Freja, Europe’s leading bone broth brand, has announced Tesco will stock Freja’s award-winning Classic Liquid Bone Broths in Chicken and Beef varieties, alongside its Vegan broth.
Theg launch is off the back of record January sales for Freja. On the website alone, the brand sold over £220,000 on 1st January (one day), a 500% increase from 1 January 2024.
Founded in 2020 by Ed Armitage and Jess Leather, Freja has transformed the bone broth category by combining traditional methods with modern convenience, making premium bone broth accessible to more consumers than ever before.
With the global bone broth market projected to grow from $1.08bn in 2023 to $1.62bn by 2030, Freja has established itself as Europe’s largest bone broth brand. Backed by notable investors including England Football Captain Harry Kane MBE and former CEO of Unilever Paul Polman, the company has achieved 100% year-on-year growth.
Each product is packed with protein, collagen, and amino acids, offering consumers a convenient way to embrace the original superfood. Sustainably sourced primarily from the Nordics, known for exceptional welfare standards, Freja has repurposed nearly 800 tonnes of bones and 135 tonnes of wonky vegetables to create their nourishing broths.
The brand’s expansion into Tesco marks a significant milestone in its mission to revolutionise how people think about bone broth, making this nutritious staple more accessible to consumers nationwide.
Jess Leather, co-founder of Freja, comments: “This partnership with Tesco marks a transformative moment for Freja. Launching across more than 600 stores represents not just growth for our brand, but a huge step forward in making bone broth more accessible to consumers nationwide. We founded Freja with a vision to revolutionise the category, and seeing our products on Tesco shelves across the country will be the realisation of that dream. This collaboration allows us to bring our innovative approach to a wider audience while maintaining the core values that have driven us from day one.”
Giles Brook (ex Innocent, Coca Cola), investor in Freja says: “Freja’s launch into Tesco is a testament to the brand’s exceptional growth and its position as a category leader in bone broth. The team has built something truly special, combining traditional nutrition with modern convenience, and this rollout with the UK’s largest retailer will help bring their innovative products to millions more health seeking consumers.”
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