CHALLENGE
Jess and Ed launched their premium bone broth, Take Stock, with a winning DTC business model but they didn’t have a brand. To become category leader, they knew they’d need a distinctive positioning and compelling story, especially against British organic competitors that made Take Stock seem expensive. In addition, its pun-based name created category confusion and wouldn’t translate well across Europe.
INSIGHT
However people come to bone broth, whether to ease chronic conditions, maintain health or add wholesome flavour to cooking, the motivation is the same: a desire to live better, not just eat healthier.
SOLUTION
We repositioned the business around its Norwegian provenance, shifting focus from competing functionally with organic claims to leveraging Norway’s reputation for good living. This inspired a new name, Freja, and a brand built around the idea of ‘a better life filøsofi’ that turned bone broth from a functional product into a lifestyle-led proposition.
IMPACT
Brand distinction – the positioning turned a perceived disadvantage into strength, with provenance acting as a shorthand for trust and quality.
Brand growth of 200% CAGR and £10m revenue in 2025.
Gained major supermarket listings including Tesco, Sainsbury’s and Waitrose.
Secured £2m investment from high profile investors including Harry Kane, Alistair Brownlee and FMCG leaders.
