BOU brings better-for-you bouillon cube for today’s health-conscious shopper

By Adi Menayang contact

- Last updated on GMT

AccelFoods and BOU brings in ‘better-for-you’ bouillon cubes
Bouillon cubes, notorious for using monosodium glutamate (MSG) and containing high amounts of sodium, isn’t typically on the shopping lists of today’s health-conscious shopper. Entrepreneur Robert Jakobi wants to change that.

“There was a big gap in the ​[bouillon] category for a better-for-you, alternative brand,” ​he told FoodNavigator-USA. “We wanted to come in and disrupt the space.”

Aiming to compete head-to-head against food giant Unilever’s Knorr brand, Jakobi launched BOU​, a line of three ‘better-for-you’ bouillon cubes (beef, chicken, and vegetable).

He already had experience in the food industry as CEO of Metcalfe’s skinny (a UK-based healthy snack brand recently acquired by Snyder’s-Lance).

During his stint there, he met an American food manufacturer that came up with a proprietary method of making bouillon cubes without added MSG. After the sale of Metcalfe’s skinny, Jakobi worked with the manufacturer and began pursuing his next entrepreneurial chapter with BOU.

Different flavor profile, inviting new buyers with packaging

Because there is considerably less sodium than the top-selling national brands, the bouillon cubes have a different flavor profile and are less salty. But Jakobi doesn’t see this as a hindrance.

“Bouillon has existed for decades, but we’re looking to bring a new set of consumers,” ​he said. “Bouillon has been associated with being unhealthy because it has very high amounts of sodium and salt, and so we want to basically re-educate people on our better-for-you alternative.”

Before shoppers can even read that the products have no added MSG, Jakobi wanted to make sure his brand’s products stand out on store shelves. “Our packaging, we’re not in a pack or box format. We’re in a jar, and it’s high-end in appearance so it stands out on the shelf,” ​he said.

Under the wings of AccelFoods

Having launched on store shelves 1 month ago after a 15-month conception process, BOU is still only found in some New York City retailers, as well as online on its website. is a cohort in the New York-based accelerator AccelFoods, which has accelerated the likes of Brami​, I Heart Keenwah​, and JicaChips​.

“We plan to go to the back of the store, effectively sitting alongside Knorr,” ​Jakobi said. “But we’re working right now on new lines of products, a range of gravy cubes, and of on-the-go soup cups for the front of the store,” ​he added.

With tutelage from AccelFoods as well as his own expertise from working as CEO of a food company, Jakobi is aiming high for BOU. “The soup category hasn’t really been disrupted by a better-for-you brand, so we think there’s still a really big gap in the market for that, so we want to have products at the front and back of the store.”

Related news

Show more

Related products

show more

30544-Fortitech-HeartPart1-Banner-SmartLead-616x347

Strategic Nutrition for Heart Health-Part II

Fortitech® Premixes by DSM | 18-Oct-2017 | Technical / White Paper

Consumers are increasingly shopping for heart healthy products. Identify nutrients that can help differentiate your products and learn how custom nutrient...

Dupont

Naturally-Derived Carrier and Extraction Solvent

DuPont Tate & Lyle Bio Products | 17-Oct-2017 | Technical / White Paper

Zemea® USP-FCC enables flavorists to use an alternative to petroleum-based carriers and solvents that is naturally-derived, environmentally sustainable,...

OLAM SVI-Spices-610x343

Olam SVI Spices MarketReport Apr ’17

Olam SVI | 11-Oct-2017 | Data Sheet

Olam SVI's experts regularly publish supply chain forecasts and critical market intelligence to help its customers. The April 2017 Olam SVI Spices...

Related suppliers

Follow us

Featured Events

View more

Products

View more

Webinars