Regular Practice gives whole-food brand Frood an identity built for joy, not worthiness
The London studio has shaped the look and feel of Frida Redknapp's new range of cooking blends, now on shelves in M&S and Ocado.
There is a certain trap waiting for any "healthy" food brand. It's that whole worthy, slightly joyless aesthetic that signals goodness but risks forgetting the pleasure of actually eating. Frood, a brand-new range of whole-food cooking blends, has sidestepped the usual virtue signalling, thanks to London studio Regular Practice.
Frood is the brainchild of Frida Redknapp, a Swedish-born mother of five and a trusted voice in food and wellbeing. The idea came from her own kitchen shortcuts – meals her five kids would actually eat, made faster. The result is four cooking blends: Swedish Meatballs, Bella Bolognese, Golden Curry and Mexi Fiesta. Each combines dried fruits and vegetables, grains, seeds, plant proteins and other wholesome ingredients. You add your own choice of protein, a little water and oil, then mix and cook a complete meal in 20 minutes. Every blend is fibre-rich, a natural source of protein, packed with real veg, and free from ultra-processed ingredients. Nice. I'm sold.
But that's a lot for one brand to carry. Push the health story too hard, and it starts to look like a supplement; go all in on convenience, and you lose the warmth. Regular Practice's job was to make it all feel like one idea on a supermarket shelf.
The name itself does a lot of work here. 'Frood' is playful, warm and memorable – a small, confident piece of language that captures the brand's belief that "real food can be quick and that everyday cooking should feel like a pleasure rather than a chore". It's also a nice foundation for everything that follows.
On the shelf, it looks loud. The 'Frood' wordmark is the hero: an oversized, chunky sans-serif that runs almost the full width of each pack. On an aisle full of soft, soothing wellness cues, that takes some nerve. And it does the one thing a challenger brand needs most: make you read it and, more importantly, remember it.
Each blend gets its own colourway, so the range reads instantly as a family while every flavour is easy to tell apart: green for Mexi Fiesta, a warm red for Bella Bolognese, a sunny red-and-yellow for Golden Curry and – my favourite touch – blue and yellow for the Swedish Meatball blend, a cheeky nod to both the dish and Frida's own heritage. The wordmark flips colour against every background, so the logo stays constant while the palette shifts.
Accompanying photography by James Moyle shows the finished dish. The set styling is proper Sunday-supplement stuff, and Redknapp herself fronts it, which matters when the whole brand rests on her name. A short stack of plain-spoken lines does the reassuring: "the ultimate kitchen hack", "1 pack + 1 protein = delicious meal", "real ingredients, nothing else", alongside neat flashes for high fibre, real veg and ready in under 20 minutes. It's the part of the design that carries the nutrition story without ever turning preachy.
The brand follows Redknapp's conviction that food is about connection and everyday wellbeing. Frood is pitched squarely at busy people who want real nourishment without the faff. We all know it's a crowded, fast-moving corner of the market, which makes the clarity of the branding all the more important. Shoppers have seconds to understand what a product is and why it is different. Regular Practice smashed it.
