What On The Rocks does

On The Rocks is a UK-based B2B wholesale distributor of frozen food, ice cream, and beverages operating under the trading name OTR Direct. Founded in 2020 and headquartered in Ruislip, London, the company employs approximately 30 people across three operational sites in Birmingham (primary), London, and Peterborough, and serves more than 1,000 independent B2B customers nationwide — primarily takeaways, restaurants, convenience retailers, cafés, and regional wholesalers that require reliable cold-chain supply outside standard trading hours.

The product portfolio is organised across three core categories: ice cream (impulse, take-home, and scooping formats), frozen foods (retail and foodservice variants covering pizza, ready meals, poultry, fish, vegetarian, and desserts), and beverages (soft drinks, energy drinks, and water). The catalogue is anchored by distribution rights for major FMCG brands including Magnum, Ben & Jerry's, Häagen-Dazs, Carte D'Or, Mars, Birds Eye, Aunt Bessie's, Goodfellas, Coca-Cola, Monster, Red Bull, Ferrero Nutella, and Little Moons. Underlying infrastructure comprises an owned temperature-controlled frozen-only delivery fleet supplemented by third-party carriers (Pallet Network, Parcel Force, Royal Mail), a Zoho-powered e-commerce storefront with account management and order tracking, and WhatsApp/email-based digital CRM.

The business model is transaction-based wholesale — no subscription or recurring revenue — with a minimum-order threshold for free delivery and charges below that threshold. Pricing has been held to increases below 5% during the 2023 UK food inflation peak of roughly 11%, achieved through operational cost reductions. The go-to-market is sales-led and partnership-style, emphasising category advice, NPD guidance, co-branded POS materials, and merchandising support. Customer-reported outcomes include a 10–17% frozen category sales uplift after switching, with isolated cases reaching 23% dessert sales growth.

Name

On The Rocks

Legal name

On The Rocks

Website

https://otrdirect.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

On The Rocks is a UK-based B2B wholesale distributor of frozen food, ice cream, and beverages serving 1,000+ independent takeaways, restaurants, convenience retailers, and cafés nationwide through a temperature-controlled delivery fleet and e-commerce platform.

Ownership category

akta.pro rank

Product category

Wholesale Frozen Food & Ice Cream Distribution

NAICS

Packaged Frozen Food Merchant Wholesalers (42442), Confectionery Merchant Wholesalers (42445), Grocery and Related Product Merchant Wholesalers (4244)

SIC

Wholesale-Groceries & Related Products (5140), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Ice Cream & Frozen Desserts Wholesale (AFAIAHAC)

akta.pro secondary industry

Frozen Foods Wholesale (Packaged & Private Label) (AFAIAHAA)

Keywords

• Wholesale frozen food distribution
• Ice cream wholesale supply
• B2B foodservice delivery
• Cold-chain logistics UK
• Convenience store wholesale

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Wholesale Product Sales: On The Rocks generates revenue through the wholesale sale of frozen food, ice cream, and beverages to B2B customers (independent takeaways, restaurants, convenience retailers, cafés). The company sells branded products (major FMCG ice cream and frozen food brands) at wholesale prices. Revenue is transaction-based, driven by order volume and frequency. No subscription or recurring revenue model is mentioned — each order is a discrete transaction. The company offers free delivery above a minimum order threshold, with delivery charges for orders below that threshold.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

On The Rocks is a UK-based B2B wholesale distributor of frozen food, ice cream, and beverages, supplying independent takeaways, restaurants, convenience retailers, and cafés via a temperature-controlled delivery fleet that operates seven days a week including post-4PM evening slots. The company stocks branded products from major FMCG suppliers (Magnum, Ben & Jerry's, Häagen-Dazs, Carte D'Or, Mars, Birds Eye, Coca-Cola, Monster, Red Bull, Ferrero, Little Moons and others) and combines transactional wholesale product sales with partnership-style category guidance, new product development advice, and co-branded merchandising support.

Product overview

On The Rocks operates as a UK-based wholesale frozen food and ice cream supplier serving independent retailers, takeaways, restaurants, and cafés. The product portfolio comprises four main categories: (1) Ice Cream spanning impulse formats (sticks, tubs, cones, sandwiches, push-ups, bars, snacking), take-home formats, and scooping options (classic and premium); (2) Frozen Foods divided into retail (pizza, ready meals, potatoes, vegetarian, fish, poultry, bakery, snacks, desserts) and food service (chilled dairy, potatoes, vegetarian, fish, poultry, bakery, snacks, desserts); (3) Beverages including Monster energy drinks, Coca-Cola soft drinks, Fanta, Sprite, Dr Pepper, and water brands; and (4) Value-added services including seven-day-a-week temperature-controlled delivery, category partnership support, merchandising advice, and co-branded marketing materials. The company positions itself as a growth partner for independent operators rather than a transactional distributor.

