Blue Frog founder and CEO Scotty Baragwanath said he was inspired by cereals he made for his children and by a perceived gap in the market for premium, minimally processed breakfast products. The brand name itself came from his childhood nickname, “Frog”, due to his tall lanky frame, with “Blue Frog” chosen to symbolise being memorable, bold and different as opposed to the common green frog. This was a reference to how the firm’s premium cereals are boldly different from “mainstream cereals that are all the same”. The use of whole-food ingredients allows Blue Frog to position itself above mainstream cereal brands in both price and quality, a strategy Baragwanath believes increasingly resonates with Asian consumers. Alongside product quality, Blue Frog aims to distinguish itself through a fun, relatable brand personality.