Founded on Fox Street in 2018, SOBAE Frozen transforms overripe surplus fruit from local vendors into eco-friendly, plant-based sorbets to tackle food waste.
By Zuko Komisa
In the vibrant heart of Johannesburg, true innovation often springs from the pavement.
For SOBAE Frozen, the journey did not start in a high-tech kitchen or a slick retail space.
It began on Fox Street in Maboneng back in 2018 with a single cooler box, a batch of handmade sorbet, and a fresh perspective on urban food waste.
Watching local street vendors struggle to sell their fruit before it spoiled, the founders saw potential where others saw loss.
By rescuing surplus produce, they created a plant-based, dairy-free treat that was as good for the planet as it was for the palate.
“We began looking at that fruit differently,” the team reflects. “Instead of seeing waste, we saw an opportunity to create something special.”
That humble street-side hustle soon bore fruit, leading to a permanent home at Victoria Yards. For years, the shop served as a cherished anchor for the brand, allowing them to forge deep ties with the local creative community.
But the post-COVID-19 economic landscape hit hard. As foot traffic dwindled, daily sales could no longer cover operating expenses, and rent arrears began to mount.
Despite attempting to find a workable solution with management, the reality became inescapable. Leaving the precinct was a crushing setback, but it failed to extinguish their drive.
“Walking away was heartbreaking,” they admit. “We lost our permanent space, but we did not lose our purpose.”
Stripped of their brick-and-mortar home, SOBAE returned to the hustle that started it all. Rebuilding through street sales, pop-ups, and markets, they met both old and new customers face-to-face. Far from feeling like a retreat, returning to the streets revealed the strength of their brand and the loyalty of their community.
“Sometimes backing yourself means continuing to show up, even when you don’t yet have all the resources you need,” they say. “It means being willing to start again without believing that you have returned to zero.”
Today, SOBAE is broadening its reach by expanding its Refreshers drink range and pursuing wholesale supply partnerships with local cafés and restaurants.
Yet, the ultimate goal remains finding a permanent, collaborative home in Joburg a space that combines production, retail, job creation, and community education in alignment with the United Nations Sustainable Development Goals.
For the right landlord, property owner, or investor, partnering with SOBAE offers a chance to champion a purpose-driven South African business that refuses to stay down.
“We are not waiting for everything to be perfect before we continue,” the team asserts. “SOBAE Frozen is still here, and we are just getting started.”
A sweet future ahead
At its core, SOBAE Frozen is more than a story about sorbet it is a testament to the unyielding grit of Johannesburg’s entrepreneurial spirit. By turning discarded fruit into artisanal delights and transforming personal hardship into renewed ambition, the team has proven that a brand’s true foundation isn’t built from bricks and mortar, but from passion, perseverance, and community support.
As they continue to scoop, hustle, and inspire across the city, one thing remains undeniably clear: the sweetest chapters of the SOBAE story are still waiting to be written.
Joining the movement
For landlords with potential spaces, prospective collaborators, or locals looking to track down their next street pop-up location, the team remains active across Joburg:
- Pop-Up radar & updates: Follow the team’s ongoing journey via @sobaefrozen across social channels.
- Direct line & partnerships: Reach out via telephone on 078 313 75 38 or drop a line directly to [email protected].
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