Zoup launches organic bone broths with 20 grams of protein per jar

Zoup is betting that broth can sell on protein, purity and habit all at once. Its new USDA certified organic bone broths, introduced to retailers and attendees at Natural Products Expo West in Anaheim, come in chicken and beef varieties and each 14.5-ounce jar delivers 20 grams of protein.

The line sharpens the brand’s pitch in a crowded functional-food market. The chicken broth is made with free-range chicken bones, while the beef version uses grass-fed beef bones, a sourcing story designed to make the higher price easier to defend. Zoup listed the suggested retail price at $7.99 to $8.99, with nationwide retailer ordering already open and shelf availability planned for fall 2026.

That positioning reflects how the broth aisle has changed. Once sold mostly as a cooking base, bone broth now has to speak to multiple shopper motives at once. Some buyers want protein. Others want a wellness ritual they can sip. Still others want ingredient transparency, organic certification and a short, familiar label. Zoup is packaging all three into one jar, while keeping the product close to its culinary roots.

The company has also built enough broth depth to make the organic launch feel like an extension rather than a reset. Zoup already sells standard chicken and beef bone broths, reduced-sodium chicken and beef versions, spicy chicken bone broth and bone-broth-based culinary concentrates. Its broths are marketed as gluten-free, GMO-free and made without artificial ingredients or preservatives, and the brand says they are kettle-cooked in small batches and packaged in glass jars.

That heritage matters because Zoup is not trying to invent a new use case. It is giving shoppers more reasons to reach for broth in soups, stews, gravies, pasta bakes, casseroles, ramen and sipping applications. The move also fits the company’s premium stance in the category. Zoup said it was the highest dollar-velocity broth brand in MULO, citing SPINS data for the 52 weeks ended Jan. 25, 2026.

Founder and CEO Eric Ersher has framed the organic line as part of a larger progression, saying organic is “an evolution with more to come.” For a category long tied to comfort and recovery, the shift suggests the next battleground is not just flavor or function, but whether a pantry staple can earn a premium by promising all three: protein, wellness and cleaner-label credibility.