Bone broth brand Freja has expanded into the ambient soup category with ready-to-eat pouches and instant sachets.
The new pouches come in three flavours: Classic Chicken & Vegetable; Pea, Leek & Lemon; and Tomato & Red Pepper (rsp: £4.95/560g).
Made with bone broth and vegetables, the “satisfying, flavourful” soups contain “naturally occurring collagen and protein”, said Freja.
It has also introduced an instant soup sachet range in Thai Chicken, Classic Tomato, and Spinach & Leek flavours (rsp: £4.95/3x30g), made with the same bone broth and vegetable base.
Both ranges contain no artificial thickeners, emulsifiers or flavourings.
Bone broth had been used as the foundation of soups, stews and slow-cooked dishes for generations, said Freja. The new soups aimed to “bring that tradition into formats designed for modern convenience”.
They were were developed in response to growing consumer scrutiny of ingredient lists and ultra-processed foods, said the brand.
The ambient soup category had “increasingly moved towards longer, more processed ingredient lists, often relying on artificial thickeners, emulsifiers and flavourings to deliver convenience and consistency”, claimed Freja.
Its latest NPD was therefore designed to bring a “more straightforward, food-first” approach to a category that it claimed had seen “relatively little meaningful change”.
The pouches and instant sachets will roll into major retailers and wholesalers from next month and will also be available DTC via Freja’s website and Amazon.
“Soup feels like such a natural category for Freja to move into because broth has always been the starting point for really good soup,” said Freja founder Jessica Leather.
“Over the past six years, we’ve worked hard to make bone broth more accessible and easier to use in everyday life, whether that’s drinking it, cooking with it or using one of our instant formats. Moving into soup allows us to take that same approach and apply it to a much bigger everyday food occasion.”
Leather added: “We wanted to make soups that started in the traditional way, starting with bone broth, then building flavour using vegetables and ingredients people would recognise. We have spent a ridiculous amount of time tasting and refining the range, and I can genuinely say they are some of the most delicious products we have ever made.”
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