Freja has added a bone broth range designed for everyday cooking, rather than sipping.
Rich Chicken and Rich Beef are made traditionally with real bones, meat, vegetables, herbs and seasoning.
As they boasted “a deeper, more robust flavour” than Freja’s existing bone broth cartons, they were better suited to making soups, stews, sauces and gravies, it said.
Each 350ml pouch provides 8g-10g protein and 3g-5g collagen. They have rolled into Waitrose and Ocado.
At £3.50 each, they are half the price per unit of Freja’s 500ml cartons in Ocado, which have a pre-promotional shelf price of £7.
They were developed in response to consumer demand for “a richer, more robust” bone broth to use in cooking, at “a more affordable price point”, said Freja.
“Our mission is to help more people experience the benefits of bone broth in ways that fit real life,” said Freja founder Jessica Leather.
“The Cooking Bone Broth range lets customers use bone broth more often, in the meals they cook every day, while our original bone broths continue to serve those who love sipping.”
The bone broth boom
The launch follows a flurry of activity from brands hoping to tap shoppers’ growing appetite for bone broth over recent months.
In May, Kallø launched “clean label” Chicken Bone Broth and Vegetable Broth in response to consumer pushback against ultra-processed foods.
This was followed by stock giant Oxo launching its own Beef and Chicken bone broths in October.
Hunter & Gather then snagged a Holland & Barrett listing for its powdered Grass Fed Cattle Bone Broth in November.
In the same month, Borough Broth Company sold a stake to private equity firm Piper for £5.7m.
Borough Broth said the investment would fund its relocation to a new west London factory, more than doubling its capacity.
No comments yet