Frosts Food and Beverage

What Frosts Food and Beverage does

Frosts Food & Beverage Pte Ltd is a Singapore-based importer and full-service distributor of frozen, chilled, and ambient food products, founded in 1996 and operating across Singapore and Malaysia through its wholly-owned subsidiary Natrad Food (acquired 2023). The company represents more than 50 international brands across 11 product categories (bakery, dairy, dessert, snacks, beverages, meat/seafood, plant-based, frozen vegetables, condiments, ready-to-eat, and pancakes/waffles), holding sole local distribution rights for several category leaders including Hong Kong Mei Xin mooncakes, Häagen-Dazs, Chobani, Mission, Nature Valley, The Laughing Cow, and Babybel. Frosts sells into retail (supermarkets and convenience stores), HORECA (hotels, restaurants, café and fast food chains), and institutional (airline caterers) channels, supported by two distribution centres in Singapore totaling 75,000 sq ft with freezer and chiller capacity.

The underlying technology stack centers on Automated Storage Retrieval Systems (ASRS) integrated with a warehouse management system featuring auto-routing for delivery optimization, with the broader Frosts Group providing additional capabilities: Frosts Food International handles regional export consolidation from Singapore's free port to eight regional markets, and sister company Quix Pte. Ltd. manufactures ready-to-eat sandwiches, meals, salads, and ambient bakery wraps and waffles. Revenue is generated through three mechanics: (1) transaction fees and margin on B2B product distribution across retail and food service channels, (2) export consolidation and transshipment fees through Frosts Food International, and (3) seasonal direct retail sales of Hong Kong Mei Xin mooncakes via the hkmxproducts.sg e-commerce platform and physical booths during the four-week mid-Autumn Festival period. The company is privately held under the Citystate Group umbrella, with Julie Haw serving as Managing Director since 2002.

Name

Frosts Food and Beverage

Legal name

Frosts Food & Beverage Pte Ltd

Website

https://frosts.com.sg

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

Frosts Food and Beverage is a Singapore-based importer and full-service distributor of frozen, chilled, and ambient food products representing 50+ international brands across 11 categories. It serves retail, HORECA, and institutional channels in Singapore and Malaysia, with regional export operations and seasonal direct-to-consumer mooncake sales.

Ownership category

akta.pro rank

Product category

Food Distribution Services

akta.pro primary industry

Frozen Foods Wholesale Distribution (CRAOAAAF)

Keywords

• Frozen food distribution
• Food import services
• Foodservice distribution
• Brand representation services
• Trade marketing services

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Distribution and Import Services: Frosts generates revenue as an importer and full-service distributor of frozen, chilled and ambient food products. The company represents brands in Singapore and Malaysia, earning margins through volume-driven, business-to-business transactions. Revenue comes from distribution fees, margin on product sales, and logistics/merchandising services to brand owners.
2. Regional Export and Transshipment: Through Frosts Food International, the company handles export logistics for regional customers, consolidating products in Singapore's free port (no import/export taxes) for transshipment to East Malaysia, Brunei, Australia, India, Philippines, Thailand, Sri Lanka and Nepal. Revenue generated from logistics fees and consolidation charges.
3. Retail Mooncake Sales: During the four-week mid-Autumn Festival period, Frosts acts as a direct retailer for Hong Kong Mei Xin mooncakes, operating physical booths and e-commerce sales through hkmxproducts.sg. This is the only time of year the company turns retailer.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels4 records

Core offering

Frosts Food & Beverage is an importer and full-service distributor of frozen, chilled and ambient food products sourced globally, representing international brands across retail, food service and institutional channels in Singapore and Malaysia. The company provides integrated market entry planning, trade marketing, sales, logistics, merchandising, and Frozen-Thaw logistics capabilities from two Singapore distribution centres, with regional export consolidation through Frosts Food International and Malaysia distribution through Natrad Food.

Product overview

Frosts Food & Beverage is an importer and full-service distributor of frozen, chilled and ambient food products sourced globally, operating primarily in Singapore and Malaysia. The company represents international brands across 11 product categories: Bakery (12 brands including Bridor, Betty Crocker, St Michel), Beverage (2 brands including Bickfords, Cafedirect), Condiments/Sauces (4 brands including Dancing Chef, Haco), Dairy (13 brands including Chobani, The Laughing Cow, Zanetti), Dessert (8 brands including Häagen-Dazs, Hong Kong Meixin, Wanchai Ferry), Meat & Seafood (3 brands including Citterio, Hénaff), Pancakes & Waffles (3 brands including VDB, Marcel's), Plant-Based (Omni Foods), Ready-To-Eat (2 brands including Alfredo, Four'n Twenty), Snacks (3 brands including Nature Valley, Mission), and Frozen Vegetables (2 brands including D'ARTA). Core services include market evaluation, trade marketing, logistics with Frozen-Thaw specialization, and export services through Frosts Food International. The company operates two Singapore distribution centers (40,000 sq ft expanding to 75,000 sq ft) and utilizes warehouse automation with ASRS and auto-routing systems.

