Novafrigo

What Novafrigo does

Novafrigo (legal name: Comercial Novafrigo) is a Spanish frozen food distribution company headquartered in Torrejón de Ardoz, Community of Madrid, founded in 1998 and operating as a subsidiary of the Pomona Group (Pomona Iberia). The company specializes in distributing approximately 1,500 frozen food SKUs to the HORECA channel — hotels, restaurants, catering operators, and collective feeding institutions — across the Community of Madrid and Guadalajara province. Its product portfolio spans frozen seafood (Norwegian salmon, Australian hake, cod, squid, clams), branded and private-label ice cream under the Frigo concession, plant-based alternatives (Heura, Beyond Meat, Violife, TVB), frozen pizzas, pre-cooked meals (risottos, carbonara, croquettes), chicken products, vegetables, and desserts. The underlying cold-chain technology centers on Individual Quick Freezing (IQF) for portion control and product longevity.

Novafrigo generates revenue through a transactional distribution model — markup on bulk procurement of frozen goods sold to HORECA customers on pay-as-you-go terms, priced per kilogram or per unit — with a separate revenue stream from the exclusive Frigo ice cream concession held since 2007. Go-to-market is sales-led: a field sales force provides in-person coverage to over 90% of the Community of Madrid and Guadalajara, supported by a telesales department and a B2C e-commerce storefront. Operations are anchored by a 7,500 m³ cold-storage facility (inaugurated October 2002), 2,000 m² of warehouse space, 700 m² of offices, a 20-truck GPS-tracked fleet offering 24-hour delivery, and an in-house Sala de Elaboración for value-added product preparation.

In June 2026, Novafrigo participated in the Pomona Group's launch of the unified 'Happy Chefs' brand identity consolidating the HORECA positioning of all group subsidiaries. The company has no public listing, no disclosed funding rounds, and operates within the 51-100 employee range as part of a 520+ employee parent group. Its strategic posture centers on deepening its Madrid-region HORECA dominance, broadening plant-based and value-added categories, and leveraging group-level synergies through Pomona Iberia.

Name

Novafrigo

Legal name

COMERCIAL NOVAFRIGO

Website

https://comercialnovafrigo.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

51–100 employees

Short description

Novafrigo is a Spanish frozen food distributor founded in 1998 that supplies approximately 1,500 SKUs of seafood, ice cream, plant-based, and pre-cooked products to HORECA customers across the Community of Madrid and Guadalajara, operating as part of Pomona Group.

Ownership category

akta.pro rank

Product category

Frozen Food Distribution

NAICS

Packaged Frozen Food Merchant Wholesalers (42442)

akta.pro primary industry

Frozen Foods Distribution (CRAOABAI)

Keywords

• Frozen food distribution
• HORECA supply
• Foodservice wholesale
• Ice cream distribution
• Cold chain logistics

Headquarters

HQ city

Torrejón De Ardoz

HQ country

Spain

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Operations, Infrastructure, Personnel, Marketing or Sales

Revenue model

1. Frozen Food Distribution: Distribution of frozen food products to HORECA channel (hotels, restaurants, catering) with markup on bulk procurement and distribution
2. Ice Cream Distribution (Frigo Concession): Exclusive concession for Frigo ice cream products in the Community of Madrid since 2007

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Novafrigo distributes frozen food products to the HORECA channel (hotels, restaurants, and catering) across the Community of Madrid and Guadalajara. Founded in 1998, the company offers over 1,500 frozen product references including seafood, vegan/plant-based items, frozen pizzas, ice cream, pre-cooked meals, and desserts, supported by cold storage, a GPS-tracked delivery fleet, and an in-house preparation kitchen.

Product overview

Novafrigo is a frozen food distribution company serving the HORECA (hotels, restaurants, and catering) channel in Spain. Founded in 1998 and based in Torrejón de Ardoz, Madrid, the company operates as part of Grupo Pomona and offers over 1,500 frozen food product references. The product portfolio spans frozen seafood (fish, mollusks, crustaceans), vegan/vegetarian alternatives (Heura, Beyond Meat, Violife, TVB plant-based meats), frozen pizzas, ice cream and desserts, pre-cooked meals (pasta dishes, risottos, croquettes), chicken products, and vegetables. The company also acquired the Frigo ice cream concession for the Community of Madrid in 2007. Services include cold storage distribution (7,500 m³ of cold storage), a fleet of 20 GPS-equipped trucks delivering within 24 hours to Madrid and Guadalajara, and a commercial team providing personalized advisory services.

