Freja has cut the price and size of its instant bone broth sachets as it looks to make the emerging category more accessible to consumers.
The brand has reduced the weight of its sachets by 20%, from 15g to 12g. It came after shopper feedback that the original size produced 250ml of broth that was “too strong”, Freja said.
The smaller format delivered a “flavour profile that better matched how most customers were drinking the product”, the brand added.
Alongside the resize, Freja has also lowered the rsp of its Instant Bone Broth from £5.99 to £4.99.
Dropping the price below £5 created a “psychological threshold where consumers are more willing to make a low-risk first purchase, even when they are unfamiliar with the category”, Freja co-founder Jessica Leather told The Grocer.
While bone broth offered “clear nutritional and culinary benefits”, it remained a relatively new category for many UK consumers, Leather said, adding that consumers were “more likely to experiment with a premium product at £4.99 than £5.99”.
The range overhaul reflected Freja’s “broader focus on making bone broth easier to try, easier to use and more relevant for everyday consumption”, its co-founder added.
“When we spoke to The Grocer last year, we said our ambition was to make bone broth more accessible and move towards the price points consumers are used to seeing in the stock category, and this is a step in that direction,” Leather continued. “Our mission is to nourish the world with bone broth. To do that, we need to make bone broth an everyday food, not a niche product, and that means making it easier for more people to try, buy and enjoy.”
The Instant Bone Broth range, which debuted in 2024, comprises Classic Chicken, Beef Pho, Classic Beef, and Chicken Ramen flavours (rsp: £4.99/4x12g).
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