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Bone broth: From old-fashioned to en vogue

OXO’s entry into bone broth has turned the spotlight on this small but high-performance category – and there is still scope for growth, especially in the area of GLP-1 support.

Bone broth is as old as the hills, but brands are doing a clever job of transforming it from a nourishing home-cooked remedy to a trendy tonic.

Health and wellness bloggers and gurus have had an important hand in this, creating a stir around the nutritional credentials of broth, which is packed with nutrients and minerals drawn out when the bones are slow-simmered.

“Bone broth has transitioned from a traditional comfort food to a modern wellness staple. It’s often part of a lifestyle alignment and seems to be popular among paleo, keto, and intermittent fasting communities. Whereas previously, it was something cooked at home, now it is available as powders, supplements, and even ready-to-drink formats,” Dipa Kamdar, a senior lecturer in pharmacy practice at Kingston University, told Ingredients Network.

Fortifying to boost nutritional value

One of the main differences between homemade bone broth and the incarnations that are increasingly appearing on retailer shelves is that the latter tend to incorporate additional “health-boosting” ingredients.

“Many commercial bone broth brands fortify their products to enhance appeal and nutritional value base,” said Kamdar. “For example, collagen peptides are often added to boost protein content and support skin and joint health; vitamins and adaptogens (like turmeric or ashwagandha) are included to align with wellness trends; and electrolytes appear in some formulations targeting keto or athletic consumers.

“This is partly because homemade bone broth varies widely in nutrient density depending on ingredients and cooking time. Fortification can help ensure consistency and extra additions like adaptogens can broaden the market.”

One example is Carol’s Stock Market, which this year added Chicken Bone Broth with Turmeric and Ginger to its line-up. Crafted from Irish free-range chicken bones and enriched with turmeric and ginger, this broth is pitched as “a powerhouse of flavour and wellness”.

Emphasising collagen and protein

There are many brands who simply highlight the collagen and protein content, leaving consumers to draw their own health conclusions.

This is the strategy that has been adopted by UK challenger brand Freja, and by store cupboard stalwart OXO, which made its foray into bone broths in October.

Louis Bedwell, industry and engagement director at Future Food Movement, a UK organization that aims to tackle the climate skills gap within the food industry, praised the decision by OXO to keep the product simple and nutritionally credible.

“It gives OXO a way to stretch into functional health without losing its practical identity,” he said, describing the launch as “a confident and commercially intelligent move”.

He added: “It uses one of the most trusted names in the British pantry to enter a high-growth but still narrow segment.”

Nevertheless, he said that the move is not without its challenges.

“The question is whether bone broth can shift from occasional to habitual use. For that to happen, the brand will need to create new everyday occasions, not rely on curiosity- or trend-driven trial,” he explained.

“OXO’s simplicity gives it credibility, but the company will need to ensure price, distribution, and communication keep it within reach of family shoppers, rather than drifting into lifestyle territory.”

Intrinsic functionality a strength

Bedwell said that another strength of the OXO product (and one that applies to the bone broth category as a whole) is that the functionality is intrinsic rather than an add-on.

“Bone broth naturally delivers protein and collagen, so the value is built into the product, rather than layered on top,” he said. “That authenticity gives it a stronger foundation.”

Some brands are more specific on the health areas they are targeting. Ossa Organic, for example, is marketed at athletes, promising “recovery, strength, and endurance in a cup”, and Planet Paleo’s Herbal Defence contains “immune-boosting herbs like oregano, thyme, and ginger for winter wellness and gut support”.

Mintel notes that innovation is moving beyond general wellness to address specific life stages and health challenges. It cites the example of Quintesens Menopause Broth, a French product that is formulated with collagen for skin elasticity and sage to support hormonal balance.

Soup x bone broth for GLP-1 users

Hybrid soup x bone broth products such as the Spring range are another strategy in this space, and Mintel's report A Year of Innovation in Soup highlights GLP-1 drugs as an opportunity for these products to tap into.

"With the use of GLP-1 drugs for weight loss growing, soup brands should promote existing GLP-1-friendly products instead of developing niche offerings. Bone broth is uniquely suited to meet GLP-1 users' broader needs, like gut, joint, skin and hair health support,” Ayisha Koyenikan, director, Mintel Food & Drink, told this publication.

"Encouraging GLP-1 users to 'drink their food' by emphasising hydration and a high nutrient-to-volume ratio can enhance soup's appeal among this audience.”

Koyenikan predicted that GLP-1 users will, in future, drive demand for bone broth to support gut, joint, skin, and hair health.

“As they experience food noise and the inclination to impulse eat less often, consumers using GLP-1 drugs will make more intentional food choices that focus on broader, holistic benefits,” she said.

“They will look for functional support to address GLP-1 drug side effects, such as muscle and tissue loss, sagging skin, and hair loss. Slowed gastric emptying may also cause nausea, vomiting, constipation, and bloating.

“Bone broth – rich in collagen, amino acids, and essential minerals – is ideally positioned to meet these evolving dietary needs. Its nutrients support gut health, joint function, and the health of skin, hair, and nails. Bone broth can also aid weight management, improve sleep due to the presence of glycine, boost the immune system, and provide hydration and electrolytes.”