News

Bone-broth based beverage startup blends indulgence and nutrition

With imminent plans for expansion, a new COO on board, and new listings with Canada’s biggest national retailers secured, it’s fair to say Beck’s Broth is riding on the entrepreneurial wave with no signs of wipeout.

The Canadian startup, which launched in 2021 and rebranded in Autumn 2023, was founded by Beckie Prime, a registered holistic nutritionist, who was looking to offer consumers the indulgence of a comforting beverage that contained bone broth’s nutritional benefits.

Beck’s Broth currently offers a collection of grass-fed bone broth-based lattes served as a hot chocolate, coffee, or matcha-flavoured beverage.

Each single-serve powder format holds around 14g of protein from its organic bone broth base, which is sourced sustainably from New Zealand.

“Everyone loves their daily coffee or a comforting hot drink, and by infusing these beverages with the nutritional benefits of bone broth—rich in protein and other essential nutrients—we’re giving them a healthier, more functional option without compromising on taste,” said Prime. “It's truly a win-win.”

“Our unique combinations not only set us apart but also resonate with today’s health-conscious consumers. By offering an innovative twist on beloved beverages, we’re carving out a distinct space for ourselves in the market, which is key to driving continued growth and customer loyalty.”

Sustainably sourced bone broth from New Zealand offers pasture-bred drinkable product

Along with new COO, Domenique Mastronardi, Prime believes the interest in bone broth could be down to a “global shift where people are prioritising their health more than ever, paying close attention to what they consume.”

"Bone broth-based hot chocolate or coffee is still a foreign concept to people. We want to change the perception of how bone broth tastes,” she said.

“We have an innovative product and can't wait to make it more widely accessible. I am thrilled to be bringing Domenique on board as well as some incredible retail partners to help me revolutionise the bone broth category!"

Awareness of health benefits coupled with e-commerce gains contribute to market growth

Currently available in grocers and health food stores across Canada amongst the likes of Well.ca, Natura Market, and Healthy Planet, the startup firmly has its eye on the US – where the market for bone broth is projected to be valued at around $163.6m by 2031.

Analysts attribute this growth to increasing consumer awareness of bone broth’s health benefits, including its high collagen, protein, and amino acid content that supports joint health, digestion, and immunity.

Additionally, the rise in e-commerce, innovation in packaging, and the popularity of keto and other health-conscious diets have all contributed to the market’s expansion.

“In terms of geographical expansion, we’re gearing up to enter the B2B export market, with a strong focus on key areas like Los Angeles, New York, and Texas,” said Prime.

“We’ve conducted extensive research, and we’re confident that Beck’s Broth will resonate well in these regions.”

Beck’s Broth wins Beacon Commerce’s first Shine on Amazon contest

Beck’s Broth’s main focus, for the time being, is the launch of its Amazon storefront, which saw the company crowned grand prize winner of the Beacon Commerce’s first Shine on Amazon contest earlier this month.

Along with access to Beacon’s Amazon Power Up services to launch on Amazon Canada in October, Beck’s Broth also received ongoing pay-per-click advertising and account management for six months through to the spring of 2025.

The startup will also receive $1,000 from Natural Products Canada to support their advertising spend.

Commenting on the marketing efforts needed to spread the message about bone broth-based beverages and their health benefits Prime said: “Social media plays a key role in this, where we share informative content across our platforms, but we’re also fortunate to have a strong network of naturopaths, nutritionists, and wellness influencers advocating for our products on a daily basis.

“Beyond digital marketing, we place great importance on face-to-face interactions. These events allow us to engage in meaningful, one-on-one conversations where we can explain the benefits of bone broth in a personal and approachable way,” she added.

“By combining the power of online education with hands-on experiences, we’re able to effectively shift consumer perception and build lasting relationships with those who are new to the concept.”