Differentiator

Problem solved

Functional benefit

Products and services

• Frozen Seafood Distribution IQF frozen seafood including Norwegian salmon, Australian hake loin, cod portions, tuna, squid, lobster, clams, and surimi sticks, sourced from suppliers like Pescanova for HORECA kitchens.
• Frozen Vegan and Plant-Based Products Plant-based meat and dairy alternatives including Heura burgers, nuggets, meatballs and plant chicken; Beyond Meat burgers and sausages; TVB plant-based beef strips and breaded loin; Violife vegan cheese slices and shredded mozzarella; and vegan bratwurst.
• Frozen Pizzas Frozen pizzas in 6-unit packs including tuna, four cheese, and ham and cheese varieties with super crispy thin crust, for HORECA foodservice preparation.
• Ice Cream Distribution (Frigo Concession) Exclusive Frigo ice cream concession covering brands such as Ben & Jerry's, Magnum, Cornetto, C'Dor Romantica, Frigo Moments and Frigo Sandwich for the HORECA channel in the Community of Madrid.
• Pre-Cooked Frozen Meals Ready-to-heat frozen meals including cocido and Iberian ham croquettes, four cheese and mushroom risottos, spaghetti carbonara and bolognese, super crispy chicken wings, Villaroy chicken breast, and tuna empanadas.
• Frozen Desserts and Cakes Premium frozen cakes including Oreo Cheesecake, Ferrero Chocolate Cake, and Kinder Bueno Cake for HORECA dessert service.
• Frozen Bakery Products Frozen loop-shaped churros for frying in 3 kg packages for HORECA kitchens.
• Frozen Vegetables IQF frozen vegetable products including cleaned avocado halves without pit or skin for guacamole or salads.
• Frozen Food Distribution and Delivery Service Direct fleet distribution of frozen products across the Community of Madrid and Guadalajara with 20 GPS-tracked trucks, 24-hour delivery from order receipt, daily frequency in metropolitan Madrid, and 2-3x weekly delivery elsewhere.
• In-House Preparation Kitchen (Sala de Elaboración) In-house preparation kitchen for value-added and specialized frozen products with daily preparation for maximum freshness.

Quantifiable outcome

• 24-hour delivery from order receipt across service area
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Pomona IberiacoreStrategic or Co-development PartnerNovafrigo is a member of the Pomona Iberia group. In June 2026, the group launched the unified 'Happy Chefs' brand to consolidate excellence and know-how of all group subsidiaries under a single powerful identity for the HORECA channel.
• FrigocoreChannel Partner/ Reseller/ DistributorSince 2007, Novafrigo holds the largest Frigo ice cream concession in the Community of Madrid, with ice cream sales as a key business line.
• Heura FoodsminorChannel Partner/ Reseller/ DistributorDistributor of Heura plant-based products including burgers, meatballs, and nuggets made from textured soy protein.
• Beyond MeatminorChannel Partner/ Reseller/ DistributorDistributor of Beyond Meat plant-based burgers and sausages for HORECA sector.
• ViolifeminorChannel Partner/ Reseller/ DistributorDistributor of Violife vegan cheese alternatives including cheddar, original, and mozzarella products.
• PescanovaminorChannel Partner/ Reseller/ DistributorSupplier of frozen seafood products including fish and shellfish.
• Ben & Jerry'sminorChannel Partner/ Reseller/ DistributorIce cream brand distributed through Frigo concession arrangement.
• Hellmann'sminorChannel Partner/ Reseller/ DistributorSauce and condiment products distributed to HORECA sector.
• KnorrminorChannel Partner/ Reseller/ DistributorProfessional food service products and seasonings.
• FindusminorChannel Partner/ Reseller/ DistributorFrozen vegetables and prepared foods supplier.
• Unilever Food SolutionsminorChannel Partner/ Reseller/ DistributorProfessional kitchen solutions and prepared foods for HORECA.

Scale indicators7 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Makro Spain: Spanish cash-and-carry and foodservice distribution operator serving HORECA professionals with frozen, fresh, and dry products. Overlapping customer base and frozen assortment, though operating under a self-service wholesale model rather than direct fleet delivery.
• Grupo IFA: Spanish foodservice distribution group serving the HORECA channel with frozen, fresh, and dry goods. Most directly comparable to Novafrigo in business model, customer base, and product breadth, though operating at a larger national scale.

Broad incumbents

• Performance Food Group: U.S. broad-line foodservice distributor with deep frozen and specialty offerings to HORECA operators. Comparable B2B foodservice distribution model and customer profile, scaled to a national footprint.
• Bidfood: International foodservice distribution business (part of Bidcorp) operating across multiple European markets including the UK, Spain, and others. Comparable B2B frozen and broader foodservice distribution to HORECA, with multi-country scale.
• METRO AG: International wholesale and foodservice distribution group operating cash-and-carry and delivery concepts across Europe, including the Makro banner in Spain. Adjacent but overlapping HORECA frozen foodservice distribution model.
• Sysco Corporation: Global leader in foodservice distribution to restaurants, hotels, and healthcare operators. Comparable HORECA customer base and broad-line frozen product offering, but vastly larger scale and primarily U.S.-centric operations.
• US Foods: Major North American foodservice distributor serving restaurants and hospitality operators with frozen, fresh, and center-of-store products. Similar HORECA-focused distribution model and product mix to Novafrigo's specialty positioning.

Regional players

• Brakes Group: Leading UK and Ireland foodservice distributor serving HORECA customers with frozen, chilled, and ambient products. Directly comparable frozen-led HORECA distribution model, but operating in different geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks2 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/novafrigo
• Instagraminstagram.com/comercial_novafrigo/?hl=es

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Novafrigo