SAN DIEGO, CALIF.—Bare Bones Broth Co., an icon of the booming bone broth category, is going shelf-stable and moving its product line from the freezer to the soup aisle this fall.
“We are making this important change to align more closely with our brand values of sustainability, earth stewardship, and convenience,” said cofounder and COO Ryan Harvey. “By transitioning from frozen to shelf-stable, we will be using 80% less energy to transport and store our bone broth products. Additionally, this change makes our products more convenient and easy to use for our customers by eliminating the inconvenience and hassle of thawing a frozen liquid prior to use.”
In October, Bare Bones and its distributors will begin shipping the brand’s products at ambient temperature. The price point will also be reduced as a result. Retailers already carrying the chef-crafted bone broths may still merchandise them refrigerated or frozen if they like, said CEO and cofounder Katherine Harvey. Most, though, are excited to have a bone broth of this caliber in their soup sets.
Jewel Osco in the Midwest and New Seasons in Oregon, new accounts for Bare Bones, will be among the first to carry the new shelf-stable broths.
Bare Bones, which began selling its bone broths online in 2013, made the decision to go shelf-stable last year after going into retail stores for the first time.
“What we found after only 6 months selling to retailers was that even the buyers who loved our broths had a hard time figuring out where to put them in the freezer,” Katherine Harvey said. “When they did make room for us in their freezer – say, next to the seafood or frozen dog food – consumers had a hard time finding us..”
The frozen broths also lacked convenience, especially for frequent consumers.
By making this move, Bare Bones will gain greater visibility to consumers already shopping for broth, Harvey said. They will also have a wide array of new marketing and merchandising opportunities outside the freezer. The move has big implications for their online business, too – reducing overhead and shipping costs, and improving margins.
The first question most buyers have had about the shelf-stable products is, “What do you have to do to it to make it shelf-stable?” Harvey said. The answer: Nothing. Bare Bones broth’s ingredients sourcing, quality, and distinctive stand-up pouch design will all remain the same.
“The ingredients, care and technique that go into our products and brand will never change,” said Ryan Harvey.
Neither will the UPCs or pack size, he added, as Bare Bones has worked to make this transition as seamless as possible for its distribution and retail partners.
“As Bare Bones grows, we feel a deep sense of responsibly to analyze all aspects of our business for ways in which we can reduce its impact to our planet,” Ryan Harvey said. “The biggest source of energy consumption for our frozen products is at the distribution and retail levels from frozen storage, transportation and merchandising.
In addition to reducing our impact and adding convenience, we are excited about the cost reduction this change brings with it. It has always been our goal to make real nourishing foods affordable and accessible to all. We will experience a significant reduction to our cost of goods which we fully intend to pass on to our customers.”
Bare Bones was founded in San Diego in 2013 by husband-and-wife team Ryan and Katherine Harvey. They specialize in making chef-crafted handcrafted bone broth from only the finest organic, grass-fed and humanely raised animals. Their broths make it possible for consumers to enjoy the quality, nutrition and flavor of slow-cooked food in just minutes, without the hassle and wait of making it at home. Bare Bones’ classic chicken and beef broths, which have fast become a mainstay of many health- and flavor-conscious households, are made fresh and shipped directly to consumers nationwide, and can now also be found in a growing number of stores nationwide.