Misura Dolcesenza biscuits with chocolate chips

Misura is a prominent Italian brand specializing in wellness and health-oriented food products. Originally founded in 1974, it pioneered the 'wellness' segment in Italy long before it became a mainstream trend. The brand was initially developed by Plasmon (part of the Heinz group at the time) but was acquired in 1996 by the Colussi Group, a major Italian food company with a history dating back to 1911.

Today, Misura is the flagship brand for healthy eating within the Colussi Group's portfolio, which also includes other historic Italian brands like Agnesi and Sapori. The manufacturing of Misura products takes place primarily in Italy, leveraging local production facilities that specialize in high-quality baked goods. Under the Colussi Group's ownership, the brand has transitioned from a niche 'free-from' label into a lifestyle wellness brand, offering a wide range of snacks, cereals, and biscuits designed for nutritional balance without sacrificing traditional Italian taste.