Frizata

About Frizata

Frizata is a direct-to-consumer (D2C) food-tech company specializing in frozen foods, primarily targeting the flexitarian market. Founded in 2019 by Argentine entrepreneurs Adolfo Rouillon and José Robledo, the company emerged from their extensive prior experience in both the technology and frozen food sectors. The founders, business partners for over two decades, previously established and sold a software company, Amtec, and also founded Congelados del Sur, which developed frozen products for major brands like McDonald's and Burger King. This dual background in tech and food production informed Frizata's strategy to address inefficiencies in the traditional food supply chain.

The company operates as a Digitally Native Vertical Brand (DNVB), managing the entire lifecycle of its products from development and production to e-commerce and distribution. This integrated model eliminates intermediaries, allowing Frizata to offer high-quality products at more affordable prices. Revenue is generated through direct online sales from its website and app. The business leverages big data and customer feedback in a "co-creation" process, enabling rapid product development and iteration, much like software version updates. For instance, customer requests during the pandemic led to the creation of an entirely new line of pre-cut vegetables in under five months.

Frizata's product portfolio includes over 80 items, featuring vegetables, appetizers, and a comprehensive line of proprietary meat-free products such as "FriBurger" and "FriNuggets," all made without artificial preservatives. Initially launched in Argentina, the company has expanded its operations to Chile, Brazil, and the United States. A significant milestone was the closing of a $5 million Series A funding round in 2021, led by SP Ventures and including notable investors like the founder of Mercado Libre. This investment fueled its international expansion, with plans to enter markets in Singapore, London, and Madrid.