Noodo Puts Bone Broth in Pasta Sauce. It's Now in 1,000 Target Stores.

Bone broth, meet spaghetti night

You’ve probably seen bone broth sold as something to sip from a mug.

Now it’s in a jar of red sauce.

What's new

According to Noodo’s October 28 announcement, posted on NOSH as a promoted post by Noodo, all three sauces are rolling into the pasta sauce aisle at 1,000 Target stores.

Noodo lists an MSRP of $9.99 and says the sauces are also sold on Target.com and eatnoodo.com. Target.com does carry a product page for Noodo Chunky Tomato Pasta Sauce “with Grass-Fed Bone Broth, No Added Sugar.” We couldn’t confirm the store count or shelf price on Target’s site.

Bone broth found its way into the pasta aisle. It's still a sauce, not a supplement.The WellWham perspective

The founder's pitch

Noodo says Krasnow is a solo female founder who spent years working alongside her family’s sauce business. Her idea borrows from the peanut butter aisle, smooth or chunky, with the smooth sauces pitched at picky kids.

“Anyone who has fed a picky eater knows texture matters, especially for young kids who prefer smoother foods,” Krasnow said in the release. “The peanut butter aisle has always been smooth and crunchy, and I wanted to bring that same choice to pasta sauce.”

Noodo’s release says bone broth “naturally contains collagen, protein, and amino acids like glycine” and is “often associated with gut health and overall wellness.” Those are Noodo’s words. The release doesn’t say how much protein or collagen is in a serving.

Our read: functional food is moving into the pantry

This is our analysis. The trend this year is adding a buzzy ingredient to something you already buy, like protein mac and cheese or fruit granola with no added sugar. Noodo is doing that with pasta sauce. Going from launch to 1,000 Target stores in six months, as Noodo describes it, is a fast start for a new brand.

The reality check

It’s a pasta sauce, not a supplement. Any collagen or protein in a serving of sauce hasn’t been quantified by the brand, so don’t count on it to do what a protein shake or a doctor’s advice would. “No added sugar” doesn’t mean no sugar, because tomatoes have their own. Check the nutrition label for serving size, sodium and protein before you compare it with the jar you usually buy.

The close

Bone broth used to come in a mug.

Now it’s on the pasta aisle at Target. Read the label before you pour.

Sources