bofrost*: 60 years of personal service, direct sales and pure enjoyment

The family-run business has been celebrating its successful direct sales model and commitment to quality since 1966: “That must be love!”

Straelen, February 2026 – bofrost* is marking a special anniversary on 14 March 2026: for 60 years, the European market leader in direct sales of ice cream and frozen specialities has stood for top-quality frozen foods.

The company’s flexible service and unique closeness to its customers are also key factors in its success. What began in 1966 with a clear vision from Josef H. Boquoi is now one of the best-known brands in the direct-to-consumer sales of frozen food – and, at the same time, a company that combines tradition, progress and a commitment to values.

At the heart of this success, right from the start, has been a business model that continues to serve the company well today: personalised direct sales. bofrost* delivers high-quality frozen products straight to the customer’s doorstep – with personalised advice, tailored to individual needs and delivered reliably. This closeness and ‘person-to-person’ relationship has been the brand’s hallmark, a key differentiator and a testament to trust for six decades.

Quality that connects generations

A central component of bofrost* is its quality promise. As early as the early 2000s, the company introduced its purity and taste guarantee. A pioneering step that has delighted our customers. This commitment to quality continues to shape the company to this day. Through continuous refinement of its recipes, careful selection of raw materials and state-of-the-art production standards, bofrost* ensures that enjoyment and reliability remain at the heart of everything it does. This is also evident in the favourite products of our loyal customers, which include bo*Peas, oven-baked chips and pudding swirls, as well as the popular children’s ice cream featuring Botinchen with his chewing-gum nose. Botinchen first appeared at bofrost* as early as 1979; in the early years, he was still without his hat and chewing-gum nose, and went by the name bo*Frostinchen.

True to the anniversary slogan “That must be love!”, customers are being treated to a heart-shaped ice lolly to mark bofrost*’s birthday.

A family business with a strong ethos

As a family business, bofrost* thinks in terms of generations. Values such as reliability, responsibility and closeness shape not only how we interact with customers, but also with our staff. Long-standing service, particularly in sales, is a sign of strong loyalty – underpinned by personal relationships and mutual trust.

Furthermore, bofrost* has for many years taken on responsibility beyond its core business. A key example is its long-standing partnership with the “RTL Foundation – Wir helfen Kindern e.V.” For a decade, bofrost* has been providing sustained support through this partnership to organisations such as the RTL children’s homes and other social projects that offer protection, stability and prospects to children in difficult life situations. This commitment reflects bofrost*’s corporate identity, which regards social responsibility as an integral and ongoing part of its business activities.

Tradition and innovation in harmony

“For us, 60 years are both an inspiration and proof that my father’s pioneering idea – delivering frozen products via a closed cold chain directly to people’s doorsteps – has been successful across generations,” says Michael Boquoi, a member of the founding family. “Our aim has always been, and remains, to delight people with quality, service and a personal touch.

Especially in an increasingly digital world, direct person-to-person contact remains a core value that will continue to define us in the future.”

Whilst firmly rooted in its own history, bofrost* consistently looks to the future: “What has set bofrost* apart for 60 years is the ability to consistently rethink proximity and quality, thereby remaining relevant,” continues Michael Boquoi.

“Digital touchpoints such as the bofrost* Online World and the bofrost* app complement our personal service and create a modern omnichannel experience. We do not see technology and digitalisation as a replacement, but as a meaningful addition to our tried-and-tested service philosophy.”

Celebrating together – with an eye to the future

bofrost* will be celebrating its anniversary year in 2026 together with its customers – including through selected promotions, anniversary offers and special moments of enjoyment spread throughout the year. What will not change is the recipe for success: personal service, high quality and a business model that fosters a sense of closeness. These are values that have shaped bofrost* for 60 years – and which will remain in demand well into the future.