FROSTA boldly removed all artificial additives 20 years ago, leading to financial losses and a slow recovery, but has already navigated the tough transformation many companies face today.
Today, however, the Bremerhaven-based company sells seven times as much as it did back then, focusses on renewable energy, uses organic ingredients - and increases its turnover year on year. ‘Without the Purity Law, we would no longer exist today,’ says FRoSTA CEO Felix Ahlers. And: ‘You can only achieve a sustainable transformation with staying power.’ In this episode of ‘Sustainable Brand Stories’, the FRoSTA CEO explains how relaxed a brand needs to be to survive such a dry spell, what lessons FRoSTA learnt from the Reinheitsgebot disaster and how even supermarket shoppers in a hurry can be won over to sustainable products.