Gemelli was founded in 2018 through French double brothers Nicolas and Guillaume Bouvier.
“Gemelli was born of resilience,” they said. It was founded after a “serious accident” that caused the loss of one eye and caused the duo to stick to a “long-standing dream” to move to Italy and be informed Italian.
Inspired over a four-month period in Rome, the Bouviers will continue their “Italian adventure” on their return to France by creating an ice company.
“The product is the foundation of our business,” the brothers told FoodNavigator.
Gemelli produces ice creams that are nutritionally different from the maximum of other products on the market. Not only is it “natural,” but the brothers have formulated recipes low in fat and sugar, semi-skimmed milk instead of cream. The ice does not involve added air, does not contain gluten, does not contain egg and the company also offers a range without sugar.
It’s the “perfect” intersection between “natural, grip and health,” Bouvier explained. “In the world of ice cream, this represents a genuine revolution in terms of vision and seeing the product. We’re even running in a range of well-being, which will promote cellular regeneration.”
Other facets of Bouviers’ resonate with French consumers.
The logo is built on “deep sincerity and poetry”, either in terms of product and vision, said Les Bouvier.
It also attracts environmentally friendly French consumers, thanks to its local products and fully recyclable packaging.
In fact, this positioning has allowed Gemilli to expand its presence, winning records at more than 150 outlets in France.
When French President Emmanuel Macron announced strict confinement measures on 17 March to contain spread of the virus, the move put a serious dent in the small company’s growth trajectory.
“COVID sank Gemelli’s B2B business to 0 sales. Since the maximum of our business is aimed at restaurateurs and other outlets for groceries and bakeries, orders have stopped,” the founders told us.
“Our company has suffered this crisis to the fullest, both psychologically and financially.”
How did the startup retaliate?
First, the brothers quickly used the mechanisms established by the French government to save the cave from companies. Rent, per month, bills and wages were frozen.
But the biggest challenge is how to succeed in consumers when the off-home channel where Gemelli shuts down suddenly and absolutely.
The answer to this question was, according to the Bouviers, the creation of a direct online sale to consumers, as well as the creation of Gemelli’s own physical store.
In addition to the “technical skills” required to set up a D2C business, the Bouviers temporarily learned that they had an impediment to overcoming. In the ice cream industry, Gemelli discovered that it is a big step for consumers to have confidence in getting an ice cream on their doorstep.
“In fact, for many, it is still … unthinkable to get an ice cream at home. Therefore, it is obligatory that paintings often in this facet make the act of acquiring something natural, reassuring, even normal.
Although COVID has an effect on the company, the logo remains “deeply optimistic” about the future. “In our view, every crisis, a complicated event, is a way to outdo itself, to reshape to achieve even more things.”
Looking ahead, Gemelli plans to continue expanding the product by creating new “even healthier and more nutritious” ranges. The brothers are also already expanding foreignly. Beyond business growth, they hope to use their business as a positive force by having a “positive impact” on society and the environment.
And the brothers that Gemelli customers will only resonate more with customers in the post-COVID world. “The COVID crisis has accelerated the replacement of the mindset in terms of daily intake, let alone better. Of course, it’s going to take some time. But this kind of old crisis cannot remain without consequences for the client and for corporations which, in our opinion, will have to assume an even greater social, social and even political role.
Fundamentally, the Bouviers that COVID-19 will replace the face of food companies.
“In our opinion, a company is no longer a mechanical entity that serves as the production of product A for a B with the sole purpose of making a profit. Rather [it has become] a biological whole, in search of ideals, dreams of creation for the unusual intelligent with creativity, audacity and adaptability as a means.
“A reversal is underway.”
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