Froosh
Froosh is a Finnish smoothie and natural energy drink brand owned by Fazer Group, producing fruit-based beverages in glass bottles, paper cans, and cans sold through Finnish grocery retail to urban consumers seeking convenient, natural fruit intake and healthier caffeine alternatives.
- Company typePrivate
- Founded2008
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Froosh does
Froosh is a Finnish smoothie and natural energy drink brand wholly owned by Fazer Group (Oy Karl Fazer Ab), a Finnish food conglomerate founded in 1891. The company produces fruit-based beverages across multiple packaging formats: 250ml glass-bottle classic smoothies, 750ml FSC-certified paper-can breakfast smoothies, 235ml functional Froosh+ smoothies targeting immunity, energy, and mental performance, 150ml mini portions, and 330ml Froosh Energy cans launched in March 2026. All products are positioned around natural ingredients — no added sugar, not from concentrate, free from preservatives, with the energy line using natural guarana caffeine equivalent to one cup of coffee per can.
The core technology is food science and packaging engineering rather than software. Glass-bottle and paper-can packaging deliver shelf stability without preservatives or additives, with the paper-can format offering comparable shelf life to glass while reducing material weight and food waste. Product development is informed by structured consumer research, as evidenced by the Foodwest Finland engagement in April 2025 that supported the energy drink launch. Distribution is restricted to Finnish grocery retail, and the company's digital footprint (froosh.com, Google Analytics, YouTube, Optimizely) is used for top-of-funnel content marketing and behavioral tracking rather than direct e-commerce at scale.
Froosh generates revenue through hardware sales of beverages to grocery retailers, who in turn sell to end consumers. Pricing is not publicly disclosed. The target customer base spans urban, time-constrained consumers seeking convenient fruit intake and adults over 25 seeking natural, fruit-based caffeine alternatives to mainstream energy drinks. As a brand subsidiary rather than an independent operating company, Froosh's commercial execution is closely tied to Fazer Group's Nordic retail relationships and broader corporate strategy.
Froosh firmographics
Firmographics- Name
- Froosh
- Legal name
- Oy Karl Fazer Ab
- Website
- https://froosh.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Froosh is a Finnish smoothie and natural energy drink brand owned by Fazer Group, producing fruit-based beverages in glass bottles, paper cans, and cans sold through Finnish grocery retail to urban consumers seeking convenient, natural fruit intake and healthier caffeine alternatives.
- Ownership category
- akta.pro rank
Where Froosh is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Froosh business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Smoothie sales: Froosh generates revenue through selling fruit smoothies in various formats: glass bottles, paper cans, in sizes ranging from 150ml to 750ml. Products include classic smoothies, breakfast smoothies, Froosh+ functional smoothies, and minis.
- Energy drink sales: New product line expansion into energy drinks category with three Froosh Energy flavors launching in grocery shops in March 2026.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Froosh product offering
Product offeringCore offering
Froosh produces and sells fruit-based beverages under the Fazer Group, including classic fruit smoothies (250ml glass bottles), breakfast smoothies (750ml paper cans), functional Froosh+ smoothies with added vitamins targeting immunity, energy, and mental performance, portion-sized Froosh Minis (150ml), and the Froosh Energy line of natural energy drinks containing fruit juices (10-14%) with natural guarana caffeine. All products are positioned as clean-label, free from concentrate, added sugar, and preservatives, sold to consumers via Finnish grocery retail.
Product overview
Froosh is a Finnish smoothie brand owned by Fazer, offering a portfolio of fruit-based beverages across multiple formats and functional tiers. The core product lines include Froosh+ Smoothies (235ml functional drinks with added vitamins targeting immunity, energy, and mental performance), Classic Smoothies (250ml 100% fruit beverages), Breakfast Smoothies (750ml family-size with added vitamins C & D), and Froosh Minis (150ml convenience portions). In March 2026, Froosh expanded into the energy drinks category with Froosh Energy, a range of natural energy drinks containing 10-14% fruit juices, vitamins, and natural caffeine from guarana, available in Apple & Pear, Peach & Passion Fruit, and Raspberry flavors in 330ml cans.
Differentiator
Problem solved
Functional benefit
Brands
- Froosh Energy: A range of natural energy drinks with flavors from real fruit juices, boosted with vitamins and natural caffeine from guarana, launched in March 2026.
