OXO is rolling out a raft of new launches this month, including Bone Broth, Signature Ready-to-Use Stock, and Stock Powder. It will also be introducing a new category-first packaging innovation with the first-ever fully recyclable drum across its Stock Powder range.
OXO’s new Bone Broth, made using British meat and bones, launches as Bone Broth continues to grow in popularity in the UK following rapid growth in the US, where it accounted for more than 10% of sales value in the ambient stock category during 2024. The new OXO range is designed to appeal to individuals seeking the benefits of collagen and protein. The Chicken Bone Broth has 15g of protein and 5g of collagen per pack, and the Beef Bone Broth has 18g of protein and 12g of collagen. Both flavours are made with natural ingredients and are preservative-free.
Made with natural ingredients including high-quality, UK-sourced produce, OXO’s new Signature Ready-to-Use Stocks have been simmered for up to 15 hours, extracting rich flavours that can be poured into a dish to enhance everyday meals, from gravies and pies to ragus and ramen. Available in Succulent Chicken, Rich Beef and Vegetable flavours, the new Signature Ready-to-Use Stock will also debut a new resealable format, offering consumers more flexibility to use across multiple occasions.
Meanwhile, OXO’s Stock Powder is a category-first proposition, with the brand identifying the need for products that can effectively thicken dishes, such as soup. Delivering the dual benefits of thickening and adding flavour, the powder aims to simplify home cooking.
Available in three variants — Chicken & Herb, Garden Vegetable, and Mediterranean Vegetable — the new Stock Powder comes in a fully recyclable drum, a first for the category, made from 55% recycled content, offering a more sustainable packaging format.
Mark Alldred, Senior Global Marketing Director of flavours and seasonings, commented: “At OXO, our vision is to keep evolving our range to meet the needs of modern consumers, ensuring it remains a must-stock in every kitchen. Our three new launches use quality ingredients to add delicious flavours that elevate a wide array of meals and provide nutritional benefits. With high brand awareness among shoppers, OXO is the perfect brand to help retailers drive sales in the stocks category.”
OXO’s Bone Broth (MRSP: £3.75), Ready-to-Use Stock (MRSP: £2.50), and Stock Powder (MRSP: £2) will be available in selected supermarkets from 13th October, subject to availability. The launches will be supported by a marketing campaign, including OOH, social media, YouTube and in-store activity, throughout the remainder of 2025 and into 2026.
