The market for bone broth protein features a diverse competitive landscape, encompassing both large, diversified food companies and specialized health and wellness brands. Major global players include Ancient Nutrition, Believe Supplements, Bonafide Provisions, Organixx, Overwaitea Food Group, Zenwise Health, Pacific Foods, Kettle and Fire, Lonolife, Bare Bones, NOW Foods, Kitchen Basics, Campbell Soup Company, Del Monte Foods, Essentia Proteins, Bluebird Provisions, Green Pasture Farms, and FOND BONE BROTH LLC. Taranaki Bio Extracts, a New Zealand manufacturer, also entered the B2B food ingredient market with its ‘Butler’ subbrand in 2023. This blend of competitors suggests a market where strategies range from leveraging existing mass-market distribution to focusing on niche, premium, and direct-to-consumer models.
Ancient Nutrition – https://ancientnutrition.com/
Ancient Nutrition offers a wide array of bone broth protein products, including various flavors such as Vanilla, Chocolate, Salted Caramel, Chicken Soup, Butternut Squash, and Tomato Basil, alongside unflavored options and Multi Collagen Protein. Their products are formulated with Chicken and Beef Bone Broth Protein Concentrate, and key compounds like Collagen Types I, II, and III, Glucosamine, Chondroitin, Hyaluronic Acid, and 18 amino acids. The company emphasizes responsible sourcing, utilizing non-GMO, U.S.-farmed chickens and non-GMO, grass-fed, pasture-raised cows from Europe.
Ancient Nutrition holds numerous certifications, including Certified Non-GMO, B Corporation, Dairy Free, Third Party Verified, and cGMP Certified. Notably, they launched Regenerative Organic Certified nutritional supplement formulas in October 2023, showcasing a commitment to sustainable practices. Their products are marketed for comprehensive health benefits, supporting joint health, a healthy inflammation response, the immune system, gut health and microbiome, healthy skin, metabolism, and joint mobility. They are positioned as versatile, low-calorie protein snacks, appealing to consumers following Paleo, Carnivore, and Keto diets.
Kettle & Fire – https://www.kettleandfire.com/
Kettle & Fire offers an extensive selection of bone broths and soups, including popular options like Beef Bone Broth, Chicken Bone Broth, Mushroom Chicken Bone Broth, Turmeric Ginger Bone Broth, and Reduced Sodium Chicken Bone Broth, as well as Keto Broths/Soups, Cooking Broths, and Regeneratively Made Broths. Their products are crafted from marrow bones sourced from pasture-raised, 100% grass-fed and finished cattle and organic, free-range chicken bones. Ingredients also include organic vegetables (onions, carrots, celery, and parsley), sea salt, herbs (black peppercorns, bay leaves, thyme, and rosemary extract), and apple cider vinegar.
Kettle & Fire is committed to rigorous quality standards, evidenced by certifications such as USDA Organic, Non-GMO Verified, and Glyphosate Residue-Free. They explicitly state “No Hormones or Antibiotics” and “Nothing Artificial” in their products. The bone broths are promoted for their ability to promote collagen intake, supporting digestion and gut health, joint mobility and recovery, immune function, anti-inflammatory responses, weight management, skin hydration and elasticity, and restful sleep. Their products appeal to individuals following keto/fasting lifestyles and general wellness enthusiasts. As a direct-to-consumer (DTC)-first brand, Kettle & Fire heavily utilizes social and digital channels like Instagram, Facebook, and YouTube and has expanded into TV advertising to build brand awareness.
They employ a sophisticated two-tier influencer strategy, engaging “Club Kettle” for everyday brand ambassadors and a “Healthcare Club” for health professionals. This dual approach aims to drive both mass retail sales and expert validation, demonstrating a commitment to education and expert-backed credibility in a competitive market. The rigorous sourcing and comprehensive certifications build consumer trust in product purity, while the multi-channel marketing approach effectively targets diverse consumer segments.
Bonafide Provisions – https://www.bonafideprovisions.com/
Bonafide Provisions specializes in organic bone broths, offering Organic Chicken Bone Broth (with and without salt), Organic Beef Bone Broth (with and without salt), and Organic Turkey Bone Broth. They also provide innovative “Be Well Broth Cups,” featuring unique blends like lemon, turmeric, and coconut oil, and lion’s mane, lemon, mint, and ginger. Their ingredients include filtered water, organic free-range chicken bones, organic grass-fed beef bones, Celtic sea salt, organic vegetables (onions, carrots, celery, garlic, parsley), and organic apple cider vinegar. A key differentiator is their commitment to using “only bones, no meat” and slow-simmering for a minimum of 18 hours to maximize collagen and nutrient content.
All Bonafide Provisions products, with the exception of their specialized Frontier Blend, are certified organic and Whole30-approved. They emphasize that even non-organic bones, like those in the Frontier Blend, come from 100% pasture-raised animals from small family farms, raised without antibiotics or hormones and with full access to pasture. The brand focuses on “real food” ingredients, promoting benefits such as gut healing, joint flexibility, pain alleviation, inflammation reduction, and support for immunity, hair, skin, and nails. Their target audience includes health-conscious consumers, Whole30 followers, and individuals seeking nutrient-dense, healing diets.
Bare Bones
Bare Bones offers a diverse product line, including both traditional liquid bone broths (Organic Chicken Bone Broth, Grass-Fed Beef Bone Broth) and an innovative Instant Bone Broth available in convenient stick packs with flavors such as Beef, Chicken, Ramen, and Lemon Ginger. Their traditional broths utilize chicken and beef bones, vegetables, apple cider vinegar, sea salt, spices, and herbs. The instant broths incorporate ingredients like bovine collagen, yeast extract, and chicory root fiber.
