Oxo Bone Broth Marks a Functional Turn for the Heritage Brand
Bone broth is hardly a new discovery. If anything, it predates many of the staples you’ll find in kitchen cupboards today.
But in recent years, the nutrient-rich stock has enjoyed something of a resurgence in mainstream wellness.
Championed as a superfood by many, bone broth is reportedly a key part of the wellness and beauty routines of several high-profile celebrities and fitness influencers.
Salma Hayek and Gwyneth Paltrow are believed to be huge fans, while the late basketball legend Kobe Bryant famously sipped it as a pre-game meal.
In a move that wasn’t on many people’s 2025 bingo card, legacy brand Oxo has modernised its offering with the release of two bone broths.
Debuting with Chicken and Beef varieties, the Oxo Bone Broth cartons are made using British meat and bones, vegetable juices, and a blend of herbs and spices.
The Chicken variant provides 15g of protein and 5g of collagen per pack, while the Beef delivers 18g of protein and 12g of collagen.
Oxo Bone Broth arrives amid a wave of new product development, which also includes the launch of ready-to-use stocks and stock powders.
“At Oxo, our vision is to keep evolving our range to meet the needs of modern consumers,” said Mark Alldred of Premier Foods, the group that owns Oxo.
“Our three new launches use quality ingredients to add delicious flavours that elevate a wide array of meals and provide nutritional benefits.”
Rich in collagen — the body’s most abundant protein — Oxo Bone Broth helps plug the nutrient gap created by a decline in nose-to-tail eating.
Collagen supplements have surged in popularity in recent years, buoyed by the emerging, more holistic approach to wellness — one that goes beyond purely gym-focused formulations.
The protein plays a smaller role in muscle recovery, instead offering benefits that span skin elasticity and hydration, joint health, and even gut function.
Oxo Bone Broth is being billed by the household name as “a simple way to bring depth and goodness to different dishes.”
The new preservative-free cartons will debut in Morrisons and Sainsbury’s on 13 October, retailing at £3.75 per 500ml.
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