UrbanUpdate

If you enjoyed the holidays half as much as I did, you welcomed the collective belt-tightening that is January. But just because you want to start off the New Year with a health kick, when you see the word "cleanse," you think one thing: starvation.

An alternative? Soup—and we’re not talking Campbell’s.

Within the past couple years, several companies have popped up to deliver healthy, filling soups in bright, bold packaging: Soupure, Splendid Spoon, Indie Fresh, and Soup Cleanse, to name a few. More filling than juices (thanks to the high fiber content), healthier than sandwiches (no carbs!), and more masculine than salads (there’s nothing less appetizing than an iceberg salad when the temperatures are, quite literally, freezing), it’s not surprising that guys are turning to soup for their lunch needs (yes, there’s a hashtag: #menwhosoup).

Just 20 percent of Splendid Spoon’s clientele is male, for example, but its fans include Vampire Weekend’s drummer, Chris Tomson, and Reddit co-founder Alexis Ohanian. Indie Fresh, on the other hand, made a considerable splash with male consumers (60 percent of its customers are guys) when it initially launched by serving trendy, CrossFit-crowd-friendly bone broth. Its clientele includes restaurateur Danny Meyer, actor Hugh Jackman, and Y7 Yoga Studio founder Mason Levey.

Some consider the booming soup business to be a wise investment, too: Soupure's investors include Cardio Barre owner Richard Giorla and actor Michael Chiklis. “In all honesty, I’ve struggled mightily throughout my life with my weight,” says Chiklis, who credits Soupure with helping him lose 15 pounds. “Now that I’m in my fifties, I want something that’s balanced, isn’t punitive, isn’t based in fads, is something I can enjoy, and is sustainable and really truly healthy for me.”

Soupure

Another reason men are turning to soup? It's a fast, innocuous way for busy guys to quickly scarf down healthy calories. “For me, as a guy who does a lot of different workouts and owns a yoga studio, Indie Fresh soups are great,” says Levey. “I like that it’s nourishing good food—not just watermelon juice, though they probably have that.” (Yes, in fact they do.)

Here's how to go about it: Rather than depriving yourself of real food, try subbing a meal or two a week with a soup of your choosing. Inevitably, you’ll reduce your fat, sugar, sodium, and carb intake—and maybe shed a few pounds.

The Skinny on the Soup Economy

Soupure: The soups (which range from zucchini basil to spicy asparagus leek) arrive in classy, resealable jars. Most soups have a 7 day life and can be frozen for up to a year.

Splendid Spoon: This Brooklyn-based company is now available nationwide and through Fresh Direct. It offers a weekly plan with one “soup-only” day, five days where you eat soup for lunch or dinner, and one soup-free day.

Indie Fresh: This Manhattan company originally started with broth but soon extended to soups, smoothies, salads, and mashes. It ships nationwide and has 10 "smart fridge" locations (think: vending machines). And the soups arrive in plastic, microwavable containers. The turkey chili wasn't just filling, it was one of the best soups I’ve had. (Plus, the soups can last in the fridge for up to 25 days, or frozen for a year.)

Soup Cleanse: The Philly-based company Real Food Works offers a soup cleanse consisting of six soups each day. These flavors tend to be the most “virtuous” (think broccoli, kale, Romaine lettuce, melon) and aren’t for the vegetable-averse.

And if you’re up for making soup yourself, try one of these cookbooks that just hit store shelves. If you just want a warm, portable lunch you can sit in a conference with and drink out of a mug, soups just might be an incredibly satisfying addition to your life.