Differentiator

Problem solved

Functional benefit

Products and services

• Ice Cream (Impulse Range) Wholesale impulse ice cream products in sticks, tubs, cones, sandwiches, push-ups, bars, and snacking formats, sold to independent retailers and foodservice operators across the UK.
• Ice Cream (Take Home Range) Take-home ice cream products in sticks, tubs, cones, sandwiches, push-ups, snacking, and bar formats, supplied to retailers for household consumers.
• Ice Cream (Scooping Range) Scooping ice cream in classic and premium varieties for foodservice operators requiring portion control in dessert parlours, cafés, and restaurants.
• Frozen Foods (Retail) Frozen retail products including pizza, ready meals, potatoes, vegetarian options, fish, poultry, bread and bakery, snacks, and desserts for independent retailers.
• Frozen Foods (Food Service) Frozen foodservice products including chilled and fresh dairy, potatoes, vegetarian options, fish, poultry, bakery, snacks, and desserts supplied to restaurants and takeaways.
• Beverages Wholesale beverages including energy drinks (Monster, Red Bull), soft drinks (Coca-Cola, Diet Coke, Fanta, Sprite, Dr Pepper), and water (San Pellegrino, Highland Spring).
• Wholesale Delivery Service Seven-day-a-week temperature-controlled delivery service including evening deliveries after 4 PM, serving UK-wide independent retailers, takeaways, restaurants, and wholesalers using a frozen-only fleet and selected third-party logistics partners.
• Category Partnership and Merchandising Support Business partnership services including new product development guidance, category insights and bestsellers benchmarking, co-branded point-of-sale materials, freezer vinyls, and visual merchandising advice for independent operators.

