Soul Kitchen: The perfect recipe for launching a business at University
Where did your idea of Soul Soup come from?
The inspiration for Soul Soup really did come to me whilst I was sat in Western Bank library writing my dissertation for my degree in Zoology…. It was a very cold winters day and I was contemplating lunch options having discovered that my tupperware of leftover pasta had leaked all the contents of my backpack (I’m not making this up).
I decided to make the dash over to the supermarket across the road and began scouring the shelves for something quick, easy and ideally warming. Soups have always been a favourite of mine so I opted for a Heinz cup soup with the plan to use my reusable coffee cup and some hot water from the kiosk. It was disappointing. Watery, lacking in flavour, full of ingredients I didn’t recognise and certainly in no was was it nourishing. I’ve always been a super keen home cook so I decided to take matters into my own hands and experiment with powdered veggie, superfoods and other nutrient dense natural ingredients… I became obsessed with reinventing the instant soup category!
What inspired you to turn your idea into a business?
I found some super helpful guides online about setting up a business, scaling production, working with manufacturers and ensuring your product was safe and viable to sell online (DTC). I even reached out to a load of other food and drink brand who have inspired me along the way (such as Deliciously Ella, Pin n Nut). I also watched A LOT of Dragons Den.
What support did you receive from the University of Sheffield to develop your idea?
My housemate shared the link for the Sheffield entrepreneurship program: Emerge, and I applied right away knowing that whilst funding was top of my list, I was also in need of support in building a brand and a network in this new world of entrepreneurship (it can be a lonely place!).
I was offered a place on the 3 month course which took place virtually due to covid but it was the first time I felt I was being taken seriously as a founder and my ideas were valued - the confidence I really needed at that time to take Soul Soup somewhere bigger.
My mentor genuinely shared my passion for building a healthier challenger brand and solving a real life issue for so many consumers surrounding convenience food without any compromises on flavour, nutrition and quality. We worked through lots of big and small issues together (no question was a silly one). I had a chance to pitch my business at the end of the program and was overjoyed (and surprised) to win third place and £3000 which went straight towards funding my first production of 10,000 soups in UK based manufacturer.
What do you think the most important skills are to succeed in the start-up industry?
Being a founder definitely taught me a lot about persistence and optimism - my glass always had to be half full! 3 years on and I’m still learning and overcoming issues but it’s a product I really believe in and I need this mindset to convince everyone else (especially investors and buyers!) that I’m truly on to something exciting. (And that I’m the one to deliver such an innovative project).
What advice would you give to anyone who would like to start a business?
My advice would be to REALLY understand your market - get to know your consumers and your competitors. Two simple ways to do your research is firstly, go out and talk to people - find out their pain points, what would make their life easier, why did they chose option 1 over option 2? And secondly, if you can’t find helpful humans to talk to - find reviews online.
It’s as simple as that (and free)... if I want to prove to a buyer that Soul Kitchen Soups are better than Bachelor’s cup soup then I need a WHY - and they’re right in front of me when a consumer leaves a 1 star review saying their soup was bland, too high in salt and they wish it was vegan.
My other advice is based on working alongside your business - DO IT! I’ve only just gone down to freelance / part time and have worked for two amazing founders in the last two year (both with successful brands in the FMCG space). You’ll learn so much and earn the respect from others about the hard hustle that is entrepreneurship (plus, you need to eat and sleep).
Was it difficult to move from an MVP to a launched product?
Moving from an MVP to a launched product was relatively easy but a bit of an anti-climax! I think everyone expects a launch to be a huge ‘lights on’ moment, but it’s just not (unless you have a 5 figure marketing budget!). I worked hard to win my first shoppers but also took the time to hear their feedback as I know I had to be ready to tweak, improve or pivot.
I knew my price point was too high so I was always thinking two steps ahead on how I needed to improve this. After one year of trading I made the call to take the product back off the market and work again at branding, recipes and my commercials but it was worth it.
Where is Soul Kitchen up to now, what are you looking forward to in 2024?
Right now, we are about to relaunch with Soul Kitchen in the next month and I can’t wait to get my sales hat back on. Our new branding is future proofed for a wider consumer appeal and the product is tasting great. My main frustration was not being able to launch in time for the winter soup season but research and NPD is not something which you can cut corners on or rush!
