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It’s easy to get caught up in the news and activities of the industry’s global giants, but what about the smaller firms pushing boundaries with bold ideas? In this instalment of start-up of the month – which celebrates lesser-known companies and their innovations – we speak to Jess Leather, co-founder of Freja.

Made in Norway and created in the UK, Freja offers clean, healthy bone broth - straight out of its husband and wife founders' childhoods and into your kitchen, making cooking healthy, delicious food simple.

Can you tell us about the inspiration behind Freja? What sets your bone broth apart in the market?

Freja was born out of frustration with ultra-processed 'health' foods. My husband, Ed, and I wanted to recreate the nourishing broths of our childhood using only natural, high-welfare ingredients. Our broth is made from grass-fed beef, free-range chicken and sustainably sourced white fish, nothing artificial, just real, wholesome nutrition.

How do you ensure the quality and nutritional integrity of your bone broth products?

We use all-natural ingredients from high-welfare farms and slow-simmer our broths to maximise collagen, protein and amino acids. Our products are shelf-stable without preservatives, ensuring full nutritional value and convenience. We also refine our formulations based on customer feedback to keep our nutritional profile top-tier.

Sustainability and sourcing are key concerns in the F&B industry. How does Freja approach ethical ingredient sourcing and sustainability?

Bone broth is sustainable by nature. We take a waste product from a resource-intensive industry and transform it into some of the most nutritious food available to humans. We are careful to ensure that the raw ingredients are sourced according to strict minimum standards. Our packaging is recyclable and our shelf-stable format minimises food waste and energy use compared to refrigerated options.

Bone broth is a growing category. What trends are driving consumer interest, and how do you see the market evolving?

Bone broth is riding plenty of long-term consumer trends, functional foods, clean label ingredients and the protein megatrends. Consumers are moving away from ultra-processed foods, seeking whole, natural nutrition. As more people prioritise real food for wellness, we see demand for bone broth continuing to rise.

What challenges have you faced in educating consumers about the benefits of bone broth, and how have you overcome them?

“It’s just expensive stock” is the response we were faced with in the early years of the business. And, on a basic level that’s true, but many people don’t realise that the nutrients from bone broth (vs a commercial meat stock) are essential for human health. We tackle this with clear messaging, educational content and influencer partnerships to highlight its functional nutrition.

What were the biggest hurdles in scaling production, and how did you navigate them?

We have close relationships with third-party manufacturers, and have been with the same suppliers since day one, building our businesses together.

Have you had to make any significant changes to your formulation or packaging to meet retailer or regulatory requirements?

We have only just launched into physical retail, having built our first £5 million - £10 million online. However, we had always kept retail requirements in mind from day one, so this kind of thing hasn’t been too much of a problem. We are now incorporating feedback from our retail partners at the packaging concept stage, which is really useful.

Many brands struggle with distribution. How did you secure retail partnerships, and what advice would you give to other start-ups?

We were incredibly lucky that most of our initial retail and distribution partnerships were inbound enquiries. I would say develop a great product, build a great brand and those relationships will be much easier to secure.

Are there any emerging technologies or processes in food manufacturing that you’re excited about or looking to implement?

Not really, Freja is all about trying to bring traditional, wholesome food to market rather than adding in new processing techniques or strange ingredients.

What key lessons have you learned from launching Freja that you wish you had known at the start?

Hire great people who fill genuine gaps in your skills and experiences. I previously worked as a lawyer, whilst Ed was an internet geek and we wish we had hired commercial leadership with grocery experience earlier in the journey.

Funding is often a challenge for new brands. How did you approach investment, and what advice would you give to founders seeking capital?

In January 2024, Freja secured £2.1 million in funding from notable sports and FMCG leaders, including Harry Kane, Alistair Brownlee, Paul Polman and Giles Brook, alongside institutional investors, like Active Partners and Founders Capital. This investment is fuelling our UK growth and international expansion as we work toward becoming Europe’s leading bone broth brand. Ed and I remain the majority owners and are excited for the journey ahead.

What are the biggest misconceptions about launching a food and beverage brand, and how can new entrepreneurs prepare for them?

Many think a great product guarantees success, but distribution, branding and consumer education are just as important. Scaling production, securing retail deals and building awareness take time and strategy. Entrepreneurs should focus on differentiation, strong supply chains and smart marketing while staying adaptable and connected to their audience.

How do you approach branding and marketing in a crowded space, and what strategies have worked best for Freja?

Authenticity and clear messaging are key. We educate consumers on bone broth’s benefits while positioning Freja as a high-quality, convenient staple. Strong storytelling, social media and influencer partnerships have helped build trust. Strategic retail placements and a strong e-commerce presence keep us connected to our customers.

Finally, what’s next for Freja? Any exciting launches or developments on the horizon?

We have exciting launches lined-up this year, with the next one coming this month, we can’t wait for people to try it.