Quebec company Grazy, in collaboration with Mattel, is launching a dream cake-flavored Barbie frozen dessert for the legendary doll’s 65th anniversary.
The new plant-based product, without allergens or GMOs, is distributed in IGA and Metro supermarkets as well as in several independent banners and natural grocery stores.
“We are very pleased to have been able to establish this partnership with Mattel. It will give us wind in our sails, as they say. It is a great opportunity. It is a prestigious partner. We are kidding ourselves when we signed the contract,” said Maude St-Pierre, founder and president of Grazy.
The Canadian exclusive deal with Mattel is for a period of 3 years, as pointed out by Maude St-Pierre, president of Grazy, a Quebec company.
Photo STEVENS LEBLANC
For the company, which was founded in Quebec in 2020, this is a golden opportunity that will allow it to open new markets and promote its entire product range.
Until recently, its frozen desserts were exclusively for restaurants and distributors in Quebec, the Maritimes and British Columbia. In addition, sales to consumers are now added, which is new for Grazy.
Duration of three years
The Canada exclusive agreement with Mattel is for a period of 3 years.
“We were at a business event in Toronto where we presented our products last September and a representative from Mattel came to our booth. I think there was a lot of love on both sides,” added M.me St-Pierre, who suggested creating a special flavor in this birthday year for Barbie.
That’s how the partnership was born. This is an oat-based ice cream flavored with vanilla frosting.
For several weeks, the Grazy line of vegan frozen desserts has been available in grocery stores. As for Barbie’s Dream Cake flavor, it has been in distribution for about a week.
“The launch of our products in convenience stores marks an important step for the company as it allows us to diversify our sales channels,” added M.me St-Pierre, which is preparing to launch other products in the coming years.
“The partnership with Mattel certainly helps to be known to any company.”
Partnering with Mattel helped open doors faster, she said.
“It brought a lot of interest from large retailers. It’s a partnership that allowed us to quickly get good contracts. This definitely has a favorable impact on our organization,” added the founder of foodtech.
The products, sold in 500 ml format, are available in more than 500 food markets across Quebec. Grazy products are made from only plant-based ingredients. They do not contain artificial colors, flavors or preservatives. The company also partners with Quebec company Oatbox for its oat supply.
