Glen Lee, a seasoned entrepreneur, had always been drawn to creative ways to earn money.
At just 14, he earned pocket money by selling Pokemon trading cards. This early hustle set him on a path of various ventures, including running a temporary snow cone kiosk at East Coast Park when he was 23.
Still in university at the time, he realised his passion for business, and after graduating, he decided to open a brick-and-mortar shop selling shaved ice.
Running the shop was no easy feat—Glen faced long hours, frequent setbacks, and even drove Grab between shifts to make ends meet.
Despite his determination, the business struggled, and after four challenging years, Glen made the tough decision to close it down.
Simultaneously, a mobile app business he had started with friends didn’t pan out either, leaving him at a crossroads at the age of 30, wondering whether to continue pursuing his entrepreneurial dream.
The culinary craftsman
Glen wasn’t the only one in the Lee family with a passion for business. His younger brother, Terence, also had ambitions, but his path was different.
At 24, Terence turned down a degree offer from NUS to train at At-Sunrice Globalchef Academy, choosing to follow his culinary passion.
He started his own burger venture, running a stall at pasar malams and various events. Although the experience provided valuable lessons, Terence eventually moved on, looking for the next big opportunity.
However, when Glen had the idea for Frozt, he knew he needed someone who understood food and could elevate the concept. That someone was Terence.
Glen convinced his brother to join him, proposing that they combine their strengths—Glen would handle sales and marketing, while Terence focused on product development and quality control. Together, they believed they could build something special.
“While we didn’t start Frozt with strong confidence, we did start with passion, determination, and a willingness to learn and adapt. And I think that’s what’s sustained us and helped us carve out our place in the industry,” Glen told Vulcan Post.
The birth of Frozt
Frozt started in 2018, but the idea had been brewing in Glen’s mind long before that.
While running his shaved ice shop, Glen had experimented with popsicle recipes, inspired by the nostalgia of classic frozen treats like Air Batu and Sng Bao. These treats, made with artificial colours and flavours, evoked fond memories of childhood for many Singaporeans.
Glen envisioned a healthier, modern version of these classics—popsicles made with real fruits that retained their vibrant colours and nostalgic flavours.
The name Frozt was born from this idea. Initially, Glen considered “Frost,” but it felt too generic. Instead, he played with the concept of “Frozen Treats,” which evolved into Frozt.
The goal was to create popsicles that were not only delicious but also healthier and appealing to both locals and tourists.
Navigating through challenges
The initial strategy for Frozt was to target tourists at Singapore’s major attractions, like Sentosa. Glen and Terence believed tourists would appreciate a taste of local culture through their nostalgic popsicles.
However, the COVID-19 pandemic hit, and the influx of tourists disappeared overnight. With sales plummeting to nearly zero, the brothers had to pivot quickly, focusing on the local market.
“We were initially unsure how well Frozt would be received by locals, but to our pleasant surprise, the response was overwhelmingly positive,” he said.
Singaporeans embraced the product, and Frozt’s motto—”Popsicles for Everyone”—began to resonate across a broad audience.
A blend of tradition and innovation
Although Frozt’s identity is rooted in nostalgia, it has a modern twist that sets it apart. The popsicles are made with real fruits and innovative ingredients that cater to a more health-conscious audience, but the traditional essence remains intact.
Technology also plays a role in elevating the Frozt experience.
Last year, the brothers introduced a popsicle-carrying robot at events, adding an element of fun and interactivity. Dubbed the “Frozt-Bot,” the robot has been a hit with customers, enhancing the brand’s playful image.
The brothers also launched “Frozt Walkers,” whereby staff walk around with cooler bags of Frozt, offering customers a unique and personalised experience at events, adding a special touch to any occasion.
What truly sets Frozt apart is its commitment to enhancing the customer experience. The Frozt-Bot and Frozt Walkers aren’t just gimmicks—they embody the brand’s ethos of creating joy through innovation.
Glen and Terence believe that while their popsicles are the product, they are selling happiness and memories. The success of these signature innovations shows how blending tradition with modernity can make a brand stand out in a crowded market.
Expansion and profitability
Today, Frozt is available at nearly 200 retail points across Singapore, including schools, restaurants, cafes, and tourist attractions.
The company’s growth strategy is a blend of business-to-consumer (B2C) and business-to-business (B2B) models.
“The B2C market allows us to directly connect with our customers. This has helped us build a strong brand presence and loyalty among individual customers.
“On the other hand, B2B partnerships are invaluable for scaling our reach quickly and efficiently. Working with schools, hotels, and restaurants not only expands our customer base but also helps us maintain steady demand,” he shared.
The path to profitability wasn’t quick. Glen and Terence spent nine months on intensive research and development, refining their recipes through countless trials.
‘I still remember those days vividly—we worked at the back of my shaved ice shop, testing flavours and tweaking recipes endlessly. It felt like we lived in that kitchen.”
“We relied heavily on feedback from our regular customers, who became our unofficial taste testers. Their honest opinions were invaluable and guided us to refine and perfect our popsicles,” Glen added.
Frozt’s turning point came when the brothers realised their product had achieved “product confidence.”
Repeat customers, positive feedback, and increasing demand signalled that Frozt was more than just a fleeting trend—it had staying power.
Feedback from customers during early pop-up events and farmers’ markets was crucial in perfecting their popsicles.
“It was a lot of hard work, and not every event was profitable, but those experiences were crucial. It was also a great way to create a buzz around our brand and build a loyal customer base from the ground up,” he said.
Seeing people return for their popsicles validated the brothers’ belief in their product and fuelled their drive to keep growing.
What’s next for Frozt?
With the business thriving, Glen and Terence remain focused on the future. They aim to expand Frozt’s presence even further, not just in Singapore but potentially beyond its shores.
Their long-term vision is to create a brand that continues to evoke nostalgia while remaining innovative and relevant in the modern market.
Frozt’s journey from a humble popsicle idea to a thriving business is a story of resilience, adaptability, and the power of family.
Glen and Terence Lee took lessons from failures and turned them into shared success, creating a product that not only satisfies but also spreads joy.
- Learn more about Frozt here.
- Read other articles we’ve written about Singaporean startups here.
Featured Image Credit: Frozt