The story of FRXSH

Desire for simplicity

The story of the drink mixer FRXSH begins like that of any innovative product. First, there was a need, then someone had an idea. However, unlike numerous other good, but unfortunately unsuccessful ideas, this story has a happy ending.
One day in 2008, Roland Villiger of Zug grew tired of struggling with the currently available mixers (and their user manuals) for his fruit drinks. He wanted to no longer have to keep washing the appliance, the container and the blades. Instead, he wanted to chat with his friends and guests in the kitchen during preparation, without the noise of the mixer. Roland Villiger wanted nothing more than to prepare fresh, delicious and inventive drinks with good quality and a good atmosphere for himself and his guests.

When everyone pulls together

Together with Beat Jossen (and the first prototypes of the FRXSH), Roland Villiger looked for other partners who could get inspired by his concept and who had experience in the implementation of complex projects. Thus, in spring 2009, Rudolf Räber and Stephan Baer joined the team. The financing was now secured. Subsequently, each of the three spheres of development was assigned to one of three specialised Swiss companies: Ditting Maschinen AG, global market leader in grinding discs and coffee grinders, took charge of the structure. For the motor, FRXSH turned to Spemot AG, another Swiss company. Koblenzer Kunststoffwerke GmbH and Silac AG of Einsiedeln took charge of production of the plastic parts.

The biggest challenge, however, was the development of the blades. Blade specialists declined, saying that in a non-corrugated container, the mixture would, at most, just ride around. Furthermore, the stirring specialists’ knowledge only applied to low speeds. Roland Villiger persisted and built his own test rigs, which made it possible to get closer to the desired mix with an optimal combination of blades and speed.

It had to be quiet – and practical

Two decisive new mixer features were on the wish list: it had to be quiet and it had to be practical. The first use of an electronically controlled brushless motor in a drink mixer made an almost endless service life possible, in comparison with conventional brushed motors, as well as extremely quiet operation. Moreover, the motor enabled a step up to a higher league of household appliances – and optimal blade control.

Unlike conventional appliances, the FRXSH mixes directly in the bottle. There is no longer any need to hold the lid in place during mixing, or to pour into other containers. Any number of fruit smoothies, soups, salad dressings and milkshakes can be prepared in the various mixing bottles and quickly processed with the FRXSH before serving: a major time saver for mise en place in private kitchens and in the gastronomy industry.

Distinct design and clever brand development

From the very start, the FRXSH team opted for a distinctive design and a professional brand presence. Véronique Baer was brought in for the design and the renowned advertising agency TBWA Switzerland for brand development. The young product designer and the brand specialists at TBWA gave FRXSH visual charm and the unique identity which makes the product the message: at the bar, in the office kitchen, in the home or in the gastronomy industry – wherever the FRXSH is, it catches the eye and acts as a motivation to treat oneself to the pleasure of a freshly prepared drink.

On 12/12/2012 at 12:12 p.m., FRXSH was presented to selected guests in a world premiere.

Product and company

In parallel to the development of the FRXSH mixer and during the further development of the product, a company was also established. The Board of Directors at this limited company, based in Küssnacht am Rigi and founded in 2009, comprises five individuals, each of whom brings with them a large network in their respective field.

• Roland Villiger: Innovator, President of the BoD at Innovationsfabrik AG
• Beat Jossen: Conceptual and managerial roles at UBS and Roche, owner and manager of B&B Jossen GmbH, former member of the Cantonal Council of Zug
• Rudolf Räber, Delegate of the BoD: Study of sinology, founder of the Swiss search engine search.ch
• Stephan Baer, President: Former CEO and President of the BoD at Baer AG in Küssnacht
• Werner Eggimann: Licentiate in political science and history, former owner and manager of a household goods supplier

Company philosophy and future

Anyone who wants to work professionally, gets professionals to do the work. In the future, FRXSH AG wants to continue to leave the production to experts. Specialised companies are also taking charge of packaging and dispatch.
The FRXSH mixer is to be positioned wherever it gets seen: in bars, offices and restaurants, at catering firms and events. The marketing focuses on direct sales to multipliers. The guests should be motivated to buy the FRXSH via the Internet.
With the slogan “Dance the taste,” FRXSH wants to conquer the world of the kitchen. On an ongoing basis, Rudolf Räber is compiling a list of new recipes for smoothies, soups and sauces in the blog at www.frxsh.com.