Knorr has introduced a bone broth collection in stick format, targeting consumers seeking convenient protein-rich broths that require no extended simmering. Each stick delivers 10g of protein and 6-9g of collagen per serving, dissolving in one cup of boiling water in minutes. The line comes in four flavors: Chicken, Beef, Lemon & Ginger, and Mushroom.
Retail Availability The bone broth sticks are now available at Walmart (starting at $6.96), Kroger (starting at $7.49), and Amazon ($6.99), with availability varying by location.
In-Store Sampling Knorr plans to distribute samples at Turkey Trots on November 26 in Dallas, Sacramento, Cincinnati, and Bentonville, offering hot chicken and beef bone broth to runners and spectators after the races.
Why It Matters
The launch reflects growing operator and consumer demand for shelf-stable, portion-controlled broths that serve as shortcuts for menu development and home cooking. At $6-7 retail, the sticks position Knorr competitively in the expanding bone broth category, which has benefited from consumer interest in collagen and functional proteins.
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Written by FBM Publications Editors
Frequently Asked Questions
What are the protein and collagen specs on Knorr's bone broth sticks?
Each stick delivers 10g of protein and 6-9g of collagen per serving. That collagen load puts Knorr competitive with premium players like Vital Proteins, but at a $6-7 price point that undercuts them significantly at retail.
Where can retailers and consumers buy Knorr bone broth sticks right now?
Walmart ($6.96), Kroger ($7.49), and Amazon ($6.99) have distribution live, with regional availability varying. Expect rollout velocity to accelerate post-holiday when Knorr amplifies its sampling push.
How is Knorr sampling this product to drive trial?
Knorr deployed hot samples at Turkey Trots in Dallas, Sacramento, Cincinnati, and Bentonville on November 26, hitting runners and spectators post-race when hydration and protein recovery are top-of-mind. It's a smart occasion-based play for a functional product.
What makes the stick format different from Knorr's existing bone broth offerings?
The sticks dissolve in one cup of boiling water in minutes—no extended simmering required. This delivers convenience-driven speed-to-consumption, which drives category adoption among at-home consumers and operators looking for menu shortcuts.
Why should category managers care about this launch timing?
Bone broth is a $2.5B+ category fueled by collagen and functional protein trends. At $6-7 per stick with 10g protein, Knorr is capturing the value-oriented mainstream consumer who won't pay $20+ for premium imports, effectively expanding the category's addressable market.
