- Sales of Borough Bone Broth have increased by almost 50% in the past three months
- Searches on Waitrose.com for ‘bone broth’ are up 163% compared to the same time last year
- Rich in collagen, searches for ‘collagen’ on Waitrose.com are up 78% compared to the same time last year
Bone broth - a broth or stock made from simmering animal bones. When you put it like that, it doesn’t sound too appealing, however when added to your daily diet, it could support your overall health. With searches for ‘bone broth’ on Waitrose.com up 163% compared to the same time last year, we listened to customers and introduced Borough Bone Broth to our shelves. The demand has been phenomenal and we have seen sales rise almost 50% (48%) in the past three months, as bone broth grows in popularity for its suggested health benefits.
Bone broth is more than just delicious - it can help support a healthy diet. Research suggests bone broth can contain nutrients, such as proteins and minerals such as calcium and magnesium. Shimmering the animal bones in water allows the nutrients and minerals in the bones to be absorbed into the cooking water, which you can drink or add to your cooking.
With the hashtag #bonebroth racking up nearly 300m views on TikTok and getting rave reviews from celebrities such as Kylie Jenner, Davina McCall and Gwyneth Paltrow - it’s fair to say this drink of the moment isn’t going anywhere.
Martyn Lee, Executive Chef at Waitrose, said: “The secret to cooking your own bone broth at home is to extract as much flavour and nutrients from the bones as possible. You can use bones such as beef knuckle, marrow bones and the leftover chicken from your Sunday roast. The way you're going to extract this flavour is by caramelising the bones in the oven before transferring to your stock pot to simmer low and slow in water. I love to use it as a base for a comforting ramen, for a real depth of flavour.”
Collagen accounts for about 30% of your body's protein and as we get older our bodies naturally produce less collagen. Searches for ‘collagen’ on Waitrose.com are up 78% compared to the same time last year, so it’s no surprise customers are wanting to reap the benefits of collagen rich bone broth. If you’re not quite ready to jump on the bone broth trend, there are also supplements such as Vital Proteins Collagen Peptides that you can incorporate into your daily routine.
Emer Lowry, Nutritionist at Waitrose, said: "Customers are shifting from focusing on what to remove from their diets, to focusing on ways to add more nutritious foods in. Research is still emerging on the benefits of bone broths but it can be the basis of a healthy, balanced meal. Broths contain collagen which is a protein, supporting muscle maintenance and growth. For a balanced meal, add a variety of colourful plants, starchy carbohydrates and good quality protein to the bone broth and enjoy!"
