WICE Ice-cream - The unique Macedonian product, ice cream with wine, that is conquering the American market!
Tell us more about the beginnings of WICЕ. How did the idea come about and what does WICE actually represent?
Sofija Daceva:
Matrioshka is the company behind the WICE brand, which started as a small idea born from my love for innovation and technology. Driven by the desire to introduce something new to both the Macedonian and foreign markets, I decided to focus on products that combine the best of both worlds – tradition and modern innovations. In 2017, I established the company after I had already developed a 'proof of concept'. Our unique advantage lies in the fact that we have developed technology that encapsulates wine in the base mixture of the ice cream, resulting in a final product that consists of 50% wine and can contain up to 8% alcohol, while also boasting a shelf life of 12 months, making the product ideal for mass consumption.
In 2019, we had already made significant progress with the ice cream, and at that time, all that remained was to create the flavors. It's important to remember that each wine has its own distinct taste, so developing an ice cream flavor that enhances and reflects the wine's notes is essential. As we were working on the flavors, the X Factor Accelerator joined us, and with their help, we began constructing the factory in 2020, which is now fully automated.
When it comes to flavors, the first two we developed are: Merlot-chocolate-cherry and Riesling-vanilla-raspberry, both made with 50% Macedonian wine and 4.5% alcohol.
Right now, WICE has a lineup of 10 ice cream flavors, 4 of which are wine-based and the other 6 are regular flavors.
How far has the development of the company come, considering the support from the X Factor Accelerator?
Sofija Daceva:
Matryoshka was established in 2017, and thanks to the long-term R&D development of the concept and the technological process for stabilizing wine in ice cream (during the period of 2016–2017), we succeeded in creating a proof of concept and finally transitioned to serial production in 2024.
As part of the X Factor Accelerator program, Matryoshka was chosen as one of the startups (out of a total of 5 supported companies) that received an investment of €100,000 per company. The accelerator helped us focus our efforts on flavor development, acquiring some factory production machines, and building our team.
Specifically, we managed to acquire a specialized production line that's part of the factory, and among other things, we also got HACCP accreditation and automation. From a sales perspective, we positioned ourselves in 9 cities and over 100 places on the Macedonian market, and our main distribution channels are: HoReCa and supermarkets.
The team at X Factor Accelerator always supported us whenever we needed it, they have a warm and friendly approach, and our collaboration is still great to this day.
What are the latest news related to the company and what are your future plans?
Sofija Daceva:
Recently, WICE is making its move into the American market: it was just announced that we're opening a new independent company in the U.S., specifically in Austin, Texas, as part of our strategy for global expansion and entering the biggest market. We've managed to become part of the accelerator program of one of the accelerators in the U.S., the International Accelerator based in Austin, Texas.
We are planning an intensive expansion in the USA and the region through the development of the Texas WICE Collection, specifically partnerships with wineries based in Texas and a combination of licensing and outsourcing strategies. Namely, our initial plan is to start collaboration with 6 wineries, where we will develop a total of 12 flavors (2 from each winery) of wine ice creams and sorbets. After the collection is developed, the six best-selling flavors will be presented to distributors who would place us into major supermarket chains such as H-E-B and Whole Foods.
One of the options we are considering for company growth is to offer a franchise for production to all interested parties in the business ecosystem.
Finally, what would you recommend to future entrepreneurs?
Sofija Daceva:
Never be afraid to experiment and be different. The world of innovation requires courage, but also perseverance. Not every beginning will be easy, but if you have a clear vision and commit to it, you will succeed. Remember – every failure is merely one step closer to success!
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