In early 2020, two brothers from a small town in Illinois looked at a rising category — slim cans of seltzer — and said, “There has to be a better way.”
They didn’t just launch another cooler. They launched a universal can cooler under the Frost Buddy brand. That choice exposed three truths every scaling DTC founder should face:
- Opportunity exists where others don’t dig.
- Growth can hit fast — and maturity needs to keep up.
- Execution wins when it’s anchored in clarity and people.
Brock and Mitch Mammoser built Frost Buddy from idea to million-unit sales in the first year. Their story isn’t just about product success — it’s about leveraging founding grit and operational muscle in a category, scaling smart, and staying true to brand. It’s a perfect match for the “messy middle” DTC brands we work with at Dundee.
From Problem to Product
During a break from college track at Indiana University, Brock spotted the slim-can revolution. He and Mitch asked: Why isn’t there a Yeti-style cooler built for this shape? They found only one competitor. Instead of giving up, they prototyped. They ordered molds, tested slim cans, and iterated until the “universal” claim was real. They launched in March 2020, in the middle of a pandemic, and sold nearly 1 million units in their first year.
That “early mover + product clarity” combo is rare — and explains why founders at the $5M-$20M range often stall: they scale before their foundation, or they pick broader opportunity without solving the core need.
Scaling Lessons for DTC Founders
Here are three standout lessons from Frost Buddy that align with how we at Dundee tell founders to scale:
1. Stay focused on the core problem.
They didn’t spread into every drink accessory. They dominated one. Then they expanded into tumblers, dog bowls, and other related items.
2. Build infrastructure while you’re scaling.
Rapid growth came, but so did bottlenecks. Mitch spent 5-6 hours a day on shipping and fulfillment until they moved to a 3PL. It’s the classic trap: scaling execution while the ops foundation lags.
3. Hire for ambiguity, not just tasks.
Brock says:
“I don’t care if the ad designer is a graphic guy who also knows marketing — I need someone who thinks for themselves.”
That mindset is exactly what we encourage at Dundee when building teams that scale without the founder in the weeds.
Why Their Story Matters for $5M-$20M Founders
If you’re in that “Messy Middle” — between building momentum and hitting consistent scale — Frost Buddy’s story resonates:
- You may have a great product or service.
- But success doesn’t last if your systems, people, and strategy aren’t aligned.
- Brock and Mitch proved that momentum + clarity + people = scalable growth.
At Dundee, we call that operational muscle built into the growth engine. They lived it.
Key Takeaways for Your Brand
- Identify one critical problem your customer feels — dominate it.
- Don’t let fulfillment, operations, or team building fall behind while scaling.
- Hire people who think — not just do. They’ll carry your brand when you step away from execution.
👉 If you’re a DTC founder stuck in the messy middle, it may be time to build your leadership bench and scale without burnout.
[Schedule a consultation with Dundee Growth Partners] to get clarity and structure that lasts.