Frood launches UPF-free cooking blends with M&S and Ocado listings

Frood, a new food brand founded by Swedish-born entrepreneur Frida Redknapp, launched on 1 June with listings in M&S Food Stores and on Ocado, alongside direct-to-consumer sales through its own site.

The debut range includes four cooking blends:

• Swedish Meatballs
• Bella Bolognese
• Golden Curry
• Mexi Fiesta

What's in the blends

Each blend is built from gently dried fruits and vegetables, with the equivalent of 560g of raw veg per pack, combined with grains, seeds and plant proteins.

The mixes are free from ultra-processed ingredients, added sugar, flavourings and colours, and are produced without heat or oil. The brand says each blend is fibre-rich and a natural source of protein.

The format requires no prep: the consumer adds a protein of their choice to the blend and has a four-serving meal in around 20 minutes. Redknapp developed and tested the recipes at home, where she cooks for a blended family of seven with her husband, former footballer Jamie Redknapp.

Frood's pitch lands on a well-documented tension in UK grocery: consumers are increasingly wary of ultra-processed food, but the convenience formats they rely on — packet mixes, ready meals, jarred sauces — are precisely where UPFs concentrate. Frood is betting that a whole-food product at a £3 price point, undercutting many premium meal kits on a per-serving basis at roughly 75p, can convert that concern into a repeat purchase.

Securing M&S and Ocado at launch gives the brand immediate national reach across two retailers whose shoppers index heavily on health and quality cues, while the DTC channel on Frood.com gives it a direct line to customer data and repeat-purchase economics from day one.