Ed Armitage News Today

UK-based Freja is aiming to become “Europe’s number one” bone-broth brand after attracting the support of well-known food-industry executives.

Broth has been used for centuries as a component of traditional meals such as soups and stews. But many consumers are now attracted to it for a different reason – it has a range of health benefits, and is non-UPF (ultra-processed food). Startup Freja produces bone broth with a strong focus on its appeal as a functional food.

Broth has been used for centuries as a component of traditional meals such as soups and stews. But many consumers are now attracted to it for a different reason – it has a range of health benefits, and is non-UPF (ultra-processed food). Startup Freja produces bone broth with a strong focus on its appeal as a functional food.

The Bristol design consultancy helps to reposition Freja Natural Norwegian Bone Broth as a natural, healthy and fulfilling choice. One of the world's...