Organic bone broth brand Butcher's is positioning itself as a standalone brand from its parent company, Roli Roti. Following steady growth and an eight-figure business, the bone broth brand is unveiling a comprehensive refresh, including a new website, updated packaging and expanded national retail presence.

The newly launched Butchers.co brings Butcher's craft and quality to life online through a clean, easy-to-navigate experience. Visitors can explore its full line of chicken, beef and ginger turmeric flavors, discover recipes and serving ideas and learn more about the brand's sourcing and slow-simmering process. The refreshed site showcases Butcher's commitment to transparency, craftsmanship and culinary tradition.

As part of its evolution, Butcher's has introduced a packaging redesign rooted in the idea that design builds trust.

"Packaging isn't just about looking good on a shelf — it's a tool for communication," said Thomas Odermatt, founder of Butcher's. "Our consumers often face health challenges like gastrointestinal issues or allergies, and they rely on our simplicity: only three ingredients, no additives. Aesthetics, clarity, and transparency show them that we care — and that they can trust us."

The new packaging reflects this philosophy with a clean, minimalist look that balances heritage and modernity. Each label incorporates subtle nods to the brand's Swiss roots — countryside-inspired motifs and etching-style animal illustrations — paired with contemporary typography. The phrase "so good, it jiggles" now appears on every bottle, celebrating the natural collagen that gives Butcher's its signature viscosity.

Butcher's has expanded from the aisles at Whole Foods, Costco, Sprouts and Publix to more select grocers nationwide such as Harris Teeter, Albertsons and Roundy's.

Source: Butcher's