Freja

Freja Foods is a UK-based company specializing in the production and sale of premium, natural bone broths. The business was established in March 2020 by the husband-and-wife team, Ed Armitage and Jessica Higgins. The founders' journey began out of personal frustration with the lack of healthy, convenient meal options and the prevalence of ultra-processed foods on supermarket shelves. Higgins, a former lawyer with a passion for nutrition and gut health, and Armitage, who has a background in private equity and e-commerce, combined their skills to create a product that aligned with their values. They aimed to produce a store-cupboard-friendly bone broth with a long shelf-life, made from 100% natural ingredients, and sourced from suppliers with high animal welfare standards.

The company operates on an omnichannel business model, with a strong emphasis on direct-to-consumer (D2C) sales, which constitute approximately 90% of their revenue. Freja's products are available through its website, Amazon, and select premium retailers such as Ocado, Whole Foods Market, Selfridges, Tesco, and Waitrose. The business targets health-conscious consumers, including those focused on gut health, immune support, fitness, and non-ultra-processed diets. Revenue is generated through single purchases and a subscription model that offers a discount. Originally launched as 'Take Stock', the company rebranded to Freja in May 2023 to better reflect its Scandinavian sourcing and production, a key differentiator emphasizing high animal welfare and low antibiotic use.

Freja offers a range of broths, including beef, chicken, fish, and a vegan option, packaged in 500ml cartons with a 24-month shelf life. The products are positioned as a functional food, rich in protein and collagen, and are made by simmering ingredients for up to 24 hours to maximize nutrient extraction. The sourcing is a critical aspect of their brand, with production partners in Norway and Sweden chosen for their high standards. The company has demonstrated significant growth, forecasting revenues of £10 million for the 2024/25 fiscal year. This growth has been supported by two funding rounds, including a recent £2 million investment from notable figures like former Unilever CEO Paul Polman and athlete Harry Kane, aimed at fueling international expansion and new product development. Keywords: bone broth, natural foods, D2C food brand, health and wellness, functional food, gut health, collagen, protein, e-commerce, subscription box, UK food startup, Scandinavian sourcing, clean label, non-UPF, sustainable food, omnichannel retail, food and beverage, nutritional products, ready-to-use broth, premium ingredients