Mattel has teamed up with Grazy, a Quebec-based food company, to create a unique vegan ice cream flavor in honor of the 65th anniversary of the iconic Barbie doll.
Maude St-Pierre, founder and president of Grazy, a plant-based dessert company, proposed the idea to Mattel last fall. Their collaboration has resulted in the vegan, oat-based frozen dessert, Barbie X Grazy Birthday Cake Dream, available in over 500 retail locations across Quebec.
Grazy Foods, a Canadian industry leader in plant-based frozen desserts, has been delighting restaurateurs and institutions across the country with its innovative offerings since its inception, previously known under the Séva brand.
The company was founded in 2020 by Maude St-Pierre, who continues to own and operate it with unwavering dedication. Grazy Foods proudly holds certification from WeConnect International as a Women-Owned business, reflecting its commitment to female entrepreneurship. Additionally, the company is certified by 1% For The Planet, a testament to its ongoing commitment to environmental sustainability through annual donations to various organizations.
“My goal was to create delicious plant-based options that everybody would love.”
“When I had the idea to start the business, my ultimate goal was to raise the standards for vegan “comfort food”, while creating delicious plant-based options that everyone would love. Since then, my team and I have been on a mission to create the best plant-based products (in the world!), that are good for our soul, our community and our planet by enjoying our tasty products, you’re helping us to create a better future for everyone.”
In 2023, Grazy Foods expanded its operations and diversified its product range to establish a presence in multiple categories. Alongside this expansion, the company introduced its new brand, Grazy, and launched two exciting new CPG product lines, further solidifying its position as a frontrunner in the frozen dessert industry.
The collaboration with Mattel is a remarkable success story, highlighting the extraordinary trust a major toy company has placed in a young localized niche market in Quebec, Canada. It’s awe-inspiring to see how Mattel has entrusted one of its most iconic properties, Barbie, to Grazy Foods, demonstrating confidence in its ability to deliver a unique and high-quality product. This partnership not only celebrates Barbie’s 65th anniversary but also underscores the incredible potential and innovative spirit of Grazy Foods in the vegan dessert market.