Derek (left) and David (center) are joining the dairy-free frozen dessert company Frönen in leadership roles. Photos via the Carrs and Frönen

A frozen dessert company could soon become mainstream in the Central Valley. 

Frönen, a company that makes non-dairy frozen desserts as a healthier alternative to ice cream, has two new members of its private ownership group — Derek and David Carr. 

The two former Fresno State football stars are expected to become part owners and serve as key brand ambassadors, helping the Chicago-based company expand its national footprint and deepen its presence in California and the Central Valley.

The Carr brothers are no stranger to local marketing campaigns, acting as brand ambassadors for Educational Employees Credit Union and other organizations. 

The connection between Frönen and the Carr family came through Derek’s wife, Heather, who discovered Frönen at a Sprouts grocery store.  

According to George Ho, the CEO of Frönen, and Brian McDermott, the president of Frönen, Heather — who prioritizes health and clean ingredients — tried Frönen and shared it with Derek. Entering his third season as quarterback for the New Orleans Saints, Derek typically isn’t drawn to desserts. Both ended up enjoying it. 

“Our whole family loves it. It’s simple, delicious, and made with ingredients we can pronounce. Whether it’s post-practice or movie night, Frönen is always in our freezer,” Derek and Heather said in a statement.

Like Heather, David is conscious about what he eats and also gives Frönen his support. David and his wife, Melody, also shared what they’re looking forward to about joining the Frönen family.

“As a family, we’re always mindful of what we put into our bodies—and with Frönen, we don’t have to choose between taste and health,” they said. “We’re thrilled to partner with a brand that shares our commitment to wellness and delivers a product that’s both delicious and nourishing.”

Carla Cossy and H Koal, the business managers for the Carr families, expressed enthusiasm for partnering with Frönen. 

“Partnering with the Frönen team has been an incredible experience. They’ve been collaborative, passionate, and truly aligned with our values. Frönen is a product with tremendous potential. Not only is it healthy and dairy-free, but it also delivers on taste, which is a winning combination,” they said.

Frönen was founded in 2018 by a pair of University of Chicago alumni who wanted to create a nondairy frozen dessert with minimal ingredients, four to five for most flavors.

Frönen — German for “to indulge” — now has its products in 1,700 grocery stores across the country, including major retailers Sprouts and Whole Foods. McDermott and Ho took over Frönen around this time last year.

Frönen currently has 10 flavors: Madagascar vanilla, chocolate, strawberry, salted caramel, mint chip, peanut butter chocolate chip, mango, pb&j, latte and cherry chocolate chip. 

While it is very similar to ice cream, the dairy lobby doesn’t allow Frönen to call the product ice cream.

Ho and McDermott explained that non-dairy frozen dessert appeals to a growing number of consumers who are more aware of the food they consume.

 

From clean eaters to those with lactose intolerance or allergies, Frönen meets a significant demand for accessible alternatives to traditional dairy products, they said.

“There’s a large amount of lactose intolerance and malabsorption in the U.S.,” McDermott said, citing a study that indicates anywhere between 30-50% of the population has difficulty digesting dairy. “Non-dairy products have become more mainstream as a result, and we’re at the forefront of that.”

They emphasized that their product is not about being a health food or a diet product, but also about providing a clean, indulgent dessert option that’s free from the artificial ingredients many consumers seek to avoid.

“We want to help families enjoy delicious desserts that are made with just the best ingredients.”

Neither Ho nor McDermott have experience working in the Central Valley market. Still, they are very excited to make Frönen popular here due to its strong agricultural presence and hope a non-dairy product can make waves with the help of the Carr brothers.  

Working with the Carr brothers is the first time Frönen has partnered with public figures. Ho said that they are open to working with celebrities in the future if the relationship is a “100% right fit like it is with the Carrs.”

 With the Carr brothers joining the team, McDermott said they are eager to bring Frönen to new locations.

“We’re constantly looking for new retailers and new opportunities to be able to serve customers in different parts of the country that we hadn’t been able to reach,” he said. “With the Carr brothers on board, there’s definitely a lot of additional opportunities that will open up.”