Jess and Ed share the journey behind Freja, from identifying a crucial gap in the market to overcoming challenges. They offer insights into their unique approach to product innovation, customer engagement, and the importance of sustainability in the crowded health and wellness space.
What inspired you to create your Freja, and how did you identify a gap in the health and wellness market?
“As with many successful businesses, the idea for Freja was born out of necessity. As a working mum in a busy household, I constantly faced the challenge of finding quick, easy, and nutritious meal solutions. My interest in food and nutrition, coupled with my frustration over the availability of ultra-processed ‘health’ foods, drove me to seek a genuinely healthy alternative. My husband and Freja co-founder, Ed and I noticed a significant lack of delicious and convenient options that met our high standards. Inspired by the traditional, slowly simmered bone broths from our childhoods, which were nutrient-rich and flavourful, we saw an opportunity to fill this gap. We created a product with a long shelf-life, 100% natural ingredients, high animal welfare standards, and award-winning taste. By addressing these needs, we aimed to offer a sustainable and nutritious alternative that busy families could rely on.”
As an established brand, how do you stay ahead of industry trends and continuously innovate?
“We don’t focus on following trends. Instead, we emphasise the timeless value of the original superfood, bone broth. However, we do innovate by ensuring our offerings are convenient and accessible for modern consumers by developing products that are ambient, natural, and delicious. We keep a close ear to our customers’ feedback and preferences, allowing us to adapt and refine our products to meet their needs effectively. For example, we recently increased our liquid bone broth’s nutritional profile to be the strongest on the UK bone broth market.”
Ok, but would you say you are disrupting the traditional health and wellness industry?
“Rather than disrupting the industry, Freja is all about celebrating traditional food. Our approach is not about creating the next big trend but providing a time-tested superfood that offers real, tangible health benefits. By focusing on authenticity and quality, we stand out in a market often saturated with fleeting health fads. Our transparent communication and commitment to delivering genuine nutritional value sets us apart, providing a refreshing alternative to other health products.”
What has been challenging about your journey?
“One of the most significant challenges we faced was bringing our product to consumers in the most convenient and accessible way. Many consumers today seek ease of use without compromising on quality, which is why we knew our product had to not only be natural and delicious, but ambient too.”
How do you engage with your customers?
“Engaging with our customers is a top priority. We utilise various channels, including social media, email newsletters, and direct customer service interactions, to gather feedback and understand customer needs. We actively encourage our customers to share their experiences and suggestions, which we then incorporate into our product development process. This ensures that we stay aligned with our customers’ preferences and continually enhance our offerings based on their input.”
What upcoming trends in health and wellness do you foresee having a significant impact on your industry?
“One of the most significant trends we see is the growing rejection of ultra-processed foods. Consumers are increasingly looking for whole, natural foods that provide comprehensive nutrition. As more people seek to derive their nutrition from real food sources, we believe this trend will continue to strengthen the demand for bone broth.”
What measures have you taken to ensure your products are environmentally friendly?
“Sustainability is at the core of everything we do. We believe in creating products that are not only good for our customers but for the planet too. We source our ingredients from sustainable farms, use eco-friendly packaging that’s 100% recyclable, and minimise food waste by making our broths with byproduct ingredients that would otherwise be thrown away.”
What advice would you give to other entrepreneurs looking to disrupt the health and wellness industry?
“My advice to aspiring entrepreneurs would be to focus on creating a product that genuinely solves a problem and offers real value. In the health and wellness industry, authenticity and quality are paramount. Ensure that your product is easy to use and accessible to your target audience.”
www.frejafoods.com
If you enjoyed this interview, don’t miss our recent conversation with Melissa Snover, Founder of Nourished.
