, in which the same beneficial features or aromas are also carried out by different plants - or parts of them. Plants, in fact, present a high concentration of essential oils and properties, sometimes contained in the bark, roots, in the peel of the fruits and find their maximum expression, over the course of the year, in the so-called balsamic moment.
​Knowing how to pick plants in the right period and use them wisely, is an art that has been handed down through word of mouth, enriching ourselves also thanks to experience and encounters - comparisons between cultures, as well as study and research. Although the prolific use of medicinal plants has changed in the pharmaceutical industry over the centuries, their presence has not been lost, so much so that even today, all over the world, they are the ingredient of hot drinks with important properties for well-being and health. Over the centuries, the East and West have developed a specific methodology for the mixing and use of medicinal herbs, and the opening of Asian trade routes into Europe allowed for the "contamination" of knowledge, and the entry of non-indigenous spices into the continent. ​
​Alongside endemic plants of the Mediterranean scrub, begin to see the importation of spices, such as turmeric, black pepper and cinnamon into port cities, such as Venice and Antwerp.

The Wilden.herbals revolution

The sustainable supply chain of medicinal plants

The medicinal plants used by Wilden.herbals are a rich collection of herbs, spices and citrus fruits from around the world. Their selection is guided by the sustainability of their supply chain and their functional impact on health or well-being; Wilden.herbals sources only from suppliers who are able to guarantee the quality, correct preservation and drying of the product, in-line with traditional systems. Unlike those who offer herbal teas in powdered forms, with added sugar or flavourings, Wilden.herbals use only herbal ingredients, which have organic processing certifications. With the aim of always finding the best possible ingredients, Nicola Robecchi opened channels of collaboration with multiple agricultural producers and distributors. Among the companies from where they source their supplies, Vaetee on the island of Eeriks, a farm where wild herbs and berries from Northern Europe are grown and handpicked using natural fertilisers. Lemon balm and lemon verbena are sourced from a Portugese farm, called Setor Terra. They have 16-hectares cultivated near Lake Alqueva, where a low-pressure drying system is used at temperatures capable of preserving the best qualities of the herbs. Herbs come from Italy, where aromatic herbs are supplied by the consortium of Umbrian agricultural companies Sana Pianta, while by the Parco delle Madonie in Sicily is a family farm that aims to rediscover the spices and herbs (Sage, Thyme, Dill) indigenous to local scrublands. They produce only organically, using systems of rotation on the land.

Gastronomic recipes

According to Wilden.herbals, herbal infusions can also be enjoyed just as you would enjoy a dish, and can be made up of ingredients with different aromatic palettes. From this awareness, we can define a more contemporary approach to the development of herbal infusions, and the rhythms of our everyday lives, as well as new consumption habits. For Robecchi, herbal infusions are an opportunity to “feel”, to take care of yourself and, at the same time, enjoy an interesting gastronomic experience. ​
​The work of blending herbs, seeds, flowers, roots, and citrus fruits is much more than simply combining flavours, and when blending herbs, it’s necessary to keep in mind the properties of medicinal plants. Studies in Pollenzo, a passion for good food and a predisposition for one in-depth research, as well as a team of experienced professionals, have led Wilden.herbals to promote the idea that well-being does not have to mean penance and deprivation, but can also "Good". For example, herbs and spices with a dominant character, if properly dosed, can offer a pleasant taste experience like fennel seeds with verbena, or helichrysum together with sage and mint.

Mixing herbs

The steps required for making the herbal blends are, in fact, the result of the union of two historically and geographically different mixing methodologies: Ayurvedic and the fourteenth century tradition of the monks of Monastery of Trecento in Salerno. The use of the two techniques aims to achieve balance between different traditions and cultures, using the typical ingredients of that geographical area, and managing to find the perfect combination between Mediterranean herbs and spices, which give freshness and elegance, as well as beneficial properties. The dosage of each ingredient, according to the approach by Robecchi, starts with tasting the various individual plants. Usually, a basket of about twenty plants is selected. We taste them, and then divide them based on how they are and define the percentages to use for each variety.

The functionality of herbs: every hour is the right time for a herbal tea ritual 

The Wilden.herbals revolution consists of making each person the protagonist of their own health and well-being. Wilden infusions are an individual ritual, which can be different based on your mood, the time of day, and your taste. The recipes don't just focus on delivering a pleasant taste, but also on bringing balance through the functional benefits of the herbs used. The pleasure of tasting a herbal infusion is directly linked to the well-being of the consumer, depending on how they want to feel. To this end, four ‘moods’ have been identified, which can be achieved by drinking their herbal infusions. To be energetic, for example, Wilden.herbals suggests you drink ‘Morning’, which wants to restore energy to the body and support your immune system. The plants that make up this infusion are ingredients that have the function of generating heat in the body, activating your attention and providing an excellent alternative to coffee. For those who are looking for a moment of concentration in the day, they propose you drink ‘Focus’, a journey through eight Mediterranean herbs based on the freshness of mint and basil, sweetened by verbena and Moldavian dragonfruit. To complete the spectrum of flavours Rosemary, and a burst of vitality from maté, ginkgo and gotu-kola all enable your brain to find the right "focus" on things. ​
​The rhythms of our stressful, modern lives leads to having to take a break to regenerate and start over. This is why ‘Hangover’ helps overcome the after-effects of intense days and frenetic socialising. Consumers can make a moment to taste an infusion with citrus flavours such as lemon, lemongrass and orange. This blend provides lots of Vitamin C, with its beneficial and toning properties, while spices such as black pepper and turmeric, together with mallow, gentian and chamomile act to support the liver, stomach and intestines by first relaxing, and then restoring tone and energy. 

