FOR IMMEDIATE RELEASE

Fr’um Marks Two Years with Sustainable Shift to Pouch Packaging

Independent rum brand Fr’um Dark but Fr’iendly is celebrating two years of trading with a bold step towards more sustainable growth: the introduction of lightweight, flexible pouch packaging.

While the brand’s final pouch design is set to launch in December 2025, a temporary version has already been released to meet growing demand and allow customers to experience the benefits of this new format right away. The new design, due in time for the Christmas gifting season, will be made from a sugar cane–based material, further reducing environmental impact and reinforcing Fr’um’s commitment to sustainability.

Founder Anthony Peart explains:

“Fr’um has always been about innovation with integrity. As we celebrate two years in business, we are proud to embrace packaging that not only reduces weight and waste but also supports our vision for a sustainable future. Pouches are lighter to transport, easier to store and far more efficient — and we believe they are the right choice for both our customers and the planet.”

The move underlines Fr’um’s commitment to growth through efficiency and responsibility. With the pouch format, the brand reduces its carbon footprint while maintaining the same bold flavour and quality that has fuelled its success over the past two years.

Peart continues:

“We are excited to share this next chapter with our customers and partners. This is not just about packaging — it’s about leading the way in how premium spirits can adapt to a changing world. For us, the future is flexible, sustainable and delicious.”

Fr’um’s 50cl pouches are now available, with the finalised sugar cane–based design due in December 2025.

For further information, images, or interview requests, please contact:

Pineapple Communications

Val

hello@pineapple-comms.co.uk

07780927290

Issued on behalf of Fr’um September 2025