Freja Aims to Become Europe’s Top Bone Broth Brand with £2M Funding

Freja, a UK-based bone broth brand, has secured £2 million in a funding round, which it plans to use to expand its product range and market presence. Freja, which was founded in 2020, claims to be the UK’s number one bone broth brand, and aims to become the leading brand in Europe. The funding round was backed by prominent food industry executives, such as Paul Polman, the former CEO of Unilever, and Giles Brook, the former CEO of Vita Coco EMEA.

bone broth brand
bone broth brand

Freja: A Bone Broth Brand with a Nordic Heritage and a Natural Approach

Freja, which is named after a Norse goddess, is a bone broth brand with a Nordic heritage and a natural approach. Freja produces and sells a range of bone broth products, which are made from organic bones sourced from Norway, and natural ingredients, such as herbs and spices. Freja claims that its bone broth products are rich in protein, collagen, and minerals, and offer various health benefits, such as improving digestion, immunity, and skin.

Freja, which is based in London, was founded in 2020 by husband and wife team Ed Armitage and Jess Higgins, who wanted to create a convenient and nutritious bone broth product that they could give to their four children. They spent months researching and developing the perfect bone broth recipe, which has a 24-month shelf life and does not require refrigeration. They launched Freja in October 2020, and have since won several taste awards and received positive customer feedback.

The Funding Round: A Boost to Freja’s Growth and Innovation Plans

The funding round of £2 million, which is Freja’s second funding round, will enable Freja to accelerate its growth and innovation plans, as well as to achieve profitability. Freja said that the funding will allow it to launch new products and flavours, such as beef, chicken, fish, and vegan bone broth, as well as bone broth soups and sauces. Freja also said that the funding will allow it to expand its market presence, both in the UK and internationally, and to increase its production capacity and efficiency.

The funding round was backed by several prominent food industry executives, who will also provide strategic advice and mentorship to Freja. The lead investor was Paul Polman, the former CEO of Unilever, who is also the co-founder and chair of IMAGINE, a social venture that aims to mobilise business leaders to tackle climate change and inequality. Another investor was Giles Brook, the former CEO of Vita Coco EMEA, who is also an angel investor and advisor to several plant-based and sustainable food businesses.

Freja said that it was honoured and grateful to have the support of such experienced and influential investors, who share its vision and mission of creating a natural and healthy bone broth product that can benefit both people and the planet.

The Future: A Profitable and Impactful Bone Broth Brand

Freja, which has raised a total of £3.5 million in funding so far, said that it expects to reach profitability by 2024, as well as to become a net-positive company, meaning that it will generate more positive impact than negative impact. Freja said that it will measure its impact using various indicators, such as carbon footprint, water footprint, animal welfare, and social return on investment. Freja said that it will also share its impact data and methodology with the public, to increase transparency and accountability.

Freja also said that it will continue to launch new products and innovations, to meet the growing and changing demand for bone broth products. Freja said that it will focus on creating products that are not only delicious and nutritious, but also sustainable and ethical. Freja said that it will also explore new categories and segments, such as functional and wellness products, as well as new formats and channels, such as foodservice and e-commerce.

Ed Armitage, the co-founder and CEO of Freja, said: “This funding round is a huge milestone for us, as it will enable us to scale up our business and to achieve our ambitious goals. We are thrilled to have the backing of such renowned and respected investors, who will help us take Freja to the next level. We are confident that Freja has the potential to become Europe’s number one bone broth brand, and to make a positive difference in the food industry and the society.”

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