Stock solution: How Souper Cubes had a hit first year on Amazon thanks to ad optimisation

This case study shows how a niche product designed for home-freezing of soup, stock and meals went from a handful of sales a day on their own website to success on Amazon on a scale that had rivals bidding on their name.

Souper Cubes is a family business that started with a family recipe – for chicken soup. Jake Sendowski and Michelle Strausman – parents of a young son as well as of the Souper Cubes brand – found that whenever they made a big batch of their favourite soup, they had no good way to store the leftovers in a way that made it easy to use in recipes later on.

Having found regular ice-cube trays too flimsy, they set about creating their own strong, freezable storage trays marked with levels to help users see clearly how much they were putting...

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