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Behind the Scenes

Soupergirl is fifteen years old. And is starting something new…

Soupergirl is fifteen years old. And is starting something new…

2023 was a year full of transition, new challenges, new ideas, and lots of change for Soupergirl. We moved! We launched new products! We grew! And we started working on something new… and now, in June of 2024, it’s here. A new Soupergirl visual identity. That’s the “industry term” for a new look and feel. Starting this week you’ll see our new logo, brand colors, and labels in stores all across the East Coast.

Why now?

We started this business in 2008 with a mission to “change the world, one bowl of soup at a time.” The past fifteen years have been challenging, humbling, rewarding, and hard. However, our mission has only grown stronger. Our goal is to empower consumers to make the best choice for themselves and for the world.

Soupergirl through the years:

Just. Good. Soup.

Some of you might recognize the phrase “radically delicious soup.” That appeared on our labels, website, and social media. But we realized that most people simply didn’t know the depth of what that meant.

At Soupergirl, we cook healthy, delicious, hand-crafted food that is powered by real plants. We are the only FRESH product in the supermarket that offers a full meal solution that is TRULY good for you.

And, our commitment to our values has only gotten stronger. Soupergirl is now almost feverishly focused on food justice in the supply chain. As you hopefully know, we were the first food brand to obtain a Fair Food certification. And we’re working constantly to grow that certification’s impact and reach.

Introducing our new tagline:

At Soupergirl, we cook nourishing food with an eye toward just labor practices. Simple, healthy, good ingredients, cooked slowly, with love. The result - beautiful, delicious, soul-soothing soup.

But wait, there’s more!

You’ll see our new color is orange - and we LOVE it. Plus, you’ll see images of fresh veggies all over.

Soup is classic, a memory, a hug from your mom. We’re not reinventing the wheel (or, soup) folks. We’re just taking soup back to its basics - simple, healthy, flavorful, nutritious. No strange additives or unpronounceable ingredients. Not too much salt, and hardly any added fat. All natural, made with farm fresh vegetables.

Our new colors and visuals attempt to capture all of this in one label. Plus, you’ll find a nutritional highlight right on the front (fun fact - our Split Pea Rosemary has THIRTY TWO grams of protein per container!).

You’ll also find the Fair Food certification right on the front of the gazpacho bottle.

We’ve made some tweaks to our recipes and we hope you find them even more delicious and nutritious than before!

A new logo too!

Soupergirl is still flying on all of our soups! But, she’s taken a step back to let the soup flavor and ingredients shine. She doesn’t need to be front and center anymore. She’s ready to let the soups shine while overseeing things from the background. But she’s there, monitoring, making sure every soup we sell makes her proud!

By letting the flavors and ingredients take center stage, we hope that we’ll be more easily able to introduce ourselves to new customers who find us in their store’s refrigerators. Because we are about to launch in many new supermarkets!

Thank you!

If you receive our soups via home delivery, you’ll slowly start seeing a modified version of our new label. Start looking for new stickers, postcards, and gift cards soon. If you shop for us in your local store, you’ll start seeing these new labels roll out in the next few weeks. And, you’ll start seeing us in even more and more stores as we head into the fall.

For those of you who have been supporting us since our first logo, wow, thank you!! And for those who found us recently, thank you too! Because of the support of all of you, we’re able to celebrate this incredible milestone and enter the new Soupergirl era - Just. Good. Soup.

Soupergirl & Soupermom

Untitled design 1

Sara Polon (Soupergirl), Co-Founder and CEO, has the attention span of a gnat. Therefore, her post-college career path took many meandering twists and turns including working at an Internet start up, leading tours through the Middle East, and several years as a stand-up comic in New York.

In 2008, after reading Michael Pollan's book, The Omnivore's Dilemma, she founded Soupergirl along with her mom, Marilyn Polon. Sara is passionate about upending the industrialization of our food system. She believes deeply that consumers can make food choices that better themselves as well as the world. She drinks an average of five cups of coffee a day - usually black. In her spare time she enjoys biking, hiking, hanging out with her nieces, and drinking even more coffee.

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