Zoup!, One of the Fastest-Growing Soup and Broth Brands, Launches “Grandma Approved” Campaign

Farmington Hills, MI — Zoup!, one of the fastest-growing soup and broth brands and the highest-velocity RTE soup brand in U.S. Natural over the last year^*, is launching its first integrated brand campaign, “Grandma Approved.” Rolling out in October, the initiative brings warmth, nostalgia, and a wink of modern humor to a category that’s long overdue for fresh energy — and taps into the viral grandmacore trend that has Gen Z and Millennials rediscovering all things cozy, crafty, and vintage.

At the heart of the campaign is a live, handmade activation designed to warm hearts and turn heads in Boston. On October 9^th at 2pm, local grandmas sipping Zoup! Bone Broth will gather in a parklet at 5 Green Street, Jamaica Plain, to live cross-stitch a 4’x4’ crocheted “Made with Love” billboard. With materials and support from The Rainbow Nook, a local vintage knitting shop, the handmade piece will be unveiled on a storefront window and captured on video for social sharing — a collision of old-school craft and digital-age buzz designed to spark conversation on and offline.

Beyond the live installation, “Grandma Approved” comes to life through digital, in-store, and out-of-home activations throughout Boston, reminding consumers that Zoup!’s flavor is built on the same patience and care grandmas have always brought to the kitchen.

Just as every grandma knows not to rush a recipe, Zoup! has always lived by this same, slow-simmered philosophy, perfecting the homestyle flavor of its broth and soup recipes by listening wholeheartedly to its customers over the brand’s 25-year restaurant heritage. This Grandma Approved campaign celebrates the timeless traditions that remind us slowing down creates space for connection – whether that’s pouring your heart into cooking a meal for your family or knitting something by hand.

For grocery buyers, the timing is intentional. Fall is peak soup-and-broth season, and the category is heating up: Broth is growing more than 8% year-over-year, with bone broth surging at twice that rate^*. Zoup!’s flavor-first recipes, perfected over decades and served in millions of bowls, have made it one of the fastest-growing brands in the category — delivering strong repeat purchases and momentum at shelf. This campaign creates conversation at shelf and online, helping consumers reappraise a brand with a 25-year restaurant heritage and the highest dollar velocity broth brand in MULO^*.

The campaign runs throughout October in Boston, with national reach through social channels.

About Zoup! Specialty Products 

Zoup! got its start in 1998 as Zoup! Eatery, which grew to nearly 100 restaurants across the U.S. and Canada and served millions of bowls of soup to its customers. After more than 20 years serving customers face-to-face, the team leveraged its restaurant heritage to thoughtfully craft soup-centric foods for retail, including premium broths, Culinary Concentrate™ broth bases, and shelf-stable soups. Featured on the Inc. 5000 list of the fastest growing private companies in America since 2019, Zoup! products are available in nearly 20,000 stores nationwide, plus online. Visit ZoupBroth.com and follow @ZoupOfficial on Instagram, Facebook, and Pinterest, plus @zoupgoodreallygood on TikTok.

* SPINS, Shelf Stable Soup, TTL US  MULO + Natural, 52 WE 9/7/25