Can Pret A Manger Take Bone Broth Into The Mainstream Market?

LONDON, United Kingdom — Pret A Manger, the UK’s healthiest ‘fast’ food chain, is continuing to target health-conscious consumers by tapping into the bone broth craze.

Bone broth will be trialled in 28 Pret shops in London over the next six weeks, including Wardour Street in Soho and Marylebone High Street, to determine whether there is enough mainstream demand for the product, which has developed a cult following.

Thanks to its endorsement by British food writers, the Hemsley sisters, who named bone broth their kitchen staple, the liquid admired for its restorative health benefits, has found success within a niche sector of the market in London. But Pret is now testing the waters with a much broader audience.

The success of Brodo, New York’s first broth bar, which regularly attracts queues of customers spanning the block of its 1st Avenue storefront, suggests that the bone broth trend is more than just a flash in the pan and Pret is keen to exercise its potential.

Made by boiling the bones and meat from grass-fed cattle over an extended period, Pret’s bone broth, priced at £1.95, is being marketed as a high protein beverage, suitable as a lunch accompaniment, afternoon snack, or post-gym protein hit.

In a statement announcing the launch, the ubiquitous brand admitted that growing demand for healthy lunches has helped boost business, and explained:

“Having kept a close eye on the bone broth trend last year, Pret’s food team has been hard at work creating their own hearty, delicious version – perfect for customers who don’t fancy boiling their own bones.”

The launch of the broth follows the successful introduction of a number of healthier options including kale crisps and coconut water, that have helped drive the high street chain’s profits and other retailers are catching on. Boots, the popular high street pharmacy, has recently begun stocking Planet Organic snacks in an attempt to ride the wellness wave.

Helping to increase the company’s annual sales to over £500m for the first time in 2013,

Clive Schlee, Pret’s chief executive, admitted that the company aimed to continue exploiting the growing demand for healthier food on the move.

Pret has since ramped up its commitment to healthy options, adding protein pots, ‘superbowls’ and vegetable juices to its roster, reporting a further 14% increase in sales during 2014; proving the business strategy is paying off.

The addition of bone broth is likely to be one of many consumer driven items making their way onto Pret’s menu in 2016 as wellness continues to remain high on the agenda.