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Bone broth brand Freja has announced a new £2 million funding round with support from industry leaders and sports personalities. The round involves investment from prominent figures in the FMCG industry, such as Paul Polman of Unilever and Giles Brook from Whitespace and Vita Coco. Additionally, brand founders Joanna Jensen of Child's Farm and Sally Preston of Kiddylicious are contributing. Institutional investors, including Active Partners, Founders Capital, Syndicate Room and Mint Ventures, are also participating in the investment. The brand has also attracted investment from sports figures Harry Kane and Alistair Brownlee. Founded in March 2020, the brand has seen substantial growth at a rate of 400% per year. Freja’s product range is made from entirely natural ingredients, offering a homemade-style flavour and a 24-month shelf life. The protein- and collagen-rich broths are a source of amino acids and minerals such as calcium and magnesium. Bone broth is used to address various health concerns, including gut health, immune system support, fertility and menopause symptoms. Jess Higgins, founder of Freja, said: “This is our most significant fundraise, and one we believe will not only help us accelerate our growth here in the UK but support our international expansion, taking us one step closer to our goal of becoming the number one Bone Broth brand in Europe. We have had the most phenomenal start to our journey, but it’s just the beginning for us, and to have so many incredible people on board as we embark on the next phase demonstrates the size of the exciting opportunity ahead.” Giles Brook commented: “I’m delighted to join the bone broth revolution and help Ed & Jess grow Freja to its true potential. Consumers are increasingly adopting bone broth into their daily routines, and when you consider the variety of consumer needs and occasions that bone broth transcends, the projected scalability is vast. Consequently, bone broth is tipped to become a leading ‘power category’ within the next wave of consumer trends that will fuel future food and beverage market growth." Freja's range – which includes beef, chicken, fish and vegan options – is available in 500ml cartons through online platforms and retailers such as Ocado, Selfridges, Booths and Wholefoods.