Exhibiting at Anuga Select Brazil 2025

Doces da Fhê is an artisanal confectionery brand based in São Paulo, Brazil, founded and led by pastry artist Fernanda Vieira. The brand has gained local recognition for its handcrafted chocolates, brownies, cakes, and personalized sweets, catering primarily to the premium events, gifting, and celebration market. With a strong Instagram-driven presence, Doces da Fhê has built a loyal customer base drawn to its creative designs, premium ingredients, and bespoke offerings.

Core Business

The core business of Doces da Fhê revolves around the production of artisanal sweets, focusing on personalization, seasonal specialties, and high-end presentation. The company specializes in small-batch production, emphasizing quality, craftsmanship, and aesthetic appeal, making its products ideal for weddings, birthdays, corporate gifts, and festive occasions.

Product and Service Offerings

Doces da Fhê offers a diverse and evolving menu, including:

• Chocolates Artesanais:

  • Bombons recheados e decorados
  • Trufas artesanais
  • Ovos de Páscoa personalizados

• Brownies:

  • Brownies tradicionais
  • Brownies recheados com brigadeiro, doce de leite e Nutella

• Bolos Personalizados:

  • Bolos temáticos para festas
  • Bentô cakes (mini bolos decorados com frases e desenhos)

• Doces para Festas:

  • Brigadeiros gourmet
  • Beijinhos
  • Doces finos para casamentos e eventos

• Lembrancinhas Personalizadas:

  • Kits de presente
  • Caixas temáticas para datas comemorativas

These products are primarily marketed through Instagram and WhatsApp, with a direct-to-consumer model focused on pre-orders and customization.

Specialization and Core USP

Doces da Fhê’s core USP lies in its highly personalized, handcrafted approach. Unlike mass-market confectioners, the brand focuses on:

• Bespoke designs tailored to each client’s theme or event
• Premium ingredients, including Belgian chocolate and fresh dairy products
• Small-batch freshness, ensuring every item is crafted with attention to detail
• Seasonal launches, such as limited-edition Easter eggs, Valentine’s kits, and holiday collections

The brand’s heavy use of social media storytelling and behind-the-scenes content further reinforces its artisanal, authentic image.

Financial Performance

As a boutique artisanal operation, Doces da Fhê operates on a small scale, with estimated annual revenues between R$250,000–400,000 (~USD 50,000–80,000), largely dependent on peak seasonal sales. Sales are strongest during major Brazilian festive periods such as Easter, Mother’s Day, Valentine’s Day, and Christmas, which account for approximately 60–70% of annual turnover.

Shipments and Export Data

Doces da Fhê operates primarily in the São Paulo metropolitan area, with limited regional delivery. Currently, there is no international export activity, as the products are perishable and tailored for local, made-to-order delivery. However, the brand has expressed interest in expanding its packaging solutions to enable refrigerated shipping within Brazil.

Target Market

The brand targets:

• Urban consumers in São Paulo looking for premium, artisanal sweets
• Event planners and wedding organizers seeking bespoke dessert tables and custom gifts
• Corporate clients ordering personalized kits for staff and client gifting
• Gifting customers who value high-end presentation and artisanal quality

Capabilities

• In-house artisanal production led by pastry chef Fernanda Vieira
• Custom design and personalization services for each order
• Direct-to-consumer pre-order system through Instagram and WhatsApp
• Seasonal menu innovation, adapting to customer trends and holidays
• Social media marketing expertise, driving organic customer engagement

Certifications and Compliance

• Compliance with ANVISA (Agência Nacional de Vigilância Sanitária) standards for food preparation
• Licensed home-based or small-scale commercial kitchen operation, adhering to local municipal health codes
• Commitment to hygienic production practices and ingredient traceability

Customer Testimonials

“Os doces da Fhê fizeram toda a diferença na nossa festa de casamento. Além de lindos, estavam deliciosos!”
— Cliente via Instagram

“O bentô cake que pedi para o aniversário foi um sucesso. Todo mundo elogiou o sabor e a decoração.”
— Cliente em São Paulo

Major Achievements

• Gained over 12,000 Instagram followers organically, with strong engagement
• Featured in local São Paulo culinary events and pop-ups
• Successfully launched seasonal product lines for Easter, Christmas, and Valentine’s Day, often selling out within days
• Built a loyal repeat customer base, with over 60% of monthly orders coming from returning clients
• Recognized as an emerging artisanal confectionery brand in the São Paulo metropolitan market