The roll-out
To launch this innovation, we invited people to taste the story, sending personalized seeding boxes and handwritten notes to 65 key journalist and creators.
From there, the story traveled organically. Creators, journalists and chefs became our storytellers, sharing their own interpretations of craftsmanship and heritage across their communities.
And in retail, the product became the proof point: sold in four Philip's Biscuits boutiques, MASshop and a selection of cheese boutiques. Next to that, a small box of Zilte Handje is also gifted to guests at restaurant Zilte as a small thank you after an evening of fine dining.
