Toanchină Ioana Miruna, co-Founder of Rawmantic: The story of a brand redefining healthy desserts

How do you build a brand that changes perceptions? Toanchină Ioana Miruna shares insights on courage, intuition, and strategic decisions in a business redefining the concept of healthy desserts.

Toanchină Ioana Miruna is the co-founder of Rawmantic, one of the first brands in Romania specialized in premium raw-vegan desserts with no added sugar, building a concept that redefines the idea of “sweet” through health, aesthetics, and experience.

C&B: If we were to look at a narrative thread of your career, what were the key moments that defined you?

Toanchină Ioana Miruna: If I were to define a few key moments, the first would be the decision to start Rawmantic together with my sister, Andreea, at a time when we had no guarantees, right in the middle of the pandemic, but with a strong belief: that we could change the way people perceive desserts.

A second defining moment was market validation—when we realized that it was not just a passion project, but a scalable business, anchored in a real market need, both in the B2C and B2B segments.

And the third moment was the transition from “we do everything ourselves” to “we build a brand and a system.” That was the point when I understood that entrepreneurship is not just about the product, but about vision, processes, and the ability to grow sustainably.

C&B: What was the most difficult business decision you’ve made so far and what valuable lesson did you learn from that experience?

Toanchină Ioana Miruna: One of the most difficult decisions was to give up the idea of making “everything perfect before launch” and to enter the market earlier, accepting that not everything could be perfect.

The lesson was extremely valuable: the market teaches you more than any plan. Real-life feedback beats any theoretical strategy.

I believe my biggest lesson is that, many times, perfectionism can be a trap that many founders fall into—and in business, speed of execution and the ability to adapt are what make you relevant in the long term.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?

Toanchină Ioana Miruna: Yes—the desire to build something great that has a real impact on people’s quality of life.

Not just a profitable business, but a brand that changes behaviors: to prove that “healthy” does not mean compromise and that you can have premium experiences without sugar, without excess, and without guilt.

In the long term, my ambition is to position Rawmantic as a benchmark in the “guilt-free indulgence” space at a European level. I have immense confidence in myself, in my ambition, and in my ability to take this business where I set out to.

C&B: What were you like at the beginning of your journey and how do you feel you have transformed up to now?

Toanchină Ioana Miruna: At the beginning, I was much more focused on execution and the product—I wanted it to be perfect, to look good, to taste impeccable, trying to make everything a 10 out of 10.

Today, I think much more strategically. I see the business as an ecosystem: brand, distribution, profitability, scaling, scaling, scaling.

The most important transformation is the shift from “we make desserts” to “we build a brand with direction, positioning, and impact.” From a certain level, it’s no longer just about how good the product looks or tastes, but about how capable you are of creating a coherent operational system—from production and refrigerated delivery to retail listing and maintaining quality.

C&B: If we met your team or collaborators, what do you think they would say about you?

Toanchină Ioana Miruna: I think they would say that I am demanding and hard to satisfy, but always growth-oriented.

I place a strong emphasis on standards—both in the product and in the image and experience. At the same time, I am 100% involved in what I do and I always look for solutions, not blame. I see every challenge as an opportunity to do things better.

And, probably, they would also say that I am extremely stubborn and the ideal combination between rational thinking and emotional intelligence. I was often told when I entered the world of entrepreneurship that in order to succeed, I had to think like a man.

Well, I managed to succeed by acting like a man at times, but also knowing when to make empathetic decisions and when to use my intuition in building relationships.

C&B: What is the most important decision you’ve made that changed your trajectory?

Toanchină Ioana Miruna: The decision to transform Rawmantic from a small project into a scalable business.

It meant investing in branding, distribution, processes, and taking on greater financial risks.

This mindset shift—from “small producer” to “brand with expansion potential”—is what completely changed our trajectory.

C&B: What has your role as co-founder taught you about leadership and decision-making under pressure?

Toanchină Ioana Miruna: That leadership does not mean always having the answers, but having clarity of direction.

In the toughest moments, I learned to make decisions based on numbers, but also on intuition—especially in a creative business, where not everything is quantifiable. There were many times when I had all the possible data available, and the best decision turned out to be the one with the least “data,” but the closest to my heart 🙂

And…perhaps the most important lesson: to remain calm in crisis situations and to always project stability and self-control, because the team always absorbs the leader’s energy.

C&B: What does a typical day look like for you now and which moments bring you the greatest satisfaction?

Toanchină Ioana Miruna: My days are divided between strategy, operations, and product development. I wake up at 8, prepare my breakfast, take my supplements, get an energy boost from the coffee shop downstairs, which is when I start my day. I go to the production space, create the plan for the day, reply to emails, and attend meetings. I never end a day without movement—running, weights, or cardio. It helps me a lot to clear my mind of the stress accumulated during the day.

I work both on the business side—partnerships, distribution, optimization—and on the brand and experience side.

The most satisfying moments are when I see the final product reaching the customer and the real reactions of people—that’s when everything takes shape and we know we are on the right path.

C&B: What values or principles guide you in what you do and how do you apply them daily?

Toanchină Ioana Miruna: Authenticity, quality, and determination. Grit.

We don’t launch products we don’t believe in and we don’t make compromises that affect the customer experience.

I apply these principles in every decision—from ingredients to partnerships and the way we communicate.

We will never choose solely based on profitability, and we have often sacrificed profit margins in favor of product quality. The customer always feels when a producer lowers quality, and it is very hard to win back a disappointed customer.

C&B: How did the idea of Rawmantic come about and what need did you identify in the market before launching the platform?

Toanchină Ioana Miruna: The idea came from a personal need.

Following the transformation my sister Andreea went through—losing over 70 kg—we understood how important it is to have real, not restrictive, alternatives for sweets.

There were “sugar-free” products on the market, but very few that were truly tasty, premium, and coherent as a brand. Many were full of processed, inflammatory ingredients, with sugar replaced by alternatives that were even more harmful.

We identified exactly this gap: desserts that look, feel, and position themselves at a premium level, while also being healthy and containing no sugar.

C&B: If you were to summarize the essence of Rawmantic in a single sentence to inspire readers, what would it be and why?

Toanchină Ioana Miruna: Rawmantic is proof that you don’t have to choose between pleasure and balance—you can have both, in a more conscious, refined, and sustainable way. Because you matter, and what truly matters is what you do in the long term.

The Rawmantic story is not just about desserts, but about mindset, ownership, and long-term building. Beyond the product, one lesson stands out: the real difference lies in the ability to take action, adapt, and build consistently—even when the path is far from perfect.