Zoup! Enlists Grandmas to Knit a Love Note to Boston's Soup Season

The "Grandma Approved" campaign celebrates cozy connections and the start of soup season in the Northeast

BOSTON, MA — October 20, 2025 — As fall temperatures drop across Greater Boston, Zoup!, one of the fastest-growing soup and broth brands and the highest-velocity RTE soup brand in U.S. Natural retail*, has teamed up with a group of local grandmas to keep spirits high as winter approaches.

With broth sales growing more than 8% year-over-year and bone broth surging at nearly twice that rate*, Zoup! is marking the unofficial start of soup season, the first frost expected in early November, by inviting experienced crafters to crochet and cross-stitch a love letter to the Northeast and to soup itself.

"At Zoup!, we live for soup season," said Julia Knott, Marketing Advisor, Zoup!. "This year, we're inspired by the viral 'Grandmacore' trend that's bringing cozy, crafty, and vintage traditions back into everyday life. We love the way a warm bowl brings people together. Soup provides comfort, care, and connection. We also know that grey, chilly days can leave people craving warmth and connection so we wanted to bring a bit of grandma-style warmth and creativity to Boston. It's a simple, 'Grandma Approved' act of connection to brighten the season."

To mark the occasion, Zoup! gathered four grandmas in Jamaica Plain on October 9 to create a live-stitched, crocheted billboard, a 4'x4' "Made with Love" installation completed over four days ending October 12. Yarn and materials were provided by The Rainbow Nook, a local fiber arts thrift store. The moment was captured on video to spark conversation about finding warmth and community during the darker months.

"We love gathering to make something by hand," said Myrna Greenfield, one of the crafters who helped create the billboard. "It's just like making soup. It takes time, patience, and a lot of love."

The event kicks off Zoup!'s "Grandma Approved" campaign, an effort to infuse warmth, nostalgia, and a wink of humor into the soup aisle. The initiative taps into the viral "Grandmacore" trend inspiring Gen Z and Millennials to rediscover all things cozy, crafty, and handmade.

For more than 25 years, Zoup! has brought patience and care to the kitchen, perfecting slow-simmered recipes and staying true to its restaurant roots and flavor-first philosophy.

Zoup! invites Boston residents to share their own Soup Season rituals and cozy moments on social media using #BostonSoupSeason, from knitting nights and neighborhood soup swaps to a simple simmering pot at home.

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 ConcentrateTM 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 the company website and follow on social media for more information.

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