What most people might consider a problem, is what Rym Selmi, founder of MiiRO, sees as an opportunity to create a solution. This is exactly how MiiRO came into existence.
MiiRO is a vegan-owned company offering plant-based chocolates and baking goodies sure to satisfy the most discriminating sweet treat connoisseurs.
What started as Rym needing a solution for her own health, and the health of her children, turned into Rym’s obsession with finding the perfect, guilt-free treats her customers have come to trust for their incredible taste.
From Plant-Based to Vegan
Rym initially identified as a plant-based eater seven years go. After two weeks being dairy free, she had such incredible results in the way she felt, she explored other aspects of a plant-based diet.
After researching various food options, she realized there was more to what she tapped into than simply the elimination of dairy.
Yet, as she delved into eating plant-based, she had the same questions many others ask such as, “How do I handle family get togethers, social environments and pushback from those who don’t understand why someone would give up the standard American diet in exchange for one that is animal and dairy free?”
Difficulty Turns into Wonder
When she began her plant-based journey she had a difficult time finding some of her favorite foods like ice cream and chocolate that were dairy free.
Rym’s desire to create healthy alternatives was the beginning of what was to become MiiRO.
MiiRO means “to wonder.” Simply put, it means you are transported to another time and place.
She chose the name to remind herself to be fully present during moments of joy.
“For most, eating chocolate is a moment of pure joy,” Rym smiles.
Initially, she had no plans to start a business. Her passion for healthy, tasty treats was contained within the walls of get togethers with friends and family. Others were always requesting Rym to bring her homemade dairy free ice creams and chocolates.
Yet, the more in-demand her treats became, the more she felt the calling to start a business.
Across the Pond
The first product launch for MiiRon was a vegan style Magnum ice cream in Europe. It was an immediate hit.
Due to personal reasons, Rym moved to the United States. This was shortly before the shutdowns from COVID happened.
When travel restrictions prevented her from going back and forth to England, she made the tough decision to shut down her facility in the U.K.
This was a turning point for her business. With a presence on Facebook, TikTok, Instagram and Pinerest, MiiRO represents more than a brand. It represents a mission, a way of life, a sense of community.
Realizing early on that many of her customers are not vegan, it was a pivotal period to realize they were in fact health conscious individuals who want to minimize their animal product intake.
Ironically, with many vegan food companies, countless customers do not identify as vegan but they do feel good about reducing their carbon footprint.
This encouraged Rym to dig even deeper into assuring all MiiRO products are as delicious as possible to make a buyer’s decision as easy as possible.
Research is Foundational
Rym excels in the amount of research she and her entire team put into anything that makes it to market, including all their marketing communication material such as blog posts and articles.
All data is well researched, simplified and easily accessible and digestible to their market. To amplify their impact, they have partnerships with influencers and other brands to get high quality content to market as efficiently as possible.
Rym advises those who plan to start a business to do your research. Many companies jump on the plant-based/vegan bandwagon without knowing what the market trends are, what is and is not a trend, and what the market wants, needs and is willing to pay for.
With more vegans choosing to buy from vegan companies, identifying as such can be a plus. Yet, it’s important to remember, not all your customers identify as vegan.
With this in mind, Rym is very hopeful about the future of her business as well as other vegan run enterprises.
Try Them Out
Ready to try MiiRO treats? For a limited time you can enjoy a special discount.
Use code: VEGANVISIBILITY10 to receive a 10% discount on your first order. One per customer and cannot be combined with any other discount. Good through July 24, 2022.
About Rym Selmi
Rym Selmi is a mom and an entrepreneur. She is the founder of MiiRO, a company that offers plant-based chocolates and baking goodies that contain less than a teaspoon of sugar for the whole bag/bar. Her company also gives back to the community by allotting 10% of the revenue to those in need.
Rym is a vegan and health enthusiast that has contributed to several online articles that talk about the vegan lifestyle, and how to live a healthier life by reducing the amount of sugar we consume.
Are you a plant-based lifestylist who wants to inspire loved ones to a healthier way of life? If YES! be sure to register for the Plant-Based Grassroots Ambassador Certification Training and Summit taking place on June 23, 2022. Click Here.