Smearcase, The World's 1st Frozen Cottage Cheese Brand | Joe Rotondo & Drew DiSpirito, Smearcase

On this episode, we’re joined by Joe Rotondo and Drew DiSpirito, the co-founders of Smearcase — the world’s first frozen cottage cheese dessert, also known as FroCo.What started as a post-run craving turned into one of the most disruptive frozen product launches in recent memory. Smearcase packs 40 grams of protein per pint, uses clean-label ingredients (no gums, no seed oils), and is now stocked in over 100 stores including Whole Foods and Sprouts, less than a year after launch.In this episode, we dive into how Joe and Drew went from first prototype to shelf in six months, what it took to scale with a co-packer from day one, and why they believe “speed over perfection” is their greatest competitive advantage. We also talk product innovation, navigating frozen logistics, why they trademarked “FroCo,” and what’s coming next as they prepare for West Coast expansion.—---------------Episode Highlights:🍦 From marathon craving to product prototype in 72 hours🧊 How they scaled straight from a NYC apartment kitchen to a co-packer⚡ Why they prioritized speed over perfection💪 Using collagen as a stabilizer (instead of gums)🚚 The hidden challenges of frozen distribution🛒 How they cold-pitched their way into early retail traction📈 Why “velocity > distribution” is their growth philosophy🏷️ The meaning behind the name Smearcase (and why it works)🚀 Building a movement — not just a brand — around FroCo—---------------Table of Contents: 00:00 – Intro & Founding Story 02:30 – From Post-Run Craving to FroCo 05:00 – Product Development & Ingredient Integrity 08:00 – Fast-Tracking to Shelf in 6 Months 12:00 – Scaling With a Co-Packer 16:00 – Cottage Cheese Sourcing Strategy 20:00 – Starting a New Frozen Category: Pros & Cons 23:00 – Velocity vs. Distribution 26:00 – Frozen Logistics & Operational Challenges 29:00 – Category Trends & Competitive Landscape 31:00 – Where to Find Smearcase & What’s Next—---------------Links:Smearcase – https://www.eatsmearcase.com Follow Joe – https://www.linkedin.com/in/josephrrotondo Follow Drew – https://www.linkedin.com/in/drew-dispirito-pmp/Follow Adam on LinkedIn - https://www.linkedin.com/in/adam-martin-steinberg For help with CPG production design - packaging and label design, product renders, POS assets, retail media assets, quick-turn sales and marketing assets and all the other work that bogs down creative teams - check out KitPrint.Shout out to my friends over at Glimpse, the go-to partner for automating retail-related back-office operations and unlocking margin trapped in invalid fees and manual processes.Are you in the market for a new flexible packaging partner? Check out HD Packaging. Third-generation, family-owned and built for the needs of category leaders like Newman’s Own and A Dozen Cousins. Faster launches, lower costs, and no artwork fees.