Regular Practice gives whole-food brand Frood an identity built for joy, not worthiness

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 how do you translate all of that into an identity when if you go too hard on the health side, it feels too preachy, and highlight the convenience and it doesn't feel as warm. It was up to Regular Practice to balance the two and make the product something we'd all want to try.

Overhead view of Frood cooking blends and prepared meals including tacos, curry, meatballs and salad with fresh ingredients and the green Frood packaging visible

Person's hands holding a Frood cooking blend taco above a table of prepared ingredients including avocado, tomatoes, rice and various dishes with gold-rimmed plates

Person grating cheese over a plate of Frood Bella Bolognese pasta at a red and white checked tablecloth dining setting with wine and additional plated dishes

The name 'Frood' was a decent starting point. It's playful and memorable and is based on 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 sets the table for the rest.

On shelf, the 'Frood' wordmark is the hero. It's an oversized, chunky sans-serif that runs the full width of each pack. Each blend gets its own colour, so the range reads instantly as part of a family. And every flavour is easy to decipher. Green, for example, is for Mexi Fiesta, and a warm red is for Bella Bolognese. There's also a sunny red-and-yellow for Golden Curry and – my favourite touch – blue and yellow for the Swedish Meatball blend, a nod to both the dish and Frida's own heritage. The wordmark changes colour, too, depending on the background, so everything feels coherant.

Overhead view of a styled meal featuring meatballs with mashed potato and cucumber, alongside a blue Frood packaging box and gravy boat on a white surface

Hand reaching into wooden kitchen cupboard to pull out a blue Frood cooking blend packet, with green and red packets visible beside it and storage containers on the shelf above

Person in red top stirring a pan of golden curry on a stovetop, surrounded by fresh limes, tortilla chips and prepared Frood cooking blend ingredients

Photography by James Moyle gives us 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.

The tone of voice includes "the ultimate kitchen hack", "1 pack + 1 protein = delicious meal", "real ingredients, nothing else", alongside language that highlights high fibre, real veg and ready in under 20 minutes. It's informative rather than preachy.

Does it work? I think so, yes. Frood is pitched at busy people, like myself, who want real nourishment without the faff. Yes, it's a crowded, fast-moving sector where people take seconds to decide if your product is worth a go, but Regular Practice absolutely smashed it.