In this episode, I sit down with Bella Acland, the founder of Soul Kitchen, to explore how a frustration with bland, uninspiring packet soup sparked a mission to reinvent a forgotten category. From two years of battling manufacturers for a clean-label recipe to landing a listing on Eurostar, Bella shares the real behind-the-scenes of building a veg-packed instant soup that's as nourishing as it is convenient.
Topics:
- Bella's route into food and drink, from a zoology degree to wholesale sales
- What Soul Kitchen is: veg-first, plant-based instant soups in recyclable paper sachets
- The new Soul Kitchen+ functional range (high-protein greens; lion's mane mushroom with vitamins B12 and D)
- Spotting the gap in a dated, low-quality instant soup category
- Why "real veg" messaging worked better than "superfood" claims
- Building bold flavour without added sugar and with low salt
- From kitchen to factory: two years, three manufacturers and 12 tomato powder suppliers
- Fighting for a clean label: minimum order quantities, margins and hearing "no" a lot
- Balancing premium quality with affordability in a price-sensitive category
- How NPD decisions get made: negative competitor reviews, TikTok trends and a WhatsApp customer panel
- The unexpected office and desk-lunch occasion, plus outdoor and camping use
- GLP-1, high protein and the nutrient-dense snacking opportunity
- Expanding into just-add-hot-water meal pots to take on the pot noodle aisle
- Where to sit in store: next to cup soup, ambient innovation and bone broth
- From D2C to wholesale, independents, food service and a Eurostar listing
- Advice for founders: solve a real problem, keep it simple, and let your hero product evolve
Connect with me on LinkedIn - www.linkedin.com/in/valentina-funaro-233688104
Soul Kitchen
Website - https://www.wearesoulkitchen.com/
Instagram - https://www.instagram.com/wearesoulkitchen/