Founder Story – The story behind Cannoli Box

Two baristas and an Italian cookie

We are Christiaan and Sylvester, the founders of Cannoli Box. For over ten years, we have run a coffee catering business together, providing baristas on-site. Luxury coffee bars, fresh beans, beautiful machines, and the experience that comes with it: that's what we bring to events, weddings, and corporate parties throughout the country.

For us, this also includes something special to go with the coffee. Not a standard cookie, but something refined. We chose the cannoli – a classic from Sicily. At the time, we still bought them ready-made, but they were a hit. Guests increasingly asked us:

“Where can I buy those cannoli?”

But… you couldn't really buy them anywhere. Certainly not as a private individual.

From letterbox to business

Until one day we received a letterbox package with brownies. "Imagine if we could do this with our cannoli," we said to each other.
And so the idea for Cannoli Box was born.

We started simply: a website, letterbox packages, a sticker on it, and homemade advertisements. Not perfect, but it worked. People started ordering. The reactions were enthusiastic.

We soon realized that letterbox delivery was not ideal — the cannoli often broke during transport. We switched to parcel post with track & trace. This kept the cannoli intact and allowed customers to easily track their package.

From purchasing to our own recipe

In the beginning, we still bought the cannoli, but soon the need arose to make the product ourselves. We wanted to keep quality in our own hands and continue to improve.

We upgraded our brand identity, developed a luxury box, and started working on our own recipes. It was trial and error: the first filling was far too sweet, but thanks to customer feedback (which we always listen to), we refined the recipe.

We now import the shells directly from Sicily, the heart of the cannoli tradition. And the filling? We make that ourselves, with a creamy white chocolate base and subtle flavors that truly come into their own.

The marketing stunt that went viral – The birth of the Cannoli Guys

Because we come from hospitality, for us it's not just about products, but especially about experience. During a coffee break at the office, one of us joked:

“How cool would it be if we walked around with a cannoli tray, just like hotdog vendors in American stadiums?”

There was a silence. And then we knew: this is it.

Together with our handy handyman, we made two portable cannoli trays in our iconic colors. During a Mother's Day event at a friend's wine bar, we handed out our cannoli — and our content creator filmed it all.

The result? An Instagram Reel that went viral worldwide. Requests poured in. People wanted us at their events, weddings, openings. And so, suddenly, we became…

The Cannoli Guys.

An experience. A brand. A phenomenon.

Online explosion & international growth

Our social media plays a huge role in our growth. We are active, visible, and create engaging content. Our videos are viewed millions of times and have literally brought our reach across borders.

We now deliver not only in the Netherlands but also in Belgium, Germany, Austria, France, Spain, and even Italy — the home country of the cannoli. A little exciting, but also a huge confirmation. 

 Our mission

Our mission?

To let all of Europe enjoy the ultimate luxury cookie: the cannoli from Cannoli Box.

Our cannoli is not just a cookie. It's a small gift. A moment of happiness.
Because our filling can be kept at room temperature, you can simply have them delivered by post – at home, at the office, or as a gift for someone else. This way, we make it possible to enjoy a fresh, luxurious cannoli anywhere.

We want to continue growing:

• Even better quality, by continuously refining our recipes and ingredients.

• Even more events, where we surprise people live with our Cannoli Guys.

• Even more happy recipients, who receive a Cannoli Box as a gift or treat.

Our dream is to make Cannoli Box a household name.
The luxury cookie that you not only taste but also experience.