Quantifiable outcome

• 10–17% uplift in frozen food sales for customers after switching to On The Rocks
• +6 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Magnum (Unilever)coreOthersOn The Rocks distributes Magnum ice cream products as part of its premium ice cream portfolio. Magnum is a flagship premium ice cream brand under Unilever. The partnership enables On The Rocks to supply branded impulse and multipack ice cream formats to independent retailers and foodservice operators across the UK.
• Ben & Jerry's (Unilever)coreOthersOn The Rocks distributes Ben & Jerry's ice cream products. Ben & Jerry's is a globally recognised premium ice cream brand known for its chunky, indulgent formats and social activism positioning. The brand drives footfall in convenience and foodservice settings and aligns with On The Rocks' premium frozen dessert range.
• Häagen-DazscoreOthersOn The Rocks distributes Häagen-Dazs premium ice cream products, including formats such as Häagen-Dazs Bites which are cited as reshaping premium evening snacking occasions. The brand is referenced as a key premium offering in On The Rocks' product portfolio and marketing materials.
• Carte D'OrcoreOthersOn The Rocks stocks Carte D'Or ice cream and frozen dessert products. Carte D'Or is a well-established UK ice cream brand available in tub and format sizes suitable for both retail and foodservice settings.
• Mars Ice CreamcoreOthersOn The Rocks distributes Mars ice cream products including multipacks and handheld formats. Mars ice cream (including Mars, Snickers, and related formats) is cited as a key branded ice cream product that drives footfall and impulse purchases in convenience stores and takeaways.
• Birds Eye (Nomad Foods)coreOthersOn The Rocks stocks a wide range of Birds Eye frozen food products including chicken dippers, chargrills, burgers, nuggets, sausage rolls, and fish products. Birds Eye is one of the most recognised frozen food brands in the UK, supporting the frozen food category breadth of On The Rocks' offering.
• Coca-Cola European Partners (Coca-Cola, Diet Coke, Fanta, Sprite, Dr Pepper)coreOthersOn The Rocks distributes the full range of Coca-Cola branded soft drinks in multiple formats (330ml, 500ml, 1.25lt, 1.5lt, 1.75lt) and variants (Coca-Cola, Cherry Coke, Diet Coke, Coke Zero, Fanta, Sprite, Dr Pepper). Coca-Cola is the leading soft drink brand in the UK and drives significant basket value in convenience and foodservice.
• Monster EnergyminorOthersOn The Rocks stocks Monster Energy drinks (Monster Green, Monster Mango Loco, Monster Pipeline Punch, Monster Ultra Paradise, Monster Ultra) in 500ml format. Monster is a growing energy drink brand particularly popular in convenience and takeaway settings.
• Red BullminorOthersOn The Rocks stocks Red Bull energy drinks as part of its beverage category, alongside Monster and other energy drinks. Red Bull is referenced in brand imagery on the website as part of the core brand portfolio.
• Little MoonsminorOthersOn The Rocks distributes Little Moons products. Little Moons is a UK brand known for mochi ice cream and frozen dessert products, positioning On The Rocks in the premium and innovative frozen dessert segment.
• Aunt Bessie's (Nomad Foods)minorOthersOn The Rocks stocks Aunt Bessie's frozen food products including onion rings, dumplings, and sage & onion stuffing balls. Aunt Bessie's is a well-known UK brand for frozen accompaniments and sides.
• Goodfellas (Frozen Pizza & Snacks)minorOthersOn The Rocks stocks Goodfellas frozen pizza and garlic bread products. Goodfellas is a recognised brand in the frozen pizza and snacks category, complementing On The Rocks' frozen food range.
• Strong RootsminorOthersOn The Rocks stocks Strong Roots plant-based frozen food products such as spinach bites. Strong Roots is a growing brand in the plant-based and vegetarian frozen food segment, aligned with consumer demand for 'better for you' frozen options.
• Ferrero NutellaminorOthersOn The Rocks stocks Ferrero Nutella branded bakery products including croissants and muffins. These are premium frozen bakery items that expand On The Rocks' product range beyond traditional ice cream and frozen foods.
• Coppenrath & WieseminorOthersOn The Rocks stocks Coppenrath & Wiese frozen desserts including cheesecakes, gateaux, chocolate fudge cake, and lemon meringue pie. The German brand is recognised for premium frozen bake-off desserts popular in UK retail and foodservice.
• ITsuminorOthersOn The Rocks stocks ITsu frozen Asian food products including chicken soup dumplings, Korean crispy chicken, bao buns, and chicken teriyaki skewers. ITsu brings an Asian-inspired, premium frozen food range to On The Rocks' portfolio.
• San Pellegrino / Highland Spring (Water)minorOthersOn The Rocks stocks branded water products including San Pellegrino sparkling water and Highland Spring still water. These complete the beverage category offering alongside soft drinks and energy drinks.
• DoughliciousminorOthersDoughlicious dough ball products are listed in On The Rocks' brand portfolio. The brand is positioned as a premium, often allergen-friendly frozen dough product for foodservice and retail.
• FG (Festive Gateaux / Desserts)minorOthersOn The Rocks stocks FG brand frozen desserts including melt-in-the-middle chocolate brownies and apple & blackberry crumbles. FG positions On The Rocks in the festive and premium frozen dessert segment.
• CaprinosminorOthersCaprinos is listed as a brand example alongside Big John's and London Zoo as a foodservice or retail customer that On The Rocks supplies to.
• Big John'sminorOthersBig John's is listed as a foodservice or retail operator that On The Rocks supplies to, alongside Caprinos and London Zoo.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• KFF (Kent Frozen Foods): UK frozen food specialist distributor and part of the Bidfood Group, supplying frozen products to retailers and caterers. The most directly comparable frozen-only specialist in the UK wholesale landscape to On The Rocks' frozen-led model.
• Bidfood: One of the UK's largest foodservice wholesalers, supplying frozen, chilled, and ambient products to restaurants, pubs, and healthcare operators. Comparable business model and customer base; significantly larger scale and broader portfolio than On The Rocks.
• Nisa (Co-op): UK symbol group and wholesale supply partner for independent retailers and convenience stores, stocking frozen, grocery, and impulse lines. Comparable independent-retailer customer base with overlapping frozen and impulse ice cream product categories.
• JJ Foodservice: UK foodservice wholesaler offering frozen food, ice cream, and ambient grocery with multi-temperature delivery to independent takeaways and restaurants. The closest direct competitor to On The Rocks in terms of customer profile (independent foodservice operators) and product mix (frozen-led, branded portfolio).
• Philip Dennis Foodservice: UK foodservice wholesaler serving independent fish and chip shops, takeaways, and pubs with frozen and ambient products. Highly comparable customer profile (independent takeaways, fish and chip shops) and frozen-led product mix.
• Parfetts: UK symbol-group wholesaler (Go Local, Rhino, Happy Shopper) supplying independent retailers and convenience stores with grocery, frozen, and impulse products. Directly comparable in serving independent retailers with frozen and impulse ranges, though with a less foodservice-heavy mix.
• Central Foods: UK foodservice wholesaler supplying independent restaurants and takeaways with frozen, chilled, and ambient ranges. Smaller-scale competitor with comparable foodservice operator customer focus and multi-temperature product mix.

Broad incumbents

• Booker: The UK's largest cash-and-carry wholesaler (subsidiary of Tesco), serving independent retailers, caterers, and small businesses with grocery, frozen, and ice cream lines. Overlaps with On The Rocks on independent convenience and foodservice customers but operates at vastly greater scale with broader assortment.
• Brakes Group: Major UK foodservice wholesaler supplying restaurants, pubs, and contract caterers with multi-category food ranges including frozen. Comparable customer profile (foodservice operators) but operates at much larger scale with broader ambient and chilled offerings.
• Bestway Wholesale: UK's second-largest wholesale group operating cash-and-carry depots and the Best-one symbol group, supplying independent retailers and caterers with frozen, grocery, and impulse ranges. Broadly comparable customer base and product categories to On The Rocks, though at materially larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/OnTheRocksUK2022
• LinkedInlinkedin.com/company/otrdirect
• Instagraminstagram.com/otr_ontherocks?igsh=MTkyZm5hY3N5dmxjdg==

Revenue estimate

Valuation estimate

Number of profiles

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 On The Rocks