Parks & Nash finds an opening in bone broth category with powdered instant soups

By Mary Ellen Shoup contact

- Last updated on GMT

Photo: Parks & Nash
Photo: Parks & Nash

Related tags: Bone broth, Soup, Collagen

Bone broth has taken off in recent years as consumers embraced the collagen-packed savory liquid, but despite the number of market entrants, few have made bone broth as convenient and easy to prepare as instant soup, according to emerging brand Parks & Nash.

Winner of the FamilyFarmed's Pitch Slam competition at the 2019 Good Food Financing & Innovation Conference​, Parks & Nash​ Bone Broth Soup is bringing instant convenience to the bone broth category with its single-serve cups of powdered chicken bone broth which pack in 20 g to 24 g of protein per serving with a healthy dose of the nutrients and essential amino acids released from the marrow within the animal bones and connective tissues broken down and turned into powder. 

"In one phrase, Parks & Nash is bone broth meets instant soup,"​ said operating partner Elliott Cohen, who quit his strategy consultant firm and made a major investment in Parks & Nash after being introduced to the brand at the Natural Products Expo West show. 

Many bone broths on the market today require some time to prepare either coming in frozen blocks, cartons, or pouches, and can cost up to $8 per package, he said.

"Here’s the reality, you pay an arm and a leg for a heavy, frozen block of broth that comes in a container... so it’s a total 'pain in the bone broth' to thaw, heat, mix, and transfer,"​ said Cohen. 

Parks & Nash single-serve instant powdered chicken bone broth soups are portable, light, take three minutes to make and come in chef-created recipes: coconut Thai, Tuscan vegetable, spicy chili, tomato basil, and southwest vegetable.

Transforming the center store soup aisle 

Cohen and founder of Parks & Nash David Crooch believe that their powdered bone broth will drive foot traffic to the center store soup aisle. Crooch has years of industry experience in the chicken-based powdered protein market serving as the president of Crave Protein and founder of Osteobroth. 

"Most of what’s on today’s shelf isn’t ‘bad’ for you, but it’s devoid of nutrient and proteins; it’s just salty water,"​ said Cohen.  "The entire soup category is being rebranded as not just ‘free of’ but ‘full of’."

According to Cohen, Parks & Nash is positioned to capture not just the health-conscious consumers that are already aware of bone broth's nutrient profile, but the everyday Campbell's Soup or instant ramen noodle consumer. 

"At Parks & Nash, it’s our strength and our mission to rebuild the center of the store around dehydrated bone broth and other proteins and fibers,"​ Cohen said. 

Retail takeover

Presence Marketing projects that bone broth sales will hit $600m in three years as consumers switch away from the broader $6bn soup market. 

"We saw bone broth coming about five years ago as an important food source. It's not like powders are the easiest thing to use, it's that this something consumers want and crave and adds value (compared to thawing a frozen block of bone broth),"​ noted Tracey Miedema, VP of innovation and brand development at Presence Marketing/Dynamic Presence, 

"We sold $276,000 of soup in September (one of the hottest months in years for many US cities),"​ said Cohen who added that the brand is actively fundraising.

Within six months of launching last year, Parks & Nash entered 3,600 stores throughout the natural and specialty channel and has made the leap into conventional and club channels.

"Once you’ve made it into the club world then you know the masses are ready for your bone broth," ​Cohen added. 

Related news

Related products

show more

Create plant-based products that consumers prefer

Create plant-based products that consumers prefer

Archer Daniels Midland Company | 21-Oct-2019 | Technical / White Paper

It takes more than just knowing what protein options exist to create irresistible, consumer-preferred foods. As products starring plant-based proteins...

REAL Eggs Integral Role in Baking White Paper

REAL Eggs Integral Role in Baking White Paper

American Egg Board | 06-Oct-2019 | Technical / White Paper

By enhancing ingredient statements, REAL Eggs contribute to gold standard quality. In a world where consumer expectations evolve at sometimes dizzying...

Color plus clean labels from a proven ingredient

Color plus clean labels from a proven ingredient

Briess Malt & Ingredients Co. | 06-Sep-2019 | Product Presentation

BriesSpecialty™ Malt Flours offer natural color and flavor adjustment for cookies, breads, and other grain-based foods. Ranging in color from light to...

Plant-based meat alternatives market motivators

Plant-based meat alternatives market motivators

DuPont Nutrition & Biosciences | 01-Apr-2019 | Technical / White Paper

Market analysis shows steady growth in the plant-based meat alternatives segment over the past few years as consumers eat more plant-based foods. The reason...

Related suppliers

comments

Post your comment

We will not publish your email address on the website

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Follow us

Featured Events

View more

Products

View more

Webinars