The UK’s leading bone broth brand is taking on the ambient soup category with a new range of ready-to-eat soups and instant soup sachets made with bone broth and natural ingredients.
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, the UK’s leading bone broth brand 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.
Soup is a natural extension of this approach, because a well-made broth has always been at the heart of a good bowl of soup.
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.
The aim is to offer the convenience people expect from ambient soup while returning to the simple principles of how soup has traditionally been made, starting with a natural bone broth.
Rethinking the ambient soup aisle
The launch comes at a time when consumers are paying closer attention to ingredient lists and questioning the role of ultra-processed foods in their diets.
Freja’s own consumer research has highlighted growing scrutiny of ingredients and a wider distrust of health products that overcomplicate or overstate their credentials. For the brand, this creates an opportunity to bring a more straightforward, food-first approach to a category that has seen relatively little meaningful change.
Bone broth has been used as the foundation of soups, stews and slow-cooked dishes for generations, and Freja’s new range brings that traditional starting point into formats designed around modern convenience.
The ready-to-eat pouches provide an easy lunch or light meal that can be kept in the cupboard, while the Instant Soups offer a simple option for home, work, or on the go.
Across both ranges, the principle remains the same: convenient food made with ingredients people can recognise and understand.
Key product highlights
- Made with bone broth
- Naturally occurring collagen and protein
- Made with recognisable whole-food ingredients
- No artificial thickeners, emulsifiers or flavourings
- Available in ready-to-eat pouches and convenient instant sachets
Founder quote
“Soup feels like such a natural category for Freja to move into because broth has always been the starting point for really good soup.
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.
When we looked at the ambient soup category, it felt like there had been very little real innovation for years. At the same time, people are increasingly looking at ingredient lists and asking whether convenience really needs to come with lots of additives and highly processed ingredients.
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.
This is easily our biggest launch so far, and we cannot wait to see Freja moving into a completely new part of the supermarket.”
Jess Leather, Founder, Freja
Souptember
Freja is calling the launch Souptember, with the new products beginning to roll out across major UK grocers and wholesalers throughout September and October.
The full range will also be available directly from Freja’s website and through Amazon, making this the brand’s broadest launch to date.
For Freja, the move represents a significant expansion beyond bone broth as a standalone product and into one of the most familiar everyday food categories in the UK.
It also brings the brand back to one of the simplest principles behind traditional cooking: if you want to make a good soup, you need to start with a good broth.
Freja’s new Ready-to-Eat Soups and Instant Soups will launch from September 2026.
Available from:
- Selected major UK grocers and wholesalers
- com
- Amazon
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