We’re really happy to share some genuinely exciting news about the future of our Cupster category!
The issue we faced
Over the past period, we’ve received a lot of valuable feedback from our partners and customers, and we truly appreciate how open and honest you’ve been with us. One comment came up again and again: while Cupster products are innovative, trend-driven, and perfectly aligned with free-from and plant-based lifestyles, their price point has often been higher than that of the large, well-known instant food brands.
The overcoming
We took this feedback seriously. As a result, we’ve made a strategic decision to expand our production capacity, allowing us to significantly reduce our costs and pass those savings directly on to you. This step marks an important milestone for Cupster, as it enables us to become far more competitive without compromising the values and quality that define the brand.
Balancing the product
As part of this optimization, we slightly adjusted the weight of our soups. That said, we paid special attention to what matters most: taste, texture, and overall eating experience. The good news is that the soups still deliver the same rich flavor, satisfying consistency, and comforting feel that Cupster fans know and love. What has changed is the price—our new recommended retail price will be around 1 EUR, making Cupster more accessible than ever.
What's important for us
From the very beginning, our ambition has been to stand shoulder to shoulder with major players aka “Big Soup”, whose instant products typically retail at around 0.9 EUR. However, we wanted to go a step further by offering a cleaner, more natural alternative. Cupster products contain no MSG, no hidden additives, and no unnecessary ingredients. They are gluten-free, vegan, plant-based, and made using only carefully selected natural ingredients.
Long story short
In short, Cupster now delivers an all-natural, free-from instant food solution at a price point comparable to conventional instant products which are often considered junk food. With this relaunch, we believe Cupster is perfectly positioned to win over health-conscious consumers who don’t want to choose between affordability and quality.
