A Romanian startup is reimagining one of the country’s most traditional foods, moving coliva beyond its funeral context into modern, everyday consumption, according to Wall-Street.
From childhood memories to entrepreneurship
Founder Ioana Mihai drew inspiration from childhood experiences and family traditions. In 2024, she launched MORI – Colive de viață after working in advertising, including at Publicis Group.
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A key milestone was winning the “Lion’s Dream” competition, securing €10,000, later used alongside StartUp Nation funding to launch the business.
Investment and path to profitability
The first production unit opened on April 1, 2024, following an investment of approximately €50,000. The business is not yet profitable, but the founder expects to reach break-even within months.
Reinventing coliva through flavor and branding
The brand introduces innovative recipes, combining traditional ingredients with chocolate, pistachio, or exotic fruits. The portfolio now includes nine flavors, although the traditional version remains the most popular among new customers.
Market adaptation and consumer trends
Product size and pricing have been adjusted based on customer feedback. A standard portion is priced at around RON 25, reflecting rising operational costs.
Recent price increases have shifted demand toward larger, occasion-based products, such as coliva cakes, particularly during peak periods like Christmas.
Operational challenges and product positioning
A key challenge is the product’s short shelf life of around 12 hours, with the company choosing not to compromise quality by extending it artificially.
Expanding beyond tradition
The brand aims to reposition coliva as a dessert for various life moments, including celebrations and corporate events, emphasizing customization and symbolic value.
Expansion plans
Short-term plans include retail partnerships and opening a flagship location in central Bucharest, designed as both a commercial and cultural space.
Long-term, the founder aims to promote coliva internationally as a culturally rooted dessert, drawing from similar traditions across regions.
Photo: ZF
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