The Sweet Science Of Joy: Why “Mindful Indulgence” Is Key To Canadian Happiness (Win!)

There’s no secret to happiness, but according to new research from Loacker Canada, there is a definite science to it. Ahead of International Day of Happiness on March 20, a national survey revealed that for many Canadians, the path to emotional balance isn’t found in grand milestones, but in small, intentional rituals—like slowing down to savour a treat or connecting over a shared snack.

The findings are striking: 45 per cent of Canadians agree that a sweet treat helps them bounce back after a stressful day, while 96 per cent say quality time with loved ones is their primary driver of joy. To unpack why goodness in our ingredients and our actions matters so much, we sat down with TJ Rooney, President, North America at Loacker. He shares how the iconic Italian brand is encouraging us to step back from the daily rush and rethink happiness as a collection of small, delicious moments. —Noa Nichol

The Science of a “Quiet Pause”: Loacker’s new research shows that 45% of Canadians feel happier after enjoying a treat following a stressful day. How does the “mindful indulgence” philosophy at Loacker encourage people to slow down and truly savor these small, restorative moments?

Loacker’s philosophy encourages people to prioritize quality over quantity in all aspects of life and to choose goodness. Whether it’s taking a break during your day, sharing something sweet, or making space for connections with friends and family, it is important to slow down and reset to fully savour these everyday shared experiences.

Connection Through Craftsmanship: An incredible 85% of Canadians agree that sharing a sweet treat improves their happiness levels. In your view, how does the quality of ingredients—like those used in your Quadratini or Tortina—elevate the experience of connecting with loved ones?

Loacker believes that happiness is closely linked to goodness and that goes right down to the premium ingredients we use in every Loacker wafer. With Loacker Quadritini or Tortina, or really any of our products, you’re not just sharing a sweet treat – you’re sharing something made with care, thoughtfully selected ingredients and no shortcuts. That matters because when you feel good about what you’re eating and what you’re offering others, it enhances the moment. It turns a simple snack into something more intentional, more meaningful, and ultimately more joyful.

The “Goodness” Standard: Loacker recently became a “Società Benefit,” reinforcing its commitment to social and environmental impact. How does knowing a product is crafted with “goodness”—no preservatives, added flavorings, or colors—change the emotional “feel-good” factor for the consumer?

We’re seeing a real shift where consumers really care about what they’re consuming. Knowing a product is made without preservatives, added flavours, or colourings changes the emotional experience. It removes a layer of guilt and replaces it with trust.

Loacker becoming a Società Benefit is a reflection of that same philosophy—goodness isn’t just about taste; it’s about how something is made and the impact it has. When people know a brand is making thoughtful choices for both people and the planet, it enhances that “feel-good” factor and makes the moment of indulgence more positive and aligned with their values.

We’re really proud of to be recognized as a Società Benefit and look forward to continuing our social and environmental initiatives like reducing the carbon footprint of our packaging, ensuring majority of residual materials are recyclable as well as continuing to support cooperatives and farmers in Ecuador and the Ivory Coast with our Cocoa farming program.

Savouring the Ritual: You’ve mentioned that happiness is shaped by small, intentional behaviors. What is your personal favorite Loacker “happiness ritual”—is it a quiet break with a Classic Wafer or a shared moment with family?

I’m not sure I can pick just one ritual as a favourite.

For me, there is nothing better than spending time with my loved ones after a busy day at the office. Pairing a coffee with a classic Hazelnut Wafer or a Caramel Tortina and listening to the newest updates on my family’s day. It is in these moments when I feel most relaxed, present, and balanced.

I also love taking a quiet break with my favourite – a Dark Chocolate Tortina — during the workday. It helps me take a moment to pause and reflect before jumping back into a busy day at the office.

A Message for International Day of Happiness: With March 20th approaching, what is the one “small act of goodness” you hope Canadians take away from these survey findings to boost their everyday joy?

If there’s one takeaway, it’s this: happiness doesn’t have to be big or complicated—it can be built through small, intentional moments.

Whether it’s taking a break, sharing a treat, or simply slowing down with someone you care about, those small acts of goodness can have a meaningful impact on how we feel day to day. The research shows that Canadians already recognize this—now it’s about giving ourselves permission to actually lean into those moments more often.

Win! A $100 Joyful Loacker Prize Pack!

Congrats Nicole F. of Toronto, ON, who will receive a $100 Joyful Prize Pack of a full-range assortment of Loacker products and signature flavours (including Patisserie, Quadratini, Tortina, and Wafers)! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.