What Zoup! Specialty Products does

Zoup! Specialty Products, LLC is a U.S. consumer goods company that sells premium soups, broths, culinary concentrates, and instant bone broths under the Zoup! and Zoup Broth brands. The company operates from Troy, Michigan, and distributes through three channels: direct-to-consumer e-commerce via zoupbroth.com, third-party marketplaces including Amazon, and over 20,000 brick-and-mortar retail locations spanning both natural/organic and conventional grocery (MULO) channels across the United States. The product line is organized into Broths (chicken, beef, bone broths, reduced-sodium variants, vegan savory broth), Soups (chicken potpie, chicken noodle, portabella mushroom bisque, butternut squash, tomato bisque, black bean chili, chicken & riced cauliflower, white chicken chili), Culinary Concentrates that yield up to 9 quarts of broth per 7oz jar, and Instant Bone Broths. Pricing ranges from $5.99 for soups and bisques to $9.99 for culinary concentrates, with new USDA Certified Organic Bone Broths set at a $7.99-$8.99 suggested retail price point for fall 2026 launch.

The company's underlying production technology is a kettle-cooked small-batch process with recipes developed and refined over decades through its restaurant heritage at Zoup! Eatery. Products are differentiated by clean-label formulations with short ingredient lists (e.g., chicken broth, natural flavor, yeast extract, sea salt), no GMOs, no preservatives, no artificial ingredients, and increasingly USDA organic and reduced-sodium variants. The company targets four primary consumer segments: health-conscious consumers seeking clean-label broths, natural/organic grocery shoppers, home cooks and food enthusiasts, and fitness/protein-conscious consumers attracted to the 20g protein positioning of the bone broth line.

Commercially, Zoup! employs a product-led growth motion supported by a content ecosystem of 40+ SEO-optimized recipes, alongside organic social presence on Facebook, Pinterest, Instagram, and TikTok, and earned media coverage from premium food publications. Recognitions include SPINS-cited fastest growing soup brand status in Total U.S. MULO + Natural and highest dollar-velocity broth brand in MULO, a 77% two-year compounded growth rate, the Bain & Company 2026 Insurgent Brands list, and Instacart's 2025 Fastest Growing Emerging Brands list. The company is privately held with no disclosed funding rounds, M&A activity, parent company, or leadership team in the source data.

Name

Zoup! Specialty Products

Legal name

Zoup! Specialty Products, LLC

Website

https://zoupbroth.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Zoup! Specialty Products is a U.S. consumer goods company selling premium kettle-cooked soups, broths, and culinary concentrates direct-to-consumer via zoupbroth.com, on Amazon, and through 20,000+ retail locations, targeting health-conscious, natural-grocery, and protein-focused consumers with clean-label formulations.

Ownership category

akta.pro rank

Product category

Premium Soup and Broth Products

NAICS

Mayonnaise, Dressing, and Other Prepared Sauce Manufacturing (311941), Flavoring Syrup and Concentrate Manufacturing (31193)

SIC

Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Canned Soups, Broths & Stews Manufacturing (AFAKACAE)

akta.pro secondary industry

Soup, Chili & Comfort Foods (Self-Serve or Packaged) (CRAHAKAF)

Keywords

• Premium soup products
• Bone broth
• Culinary concentrates
• Clean label broth
• Kettle cooked soup

Headquarters

HQ city

Farmington Hills

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct E-commerce Sales: Products sold directly to consumers through the company's e-commerce storefront at zoupbroth.com, including Broth, Soup, Culinary Concentrates, and Instant Bone Broth product lines.
2. Retail/Grocery Distribution: Products sold through traditional retail channels at over 20,000 retail locations across the U.S., including natural grocery stores and conventional grocery chains.
3. Marketplace Sales: Products sold through Amazon marketplace, with direct purchase links available on product pages. Expansion of online distribution channels.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Zoup! Specialty Products manufactures and sells premium kettle-cooked soups, broths (including bone broths), and culinary concentrates under the Zoup! and Zoup Broth brands. Products are formulated with simple, clean-label ingredients (no GMOs, preservatives, or artificial ingredients) and are sold directly to consumers through e-commerce, Amazon, and over 20,000 U.S. retail locations.

Product overview

Zoup! Specialty Products offers a portfolio of premium soups, broths, and culinary concentrates for retail consumers. The product line is organized into four main categories: Broths (including Chicken Broth, Chicken Bone Broth, Spicy Chicken Bone Broth, Reduced Sodium variants, Beef Bone Broth, Reduced Sodium Beef Bone Broth, and Savory Vegan Broth), Soups (including Chicken Potpie Soup, Chicken Noodle Soup, Portabella Mushroom Bisque, Butternut Squash Soup, Tomato Bisque, Black Bean Chili, and Chicken & Riced Cauliflower), Culinary Concentrates (multi-purpose flavor bases including Beef Bone Broth Concentrate and Savory Broth Concentrate that make up to 9 quarts per jar), and Instant Bone Broth products. The company has recently expanded into USDA Certified Organic Bone Broths and new offerings like White Chicken Chili. Products are kettle cooked in small batches with recipes developed over decades, and are distributed through retail locations and Amazon.

