Hunter & Gather has snagged a Holland & Barrett listing for its powdered bone broth.
Grass Fed Cattle Bone Broth (rsp: £30/400g) is Bovaer-free, non-GMO and free from artificial ingredients. It contains beef bone broth and bovine collagen from grass-fed European cattle, plus natural flavourings such as salt, pepper and onion.
Each 16g serving provides 15g protein and 13g collagen at “just 74 calories”.
It will roll into Holland & Barrett stores in the UK from 11 November, following a DTC soft launch over summer.
The powdered format offered a longer shelf life than liquid alternatives, making it convenient for shoppers, said Hunter & Gather. “You can take it on holiday…you can take it into the office. You haven’t got to worry about shelf life,” Hunter & Gather co-founder Jeff Webster explained.
When asked whether the product would launch into additional retailers at a recent launch event, Webster replied: “Hell yes”, but kept tight-lipped on the details.
Bone broth was just one example of “a much bigger trend of ancient ingredients finding fresh relevance today”, said Niamh McCormack, commercial trends & acceleration lead at Holland & Barrett, adding that consumers had been seeking it out in stores.
Indeed, bone broth is becoming increasingly mainstream in fmcg. Oxo launched its Chicken and Beef bone broths into Morrisons and Sainsbury’s last month. This came after Kallø launched an organic chicken bone broth into Waitrose in May.
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