Differentiator

Problem solved

Functional benefit

Brands

• Quix: A range of ready-to-eat ambient bakery products consisting of wraps and waffles.
• Hong Kong Meixin (HKMX)

Products and services

• Frosts Food & Beverage Distribution Services Full-service import and distribution of frozen, chilled and ambient food products for international brand owners across retail, HORECA and institutional channels in Singapore and Malaysia.
• Frosts Food International Export Services Regional export consolidation and transshipment services for customers in East Malaysia, Brunei, Australia, India, Philippines, Thailand, Sri Lanka and Nepal, leveraging Singapore's free-port status.
• Natrad Food Distribution (Malaysia) Malaysia-based distribution of frozen, chilled and ambient food products serving the same retail, food service and institutional segments as Frosts in Singapore.
• Quix Ready-to-Eat Products Ready-to-eat sandwiches, meals, salads, wraps and waffles produced by Frosts' sister company Quix Pte. Ltd. for distribution via Frosts' channels.
• HKMX Mooncake Direct Retail (hkmxproducts.sg) Seasonal direct-to-consumer retail of Hong Kong Meixin mooncakes via e-commerce platform and physical booths during the mid-Autumn Festival period.

Quantifiable outcome

• Automated systems have helped reduce wastage, optimize delivery routes and cut unnecessary mileage

Named customers5 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Natrad Food Sdn. Bhd.coreChannel Partner/ Reseller/ Distributor · 1 January 2023Frosts Group extended its footprint into Malaysia through the acquisition of Natrad Food Sdn. Bhd., a distribution company based in Kuala Lumpur. Natrad has distribution capabilities in the same segments as Frosts in Singapore - retail, food service, and institutional channels.
• Quix Pte. Ltd.coreStrategic or Co-development PartnerSister company of Frosts Food & Beverage that produces ready-to-eat sandwiches, meals and salads. Frosts has access to food processing capabilities through Quix. Quix also offers a range of ready-to-eat ambient bakery products consisting of wraps and waffles distributed by Frosts.
• Frosts Food InternationalcoreStrategic or Co-development PartnerPart of the Frosts Group, Frosts Food International consolidates products in Singapore on behalf of regional customers in East Malaysia, Brunei, Australia, India, Philippines, Thailand, Sri Lanka and Nepal. Handles full range of export logistics including full container load transshipments and consolidations.
• Hong Kong Mei Xin (HKMX)coreChannel Partner/ Reseller/ DistributorFrosts is the sole local distributor of Hong Kong Mei Xin mooncakes - the #1 selling mooncake brand in Hong Kong for 25 consecutive years. The relationship began in 2006 when an institutional customer needed logistics help, leading to brand owners approaching Frosts for distribution.
• MissioncoreChannel Partner/ Reseller/ DistributorOne of the largest producers of tortillas in the world, Mission offers a wide range of shelf-stable tortillas, flatbreads and tortilla chips distributed by Frosts in Singapore and Malaysia.
• ChobanicoreChannel Partner/ Reseller/ DistributorThe #1 yogurt brand in the US, Chobani Australian products distributed by Frosts including Greek yogurt and no-sugar added ranges.
• Nature ValleycoreChannel Partner/ Reseller/ DistributorNature Valley, part of General Mills, offers a range of granola bars distributed by Frosts. Frosts promotes Nature Valley Savory Nut Crunch Bars - the first savory snack option from the brand.
• Häagen-DazsminorChannel Partner/ Reseller/ DistributorPremium ice cream brand distributed by Frosts in Singapore and Malaysia markets.
• Wanchai FerryminorChannel Partner/ Reseller/ DistributorHong Kong's #1 dumplings brand with sweet filled dumplings in various flavours, distributed by Frosts.
• The Laughing CowminorChannel Partner/ Reseller/ DistributorIconic cheese snack brand sold in 120 countries, distributed by Frosts in Singapore.
• BabybelminorChannel Partner/ Reseller/ DistributorMini Babybel, the little round cheese wrapped in its iconic red wax, distributed in more than 50 countries globally.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• DKSH Holdings: Swiss-listed market expansion services firm with deep Asia-Pacific FMCG and food distribution operations across retail, foodservice and HORECA channels. Highly comparable to Frosts in representing global brand owners in fragmented Asian markets, although DKSH operates at materially larger scale.
• Bidfood: Asia-Pacific and global foodservice distributor supplying hotels, restaurants, cafés and caterers with frozen, chilled and ambient products. Closely mirrors Frosts' HORECA business model and frozen-thaw logistics capabilities.
• Havi Group: Global foodservice logistics and distribution specialist serving QSR and HORECA customers. Directly comparable to Frosts' foodservice segment, with similar expertise in cold-chain handling, route optimization, and supplier-to-operator distribution.

Broad incumbents

• Zuellig Group: Privately held regional distribution and healthcare logistics conglomerate operating across Southeast Asia. Comparable as a broad incumbent offering overlapping FMCG distribution, cold-chain warehousing and merchandising services across the same geographies Frosts serves.
• Performance Food Group: Large US-listed foodservice distributor. Operates the same B2B distribution and merchandising model Frosts applies in Asia, with multi-category frozen, chilled and ambient product portfolios, though at substantially greater scale.
• Sysco: Global foodservice distribution leader with analogous category breadth (frozen bakery, dairy, desserts, snacks, ready-to-eat). Comparable as the incumbent archetype for the foodservice distribution model Frosts executes regionally.

Regional players

• Kerry Logistics Network: Hong Kong-listed Asia-focused logistics provider with integrated freight, warehousing and distribution services including cold-chain capabilities. Overlaps with Frosts Food International's export consolidation and broader cold-chain warehousing services in the same region.
• Mainfreight: New Zealand-headquartered global logistics provider with air-and-ocean freight, warehousing and distribution offerings across Asia-Pacific. Comparable to Frosts Food International's transshipment, consolidation and freight forwarding capabilities.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/frosts
• Facebookfacebook.com/frosts
• LinkedInlinkedin.com/company/frosts-food-and-beverage

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Frosts Food and Beverage