Brief
Free Soul founder Arjun Sofat grew £15,000 start‑up to £55 m turnover
The London‑based duo built Free Soul without external funding, using kitchen‑fitting work and TikTok virality.
By Felo News Desk · Published
Arjun Sofat, a former Barclays Investment Bank analyst, and his mother Rohini Sofat founded the supplement brand Free Soul after burning through £15,000 of personal savings during product development. To raise cash, they ran a kitchen‑renovation business, fitting cupboards until they could purchase their first pallet of vegan protein supplement.
Launched in 2017, the brand relied on low‑cost tactics: cold‑calling nutritionists, teaching themselves web design via "YouTube University", and handing out samples at London gyms – even approaching Harry Styles on a dumbbell. Their social media grew to 13,000 followers without a marketing budget.
Free Soul now generates £55 million in annual turnover, employs 50 staff and is stocked by Boots, Holland & Barrett, Tesco and Sainsbury’s. A TikTok Shop viral moment pushed last‑year turnover above £35 million, delivering a £5.5 million pre‑tax profit. Sofat says the lack of early funding forced the company to stay close to customers and that the next goal is a £100 million business, preferably remaining UK‑based.
Key facts
- Free Soul was started with £15,000 of personal savings. (standard.co.uk)
- The company now reports £55 million annual turnover. (standard.co.uk)
- Free Soul products are sold in Boots, Holland & Barrett, Tesco and Sainsbury’s. (standard.co.uk)
- A TikTok Shop viral moment helped sales exceed £35 million last year. (standard.co.uk)
- Arjun Sofat previously worked in consumer health M&A at Barclays. (standard.co.uk)
Sources
- [1] standard.co.uk — originally reported as “The founder who took Free Soul from £15,000 to £55m”
