Building an international D2C FoodTech platform, brand architecture, and multi-functional experience space for premium frozen meals.
Transforming legacy ice cream delivery into an all-year D2C FoodTech platform.
In Northern Europe, home delivery of ice cream via door-to-door trucks is an iconic tradition, led by established national holdings like Hjem-Is in Denmark and Isbilen in Norway. However, these businesses faced clear seasonal constraints: operating as peak-summer ice cream services left delivery fleets underutilized for most of the year. Meanwhile, consumer demand for high-quality convenience meals was surging, with younger urban demographics embracing quick-freezing technology for its nutritional and anti-waste benefits.
To capture this growing market, Food Union initiated a major strategic transformation to consolidate its Nordic assets under a single, modern D2C FoodTech holding: FRÅST. The new venture aimed to challenge traditional take-away delivery by offering curated, flash-frozen meal bundles direct to doorsteps. Having previously served on the Food Union board of directors, Mildberry founder Oleg Beriev was approached to lead the transformation effort, bringing in Mildberry as the core branding and strategy partner.
Developing a unified brand system, smart bundle strategy, and multi-functional brand space.
Mildberry transformed a legacy seasonal logistics model into a modern, lifestyle-led FoodTech platform built around planned consumption and cold-chain authority.
We established the FRÅST brand platform around year-round convenience, green eating, and cold-chain precision ("From FRÅST Direct to Freezer"). We transitioned the commercial logic from selling single SKUs to offering curated meal sets tailored to specific living situations—such as family dinners, post-school meals, and urban busy routines—while integrating iconic local assets like Hjem-Is as exclusive brands.
We designed a clean, contemporary Nordic visual identity that reflects freshness, culinary quality, and tech-driven convenience. The design system was engineered for multi-channel scalability across e-commerce platforms, delivery routes (urban, suburban, rural), event setups, and the iconic neighborhood delivery trucks.
To educate urban consumers and demystify high-end frozen cuisine, we developed a multi-functional brand space in the center of Aarhus. The physical layout seamlessly combined a cafe and tasting kitchen with a retail venue and event hub for cooking workshops, expert talks, and community gatherings—proving that flash-frozen meals equal restaurant-quality freshness.
A market launch and a pioneering FoodTech platform model.
FRÅST was brought to market across the Nordics, demonstrating how legacy logistics could be transformed into a modern D2C convenience platform. Following a change in shareholder structure, the project was phased out ahead of Food Union’s ultimate acquisition by Froneri in 2025. Nevertheless, the initiative stands as a benchmark for FoodTech brand innovation.