Freja has entered the ambient soup category with two ranges built on its bone broth base: ready-to-eat pouches and instant sachets. The pouches come in Classic Chicken & Vegetable, Pea, Leek & Lemon, and Tomato & Red Pepper (£4.95/560g), while the instant sachets span Thai Chicken, Classic Tomato, and Spinach & Leek (£4.95 for three). Both skip artificial thickeners, emulsifiers and flavourings, and the brand says they carry naturally occurring collagen and protein.
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The move targets a category the brand sees as ripe for disruption. Founder Jessica Leather argues ambient soup is "one of the sleepiest categories in grocery," where chilled has drawn flavour innovation while ambient has "been going the other way, stripping out natural ingredients in favour of UPF formulas." Freja's pitch is a return to broth-first, whole-ingredient recipes as shoppers scrutinise labels.
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