The Move
Bell's Foods LLC, the Greenwich, Conn.-based maker of one of America's oldest poultry seasonings, is stepping into the bone broth aisle this fall with Bell's Turkey Bone Broth — the brand's most consequential product extension since it introduced its Traditional Stuffing Mix in the 1970s. The 32 oz. carton carries a suggested retail price of $4.99 and will roll out to major grocery retailers across the Northeast beginning October 2026.
The Product Case
The broth leads with 11 grams of protein per serving, a figure the company positions as category-leading. Rather than relying on elevated sodium to drive flavor — a common formulation shortcut in the bone broth set — Bell's is leaning on its signature herb-and-spice blend to deliver taste. That differentiation matters on shelf: the retail bone broth segment has grown sharply over the past several years on the back of wellness positioning, but the category has also drawn criticism for high sodium counts. A lower-sodium entry with a recognized flavor heritage could carve a distinct lane, particularly with the health-conscious grocery shopper and the home cook who already reaches for Bell's seasoning at Thanksgiving.
For foodservice-adjacent buyers and retail delis sourcing ingredient broths in bulk, the launch also signals that Bell's is testing broader culinary utility. Dave West, co-owner of Bell's Foods LLC, framed the expansion around flavor-plus-nutrition demand: "We're bringing together nearly 160 years of culinary heritage with the nutritional benefits consumers are looking for today." The broth is marketed as suitable for sipping, soups, sauces, grains, and stuffing applications — a range that maps to both retail and light foodservice prep contexts.
Market Backdrop
The U.S. bone broth market has attracted significant investment from both specialty brands and major soup players as protein-forward, minimally processed formats gain traction across grocery channels. Kettle & Fire, Pacific Foods, and Swanson have all expanded broth SKUs in recent years, and private-label versions now compete aggressively on price in the commodity tier. Bell's entry at $4.99 positions it in the mid-premium band — above private label but below the premium specialty set — which is consistent with the brand's existing retail equity in the Northeast.
The regional rollout is a measured approach typical of smaller manufacturers managing production scale and distributor relationships. Bell's built its reputation across New England and the mid-Atlantic over nearly 160 years, and limiting the initial geography to the Northeast allows the company to prove velocity before pursuing a national footprint. Retail buyers in the region have already indicated strong interest, according to the company, suggesting initial distribution is largely secured ahead of the October on-shelf date.
For operators tracking ingredient costs and grocery channel crossover, Bell's move is a reminder that heritage brands with strong household recognition can compete in adjacent segments without the marketing spend that typically backs a challenger brand launch. The company is betting that brand trust built around holiday seasoning translates into trial in a wellness-driven category — and at $4.99 for 32 oz., the price-per-ounce is competitive enough to support that argument at retail.
The bone broth and functional broth segment continues to attract new entrants as foodservice operators and retail grocers alike respond to consumer demand for high-protein, clean-label formats.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