- Froosh+
Products and services
- Froosh Energy A range of natural energy drinks containing fruit juices (10-14%), vitamins, and natural caffeine from guarana. Positioned as a fruity alternative to traditional energy drinks with no added sugar or colourings. Sold in 330ml cans in grocery shops, targeting adults over 25 seeking healthier energy options.
- Froosh+ Smoothies
Quantifiable outcome
- Energy drinks contain 105 mg caffeine per can (32 mg/100 ml), equivalent to one cup of coffee
Companies that use Froosh
Customer profileSegments2 records
Ideal customer profiles2 records
Froosh technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Froosh partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Foodwest FinlandminorConsumer research conducted by Foodwest Finland in April 2025 informed the product development of Froosh Energy drinks. Research cited growing interest in fruit juice-based energy drinks among adults over 25.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Froosh competitors and assessment
Company assessmentDirect peers
- Bolthouse Farms: Major US smoothie, juice, and protein beverage brand with multi-format offerings (bottles, smoothies, protein shakes). Comparable to Froosh on product breadth across smoothies and functional beverages, and on retail-grocery distribution model.
- Suja Juice: US organic cold-pressed juice and functional beverage brand with lines spanning kombucha, waters, and shots. Comparable to Froosh on the natural ingredient, no-added-sugar, retail-grocery positioning and functional sub-brand strategy.
- Press London: UK cold-pressed juice and smoothie brand. Comparable to Froosh on European geographic scope, cold-press/clean-label positioning, and retail distribution model.
- Daily Harvest: US-based frozen smoothie, bowl, and functional beverage brand emphasizing clean ingredients and functional benefit claims. Comparable to Froosh on the functional+convenience positioning and the Froosh+ sub-brand structure.
- Evolution Fresh: Starbucks-owned cold-pressed juice and smoothie brand. Comparable to Froosh as a smoothie/juice brand operating within a large parent food company's structure and distributed through mainstream grocery channels.
- Plenish: UK-based cold-pressed juice, smoothie, and functional beverage brand focused on plant-based and clean ingredients. Comparable to Froosh on natural-ingredient, functional-beverage, and European retail positioning.
- Smoothie King: US smoothie chain and CPG brand with functional and fitness-oriented smoothie lines. Comparable to Froosh on smoothie category, functional ingredient positioning, and multi-format product strategy.
- Innocent Drinks: Coca-Cola-owned smoothie and juice brand founded in 1999, with broad European (UK, Ireland, continental) distribution. Directly comparable to Froosh's core fruit smoothie portfolio, owned-by-major-FMCG-parent structure, and clean-label positioning.
Emerging players
- CELSIUS: US-based natural energy drink brand positioning as a healthier alternative to traditional energy drinks. Directly comparable to the new Froosh Energy line on the natural caffeine, no-added-sugar, and fruit-flavor positioning for adult consumers seeking healthier energy options.
Broad incumbents
- Red Bull: Global energy drink market leader with extensive marketing, distribution, and brand equity. Relevant as the dominant competitor Froosh Energy must compete against in the energy drink category extension.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks4 records
Key highlights6 records
Customer concentration
Froosh social profiles
Digital presenceFroosh financial estimates
Financial estimateRevenue estimate
Valuation estimate
Froosh leadership team
Management profileNumber of profiles
Profiles1 record
Froosh funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Froosh 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 Froosh
What does Froosh do?
Froosh produces and sells fruit-based beverages under the Fazer Group, including classic fruit smoothies (250ml glass bottles), breakfast smoothies (750ml paper cans), functional Froosh+ smoothies with added vitamins targeting immunity, energy, and mental performance, portion-sized Froosh Minis (150ml), and the Froosh Energy line of natural energy drinks containing fruit juices (10-14%) with natural guarana caffeine. All products are positioned as clean-label, free from concentrate, added sugar, and preservatives, sold to consumers via Finnish grocery retail.
Is Froosh a public or private company?
Froosh is a private company. It is classified as corporate owned and is currently operating.
When was Froosh founded?
Froosh was founded in 2008. It employs 11 to 50 people.
Where is Froosh based?
Froosh is headquartered in Stockholm, Sweden, in the Europe region.
How does Froosh make money?
Two revenue lines are on record. Smoothie sales are the primary driver. The others are energy drink sales.
Who are Froosh's main competitors?
Direct peers on record are Bolthouse Farms, Suja Juice, Press London, Daily Harvest, Evolution Fresh, Plenish, Smoothie King and Innocent Drinks. CELSIUS is listed as an emerging player. Red Bull is listed as a broad incumbent.
Does Froosh have an API?
No public API is recorded for Froosh.