Frood
whole food blend pouches
A new product launch, fronted by Frida Redknapp
The challenge
Frida Redknapp conceptualised and developed her brand Frood from her kitchen table. Driven by the belief, convenience shouldn’t have to mean ultra-processed, her new range uses dehydrated whole food ingredients, which create delicious nutritious food blends to disrupt the processed packet mix meat and herb market.
After months of refining family favourite recipes in her own kitchen, Frida partnered with Alexir to bring the brand to life. The brief encompassed everything, from standout packaging design and shelf-ready pack development to ingredient sourcing and co-packing.
Alexir embraced the challenge head-on and delivered a solution that turned Frood into a retail reality.
Requirements:
The solution
Alexir united multiple in-house divisions to deliver the packaging and production of Frood’s whole food blends.
Alexir Creative created white samples for the pouch profiles, produced a range of printed prototypes and meticulously matched the colours to achieve the desired look and finish. Throughout this process, close collaboration between our Creative department, Frood and their design agency ensured the final result perfectly matched Frida’s vision.
Alexir Co-Packing worked closely with Frida and Sleaford Quality Foods, who sourced all the ingredients, to fill four SKUs – Swedish Meatballs, Bella Bolognese, Golden Curry and Mexi Fiesta – into kerbside-recyclable stand-up pouches.
Ultimately, a coordinated effort between Alexir and the Frood team, spanning design, supply chain and production, was essential in bringing the range to life.
The result
Within just 12 months, Frood progressed from a kitchen concept to a fully established retail brand, launching from 1st June in M&S food stores, on Ocado and the Frood website. The brand quickly generated a significant media buzz, positioning itself as ‘the ultimate kitchen hack’ for busy consumers seeking convenient, nutritious whole food options. Thrilled with the results, Frida is setting her sights on expanding Frood internationally.
A powerful partnership between the Frood team and Alexir was instrumental throughout the journey. Alexir was proud to support Frida at every stage and thoroughly enjoyed celebrating Frood’s arrival to market at their launch event.
Divisions involved
This partnership provided the opportunity to demonstrate the strengths of our turnkey solution.
Produced white samples, printed prototypes and conducted colour matching for the pouch formats
Worked closely with Frida and Sleaford Quality Foods to produce and fill the pouches ready for distribution
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