Dirafrost

What Dirafrost does

Dirafrost (legal entity Dirafrost Frozen Fruit Industry, FFI) is a Belgian manufacturer of frozen fruit products and fruit-based ingredients, headquartered in Lummen, Belgium. Founded in 1988 as a small family business supplying the bakery and pastry sector, the company has been a member of AGRANA Fruit — the fruit preparations division of the Vienna-listed AGRANA Group — since 2004, and operates within a parent group that runs 27 production sites worldwide with sales activities in more than 80 countries.

The company's product portfolio is organized around five core lines: IQF (Individually Quick Frozen) fruit, 150g pre-portioned smoothie and milkshake mixes, premium fruit purees flash-pasteurized at low temperature, fruit coulis in 500g squeeze bottles, and a "Frozen Fruit Solutions" line that includes proprietary coated fruit (Deco Fruit Discs) and Clean Label Coated Fruit. The coated fruit line is the principal technical differentiator, claiming up to 15% less juice loss after thawing and a 100% natural additive-free variant introduced in 2022. A 2019 upcycled Cacao Fruit Puree, made from cacao pod white pulp normally discarded in chocolate production, extends the portfolio into sustainable specialty ingredients. All production operates under multi-standard food safety and quality certifications (FSSC 22000, IFS, BRC, HACCP, SEDEX, Organic/BIO), with an AGRANA-wide quality management footprint of 200+ specialists.

Commercially, Dirafrost sells B2B through three channels — Distribution (foodservice, bakery, beverage, ice cream), Industry (fruit prep, jam, freeze dry, juice & beverages, packers), and Retail (supermarkets and private label) — either under the DIRA brand (rebranded October 2023 around the "Sparkling Reliable Rebel" brand essence) or under customer private labels. The company employs 11–50 people at its Lummen site, sells across Europe, the Middle East and Asia-Pacific, and offers packaging formats ranging from 150g retail bags to industrial drums. Pricing is quote-based and not publicly disclosed, and demand is captured via direct sales contact rather than transactional e-commerce.

Name

Dirafrost

Legal name

Dirafrost Frozen Fruit Industry

Website

https://dirafrost.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Dirafrost is a Belgian frozen fruit and fruit-ingredient manufacturer (founded 1988, part of AGRANA Fruit since 2004) selling IQF fruit, purees, coulis, smoothies and coated fruit specialties to foodservice, bakery, industrial and retail customers under the DIRA brand or private label.

Ownership category

akta.pro rank

Product category

Frozen Fruit Products / Frozen Food Manufacturing

NAICS

Frozen Fruit, Juice, and Vegetable Manufacturing (311411), Ice Cream and Frozen Dessert Manufacturing (31152), Fruit and Vegetable Preserving and Specialty Food Manufacturing (3114)

SIC

Ice Cream & Frozen Desserts (2024), Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)

akta.pro primary industry

Frozen Fruit & Vegetable Processing (IQF, Frozen Blends) (AFAKAFAG)

akta.pro secondary industries

Purees & Fruit/Vegetable Bases (Aseptic, Frozen, Drum) (AFAKAFAD), Frozen Fruits & Vegetables Wholesale (AFAIAHAE), Fruit Snacks & Dried Fruit (CRADABAJ), Cold Storage QA/Compliance & Traceability Services (HACCP/FSMA, audits) (AFAOAFAM)

Keywords

• IQF frozen fruit
• Fruit puree supplier
• Fruit coulis production
• Private label fruit
• Bakery fruit solutions

