Female-founded UK brand targets workplace convenience market with nutritious, clean-label soup solutions

Soul Kitchen, a female-founded UK food brand, has unveiled a new line of single-serve, clean label soups designed specifically for modern workplaces, micro-markets and travel. The launch responds to rising consumer demand for healthier, convenient food options, with the instant soup market projected to grow from $742 million to $1.17 billion by 2035.

Product Innovation Meets Market Demand

The new Soul Kitchen Plus+ range features two initial offerings: Super Greens (Broccoli, Leek & Spinach) and Lion's Mane Mushroom with B12, Thyme & Black Pepper. Both soups are produced in the UK at a Salsa-approved facility, using gently dehydrated vegetable powders, herbs and spices, without any gums, emulsifiers, palm oil or artificial flavourings.

Each 20g sachet is ready in under three minutes, addressing the needs of busy consumers seeking nutritious meal solutions. This launch comes at a time when 77% of UK consumers express concerns about ultra-processed foods, signaling a shift towards simpler ingredient lists.

Tapping Into Growing Market Trends

The demand for functional foods is on the rise, with plant-based products growing at an annual rate of over 11%, currently valued at £389 million. The introduction of clean label soups aligns with these trends, offering a solution that combines convenience with quality.

The Lion's Mane Mushroom soup taps into the burgeoning global functional mushroom market, which has more than doubled in the last five years and is projected to reach $19 billion by 2030. While research on the cognitive benefits of such mushrooms is ongoing, there is a notable increase in consumer interest in adaptogenic ingredients.

Nutritional Benefits and Partnerships

Each serving of the Super Greens soup delivers 4.6g of protein sourced from sunflower, while the Mushroom soup provides 100% of the recommended daily intake of vitamin B12, a critical nutrient often lacking in plant-based diets.

Eiméar Sutton, head of nutrition at Biovit, said: "Biovit's vitamin B12 and vitamin D are derived from mushrooms and remain within a food matrix, enhancing nutrient absorption and providing additional health benefits."

Market Rollout and Retail Strategy

Soul Kitchen's soups are available in cases of 12, with a recommended retail price starting at £1.79. Initial listings include over 100 independent retailers, such as Earthfare in Glastonbury and The General Store in Manchester, with plans to expand into travel retail through partnerships with Eurostar and Rail Gourmet.

Bella Acland, founder of Soul Kitchen, highlighted the brand's commitment to quality and simplicity: "Consumers want simplicity they can trust. We're not chasing trends; we're re-imagining something familiar and doing it properly." This philosophy underscores the brand's mission to provide nutritious, satisfying meals that fit seamlessly into modern lifestyles.

Ky Wright, CEO of Biovit, expressed enthusiasm for the collaboration, noting, "We're delighted to be partnering with Soul Kitchen for Biovit's first product launch in the soup category. Their all-natural mushroom soup is fortified with Biovit's naturally-sourced vitamin D and B12, confirming that it only contains natural nutrients with proven bioavailability."