Misura Fibrextra whole wheat biscuits with pumpkin, carrot, and orange

Misura is a prominent Italian brand specializing in wellness and health-oriented food products. Founded in 1974, it pioneered the 'healthy eating' segment in Italy at a time when such products were primarily sold in pharmacies rather than supermarkets. The brand is known for its extensive range of high-fiber, sugar-free, and allergen-free items.

The product shown is from the Fibrextra line, featuring whole wheat biscuits filled with a pumpkin, carrot, and orange mixture. These are manufactured in Italy, often using 100% Italian wheat as indicated on the packaging.

In 1996, Misura was acquired by the Colussi Group, a major Italian food company, from the American multinational Heinz. Today, the Colussi Group remains the ultimate owner, managing the brand from its headquarters in Italy and emphasizing sustainable production methods, including the use of renewable energy in its factories.