Can bone broth, a familiar dish on the dining table, really be consumed as a beverage?

Kettle & Fire, an American brand founded in 2015 that sells bone broth, had sales exceeding $100 million in 2024. In March 2025, a portion of its equity was acquired for $43 million.

However, this brand doesn't sell the steaming bowl of bone broth we might imagine. Their product comes in Tetra Pak cartons, like milk cartons, which are poured into cups and heated for a few minutes before drinking.

Yes, Americans also drink bone broth; they call it "bone broth." This broth is made by slow-cooking meaty bones for a long time, often using beef or chicken bones, and may also include meat, vegetables, and spices, somewhat similar to "big bone broth" in China.

The hashtag "bonebroth" has garnered over 150 million views on TikTok. A search here reveals more ways to enjoy bone broth: microwave it in its packaging for an afternoon "soup" anytime, anywhere; brew it like instant coffee with hot water; or buy a freshly made hot drink at a store, similar to milk tea.

Actually, bone broth can also be made at home, just like making bone broth. Numerous tutorials on making bone broth can be found on YouTube. Using a pressure cooker, it takes two to three hours to cook, while simmering it in a slow cooker can take a whole day. It's also a common dish overseas.

However, the pre-packaged bone broth market remains very competitive, with emerging brands like Kettle & Fire, traditional soup brands like Pacific Foods and Swanson entering the fray, and even retail giants like Walmart, Costco, and Kroger launching their own bone broth products under their own brands.