Hunter & Gather has announced the launch of its new Chicken Bone Broth, a high-protein powder designed to transition the category from a seasonal illness remedy into a year-round wellness ritual.
By focusing on a lighter flavour profile and a food-first approach to collagen, the brand is targeting busy consumers looking to swap processed snacks and sugary protein shakes for clean-label, savoury alternatives.
The launch is a direct response to two growing consumer trends: the dominance of protein in the wellness conversation and the rising backlash against ultra-processed foods (UPF).
The brand is approaching the market with:
Protein accessibility: with 11g of protein per serving, the broth offers a functional alternative for consumers — particularly women — navigating hormonal changes or busy lifestyles who want to stay satiated without the artificial sweeteners found in traditional protein supplements.UPF-free stock alternative: Hunter & Gather is positioning the product as a natural upgrade to the standard stock cube. While many commercial stocks are highly processed and laden with artificial flavourings, this broth is made from 100% natural ingredients and is free from dairy, gluten, and tomato-based fillers.
Unlike many bone broths that rely on heavy seasonings, this iteration is designed to taste “unmistakably of real chicken.”
Made from responsibly sourced, free-range chicken selected for high welfare standards, each serving delivers 5.5g of naturally occurring collagen, supporting skin and muscle maintenance through a bioavailable, food-based source.
As a powder it replaces hours of traditional simmering with a “nourishment in seconds” solution, allowing for instant sipping or use as a base for seasonal cooking like spring vegetable broths or summer dressings.
The brand is strategically distancing the product from its “heavy, winter-only” image. By launching as the days get longer, Hunter & Gather is targeting the “spring-ready” mindset — positioning the broth as a light mid-morning drink, a post-workout recovery aid, or a simple midweek meal enhancer.
The launch is supported by a focus on “sustainable wellness habits” rather than intense, short-term health kicks.
“One of the most powerful changes you can make to your routine isn’t about doing more, it’s about doing something consistently. If you’re going to change one thing this season, make it this — swap out one daily habit for something that truly nourishes you,” says Pauline Cox, director of functional nutrition at Hunter & Gather.
Hunter & Gather’s move into chicken bone broth offers three key insights for the functional food sector:
De-seasonalising the category: by emphasising a “lighter” chicken profile over heavy beef versions, the brand successfully expands the product’s relevance into the spring and summer months.The savoury opportunity: as consumers experience “flavour fatigue” from sweet protein bars and shakes, there is a significant opening for savoury, high-protein liquids that fit into traditional meal times.The transparency premium: sourcing from trusted free-range farms allows the brand to command a premium by appealing to ethically conscious shoppers who equate high welfare with higher nutritional density.