Pots and Pans and Big Ambitions
Like parents everywhere, our priority during lockdown was keeping our four children healthy and supporting their immune systems. For us, that meant feeding them the nutrient-dense foods we grew up on. Our kitchen table became HQ, and the cooker was constantly loaded with massive, steaming pots of homemade bone broth.
It was rich, delicious, and deeply nourishing. But it also took all day to make.
Whenever we went to the local supermarket looking for a convenient backup, we hit a wall. The shelves were packed with ultra-processed, additive-filled foods, some with outlandish health claims because they’d been fortified with cheap synthetic supplements. Genuinely nutritious, fast food didn’t seem to exist. We wanted a real alternative - something we could turn into a winning dinner in minutes, but with the exact same integrity as the bone broth simmering in our own kitchen.
So we asked ourselves a question: could we recreate the slowly simmered bone broths of our childhoods as a delicious, 100% natural store-cupboard staple?
Our search for the ultimate bone broth took us all the way to Norway, where we found production partners who shared our obsessive standards for high animal welfare, sustainable sourcing, and clean ingredients. Finally, Freja was born.
More Than Just a Cooking Ingredient
When we first launched, we thought we were providing a healthier, tastier shortcut for the kitchen and a natural alternative to the standard stock cube. We didn’t imagine we’d build a household brand or end up at the forefront of a nutrition movement.
Then the messages started landing in our inbox, and they changed how we looked at what we’d built.
People weren’t just cooking with it; they were using it for comfort, for recovery, and to reset.
We heard from people for whom a warm mug of bone broth was a direct shortcut to a childhood memory, and from others who made it a daily habit for their gut health, a postpartum help for exhausted new parents, or a gentle, nourishing food while managing a long-term illness or recovering from a nasty virus.
Reading those messages and reviews showed us what Freja really was. Bone broth meant something deeply personal to almost everyone who wrote to us, and it made us realise we hadn’t just made a product - we’d built something that genuinely looked after people.
From the Kitchen Table to the Office
As the business grew and we eventually moved into a proper office, we brought our kitchen table with us. It sits right in the middle of our meeting room as a daily, physical reminder to the team of our core belief: Nutrition starts in the kitchen, not some factory. It comes from food, not formulas.
To this day, we only make products that we would happily eat ourselves and feed to our four children every single day. If it’s not good enough for our own family, it doesn’t leave our warehouse. It’s as simple as that.
