Uninspired by the instant soups on offer, Bella Acland decided to do something about it. Standing in what she describes as the neglected instant soup aisle in the supermarket, Acland knew that she could make an instant soup product which could not only taste great but that could also be good for you. That was the start of Soul Kitchen with the mission of convenience shouldn’t mean compromise. Acland speaks to Intelligent SME.tech about setting up the business and how she is building the brand.
When did you set up Soul Kitchen and what gap in the market did you see?
The idea for Soul Kitchen came to me during my final year at university. I’ve always had a genuine passion for nutrition and loved experimenting in the kitchen, but like a lot of students (and busy professionals), I found myself relying on convenience food more than I wanted to. The options just didn’t match what I was looking for. At the same time, the wellness world was exploding with functional blends, protein powders and superfoods. But none of that really translated into everyday comfort food.
I remember sitting in the library writing my dissertation when the idea properly clicked. Why not combine the power of nutrient-dense vegetable powders with something familiar and nostalgic like soup? I realised how neglected the instant soup aisle had become. It was full of products that tasted overly salty and artificial, and I knew there was space for something better. Something that actually delivered on taste and nutrition.
That was the start of Soul Kitchen. From the beginning, the mission has been clear: convenience shouldn’t mean compromise. Our soups are made with real, raw powdered vegetables, are free from the top 14 allergens and taste like real food. We want to make healthy eating as simple and delicious as possible for busy people who don’t want to sacrifice quality. And we’re always transparent about what goes into our products, because people deserve to know exactly what they’re eating.
Why is there a need for healthier, more convenient food options?
The way people eat has changed so much in recent years. The average lunch break in the UK is just over 30 minutes, and a lot of people are skipping it altogether. We’re more time-poor than ever, but the need for good nutrition hasn’t gone anywhere.
While there’s been innovation in smoothies and fresh soups, instant soup didn’t keep up. It had been left behind, still relying on cheap oils, sugars, bulking agents and flavour enhancers. At Soul Kitchen, we wanted to reimagine the format from the ground up.
We use gently dehydrated vegetable powders that retain as much nutritional value as possible. For example, 1kg of our tomato powder is equivalent to around 18kg of fresh tomatoes. Whether it’s a quick 11am snack, a nourishing desk lunch or something to warm you up late afternoon, our soups are an easy way to get more veg into your day.
It’s been really heartwarming to see where our soups end up too, from emergency workers to older customers, people unable to eat solid food, busy parents and frequent travellers. That range just shows how universal the need for quick, healthy food really is.
Which technologies did you prioritise when setting your business up?
New Product Development (NPD) was a huge focus early on. It took a lot of work to move from kitchen trials to something factory-safe and scalable. We explored everything from freeze-dried ingredients to cleaner fibres and more natural starches. Seasoning was another challenge, we wanted bold flavour, but without leaning on salt or sugar. It was a balancing act but worth it to stay clean-label.
On the tech side, I prioritised a direct-to-consumer set-up through Shopify so we could launch quickly and learn directly from customers. Social media, especially Instagram and TikTok, played a big role in building early awareness and getting immediate feedback. That kind of insight is invaluable when you’re just starting out.
How did you balance your time when setting up the company?
Until recently, I was working full time in the food and drink industry while building Soul Kitchen on the side. That role gave me a solid grounding in areas like new business, commercials and route to retail, things often overlooked by early-stage founders but that make such a difference later on.
It was full-on juggling both, but the experience was genuinely helpful. You get used to wearing lots of hats and making quick decisions, which is just part of the start-up world. Being a solo founder can feel a bit lonely, but I’ve found the food and drink community to be incredibly open and collaborative. That support helps keep the energy up, and I’ve found that having what I call ‘big brand energy’, a mix of belief, hustle and flexibility, has been essential.
How easy was it to navigate the food industry as a young female founder?
There have been challenges for sure, but I’ve always been curious by nature, and that’s served me well. My motto is ‘never assume’. I try to learn as much as I can before outsourcing or investing, which has helped me avoid a lot of the common pitfalls that small brands face.
A big turning point was being selected for the Good Food Programme by Mission Ventures. Only ten brands were chosen, and I was lucky enough to receive grant funding and mentorship from industry leaders like Nigel Parrott from Covent Garden Soup. That gave me real confidence in Soul Kitchen’s mission and helped me find my footing.
I think you do have to make your own luck, put yourself forward, say yes to things before you feel ready and just keep moving.
Which technology saves you the most time in your day-to-day operations?
Definitely Shopify and Klaviyo. Shopify gives us great visibility into order patterns and customer behaviour, and it’s super user friendly, I built our website on it myself. Klaviyo is brilliant for email marketing and automation. It helps us stay close to customers without everything needing to be done manually.
Being able to pull insights quickly, like which products are resonating or where we’re seeing drop-offs, means I can make smart decisions without hours of guesswork. That time saving lets me focus more on creative and strategic thinking.
How did you raise the funds to launch the business?
It started with a £3,000 award from my university, backed by Santander. That helped me get the first product concepts off the ground and work with a nutritionist to make sure everything was robust and correctly labelled.
I then put in some savings and secured a Virgin Start-Up loan to help with our first production runs. Later, we received a grant from Impact on Urban Health and the Good Food Programme, which was a game-changer. We haven’t raised external investment yet, but my manufacturing partner has been hugely supportive, especially with cash flow. They’re as keen to grow Soul Kitchen as I am, and I’ve learned the hard way that having a manufacturer on your side is essential in FMCG [Fast-Moving Consumer Goods].
What approach are you taking to building the brand?
It’s all about community, education and visibility. We’ve put energy into social media, worked with content creators and shown up in real-world spaces, from pop-ups like Raye the Store to office sampling and community events. We’ve also partnered with initiatives like mental health swim clubs to meet people where they are.
There’s still a big myth that powdered food means unhealthy, ultra-processed meals. We’re working hard to change that perception. When done well, veg powders are low-waste, nutrient-dense and incredibly useful. Turning something overlooked into something exciting has been really rewarding.
What’s next for Soul Kitchen?
We’ve got a new set of functional soup blends coming, focused on wellness, gut health, immunity, high-protein options. We’re experimenting with ingredients like matcha, miso and lion’s mane mushrooms, which really appeal to a younger audience.
We’re also looking at new formats for food service and travel. We’re already stocked on some train lines, but I’d love to see our soups on planes, in hospitals or even vending machines, anywhere people need something quick, warm and nourishing.
Sustainability is a big focus too. So much fresh food gets wasted; veg and salad are the worst offenders. With long shelf life, ambient storage and easy portioning, I really believe Soul Kitchen can help homes and outlets reduce waste while still eating well.
