The brand’s frozen functional ice cubes are designed to help consumers personalize nutrition by occasion, according to Roxii. The company also sees opportunities in a retail section that has seen relatively little functional beverage innovation outside of smoothie cubes. We are not trying to take share from frozen fruit; we are helping create a new frozen wellness destination,” Speranza said. First, location and presentation matter because a functional product can be overlooked if shoppers perceive it as just another frozen fruit item. Expanding frozen wellnessWhile brands like Evive and Pitaya Foods offer frozen functional products in the form of smoothie or superfood cubes, Speranza believes frozen wellness can become a standalone category.