Headquarters

HQ city

Lummen

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. B2B frozen fruit product sales: Primary revenue from selling frozen fruit products (IQF fruit, purees, coulis, smoothie mixes, bakery specialties) to Distribution, Industry and Retail customers. Products sold under the DIRA brand or under customer private label, with sales activities throughout Europe, Middle East and Asia-Pacific.
2. Private label / contract manufacturing: Customized fruit solutions packed under retailer private labels (e.g., Colruyt for DIRA smoothie portions), developed in close cooperation with customers using a global R&D specialist network. Positions Dirafrost as a solution provider rather than purely a supplier.
3. Industrial bulk supply (drums / large packaging): Premium fruit purees delivered in larger packaging (drums) for industry business such as fruit preps, bakery, jam, ice cream, freeze dry, juices & beverages, and packers. Personalized quotations per customer.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Dirafrost manufactures and supplies frozen fruit products — IQF (Individually Quick Frozen) fruits, fruit purees, fruit coulis, 150g smoothie/milkshake portions and Frozen Fruit Solutions (Deco Fruit Discs and Clean Label Coated Fruit) — for B2B customers in foodservice, bakery, beverage, ice cream, industrial fruit preparation, juice and retail channels. Products are sold under the DIRA brand or under customer private label, with sales activities across Europe, the Middle East and Asia-Pacific, supported by AGRANA Group's global production footprint.

Product overview

Dirafrost operates a multi-line frozen fruit portfolio organized as a platform-plus-modules architecture rather than a single unified product. The core offering is built around five primary product lines — IQF Fruit, Smoothies & Milkshakes, Fruit Puree, Fruit Coulis, and Frozen Fruit Solutions — each subdivided into tailored variants for three go-to-market channels: Distribution (foodservice, bakery, beverage, ice cream), Retail (supermarkets, retail stores), and Industry (fruit prep, jam, freeze dry, juice & beverages, packers). The Frozen Fruit Solutions line further contains sub-products Deco Fruit Discs and Clean Label Coated Fruit (including Clean Label Coated Strawberries launched in 2022), while the Fruit Puree line spans over 20 fruit varieties plus the Cacao Fruit Puree launched in 2019. Together these modules allow Dirafrost to deliver frozen fruit, purees, coulis, smoothies, and bakery specialties under the DIRA brand or under private label.

Differentiator

Problem solved

Functional benefit

Brands

• DIRA: DIRA is Dirafrost's flagship brand under which it markets IQF fruit, fruit purees, fruit coulis, smoothie/milkshake portions, and bakery specialties (including deco fruit discs and clean-label coated fruit). DIRA branded products are sold via foodservice, retail, and industry channels, and the brand was refreshed in October 2023 under the essence "Sparkling Reliable Rebel."

Products and services

• IQF Fruit Individually Quick Frozen (IQF) mono fruits and mixes cultivated to company specifications for full traceability, frozen shortly after harvest to guarantee optimum taste and freshness. Sold under the DIRA brand or packed under customer private label for distribution, retail, bakery wholesale and industry customers.
• Smoothies & Milkshakes Pre-portioned 150g bags of frozen fruit mixes (e.g., Berry-Pomegranate, Mango-Melon-Pineapple-Kiwi, Strawberry-Raspberry-Blackberry) designed for juice bars and foodservice to prepare smoothies and milkshakes by blending one bag with 200ml of juice or milk. 100% fruit, no preservatives; 24-month freezer shelf life.
• Fruit Puree Premium fruit purees (cacao, blueberry, peach, blackberry, black currant, strawberry, mango, lemon, pear, mandarin, lime, fruits of the forest, raspberry, apricot, melon, coconut, sour cherry, apple, banana, passion fruit, pineapple) processed at low temperature and flash-pasteurized. Offered in foodservice (1kg/10kg), industry (drums) and retail (1kg trays) packaging, with or without added sugar, and a 36-month freezer shelf life at -18°C.
• Fruit Coulis Fruit coulis (Raspberry, Yellow fruit, Red fruit, Strawberry-Red-Black currant) sold in 500g ergonomic squeeze bottles for decorating ice creams and desserts, containing up to 85% fruit with about 15% sugar. Shelf life 36 months frozen at -18°C; after thawing/opening store refrigerated and consume within 14 days.
• Cacao Fruit Puree 100% cacao fruit puree with no added sugar, made from the white pulp of cacao fruit pods (upcycled from chocolate production waste). Used as an ingredient in pastry, ganache, smoothies, cocktails, confectionery, ice cream and sorbets.
• Frozen Fruit Solutions Tailor-made frozen fruit solutions for bakery, tartlets and pie filling, including coated fruit specialties designed to lose up to 15% less juice after thawing and preserve pastry texture, look and taste. Encompasses the Deco Fruit Discs and Clean Label Coated Fruit sub-lines.
• Deco Fruit Discs Coated fruit discs covered with a thin layer of coating powder that lose up to 15% less juice after thawing, designed for decoration on top of pastry, tartlets and pie fillings.
• Clean Label Coated Fruit Coated fruits (e.g., strawberries from Larache, Morocco; Raspberry 95/5) covered with a thin layer of clean label coating powder containing no artificial additives, no preservatives, and 100% natural ingredients, for use in pastry, tartlets, and pie fillings.