The brand boasts comprehensive certifications, including USDA Organic (for chicken broth), Gluten-Free, Soy-Free, Dairy-Free, Certified Paleo, Whole30 Approved, and Non-GMO. A notable quality assurance measure is their practice of lab-testing products to ensure they are free of lead, directly addressing a potential consumer concern in the bone broth category. Bare Bones products are promoted for providing collagen, protein, amino acids, glucosamine, glycine, proline, and chondroitin, supporting gut health, digestion, nails, skin, hair, and joint health. They are positioned for convenience, sustained energy, and hydration, appealing to Paleo/Keto followers and health-conscious consumers seeking clean, on-the-go protein solutions.
Bluebird Provisions – https://bluebirdprovisions.co/
Bluebird Provisions offers a unique product portfolio that caters to both human and pet consumption. For humans, they provide Chicken Bone Broth Powder and Organic Chicken and Beef Bone Broth in liquid form. Their pet line includes Beef Bone Broth Powder and Chicken Bone Broth Powder for dogs and cats. The brand emphasizes minimal, high-quality ingredients, often highlighting “ONE INGREDIENT” products made from 100% human-grade chicken or beef bones and water. Their sourcing practices involve grass-fed and pasture-raised animals, free from hormones or antibiotics.
The company maintains a strong online presence and focuses on direct-to-consumer sales. Their marketing strategy leverages the founder’s personal healing narrative to build authenticity and employs digital marketing tactics including social media, email marketing, SEO, and content marketing. Bluebird Provisions’ distinct strategy of addressing both human and pet markets with high-quality, minimally processed bone broth protein allows for diversified revenue streams and broader brand recognition. The emphasis on a “one ingredient” philosophy and authentic founder story builds a strong narrative of purity and authenticity, appealing to consumers seeking genuine, clean wellness solutions.
Pacific Foods – https://www.pacificfoods.com/
Pacific Foods primarily offers liquid bone broths, including popular variants like Chicken Bone Broth with Lemon Balm and Sage, Organic Chicken Bone Broth with Ginger, Turmeric, and Black Pepper, and Chicken Bone Broth with Black Garlic and Shiitake Mushroom. Their products are made from organic chicken or beef bones, various vegetables, herbs (such as rosemary, ginger, turmeric, black pepper, black garlic, shiitake mushroom, lemon balm, and sage), and apple cider vinegar.
Pacific Foods holds certifications including Organic-certified, Non-GMO, USDA Organic, and CCOF (California Certified Organic Farmers) and is gluten-free. Each serving provides 9 grams of protein and naturally occurring collagen. The broths are versatile, suitable for savory sipping or creative cooking, and align with keto, paleo, and gluten-free diets.
A significant development for Pacific Foods was its acquisition by Campbell Soup Company in March 2024. This acquisition signifies a strategic move to expand market reach and integrate Pacific Foods into a larger portfolio of premium offerings, benefiting from Campbell’s extensive distribution networks. The brand’s marketing emphasizes “deliciously satisfying bone broths” and “pure flavor, simmered simply.” Pacific Foods, now under the Campbell Soup Company umbrella, benefits from significant brand recognition and extensive distribution networks. They focus on offering a variety of tasty flavors, along with organic and non-GMO certifications, which helps them attract a large audience that cares about health, showing that bone broth products are becoming more popular and accepted in the regular food market.
LonoLife – https://lonolife.com/
LonoLife specializes in powdered bone broths offered in convenient stick packs, including Beef Bone Broth, Chicken Bone Broth, Mushroom Chicken Bone Broth, Low Sodium Beef Bone Broth, and Low Sodium Chicken Bone Broth. They also offer collagen products. Key ingredients vary by flavor but typically include beef or chicken collagen, chicory root, dried beef, sea salt, yeast extract, natural flavors, and black pepper. The Mushroom Chicken variant notably incorporates a powdered mushroom blend.
LonoLife products are certified as keto- and paleo-diet-friendly and are free from artificial flavors, sweeteners, preservatives, added sugar, MSG, shellfish, gluten, soy, and dairy. Each serving provides 10 grams of protein and only 50 calories. The brand claims its products reduce inflammation, treat leaky gut, improve joint health, maintain healthy skin, and boost immune function. LonoLife positions its offerings as convenient, portable, and collagen-rich options for “refueling on the go.” Their target audience includes keto/paleo dieters and health-conscious individuals who prioritize convenient functional foods.
NOW Foods – https://www.nowfoods.com/
NOW Foods offers Beef Bone Broth Powder and Chicken Bone Broth Powder, positioned as premium-quality bone extracts. The Beef Bone Broth Powder, for instance, lists Beef Bone Broth Concentrate Powder as its sole ingredient. These products are natural sources of protein, amino acids, and collagen, with beef broth powder typically containing 70% naturally occurring collagen.
NOW Foods distinguishes itself through an extensive list of certifications and allergen-free claims. Their products are Informed Sport Certified, keto-friendly, non-GMO, and steroid tested. They also hold Safe Quality Food (SQF) certification and are free from aspartame, sucralose, Ace-K, corn, dairy, egg, gluten, nuts, and soy. The beef bone broth powder provides a high protein content of 28 grams per serving. The benefits highlighted include support for bone, cardiovascular, and muscle health; cognitive function; the immune system; and improved sleep. Their target audience includes athletes, individuals with food sensitivities, and health-conscious consumers seeking high-purity, high-potency supplements.
