For decades, the ambient soup aisle has remained largely unchanged, with the same familiar formats and relatively little innovation in how convenient soup is made.
While chilled soup has welcomed new brands, flavours and ingredients, ambient soup has increasingly moved towards longer, more processed ingredient lists, often relying on artificial thickeners, emulsifiers and flavourings to deliver convenience and consistency.
This September, bone broth brand Freja is moving into soup for the first time with a new range of ready-to-eat soup pouches and instant soup sachets, all made with bone broth and recognisable whole-food ingredients.
The launch is Freja’s biggest to date and marks a significant step for the business as it moves into a completely new grocery category.
Over the past six years, Freja has focused on making traditional bone broth easier to enjoy as part of everyday life. What began with its ready-to-use bone broth cartons has expanded into Instant Bone Broth, Bone Broth Powder and Collagen Protein Blends, creating new formats and occasions for people to incorporate bone broth into their diets.
Freja’s new ready-to-eat soups begin with bone broth, combined with vegetables and other familiar ingredients to create satisfying, flavourful recipes with naturally occurring collagen and protein.
The Instant Soup range follows the same approach, using dried vegetables and natural ingredients to create body and flavour rather than relying on artificial thickeners, emulsifiers or flavourings.