The herbal tea ritual

Wilden.herbals infusions are designed to encourage personal space and ritual. They offer an opportunity for sharing, where you can take the time to re-discover yourself. The best way to "enjoy" the Wilden.herbals experience is borrowed from the ancient tradition of tasting Oolong tea, a ritual that embraces the Zen principles of harmony, respect and contemplation, and which involves the use of specific materials such as the teapot handcrafted ceramics (Yixing) and cups. Importance is placed not only in the tools we use, but also the phases of specific preparations, such as temperature and dosage. By understanding the Oolong ritual, Robecchi was able to set parameters to define Wilden’s ritual for service. 

The sustainable soul of packaging

Born from the passion for rediscovering ancient ingredients, combined with a love for sustainability, Wilden.herbals blends are made to offer a 100% organic product, capable of being good for your health, without sacrificing the environment. ​
​Wilden.herbals were inspired, precisely, by this desire to design a product made of 100% compostable and biodegradable materials, but which, at the same time, do not alter the fragrance and flavour of the plants. ​
​From the tea-bag, to the outer-packaging, each component can be disposed of in your food compost. They are specifically designed to accommodate herbs and plants, which allows for a full extraction of the noblest components of the ingredients. Each individual tea-bag is comparable to the bulk product in terms of final yield, without sacrificing the convenience or safety of pre-packaged, single-use products.

Innovative infusion techniques

Pay attention to the pH of the water 

Fundamental to the development of their infusion method was the analysis of how different ‘cuts’ of plants behave when passing through water. ​
​It is important to have ‘soft’ rather than ‘hard’ water, with low fixed residue and a neutral pH, which allows for movement "inside" the plants, correctly extracting the active principles. 

Cold and hot infusion

The first infusion method is hot, and takes place at 95° for 5/10 minutes depending on how much intensity and flavour is desired. We recommend 2g of herbal tea, about a teaspoon, per half a litre of water, which must not be at boiling, to avoid burning the aromatic part of plants. ​
​After five minutes of infusion most plants will fall, indicating that they are “exhausted” and have released their beneficial properties. The roots, however, will go to the bottom straight away. ​
​The second method is cold infusion, or by cooling a hot infusion. They recommend starting with water at 4° kept in the fridge for 3/12 hours. 

The collection

Wilden.herbals signature selections are made up of two lines: Remedy and Health; each enjoying a number of different available blends. ​
​The first line of infusions is ideal for finding balance, following the rhythms of your body, and supporting it daily from morning until evening.This range is made up of the blends: Morning, Night, Hangover, Digestive, Focus, Relax, Detox, Boost and Reborn. ​
​The second line, offers specific functional support to the body, when faced with specific challenges, thanks to the synergistic action of medicinal plants. There are four blends that compose the Health range: QuieTea, Cistea, Nateavity and PreCycle.

Each line is available in the following formats:

● Individual tea-bags (1 single sachet of 2g; 10 sachets of 2g each with a biodegradable outer-wrapper): ideal for tasting in teapots, or as a gift for friends or colleagues.

● Loose format (90g jar for 45 portions; 100g soft pack with 50 loose sachets): ideal for tasting in a teapot, or for using as an ingredient for creating interesting recipes in the kitchen.

For the Ho.Re.Ca sector in particular, Wilden.herbals offers a variety of custom blends, based on the use and destination of the end product. They also offer the possibility to create individually branded or customised packaging.

The European market

Wilden.herbals started global exports in 2024, with a desire to implement their business strategy, and consolidate their presence in Spain, Germany, France, England and Eastern Europe. Their objective is to promote, with Italian care, a culture of herbal infusions, and to establish themselves as a key-player amongst the Made in Italy brands. 

Amongst their main target audience is digital nomads under the age of 45, who live in major European metropolises, and which respond to the growing search for well-being and gratification through small moments of mindfulness and joy. In-line with the consumption habits of this audience, their growth strategy looks at new e-commerce opportunities as a key sales tool, which already includes over 150 indexed articles translated into four languages ​​and accessible to both professional and public clients thr0ugh their websites. Strengthened by solid collaborations with the most famous international department store chains, including La Rinascente in Milan and Rome and Ka.De.We in Berlin, Wilden.herbals now aims to deliver new markets in collaboration with other major retailers.

The Founders

Nicola Robecchi, gastronome and entrepreneur. Graduated in Gastronomic Sciences at the University of Pollenzo, and after pursued a master's degree in agri-food in France. He founded WDT Agency, a consultancy agency specialising in gastronomic projects, together with his friend and associate, Delfino Sisto Legnani. ​ 

Delfino Sisto Legnani, architect and photographer. After studying architecture, Legnani dedicated himself to the world of photography and design. He has worked for numerous trade magazines such as Domus, Appartamento Magazine, Vogue and ICON. He collaborates with Wilden.herbals on the management of artistic direction and brand development.