Zoup! Disrupts Category with Industry-First Functional Bone Broths

Farmington Hills, MI – Zoup! Specialty Products is redefining the bone broth category with a first-to-market innovation: Zoup! Functional Bone Broths. Combining the rich, intrinsic benefits of organic bone broth with wellness ingredients, this new lineup transforms broth from a cooking or sipping ingredient into a daily, warm functional beverage that opens the market up to new use cases and new buyers.

Available for nationwide retail ordering now for a January 2027 shelf rollout, the three-SKU, USDA Certified Organic lineup features a foundation of Zoup!’s organic chicken bone broth. Every 10 oz. glass jar serving delivers 10g of protein, 5g of collagen, and zero sugar across three distinct, ritual-based varieties:

• Breakfast Broth (Energy Blend): Formulated with 80mg of natural caffeine and 5g of prebiotic fiber, delivering a savory, gut-friendly alternative to traditional caffeinated drinks – perfect for a clean morning start or sustained afternoon pick-me-up.

• Restore Broth (Hydration Blend): Packed with electrolytes and essential minerals to support recovery and daily hydration, offering a nutrient-dense alternative to traditional sports drinks.

• Unwind Broth (Relaxation Blend): Infused with 175mg of magnesium to support stress relief and evening relaxation, serving as a comforting swap for evening tea or nightcaps.

Broth represents the 16th fastest-growing center-store category, with bone broth driving 65% of that growth—and 70% of those sales coming from organic offerings. Backed by a 20+ year culinary legacy, Zoup! currently stands as the #3 bone broth brand in Total U.S. Natural + MULO (SPINS, 8/9/26).

“Purposeful innovation and flavor have always been at the heart of our brand,” said Eric Ersher, founder and CEO of Zoup! Specialty Products. “With Functional Bone Broths, we’re supporting people’s healthy lifestyle choices, while creating new occasions for consumers to shop bone broth. We’re also giving our retail partners an opportunity to expand with a new broth subcategory that’s aligned to the growing functional wellness space.”

About Zoup! Specialty Products

Zoup! got its start in 1998 by bringing restaurant-quality soups and broths to communities across the country. After serving customers face-to-face for over two decades, the team leveraged its culinary heritage to craft premium retail offerings, including glass-jar broths, Culinary Concentrate™ broth bases, and shelf-stable soups. Zoup! products are available in over 20,000 retail locations nationwide and online. For more information, visit ZoupBroth.com and follow @ZoupOfficial on Instagram and Facebook.

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