Soul Fruit
Soul Fruit is a London-based, founder-owned DTC snack brand producing soft-dried and freeze-dried tropical fruit snacks (dragon fruit, mango, jackfruit, mandarin) sold via its Shopify site and UK retailers including Ocado, Holland & Barrett, Harrods, and Selfridges.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Soul Fruit does
Soul Fruit LTD is a London-based, founder-owned (Nat and Dan) direct-to-consumer snack brand that produces soft-dried and freeze-dried tropical fruit snacks sold under the Soul Fruit label. The product range centres on six SKUs across two technology platforms: infrared soft-dried chewy slices (dragon fruit, mango, mandarin) and freeze-dried crunchy crisps (dragon fruit, mango, jackfruit), with each 20-30g pack representing one of the UK recommended five daily fruit portions. All products are 100% whole fruit with no added sugars, oils, sulphites, or preservatives, and are sourced from Global GAP-certified farms in Vietnam (dragon fruit, mango, jackfruit) and Turkey (mandarin), with carbon-neutral status achieved via a Carbon Footprint partnership and 1% of sales pledged through 1% For The Planet membership.
The company's business model is hybrid: a Shopify-powered direct e-commerce channel at soulfruit.co.uk serves as the primary revenue source, supplemented by retail distribution through Ocado, Selfridges, Holland & Barrett, Harrods, Amazon UK, Leon, and Delli. Pricing is consistent at £15 per 10-bag pack and £18 for a Discovery Box, with free UK delivery over £10 and a Subscribe & Save subscription option. Marketing combines content (nutritionist-authored blog), organic social (Instagram, Facebook, Pinterest, Twitter), email capture (10% first-order offer), earned media coverage in Forbes, The Independent, The Grocer, and BBC Good Food, and community events such as the Capital Ring Walking Challenge. The company is bootstrapped with no external funding disclosed, operates with a small team (1-10 employees including co-founders and a Sales/Communications Manager), and is incorporated in England and Wales (Company No. 11980428).
Soul Fruit firmographics
Firmographics- Name
- Soul Fruit
- Legal name
- Soul Fruit LTD
- Website
- https://soulfruit.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Soul Fruit is a London-based, founder-owned DTC snack brand producing soft-dried and freeze-dried tropical fruit snacks (dragon fruit, mango, jackfruit, mandarin) sold via its Shopify site and UK retailers including Ocado, Holland & Barrett, Harrods, and Selfridges.
- Ownership category
- akta.pro rank
Soul Fruit industry classification
Industry- Product category
- Healthy Dried Fruit Snacks
- NAICS
- Dried and Dehydrated Food Manufacturing (311423), Frozen Fruit, Juice, and Vegetable Manufacturing (311411)
- SIC
- Canned, Frozen & Preservd Fruit, Veg & Food Specialties (2030)
- akta.pro primary industry
- Dried Fruit & Fruit Snacks Manufacturing (AFAKAIAL)
- akta.pro secondary industries
- Fruit Snacks & Dried Fruit (CRADABAJ), Dried & Dehydrated Foods Manufacturing (AFAKACAK)
Keywords
Where Soul Fruit is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Soul Fruit business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Direct E-commerce Sales: Soul Fruit generates primary revenue through direct-to-consumer online sales via its Shopify e-commerce platform (soulfruit.co.uk). Customers purchase individual product bags, multipacks, or discovery boxes with shipping charges applied to orders below free shipping thresholds. The company also offers a Subscribe & Save option for recurring purchases.
- Retail Distribution: Secondary revenue stream through stocking agreements with major UK retailers including Ocado, Selfridges, Amazon, Holland & Barrett, Harrods, Leon, and Delli. Products are sold through these third-party retail channels alongside the direct e-commerce platform.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual Product Packs (10 bags each) |
| Unit Pricing | Pay-as-you-go | Discovery Box (10 Bags) |
| Subscription | Monthly | Subscribe & Save |
Go-to-market motion1 record
Distribution channels8 records
Marketing channels8 records
Soul Fruit product offering
Product offeringCore offering
Soul Fruit produces soft-dried and freeze-dried tropical fruit snacks made from whole fruit slices with no added sugars, oils, sulphites, or preservatives. The range centres on exotic fruits (dragon fruit, Keo mango, jackfruit, mandarin) processed via proprietary low-temperature infrared and lyophilisation drying technologies that preserve up to 97% of nutrients, sold primarily direct-to-consumer via the company's Shopify storefront and through major UK retailers.
Product overview
Soul Fruit is a direct-to-consumer dried fruit snack company operating primarily through its e-commerce platform at soulfruit.co.uk, with retail distribution through major UK retailers. The product portfolio consists of two primary product lines: Soft Dried Fruit (chewy slices produced via infrared dehydration) and Freeze Dried Fruit Crisps (crunchy chips produced via lyophilisation). Core products are centred on three tropical fruits sourced from Vietnam — dragon fruit, mango (Keo variety), and jackfruit — plus a Turkish-origin soft-dried mandarin added more recently. Dragon fruit is offered in both red and white flesh varieties across both texture formats. Individual single-variety 10-bag packs form the foundational SKU structure, supplemented by mixed multipacks (Soft Dried Multipack, Freeze Dried Multipack) and a Discovery Box bundling all varieties. All products are 100% whole fruit with no added sugars, oils, sulphites, or preservatives; vegan, gluten-free, lactose-free; and marketed as counting toward one of the UK recommended five daily portions of fruit.
