Vegetables and soul: how Soulsa is revolutionizing cooking quick and healthy
Sometimes the best business ideas come in the most relaxed moments. For Jennifer Aßmann, this happened during a trip to Italy, where she was working remotely with her co-founder at the time. "Eating out every day was too expensive for us, and we didn't want to spend half of the day cooking either. That's when we discovered dried vegetable mixes - a simple and healthy solution for a quick meal. Back in Germany, we thought: Why isn't that actually available here?"
This was how Soulsa was born: vegetable mixes that are quick, healthy and long-lasting - "fresh vegetables for the store cupboard", so to speak. The ingredients? 100% natural, full of vitamins, without additives and can be kept for two years thanks to the drying process. Jennifer sums it up: "We want to show that healthy eating works even in a stressful everyday life."
Rollercoaster ride in B2C business
Founding a start-up, especially in the B2C sector, often feels like a rollercoaster ride for Jennifer – with highs, lows and a lot of adrenaline. “The cool thing about B2C? You can directly see how customers react to the product. I’m always really happy about the feedback and it really helps me to develop my products.”
And it is precisely these reactions that make the highs so special. Jennifer proudly recalls milestones such as the very first order in the online store or the moment when Soulsa was listed in REWE stores for the first time. And the FAZ coverage? “That was a real highlight! Suddenly so many new people knew us.” Every success feels like another step forward – and motivates you to keep going.
Sustainability? Sure, right from the start!
For Jennifer, sustainability is not a “nice-to-have”, but a must. The vegetables for Soulsa come from farmers in Naples who grow them in season and only harvest them when they are ripe. Pesticides? Absolutely not. “This not only ensures a better taste, but also more vitamins. And I think it’s cool that we can protect the environment this way.”
Learn, grow, advance
Founding a company is not just about developing a product – it is also a personal journey. Especially in the initial phase, Jennifer faced many uncertainties, and she was able to count on the support of networks such as “YBG Hessen”. “The program gave me a lot of input and I was able to exchange ideas with other founders. That was a huge help, especially with the first steps.”
But there comes a point when no amount of guidance will help – and that’s when Jennifer relies on her gut feeling. “Sometimes you just have to jump in at the deep end. The biggest pain points are often the best learning opportunities.” This mixture of external support and her own intuition has helped her to overcome even difficult phases and continue to develop.
What does the future hold?
Jennifer has big plans for Soulsa: in five years, the products should be in all major supermarkets. But her personal goal goes beyond that: “I want to encourage more women to take the plunge into entrepreneurship. There are so few female founders, and I think that’s often because we don’t have enough confidence in ourselves.”
She relies on cohesion: “I think that there is a lot of mutual support within the startup ecosystem (and especially among women) – and I hope that it stays that way in the future!”
Conclusion: Soulsa – more than just a product
With Soulsa, Jennifer Aßmann shows that tradition and innovation can go hand in hand. Her vegetable mixes make everyday life easier, are sustainable and full of flavor. And while she is working to make Soulsa even better known, she has an important message: “Without the lows, we wouldn’t even appreciate the highs!”
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