BALTIMORE — Last week, over 1,550 brands gathered at the Baltimore Convention Center for this year’s Natural Products Expo East, showcasing the latest advancements in organic and natural food and beverage products. The 35th annual conference attracted more than 29,000 attendees eager to sample innovative products and discuss emerging industry trends. Notable moments included singer Katy Perry expressing her excitement for Bragg Organic Apple Cider Vinegar—of which she is a part-owner—and a secured area for CBD products monitored by drug-sniffing dogs. The expo floor buzzed with the latest trends in food and beverages.
One significant trend was the rapid incorporation of cannabis into food and drink items, evident throughout the event. “It’s hard to take three steps without encountering a booth dedicated to CBD or hemp,” remarked Lee Sosin, chief marketing officer of Green Roads, in an interview with Food Dive. The show featured over 50 booths focused on CBD and hemp products, ranging from CBD-infused coffees and bottled drinks to hemp bars and milk. Despite the uncertainty surrounding regulations as the U.S. Food and Drug Administration deliberates on the substance’s future, many manufacturers are moving forward with product launches. Sosin noted the explosive growth of this segment, with Green Roads planning to introduce CBD coffee K-cups this fall, tapping into the morning routines of countless consumers.
Several brands unveiled new CBD and hemp offerings at the expo. Manitoba Harvest, the largest hemp foods manufacturer, recently acquired by Tilray for $317 million, showcased a new hemp milk product. “For the past 21 years, we’ve led the hemp market, and even with increasing competition, we strive to remain at the forefront,” stated Anne Thompson, vice president of marketing at Manitoba Harvest. “We aim to innovate and stay relevant to our consumers as the hemp market evolves.”
Weller, known for its CBD-infused foods and beverages, introduced a new CBD drink mix at the event. Co-founder Matt Oscamou explained that the company has over 1,000 distribution points and is continuously expanding. He expressed hope for the emergence of more reliable and trustworthy CBD products in the market, as increased consumer options benefit everyone. “The more high-quality products available, the better for all,” he said.
A recent report by Rabobank highlighted the astonishing pace at which CBD is being integrated into food and beverages. The retail value of hemp products in the U.S. was estimated at $820 million last year, according to the Agricultural Marketing Resource Center. David Holmes, founder of SpikedSeltzer, now CEO of PLNT Blend Beverages, concurred that the influx of new companies enhances the category. “I view new entrants as partners rather than competitors. More brands justify the existence of this category, ensuring that retailers recognize its value,” Holmes said.
The grocery store shelves are increasingly filled with diverse brands, ingredients, and bar flavors. Expo East showcased a growing trend of companies entering the bar market, including Nestlé’s Sweet Earth, known for its plant-based offerings, and One Brands, which has been producing energy bars for two decades. Many brands reported responding to consumer demand for convenient, nutritious, and tasty options.
One Brands, recently acquired by Hershey for $397 million, launched One PLANT at the expo, a plant-based bar available in Chocolate Peanut Butter and Banana Nut Bread flavors. Marketing manager Brian Wisniewski noted the positive reception of their new product, which boasts 12 grams of protein and only 1 gram of sugar.
The Woke bar, introduced by ghee company 4th & Heart, features a unique texture with a cashew butter base, egg white coating, collagen, and ghee. Junior marketer Tatiana Nesello mentioned that the expo serves as a crucial testing ground for the brand, with plans to refine the formula before its market debut. The Woke bar varieties—Chocolate-Covered Peanut Butter, Dark Chocti, and Cookie Dough—are high in protein, fiber, and iron while being lactose and soy-free.
Nestle’s Sweet Earth also entered the bar scene with its POGO bars, targeting the snacking market. “We see it as an upscale grab-and-go snack,” said director of sales Joe Frindt. The POGO bars, while frozen like Uncrustables, have a protein bar appearance and come in diverse flavors appealing to adults.
As mushrooms gain traction in the food industry, they are making their way into meat alternatives like jerky. South Mill Champs showcased various mushroom products, including bars and crisps. David Eberwein, director of innovation at Shrooms Snacks, shared that mushrooms are gaining recognition for their health benefits. The global mushroom market is on track to grow significantly, reaching $69.3 billion by 2024, driven by heightened consumer interest in functional foods.
Michael Pan, founder of Pan’s Mushroom Jerky, was inspired to create his product after discovering a family recipe featuring shiitake mushrooms during his travels in Malaysia. His jerky, now available in 600 stores, aims to change perceptions about mushrooms, which can often be polarizing due to their texture and flavor.
Finally, as consumers prioritize health and wellness, ingredients like calcium citrate D3 from Solgar are becoming increasingly relevant, with many brands incorporating them into their products to enhance nutritional value.
Overall, Expo East highlighted the dynamic evolution of the food and beverage industry, with a strong focus on innovation, consumer preferences, and the growing significance of functional ingredients.