From Rosario, Argentina, Arbanit Fellow was founded in 2015 by Ivo Kraljev and Gabriel (Gabi) Freites, who were inspired by the words of their professor at their Hotel and Tourism Management School, who said that food and happiness were related.
"At that moment, our entrepreneurial spirit was awakened, and we knew we had to do something about it," said Ivo Kraljev, co-founder of Arbanit Fellow.
Kraljev detailed how Freites' father suggested the pair make cubanitos (wafer rolls) with his Freites' grandfather's recipe. The pair tried it and gave the cubanitos a twist with new fillings.
The pair were passionate about catering to a broad consumer base and decided to use fillings. One is Dulce de Leche (milk jam), which is traditional in Argentina. Hazelnut Paste is another filling used as it is a flavour gaining traction and popularity, and finally, Peanut Paste.
Kraljev continued that the pair wanted to make a product that would generate happiness. Therefore, they decided the brand slogan should be 'Happiness Found Its Flavour'.
With humble beginnings in the kitchen of Freites' grandparents, the pair studied during the day and worked at establishing Arbanit Fellow at night through Instagram and WhatsApp channels.
Finally, Freites' mother suggested the pair look for another place because the business had already taken on the entire house, which is when the brand found its home in May 2018, with its first factory, which it rapidly outgrew, meaning the pair had to move to another one and in October of 2021, the company has moved to its current factory.
"We are about to move again to a bigger place."
Now, Arbanit Fellow sells in three countries: Argentina, Paraguay, and Uruguay, with expansion plans to two more countries next year.
Arbanit Fellow's Cubanitos is a hand-crafted recipe; its quality is achieved through its use of first-class raw materials and the brand's transparency and connection to its customers.
It has three distinct categories within the brand, ArbaClassic, which includes global flavours where the fillings' creaminess surprisingly meets the crispy wafer. ArbaVeggie is a range of innovative, indulgent products with added nutritional value. Thirdly, ArbaFruit, a range crafted with whole wheat flour and tropical flavours such as Forest Fruit Paste, Strawberry Paste, Passion Fruit Paste and Lemon Paste.
Kraljev explained that being innovative meant constantly looking for new ideas, making connections, and challenging to always be better for the brand and its customers.
"For example, ArbaVeggies are made with pea protein, calcium carbonate, vitamin B6, B12 and D and the fillings are made of Coffee, Chocolate and Peanuts, and Cocoa Paste."
The new 'Intelligent Food' category at Anuga is where the Arbanit Fellow presented its product, which has shown great growth potential.
"It's not only indulgent and delicious, but its consumption has a nutritional contribution. We seek to break down the barrier that delicious can't be healthy."
Another highlight is the product's versatility, which can be consumed at room temperature. However, it can also consumed while frozen.
"Our flexibility allows us to be innovative in each market we enter, adapting our products to the culture and consumers."
Arbanit Fellow sweet snack is the perfect indulgent treat during the day, as consumers more frequently seek out little luxuries for joy in their daily lives. Its careful and balanced use of sugar per portion means it is a satiating product that fulfils the sweet tooth craving without being too sweet.
The brand is also developing a new product for the Asian market.
For more information, visit https://arbanit.com/.
