OXO evolves everyday flavour with new bone broth and stock innovations
OXO is helping home cooks elevate everyday meals with a raft of flavourful new launches this October: Bone Broth, Signature Ready-to-Use Stock, and Stock Powder. It will also be introducing a new category-first packaging innovation with the first-ever fully recyclable drum across its Stock Powder range.
OXO’s new Bone Broth, made using British meat and bones, launches as Bone Broth continues to grow in popularity in the UK following rapid growth in the US, where it accounted for more than 10% of sales value in the ambient stock category during 2024[1]. The new OXO range will appeal to customers on the lookout for more nourishing[2] benefits from their meal choices, with collagen and protein. The Chicken Bone Broth has 15g of protein and 5g of collagen per pack, and the Beef Bone Broth has 18g of protein and 12g of collagen. Both flavours are made with natural ingredients and are preservative-free – all while adding rich, wholesome flavour.
Whether enjoyed as a warming drink or used as a base for soups, ramens, and risottos, the new Bone Broth will offer shoppers a simple way to bring depth and goodness to different dishes. The OXO Bone Broth range is available at an affordable price to drive further trial, and the packs have been designed for an easy pour and are resealable.
Made with natural ingredients including high-quality, UK-sourced produce, OXO’s new Signature Ready-to-Use Stocks have been slowly simmered for up to 15 hours, extracting deep, rich flavours that can simply be poured into a dish to enhance everyday meals, from gravies and pies to ragus and ramens. Available in Succulent Chicken, Rich Beef and Vegetable flavours, the new Signature Ready-to Use Stock will also debut a new resealable format, offering consumers more flexibility to use across multiple occasions and ease of use.
OXO’s Stock Powder is a category-first proposition, with the brand identifying the need for products that can effectively thicken dishes, such as soup, while ensuring great taste. Delivering the dual benefit of thickening as well as adding flavour, the powder will simplify home cooking without compromising on taste.
Available in three variants, Chicken & Herb, Garden Vegetable, and Mediterranean Vegetable, the new Stock Powder comes in a fully recyclable drum – a first for the category – made from 55% recycled content, offering a more sustainable packaging format.
Mark Alldred, Senior Global Marketing Director of flavours and seasonings commented: “At OXO, our vision is to keep evolving our range to meet the needs of modern consumers, ensuring it remains a must-stock in every kitchen. Our three new launches use quality ingredients to add delicious flavours that elevate a wide array of meals and provide nutritional benefits. With high brand awareness among shoppers[3], OXO is the perfect brand to help retailers drive sales in the stocks category.”
[1] Kantar US Data 52wk 21st April 24
[2] Protein contributes to the maintenance of muscle mass
[3] Source: Hall & Partners Data May-July’24.
