Local firm reports rapid expansion after national television exposure
A Shrewsbury-based producer of premium packet soups has told WE NEWS it has experienced an extraordinary increase in demand after its founder won investment on the BBC television series Dragons' Den.
The company, Soul Kitchen, founded by Bella Acland and operating from Battlefield Enterprise Park in Shrewsbury, said sales have risen by 920% since filming the episode. The business reported that it has sold almost 500,000 soups and has secured placement with more than 100 independent stockists.
How the deal came about and what it means
Acland, who studied zoology at Sheffield University and conceived the idea in 2019, set up Soul Kitchen in 2024 with the aim to "reinvent the instant soup category with premium, plant-powered products made from real vegetables and nothing artificial," according to the company. After recognising the need for support to scale up operations, she applied to appear on Dragons' Den and was invited to the studio in 2025.
On the show, Acland won the backing of guest dragon Susie Ma, the founder of Tropic Skincare, securing a £40,000 investment. The on-air meeting between Acland and the dragons lasted three hours, although edited highlights present a shorter sequence.
"It was really nerve-wracking, I wasn't prepared to feel that level of fear walking in," Acland said of her experience. She added that "the dragons were kind, they really guided me through the different questions."
Ma told Acland on camera: "You love sales and I can see that - your challenges are within supply chain operations and I can really help you with that." The intervention from an investor experienced in scaling beauty products appears to have immediate commercial benefits for a local food producer.
Numbers at a glance
| Metric | Reported figure |
|---|---|
| Sales growth | 920% |
| Soups sold | Almost 500,000 |
| Independent stockists | More than 100 |
| Investment secured on TV | £40,000 (Susie Ma) |
Local implications and next steps
The surge in sales and expanded retail footprint underline the potential for media exposure to transform small, locally based manufacturers. Soul Kitchen said the investment will be used to "unlock that next stage of growth" and to develop additional product ranges. While the company has not disclosed detailed operational plans publicly, the focus identified by the investor on supply chain operations suggests work on ramping up production and distribution.
For Shrewsbury and the surrounding supply chain, growth of a local food brand can have several practical effects: increased demand for packaging and ingredients, greater use of local logistics and more frequent employment opportunities at production sites. Those consequences, however, will depend on how the business scales and where it chooses to source components and fulfil distribution.
Founder reflects on the experience
Acland described the Dragons' Den platform as "an amazing platform" and said that despite expecting a sales spike, the actual uplift far exceeded her forecasts. She said the meeting with the dragons led to "really interesting conversations" and that the investor's operational experience will be valuable.
- What happened: Soul Kitchen secured investment on national TV and immediately saw large sales growth.
- Immediate effects: 920% sales increase, ~500,000 soups sold, placement in 100+ independent outlets.
- Next steps: Product range expansion and operational scaling with investor support.
The story is a reminder of how a local start-up, rooted in Shrewsbury's business parks, can leverage national exposure to accelerate growth — and how that growth raises practical questions about supply chains and local economic impact as the company moves to the next stage of development.
