FroPro
FroPro is an Australian frozen-food company that manufactures high-protein, lower-carb versions of comfort foods including pizzas, fried chicken, burritos, pies, dumplings, cheesecakes, lava cakes, and sauces, sold through Woolworths and Coles nationwide and online.
- Company typePrivate
- Founded2012
- HeadquartersBrisbane, Australia
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What FroPro does
FroPro is an Australian privately-held frozen food manufacturer founded in 2012 and headquartered in Queensland. The company specializes in formulating high-protein, lower-carbohydrate versions of traditional comfort foods using proprietary blends built primarily on faba bean protein and wheat protein concentrates. Its portfolio spans nine product lines totaling 32+ SKUs, including protein pizzas (whole and sliced), high-protein fried chicken (FPFC), burritos, protein pies, baked cheesecakes, microwaveable lava cakes, dumplings, and a low-calorie Fit Sauce range, with protein content typically ranging from 25g to 41g per serving.
The company's core technology centers on food science rather than digital platforms: ingredient formulation, dough and coating systems, and sauce emulsion work that allows conventional comfort-food formats to deliver substantially higher protein and lower calories without sacrificing taste. Products are manufactured and sold under the FroPro brand across two go-to-market channels: (1) retail distribution through Woolworths (13 SKUs) and Coles (12 SKUs) nationwide in Australia plus a Woolworths New Zealand launch of cheesecakes, and (2) a Shopify-powered direct-to-consumer online store. Pricing is unit-based across SKUs ranging roughly from AUD $7.95 (Fit Sauce) to AUD $13.00 (cheesecakes). The customer base is primarily health-conscious fitness consumers and time-pressed individuals seeking convenient macro-aligned meals, with a secondary segment of weight-management consumers. The company employs 1–10 people and was bootstrapped/founder-led until a AUD $1.33 million round from Clinton Capital Partners in April 2021.
FroPro firmographics
Firmographics- Name
- FroPro
- Legal name
- FroPro
- Website
- https://fropro.com.au
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FroPro is an Australian frozen-food company that manufactures high-protein, lower-carb versions of comfort foods including pizzas, fried chicken, burritos, pies, dumplings, cheesecakes, lava cakes, and sauces, sold through Woolworths and Coles nationwide and online.
- Ownership category
- akta.pro rank
FroPro industry classification
Industry- Product category
- Frozen High-Protein Foods
- NAICS
- Frozen Food Manufacturing (31141), Food Manufacturing (311), Frozen Cakes, Pies, and Other Pastries Manufacturing (311813), Snack Food Manufacturing (31191)
- SIC
- Food And Kindred Products (2000), Miscellaneous Food Preparations & Kindred Products (2090), Ice Cream & Frozen Desserts (2024)
- akta.pro primary industry
- Frozen Meat & Poultry Meals & Value-Added Proteins (CRADADAH)
- akta.pro secondary industries
- Snacking & Single-Serve Protein Meals (Bowls, Bites, Packs) (AFANAFAH), Frozen & Refrigerated Snack Foods (Ice Cream Novelties, Snack Bites) (CRADABAL), Frozen Snacks & Appetizers (CRADADAD)
Keywords
Where FroPro is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
FroPro business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Direct Product Sales - E-commerce: FroPro sells products directly to consumers through their Shopify-powered e-commerce website. Products are shipped to customers who shop online.
- Retail Distribution - Woolworths & Coles: Primary revenue stream through distribution partnerships with Woolworths and Coles supermarkets across Australia. Products are sold through their frozen food and chilled cake sections.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Frozen Main Meals (Pizzas, Slices, Burritos, Pies, Dumplings) - Price points from $8.50 to $12.95 |
| Unit Pricing | Pay-as-you-go | Fit Sauce - 250g easy-squeeze pouch |
| Unit Pricing | Pay-as-you-go | Protein Cheesecakes - Chilled desserts |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
FroPro product offering
Product offeringCore offering
FroPro manufactures and sells a portfolio of high-protein, lower-carbohydrate frozen and chilled comfort foods including pizzas, pizza slices, fried chicken (FPFC), burritos, protein pies, dumplings, cheesecakes and lava cakes, plus a range of low-calorie Fit Sauces. Products use proprietary formulations built around faba bean protein and wheat protein concentrates to deliver 25-41g of protein per serving while retaining traditional taste and texture, and are sold through Coles and Woolworths supermarkets across Australia, Woolworths New Zealand, and the company's own online store.
Product overview
FroPro is an Australian-owned frozen food company founded in 2012 and based in Queensland, specializing in high-protein, lower-calorie comfort foods sold through Coles and Woolworths nationwide. The product portfolio consists of nine core product lines: Fit Sauce (6 flavors of low-calorie sauces), Protein Pizza (5 whole pizza flavors), Protein Pizza Slices (4 flavors), FPFC Fried Chicken (3 products), Protein Cheesecake (2 chilled flavors), Protein Lava Cakes (2 microwaveable dessert flavors), Protein Burrito (6 flavors), Protein Dumplings (2 flavors), and Protein Pie (2 flavors) — totaling 32+ products. All products share a positioning of being high in protein, lower in carbs/calories, and convenient to prepare, unified under the 'Make It Fit' tagline.
