EPIC Provisions co-founder: Why not start your day with bone broth instead of coffee?

Loading the player...

Does bone broth have mass market appeal, and if so, what’s the best format to package it in, and where is the best place to put it in store? FoodNavigator-USA caught up with EPIC Provisions co-founder Taylor Collins to get his take on this emerging category (and to ask why he tied the knot with General Mills).

Made from meaty bones and veggies that are left to simmer and then strained, bone broth is basically stock, but is typically made with higher-quality ingredients, and simmered for considerably longer (up to 48 hours – whereas commercial stock brands are typically cooked for a couple of hours) such that the final product has more protein, more nutrients and a gelatinous quality once it cools down.

It is also typically sipped as a hot beverage, rather than used as a cooking ingredient.

(Having trouble loading this video? Watch it on YouTube instead.)

Savory, nutritious and different

Speaking to us at the 2016 Winter Fancy Food Show in San Francisco, Collins said EPIC (which has just been sold to General Mills, but will remain at its Austin HQ with Collins and co-founder Katie Forrest at the helm) will be launching its first bone broth product in a glass bottle this year.

He added: “Our bone broth is part of our 2016 whole animal project initiative where we are using more of the animal, and we are doing it as a refrigerated product that will sit with the HPP juices and your kombuchas…

“What you normally expect [in the grab & go functional beverages chiller] is drinks full of sugar, and carbs, and if it does have protein in it, it’s in the form of an isolate powder…

“But then you’ll see this one animal-based product in there that’s in this beautiful glass bottle, and you’ll turn it over and see there is 20g of protein in each bottle, no sugar, very low carbs, it’s very savory and the way we’re making it is low heat, long duration, the way your grandma would make it.”

Can you enjoy bone broth cold as well as hot?

But isn’t selling bone broth in the grab & go chilled beverage section confusing, given that it is typically consumed warm, so needs to be heated up?

Not really, says Collins. “Consumers want something that is quick, convenient and easy to eat on the go, so the way we’ve designed our product is you can enjoy it cold or you can heat it up.

“Maybe in the summer if you’ve done a 20mile run or a long hike, you’re going to drink it cold and you’re going to love it, but if there is a blizzard outside you’ll want to heat it up so it’s nourishing and warm.”

As to whether bone broth – which is currently a hot trend in the paleo community – has broader appeal, there is no reason why not, he said, noting that it is actually a very simple, nutritious drink that everyone ‘gets’ once you explain it.

“I think as bone broth becomes more and more mainstream it will replace tea and coffee as a beverage and if you look at the nutritional profiles [of coffee vs bone broth], it’s hands down no questions asked [which is best], how do you want to start your day, with coffee or bone broth?”

Click HERE to read about EPIC’s tie up with General Mills.

Click HERE to read our recent profile of EPIC.

Interested in new beverage trends such as bone broth? Register for our FREE online beverage innovation summit on Feb 18 to find out whether market watchers at Kroger, Euromonitor and Canadean think it has legs...

Related News

Top trends at the Winter Fancy Food Show, from bakkwa to bone broth

From Bakkwa to Cabernayzyns: A video tour of the 2016 Winter Fancy Food Show

Meat + veggies = Wild Zora

Wild Zora adds novel twist to savory bar set with meat & veggie snacks

New products (beverages) DRINKmelon, probiotics, nut milk

New products gallery (beverages): NÜMOO enters super-premium nut milk category, DRINKmaple prepares to unleash DRINKmelon

Veggie fries triumph at Expo West entrepreneurial pitch slam

Veggie fries disrupt the frozen food aisle... and triumph at Expo West pitch slam

Source: Bonafide Provisions

Bone broth pioneers level-up with new branding, packaging that will elevate category overall

Bare Bones: We're the most convenient bone broth on the market

Bare Bones: ‘We want to be the most convenient bone broth on the market’

Source: EPIC Provisions

Four lessons from animals and nature that helped propel EPIC Provisions’ rapid rise

Co-founders Alex Lorestani (left) and Nick Ouzounov (right)

Geltor seeks to disrupt the gelatin market with potentially game-changing animal-free alternative

Ancient Nutrition makes bone broth more convenient as protein powder

Ancient Nutrition makes bone broth more convenient as a protein powder

Kettle & Fire (Bone Broth Co) co-founders Justin and Nick Mares (left to right)

Bone broth sales more than tripled in 2016, albeit off a very small base

LonoLife embarks on mission to bring bone broth to the masses

LonoLife embarks on mission to 'bring bone broth to the masses'

Regenerative agriculture next food trend, says EPIC at Expo West

EPIC Provisions co-founder: 'Regenerative agriculture is the next big movement in food'

Bonafide Provisions expands bone broth's appeal with Drinkable Veggies

Bonafide Provisions expands the reach and appeal of bone broth with Drinkable Veggies

Bone Broths Co: The bone broth market is wide open

Bone Broths Co: The bone broth market is wide open

Beverage trends at BevNET Live from ashwagandha tea to pecan milk

Beverage entrepreneurs and trends to watch: From bone broth to pecan milk

Bone broth poised for significant growth in 2016, says BRU Broth

BRU Broth CEO: Bone broth is poised for significant growth in 2016

Trendspotting at the 2016 Winter Fancy Food Show

IN PICTURES: Beverage trendspotting at the 2016 Winter Fancy Food Show

EPIC co-founders Taylor Collins and Katie Forrest

EPIC Provisions sells to General Mills: ‘We felt like we couldn’t walk away from this opportunity’

More players are entering the drinkable soup category

More players are entering the drinkable soup category, which one says is the next big thing

Related Products

See more related products

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.