Frost & Roll Creamery (Pty) Ltd is a private company to be incorporated under the Companies Act 71 of 2008, headquartered in Johannesburg. Its motto, “Every Scoop is a Show”, captures a concept built around live dessert theatre rather than a conventional ice-cream counter: every dessert is freshly prepared in front of the customer, transforming a simple treat into an interactive, shareable experience.
Vision and mission
The vision is to become Africa’s most recognised premium experiential dessert brand. The mission is to transform dessert into entertainment by delivering handcrafted premium ice-cream experiences using natural ingredients, innovative flavours and exceptional customer service.
Core values
Quality; freshness; innovation; hospitality; sustainability; fun; and customer delight. These values shape the product, the store experience, the sourcing of premium dairy and ingredients, and a culture designed to make each visit memorable, fun and customer delight are not incidental but central to a brand whose product is as much experience as dessert.
Shareholding and leadership
|
Shareholder |
Position |
Ownership |
|---|---|---|
|
Ethan Rossouw |
Executive Chairman |
35% |
|
Aaliyah Naidoo |
Chief Executive Officer |
30% |
|
Michael Dube |
Operations Director |
20% |
|
Olivia Petersen |
Commercial Director |
15% |
The founding team combines hospitality-entrepreneurship and franchising experience (Executive Chairman), food-retail and premium-consumer-brand expertise (CEO), food-manufacturing and supply-chain capability (Operations Director), and lifestyle-brand and digital-commerce marketing (Commercial Director). The team holds 100% of equity at the outset, aligning management and ownership, and the mix of franchising, manufacturing, retail and digital-marketing skills maps directly onto the multi-format, franchise-led growth model.
The long-term ambition
Within a decade the Company aims to operate 150 or more company-owned and franchised outlets across Southern Africa, deploy 50 mobile dessert bars, supply branded tubs, frozen desserts and sauces through leading supermarkets, establish a central manufacturing facility supplying franchisees nationally, and generate annual revenues exceeding R1.2 billion across retail, catering, franchising, packaged products and licensing. The R16 million sought here funds the first, foundational phase.