Differentiator
Problem solved
Functional benefit
Products and services
- Fit Sauce
Quantifiable outcome
- Products deliver 25-41g of protein per serving
- +4 more outcomes
Companies that use FroPro
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
FroPro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
FroPro partnerships and signals
Strategic signalScale indicators6 records
Recent moves6 records
Expansion highlights4 records
FroPro competitors and assessment
Company assessmentDirect peers
- My Muscle Chef: Australian prepared-meal brand focused on high-protein, calorie-controlled ready meals sold via retail and direct-to-consumer. Most directly comparable peer given shared Australian market, protein-centric positioning, and retail distribution model.
- Youfoodz: Australian ready-meal brand (acquired by HelloFresh) offering portion-controlled, macro-friendly meals through retail and subscription channels. Directly comparable on healthy convenience meals in Australian retail grocery, though with a different channel mix.
- Lite n' Easy: Australian portion-controlled meal brand targeting weight management and healthy eating. Directly comparable in the healthy Australian prepared-meal category with strong retail and DTC presence; broader menu but less protein-specific positioning.
Broad incumbents
- Lean Cuisine: Nestlé-owned global frozen-meal brand positioned around healthier, lower-calorie options. Overlaps in frozen healthy meals but is a much larger incumbent with broader portfolio and lower protein-centric positioning than FroPro.
- Healthy Choice: Conagra-owned frozen-meal brand focused on balanced nutrition and calorie-controlled meals. Comparable on healthy frozen-meal positioning but operates at much larger scale and is not protein-centric.
- Birds Eye: Simplot-owned major Australian frozen-foods brand across multiple categories including seafood, vegetables, and meals. Comparable on Australian frozen-food retail distribution and shelf presence, but does not specialize in high-protein positioning.
Emerging players
- Quest Nutrition: US-based protein-focused CPG brand best known for protein bars, cookies, and frozen novelties. Comparable on protein-centric product positioning and fitness-consumer targeting, though focused more on snacks and confectionery than full frozen meals.
- Muscle Nation: Australian fitness and activewear brand expanding into protein supplements, snacks, and food products. Comparable on Australian fitness-consumer targeting and protein-brand positioning, though primarily a supplements-and-apparel brand expanding into food.
- Sumo Foods: Australian healthy Asian-inspired ready meals brand with retail presence. Partial overlap on healthy Australian frozen-meals in retail grocery, though with a different cuisine and flavor profile than FroPro's comfort-food positioning.
Others
- HelloFresh: Global meal-kit subscription leader (and owner of Youfoodz) competing for the same health-conscious Australian consumer wallet. Adjacent rather than directly competitive on frozen retail, but a relevant ecosystem participant as the parent of a direct peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
FroPro social profiles
Digital presenceFroPro financial estimates
Financial estimateRevenue estimate
Valuation estimate
FroPro leadership team
Management profileNumber of profiles
Profiles2 records
FroPro funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FroPro M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FroPro
What does FroPro do?
FroPro manufactures and sells a portfolio of high-protein, lower-carbohydrate frozen and chilled comfort foods including pizzas, pizza slices, fried chicken (FPFC), burritos, protein pies, dumplings, cheesecakes and lava cakes, plus a range of low-calorie Fit Sauces. Products use proprietary formulations built around faba bean protein and wheat protein concentrates to deliver 25-41g of protein per serving while retaining traditional taste and texture, and are sold through Coles and Woolworths supermarkets across Australia, Woolworths New Zealand, and the company's own online store.
Is FroPro a public or private company?
FroPro is a private company. It is classified as venture growth investor backed and is currently operating.
When was FroPro founded?
FroPro was founded in 2012. It employs 1 to 10 people.
Where is FroPro based?
FroPro is headquartered in Brisbane, Australia, in the Oceania region.
How does FroPro make money?
Two revenue lines are on record. Direct Product Sales - E-commerce is the primary driver. The others are retail Distribution - Woolworths & Coles.
Who are FroPro's main competitors?
Direct peers on record are My Muscle Chef, Youfoodz and Lite n' Easy. Broad incumbents are Lean Cuisine, Healthy Choice and Birds Eye. Emerging players are Quest Nutrition, Muscle Nation and Sumo Foods. HelloFresh is listed as an others.
Does FroPro have an API?
No public API is recorded for FroPro.
What industry is FroPro in?
FroPro's product category is Frozen High-Protein Foods. Its primary akta.pro industry code is CRADADAH, Frozen Meat & Poultry Meals & Value-Added Proteins, with a secondary code of AFANAFAH, Snacking & Single-Serve Protein Meals (Bowls, Bites, Packs). Its NAICS code is 31141 and its SIC code is 2000.