The food project "Mino Market" comes at a time when the siblings in the high-profile media family have niched themselves in their respective careers. Benjamin as a musician, Bianca as an entrepreneur and influencer, and Oliver as a restaurateur in Stockholm.
But it was preceded by, what can be described as, several years of extreme media exposure – not least in the TV program Wahlgren's World.
Expert: Good strategy
A excellent strategy in brand building if you ask Eva Ossiansson, brand researcher at the University of Gothenburg.
They have reached out through several channels over many years and created a broad brand awareness. In the reality show, you also got a stripped-down and private feel, which builds a loyal follower base, she says and continues:
Bianca, for example, has built a strong fanbase that likes things regardless of whether she receives criticism.
She brings up Bianca Ingrosso's company Caia cosmetics' dealings with the Advertising Ombudsman (RO) as an example.
In 2021, the company was convicted seven times by RO in just over two years, according to Resumé. No Swedish company had more convictions during the same period. On four occasions, the reason was gender-discriminatory advertising.
Earlier this year, Caia's parent company agreed to a fine after selling an environmentally hazardous makeup pen containing a banned PFAS substance.
Caia issued an apology and wrote that they had tightened their processes.
Is there anything else you want to say about the matter?
— No, we've already made our statement. Thanks for asking, but you can turn to our CEO in that case, says Bianca Ingrosso.
Not been a plan
If you ask the siblings themselves, there has never been a strategy behind their programmed appearances and personal brands.
It's so funny that people always think we have some strategic plan. I think instead that we said yes to a lot because we thought it was fun. Now we have less time, but we've also found more of what we want to do, says Bianca Ingrosso.
Can't your mom have had such a plan for you then?
A laugh breaks out among the siblings.
God, it would have been so bloody cool if it turned out to be like that, but the word strategy doesn't exist with her, says Bianca Ingrosso.
The idea of Mino has grown around the dinner table over many years, tells Oliver Ingrosso:
It has probably been born out of the fact that the range of products we want in a Swedish grocery store doesn't really exist.
Benjamin Ingrosso tells that it was even hard for buyers to find the products they were looking for when he recorded his food and music program "Benjamins".
I hope people think this "makes sense" since I love pasta and have stood and screamed about what you can and can't have in a carbonara, he says.
