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

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

Check out https://www.kitprint.co/ for CPG production design support.