Frill Holding AB appoints new CEO

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STOCKHOLM, February 23, 2021 08:00 CET

Frill Holding AB appoints Peter Blom as new CEO. Board member Anna Hällöv will be acting Chairman of the Board until the Annual General Meeting on 18 May. Former CEO Nici Ferber takes over as CEO of the subsidiary Bezzt AB.

The board of Frill Holding AB has today appointed Peter Blom as CEO.

Peter Blom, former Chairman of the Board, has extensive experience of integrating consumer goods and scaling up businesses. Peter Blom was CEO of Karo Pharma and led Karo Pharma's strategy with an intensive focus on organic growth and acquisitions, the integration of established brands and the launch of new products. Karo Pharma was sold to EQT in 2019. Peter Blom has also held leading positions within the mobile operator 3 as Director of sales, CEO of Sony Sweden, COO at Viasat, CEO of Valio Sweden and COO of Häagen-Dazs Scandinavia.

“I look forward to continuing to develop the company and implement our new strategy. The strategy was initiated with the acquisition of Bezzt and followed by the exclusive sales agreement with Bacoccoli, and we will continue to work actively with a consolidation of the market for functional foods. There are a number of players of different sizes and Frill has good potential to be an active participant in that consolidation", says Peter Blom, and continues:

"The increased demand for healthy, functional and quality products will remain strong for many years to come. Our goal is to be a leading functional foods company in the Nordic region before the end of 2023. There will be challenges but I am convinced that we will reach our goal.”

With Peter Blom as CEO, the company will have a strengthened focus on Frill's strategy, which is focused on developing the business segments in healthy nutrition in the Nordic region.

About Frill Holding AB

Frill Holding AB is an innovative company that has developed a unique food tech platform for the development of products within Functional foods. Through organic growth and acquisition strategy, the company will become a leading company in Functional foods in the Nordic region and contribute to better health and quality of life. The company's first products are Frill, a genuinely healthy snack made from fruit and vegetables, Add Ice Cream, a healthy ice cream that delivers functional benefits such as proteins and vitamins, Bacoccoli, high quality products and Bezzt of Nature, healthy and functional products based on honey, dietary fibre, algae and oats. Frill Holding creates healthy dietary alternatives based on scientific facts and delivers affordable and healthy nutrition to consumers. The company is based in Stockholm and is listed on Nasdaq First North Growth Market, ticker FRILL B. FNCA Sweden AB is the company’s Certified Adviser. Tel. +46 (0) 8-528 00 399,

The Frill Holding Group consists of five companies: Frill Holding AB, Add Nutrition AB, Zendegii Frill Ltd. (UK), Frill Inc. (USA) and Bezzt AB.

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Or contact CEO Peter Blom, mobile +46 706-555-698 or