Quantifiable outcome

• Up to 15% less juice loss after thawing with coated fruit / Deco Fruit Discs
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• AGRANA Group (AGRANA Fruit)flagshipStrategic or Co-development PartnerDirafrost has been a part of AGRANA Fruit (which belongs to AGRANA Group, listed on the Vienna Stock Exchange) since 2004. AGRANA Fruit is described as the leading producer for fruit preparations globally, with 27 production sites and sales activities in more than 80 countries. Through this partnership, Dirafrost leverages AGRANA's global R&D network for customized solutions and shared quality standards (FSSC 22000, IFS, BRC, HACCP, SEDEX, Organic).
• ColruytcoreChannel Partner/ Reseller/ DistributorBelgian supermarket chain Colruyt sells Dirafrost's DIRA-branded frozen smoothie/milkshake portions (150g bags) for at-home preparation. Products are stocked across Colruyt stores with marketing that invites shoppers to 'fasten your face masks and run to the nearest Colruyt shop'.
• Südback (trade fair organizer)minorGTM or Marketing PartnerSüdback trade fair (2019) hosted the successful launch of Dirafrost's Cacao fruit puree, providing a major bakery and confectionery industry stage for the new product.
• Anuga (trade fair organizer)minorGTM or Marketing PartnerAnuga trade fair (2019) was used to highlight Dirafrost's newly launched Cacao fruit puree, providing exposure to the global food industry audience.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ponthier: French fruit puree and coulis specialist focused on premium and organic ranges for pastry, ice cream, and foodservice professionals. Directly comparable in fruit coulis/purees for bakery and foodservice channels.
• SunOpta: Plant-based and fruit-based ingredient company producing frozen fruit, fruit purees, and fruit preparations for foodservice and retail customers globally. Closely comparable in IQF fruit and fruit purees with private-label capabilities.
• d'Arta: Frozen fruit and vegetable purees and coulis producer serving bakery, dairy, and beverage manufacturers in Europe. Directly comparable product portfolio (purees, IQF fruit) and overlapping B2B bakery/foodservice customer base.
• SVZ (Royal Cosun): International fruit and vegetable ingredient supplier producing fruit purees, concentrates, and IQF fruit for food and beverage manufacturers. Comparable product mix (purees, fruit preparations) and industrial B2B go-to-market.
• Crop's: Belgian frozen fruit and vegetable specialist supplying B2B customers in foodservice, bakery, and industry across Europe. Directly comparable to Dirafrost in product category (IQF fruit/vegetables, purees) and customer base.

Broad incumbents

• Bonduelle: Global leader in processed vegetables (canned, frozen, fresh) with growing presence in frozen fruit and prepared foods. Overlaps with Dirafrost on frozen fruit/foodservice supply but operates a much broader portfolio.
• Ardo: European frozen vegetables, herbs, and fruit producer supplying foodservice and industrial customers. Comparable in IQF freezing technology and B2B foodservice distribution, though with broader vegetable focus.
• Kerry Group (Taste & Nutrition): Global taste and nutrition ingredients platform serving food and beverage manufacturers with fruit, sweet, and functional ingredients. Comparable at the industrial fruit-ingredient layer, though significantly larger and more diversified.
• AGRANA Fruit (parent division): AGRANA Group's global fruit preparations division and Dirafrost's parent. Provides the closest upstream comparable (global fruit preparations platform) and contextualizes Dirafrost's growth ceiling within the broader AGRANA portfolio.
• Andros Group: Major French fruit processor producing jams, fruit purees, desserts, and frozen fruit products for retail and foodservice. Comparable in fruit purees and bakery fillings with broader branded consumer portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/dirafrost
• Xx.com/Dirafrost

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dirafrost