Differentiator
Problem solved
Functional benefit
Products and services
- Soft Dried Dragon Fruit Slices (10 Bags)
Quantifiable outcome
- Freeze-dried fruit retains up to 97% of nutrients from fresh fruit
- +2 more outcomes
Companies that use Soul Fruit
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Soul Fruit technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Soul Fruit partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered minor and core.
- JomominorSoul Fruit partnered with Jomo, an alcohol-free subscription box company, to include Dragon Fruit Chips in their February subscription box. Products were featured both as a standalone snack and as an ingredient for making Dragon Fruit Cooler drinks.
- 1% For The PlanetcoreSoul Fruit is a verified member of 1% For The Planet, committing to donate 1% of annual sales to environmental nonprofits. This membership aligns with the company's sustainability mission and provides tax benefits while demonstrating corporate social responsibility to conscious consumers.
- Carbon FootprintcoreSoul Fruit is partnered with Carbon Footprint to offset carbon emissions, achieving carbon neutral status for every bag of Soul Fruit since day one. This partnership supports the company's sustainability positioning and environmental commitments.
- Global GAP Certified FarmscoreSoul Fruit sources exclusively from Global GAP-certified farms in Vietnam that use only organic fertiliser and follow socially and environmentally responsible farming practices. This partnership ensures sustainable supply chain practices and product quality consistency.
- OcadocoreMajor UK online grocery retailer stocking Soul Fruit products, providing distribution channel for health-conscious consumers shopping for dried fruit snacks online.
- Holland & BarrettcoreLeading UK health food retailer stocking Soul Fruit products, aligning brand positioning with health and wellness retail channel.
- AmazoncoreGlobal online marketplace providing broad distribution reach for Soul Fruit products, particularly Discovery Box offerings, accessible to consumers worldwide.
- SelfridgesminorPremium UK department store Foodhall stocking Soul Fruit, positioning the brand as a high-end health snack option for affluent consumers.
- HarrodsminorLuxury UK department store providing premium retail positioning for Soul Fruit products in the upscale food hall environment.
- LeonminorHealthy fast food restaurant chain stocking Soul Fruit, aligning brand with health-conscious quick-service retail.
- DelliminorEmerging food marketplace platform providing additional retail distribution channel for Soul Fruit products.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Soul Fruit competitors and assessment
Company assessmentDirect peers
- Graze: UK-originated direct-to-consumer healthy snack subscription box brand with both physical retail presence and online subscription model — comparable in DTC e-commerce, subscription mechanics, and healthy-snack consumer targeting.
- Urban Fruit: UK brand of soft-dried fruit snack packs positioned as a lunchbox-friendly, no-added-sugar alternative to confectionery — overlapping with Soul Fruit's soft-dried range in retailers like Ocado and Holland & Barrett.
- Nim's Fruit Crisps: UK-based maker of freeze-dried fruit and vegetable crisps using lyophilisation, overlapping closely with Soul Fruit's freeze-dried range and healthy-snack positioning in the same retail channels.
- Bear: UK fruit-snack brand sold in major grocers and focused on 100% fruit, no-added-sugar positioning aimed at families and children — directly comparable product format and target customer to Soul Fruit.
- Proper Snacks: UK healthy-snack brand selling portion-controlled packs in major retailers, emphasising natural ingredients and clean-label credentials — closely comparable premium healthy-snack positioning and UK retail distribution.
- Fysh: UK snack brand offering freeze-dried fruit and seafood snacks with a focus on clean-label, single-ingredient products — closely comparable clean-label positioning and freeze-dried processing to Soul Fruit.
Broad incumbents
- Eat Natural: Established UK healthy-snack brand with broader portfolio (bars, granola, fruit) and significantly larger distribution — a broader incumbent operating in the same health-conscious snacking category with overlapping channels.
- Whitworths: Long-established UK dried fruit, nut and seed manufacturer with national grocery distribution — a broader incumbent offering overlapping dried-fruit product categories though without Soul Fruit's exotic-fruit or freeze-dried specialisation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Soul Fruit social profiles
Digital presenceSoul Fruit compliance and trust
Trust signalCompliance3 records
Soul Fruit financial estimates
Financial estimateRevenue estimate
Valuation estimate
Soul Fruit leadership team
Management profileNumber of profiles
Profiles3 records
Soul Fruit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Soul Fruit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Soul Fruit
What does Soul Fruit do?
Soul Fruit produces soft-dried and freeze-dried tropical fruit snacks made from whole fruit slices with no added sugars, oils, sulphites, or preservatives. The range centres on exotic fruits (dragon fruit, Keo mango, jackfruit, mandarin) processed via proprietary low-temperature infrared and lyophilisation drying technologies that preserve up to 97% of nutrients, sold primarily direct-to-consumer via the company's Shopify storefront and through major UK retailers.
Is Soul Fruit a public or private company?
Soul Fruit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Soul Fruit founded?
Soul Fruit was founded in -1. It employs 1 to 10 people.
Where is Soul Fruit based?
Soul Fruit is headquartered in London, United Kingdom, in the Europe region.
How does Soul Fruit make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are retail Distribution.
Who are Soul Fruit's main competitors?
Direct peers on record are Graze, Urban Fruit, Nim's Fruit Crisps, Bear, Proper Snacks and Fysh. Broad incumbents are Eat Natural and Whitworths.
Does Soul Fruit have an API?
No public API is recorded for Soul Fruit.
What industry is Soul Fruit in?
Soul Fruit's product category is Healthy Dried Fruit Snacks. Its primary akta.pro industry code is AFAKAIAL, Dried Fruit & Fruit Snacks Manufacturing, with a secondary code of CRADABAJ, Fruit Snacks & Dried Fruit. Its NAICS code is 311423 and its SIC code is 2030.