Husband and wife team Ed Armitage and Jessica Leather founded the Gloucestershire-based bone broth company Freja in 2020. Ed noticed the growth in the bone broth market in the US and wondered why it was not well known in the UK. The pair set out to recreate the bone broths of their childhood, with the benefits of a long shelf life, natural ingredients, and high animal welfare standards. Freja’s range of broths includes beef, chicken, fish and a vegan variety, all of which are stocked at Ocado, Selfridges, Booths, and Whole Foods. In January 2024, Freja raised £2m in equity funding, which included investment from footballer Harry Kane and Olympic triathlete Alistair Brownlee.