Borough Broth expands reach with listing in Waitrose
Borough Broth Company, known for its premium organic bone broths that can be sipped as a nourishing drink or used as a cooking staple, has announced a new listing in Waitrose stores this October.
Borough Broth’s bone broths have wide-ranging appeal with consumers from those seeking the warmth of tradition to those looking for contemporary culinary innovation or anti-aging benefits.
Simmered for 24 hours using organic ingredients and British Spring Water, Borough Broth’s easy-to-use pouches encapsulate depth of flavour and nutritional nourishment.
Bone broth has been used for centuries to soothe the body and support the immune system, while nutritionists have long hailed the benefits of bone broth; glycine to support sleep, collagen to slow the aging process, gelatine for gut health and amino acids for joints, immunity and inflammation. The naturally occurring electrolytes also make it a great choice pre or post-workout.
Ros Heathcote founded Borough Broth in 2015 after discovering the benefits of introducing bone broths into her lifestyle. Ros set out to create an equally delicious and nourishing bone broth without the need for bones simmering in the kitchen all day.
After being picked up by Selfridges and then a hugely successful listing with Ocado, Borough Broth has dominated the broth category and a considerable part of the soup category too, going on to secure further listings with Whole Foods Market and Abel & Cole.
On the Borough Broth launch into Waitrose, Ros Heathcote noted how entering Waitrose is a milestone for Borough Broth, as it perfectly aligns with its mission “to bring our passion for taste and well-being along with convenience to a wider audience”.
Heathcote added: “Our customers love a slow-cooked traditional broth but appreciate the convenience of a ready-to-use pouch. After all, why go to the trouble of cooking with quality, organic, fresh ingredients, and then adding a crumbly salty stock cube with zero nutritional benefits? We’re well positioned to capture the booming market for functional, nourishing foods including the keto and paleo diets as well as the rising trends for collagen boosting foods and gut health.”
Borough Broth makes the broth in a purpose-built London-based kitchen and pledges to use only whole ingredients, organic meat and bones from Soil Association Organic Farms and ensure that any food waste from the process of making the broths is either composted or used as biofuel.