Differentiator

Problem solved

Functional benefit

Products and services

• Chicken Broth Traditional chicken broth kettle cooked in small batches with savory notes of slow-simmered, roasted poultry. GMO-free with no artificial ingredients or preservatives. 32oz jar priced at $7.49.
• Chicken Bone Broth Premium bone broth with savory notes of slow-simmered, roasted poultry. Kettle cooked in small batches, suitable as a base for soups, sauces, and side dishes or as a sipping broth.
• Spicy Chicken Bone Broth Spicy bone broth featuring a combination of peppers including ancho, chili, chipotle, and cayenne for a spicy kick.
• Reduced Sodium Chicken Bone Broth Bone broth featuring 33% less sodium than the original Chicken Bone Broth while maintaining full flavor. Kettle cooked in small batches with slow-simmered, roasted poultry flavor.
• Reduced Sodium Beef Bone Broth Bone broth with 33% less sodium than the best-selling Beef Bone Broth. Kettle cooked in small batches with robust, roasted beef flavor.
• Savory Broth (Vegan) Plant-based vegan and kosher broth providing deep layers of richness in a 'non-chicken chicken' flavor profile. Kettle cooked in small batches with slow-simmered, roasted flavor.
• Chicken Potpie Soup Homestyle soup with antibiotic-free chicken, potatoes, hearty vegetables, and fresh herbs. Kettle cooked in small batches made with Chicken Bone Broth.
• Portabella Mushroom Bisque Creamy French-style bisque with button, baby bella, and portabella mushrooms combined with aromatic herbs and savory seasonings. Made with Savory Broth with no artificial colors or flavors.
• Butternut Squash Soup Recipe pairing slow-simmered broth with roasted butternut squash, rich browned butter, and earthy spices. Kettle cooked in small batches made with Savory Broth. Kosher certified.
• Tomato Bisque Rich and silky homestyle soup with tomatoes, cream, and a splash of white wine. Kettle cooked in small batches made with Savory Broth.
• Chicken & Riced Cauliflower Soup Low-carb soup with antibiotic-free chicken and riced cauliflower, savory herbs, spices, and traditional mirepoix. Kettle cooked in small batches made with Chicken Bone Broth.
• Beef Bone Broth Culinary Concentrate Super-premium beef bone broth concentrate. One 7oz jar makes up to 9 quarts of restaurant-quality broth. Clean label alternative to leading national brand.
• Savory Broth Culinary Concentrate Super-premium 'no-chicken' vegan broth concentrate with layered savory notes and added plant-based protein. One 7oz jar makes up to 9 quarts. Kosher certified.
• USDA Certified Organic Chicken Bone Broth USDA Certified Organic chicken bone broth delivering 20g of protein per 14.5oz jar with simple ingredients, no preservatives, added sugar, GMOs, or added hormones.
• USDA Certified Organic Beef Bone Broth USDA Certified Organic beef bone broth delivering 20g of protein per 14.5oz jar with simple ingredients, no preservatives, added sugar, GMOs, or added hormones.
• White Chicken Chili Chicken-based chili product introduced as part of the 2026 portfolio expansion.
• Instant Bone Broth Instant format bone broth packaged in single-serve packets suitable for on-the-go sipping or quick preparation.

Quantifiable outcome

• Fastest growing soup brand in Total U.S. MULO + Natural for the 52 weeks ending 2/22/26
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Imagine Foods: Organic and natural soups, broths, and culinary products sold primarily through natural grocery channels. Overlaps with Zoup!'s soup, broth, and culinary concentrate portfolio.
• Pacific Foods: Organic broths, soups, and plant-based beverages sold through natural and mainstream grocery. Closest large-scale competitor to Zoup! in premium clean-label broths and ready-to-serve soups.
• Bonafide Provisions: Organic bone broth brand using traditional slow-simmered methods, sold in frozen and shelf-stable formats. Directly competes with Zoup!'s bone broth line on clean-label, protein-forward positioning.
• Amy's Kitchen: Organic, vegetarian, and clean-label prepared soups and meals sold nationwide. Competes with Zoup!'s organic and natural-positioned soup lines for similar health-conscious shoppers.
• Kettle & Fire: Premium bone broth and soup brand selling kettle-cooked, clean-label products direct-to-consumer and through natural grocery. Highly comparable to Zoup! on product, positioning, and channel mix.

Broad incumbents

• Progresso (General Mills): Mass-market ready-to-serve soup brand owned by General Mills, available nationwide in conventional grocery. Overlaps with Zoup!'s soup category at a broader, lower price point.
• Swanson (Campbell's): Mass-market broth brand under Campbell's. Most direct incumbent head-to-head in the broth subcategory where Zoup! holds the highest dollar-velocity position.
• Campbell Soup Company: Largest incumbent in U.S. soup and broth (Campbell's, Swanson, Pacific Foods). Zoup! competes with its Swanson broth line and Pacific Foods organic line directly in shelf and shopper consideration.

Others

• Trader Joe's (Private Label): Retailer-owned premium broth and soup lines priced well below Zoup!. Represents the private-label competitive set pressuring Zoup!'s price premium in the natural and conventional channels.

Emerging players

• Bare Bones Broth: DTC and retail bone broth brand targeting protein/keto consumers with sipping broths and concentrates. Overlaps with Zoup!'s bone broth and culinary concentrate positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/zoupofficial
• Instagraminstagram.com/zoupofficial
• Pinterestpinterest.com/zoupofficial
• TikToktiktok.com/@zoupgoodreallygood
• LinkedInlinkedin.com/company/zoup-specialty-products

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Zoup! Specialty Products