Butcher’s Bone Broth expands into Target, scales fresh wellness proposition

Butcher’s Bone Broth is taking its refrigerated wellness pitch into more than 175 Target stores, a move that turns a once-niche bone broth into a mass-market test of whether fresh, functional nutrition can win repeat grocery trips.

The rollout comes after a year of rapid retail gains. Butcher’s said it added more than 10 new retail partners in 2025 and expanded shelf presence by more than 35% across existing accounts, signaling that the brand’s growth is no longer confined to a single channel. Its company bio says the broth is now sold in more than 10,000 locations nationwide, including Costco, Sprouts Farmers Market, Whole Foods Market and Publix.

That distribution footprint matters because Target already carries multiple bone broth options, including organic and gluten-free varieties, so Butcher’s is entering a category shoppers know well. The question is whether its refrigerated positioning, premium organic sourcing and clean-label message can give it an edge in a crowded set where convenience and merchandising often decide what lands in the basket.

The brand is leaning hard into freshness and simplicity. Its website says the broth is refrigerated for ultimate freshness and quality, contains no salt, alliums or additives, and is free from all nine major allergens. Butcher’s also says the product is naturally rich in protein and collagen, with amino acids such as glycine and proline that support digestion, joint health and overall wellness. That combination gives the brand a broader appeal among shoppers following anti-inflammatory, keto, gluten-free and low-FODMAP lifestyles.

The Target push also underscores a bigger retail trend: liquid nutrition is increasingly being sold not just as a protein count, but as a clean, easy-to-understand staple. In grocery, that puts bone broth alongside refrigerated dairy, functional beverages and other better-for-you items that depend on trust, ingredient transparency and daily-use convenience more than novelty.

Butcher’s identity is closely tied to its founder, Thomas Odermatt, a third-generation butcher who launched the business in 2015 after coming to the United States from Switzerland to open a rotisserie food truck. Gregory Lok serves as president as the company scales from a craft-rooted brand into a broader food and wellness player.

The momentum is showing beyond store shelves too. Instacart included Butcher’s on its emerging-brands list, which is based on sales-velocity growth, and said in 2025 that challenger brands drove more than 6x sales growth and more than 2x customer growth versus the top 80 CPGs. For Butcher’s, Target is more than another account. It is a retail validation test for whether fresh bone broth can move from wellness experiment to mainstream refrigerated staple.