ITALIAN food is delicious and it mostly contains some kind of animal-derived ingredients
such as cheese, eggs and milk.
So, when I encountered the new book, Veganissimo – Italian Vegan cuisine, by Angelique Roussel, I was intrigued.
There are recipes to help you make vegan versions of mozzarella, ricotta and mascarpone as well as fresh pasta without eggs. Each recipe is straight forward and the ingredients are readily available.
Each dish has been photographed so that you can see what the finished vegan version
of your favourite Italian dishes should look like.
Here are some wonderful recipes taken from Veganissimo by Angelique Roussel.
Published by Grub Street. ISBN: 978 1 911621 409
Strawberry Panna Cotta
(Serves 6)
Method:
Warm the almond milk in a pan. Mix the sugar with the almond cream in a bowl. Add the warm milk and agar-agar. Mix well. Transfer to a pan and bring to the boil for 30 seconds.
Pour the mixture into ramekins.
Leave to cool and then refrigerate for at least an hour.
In the meantime, make the strawberry coulis: wash and hull the strawberries. Combine with the remaining ingredients in a blender. Blend until smooth.
Green olive and hazelnut cantucci
(Makes about 30)
Ingredients:
250g plain flour
100g maize flour
1 tsp baking powder
1 pinch bicarbonate of soda
1 pinch salt
1 tbsp fennel seeds (optional)
50g shelled whole hazelnuts
80g pitted green olives
50ml olive oil
2 tbsp hazelnut butter
150ml hazelnut milk (or other plant-based milk)
Method:
Preheat the oven to 180C (gas mark 4). Mix the flours with the baking powder, bicarbonate of soda, salt, fennel seeds, hazelnuts and olives, in a bowl.
Mix the oil, hazelnut butter and hazelnut milk together in another bowl. Pour the mixture of wet ingredients into the other bowl and mix well. When the resulting dough becomes
compact, knead until smooth. If it continues to stick, dust with a little flour. Divide the
dough into two 18 x 4cm logs. Lay the rectangles on a baking tray lined with baking parchment. Bake for 20–25 minutes until light golden. Take out of the oven and leave to cool completely. Cut into 1cm thick biscuits.
Arrange the biscuits on a baking tray lined with baking parchment and bake again for 10
minutes at 180C (gas mark 4). Leave to cool inside the oven.
Wash and halve the aubergines lengthways. Lightly score the cut side, drizzle with olive
oil and cook in the oven for 30 minutes at 180C (gas mark 4).
Scoop out the flesh and blend with the tomato purée. Mix the chia seeds with 2 tablespoons of filtered (or still mineral) water. Soak for 5-10 minutes. Mix the aubergine flesh with the peeled and pressed garlic, peeled and finely sliced onion, corn breadcrumbs, rice flakes (or oats) and soaked chia seeds. Adjust the seasoning. Mix well and rest the mixture for 20 minutes in the refrigerator.
Preheat the oven to 180C (gas mark 4). Wash and finely chop the basil, and mix into
the aubergine mixture. Roll the mixture by hand into balls.
Arrange the balls on a baking tray. Drizzle with olive oil and bake for 10-15 minutes.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
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