BALTIMORE — Navigating the array of “crazy new products” at Natural Products Expo East last week was a daunting task, with over 9,000 booths showcasing food and beverage innovations—specifically, 9,106 to be precise. In true journalistic fashion, I arrived hungry and began my exploration on the top floor, making my way down. What initially seemed “crazy” quickly morphed into “trendy.” While it might sound odd to pair Exo’s whole roasted spicy taco crickets with a gulp of pickle juice sports drink from the Pickle Juice Company, such combinations are now among the hottest food trends. There are cricket flour options for enthusiastic bakers and Sriracha cricket chips for snackers. Fresh dill pickle juice has even made its way into typically sweet treats like ice cream, slushies, and marshmallows.
The food landscape today is undeniably “crazy,” as innovation has become essential for even the largest companies to not only survive but thrive. This explains why major brands such as Kraft Heinz, PepsiCo, and Tyson have recently partnered with or launched food incubators in just the past eight months. So, what innovative products did I try? If it can be grown, it can be puffed. The aisles were filled with samples of airy snacks, including Taali’s popped water lily seeds, Snacklin’s puffed veggie crisps, I Heart Keenwah’s quinoa puffs, Crunch-a-mame’s edamame snacks, Hippeas’ chickpeas, Hopapops’ popped lotus seeds, Sun Tropic’s mochi rice bites, 24 Mantra’s Indian-flavored organic grain snacks, and 4505 chicharrones for meat lovers. The list is extensive and reflects a growing trend. A report by IRI, referenced by Snack Food, indicated a 4.45% increase in dollar sales for puffed and extruded snacks for the year ending April 16, 2017, with projections suggesting the market could reach $31 billion by 2019.
Why the emphasis on puffs? In “Salt Sugar Fat,” food scientist Steven Witherly discussed with author Michael Moss how puffed snacks dissolve quickly in your mouth, a phenomenon he termed “vanishing caloric density.” Witherly explained that if something disintegrates rapidly, the brain perceives it as having no calories, leading to continuous eating. This scientific explanation might clarify the popularity observed at Expo East, but many companies echoed a simpler sentiment: “Why not?” The ability to puff a wide range of foods allows companies to experiment with diverse flavor profiles, moving beyond classic cheese to incorporate international flavors like Thai curry or tikka masala, all while utilizing nutrient-rich ingredients such as legumes and ancient grains. Puffed snacks also cater to consumers’ demand for crunchy yet healthier options, particularly when made with minimal or no oil. Additionally, many of these snacks boast impressive protein content—8 grams, 12 grams, or even 22 grams—in each small bag, prominently highlighted on most packaging.
Moving on from puffs, Ayurvedic herbs are gaining traction, as noted by Sarah Schmansky, vice president of growth and strategy at Nielsen, during an ingredients trends panel at the conference. “Turmeric is well-known. Moringa is emerging. Ashwagandha is less familiar,” she noted. Moringa and ashwagandha are just beginning to capture the attention of consumers intrigued by their reputed health benefits, such as reducing inflammation and lowering cholesterol. Despite being relatively new, moringa is experiencing significant growth. Schmansky pointed out that data from New Hope Network showed a staggering 460% increase in new products featuring moringa at Expo West from 2014 to 2017. “Moringa is poised to become a superstar ingredient, potentially surpassing kale as the super green,” she remarked.
According to the product list from Expo East, nearly 100 showcased items incorporated moringa, including Vegan Rob’s moringa puffs, Lotus Food’s pad Thai rice noodles, Kuli Kuli’s energy bars and smoothie mixes, and various teas containing the herb. Kale, however, is not yielding its superfood status easily, with over 300 products featuring the leafy green at the event. Ashwagandha, like moringa, was also a popular ingredient in numerous beverages, including REBBL’s Ashwagandha Spicy Chai and 3 Roots Mango (which combines ashwagandha, ginger, and turmeric), as well as many of Holy Kombucha’s drinks. REBBL cleverly paired ashwagandha with mango to counterbalance the herb’s more bitter taste.
At the Lakanto booth, Greg Hall, vice president of inside sales, busily prepared brownies and waffles, while attendees sampled various chocolate bars made with the company’s monk fruit sweetener—a natural sugar alternative derived from fruit. “Monk fruit is 2.5 to three times pricier than stevia,” Hall explained, highlighting the challenges of extraction. Unlike stevia, monk fruit lacks the distinct flavor profile that deters some consumers, making it more appealing. This wider acceptance is crucial as Lakanto vies for its share of the increasingly competitive sweetener market, where sugar is often vilified. “The race for alternative sweetener innovation is on,” said Eric Pierce, vice president of business insights at New Hope Network, during the conference’s ingredients trend seminar.
The competition in Baltimore also encompassed coconut sugar, xylitol, agave, and, of course, stevia. However, monk fruit has significant breakout potential, provided companies invest in the supply chain. The fruit, native to a small region in southern China and northern Thailand, is challenging to cultivate, requiring specific conditions and a lengthy germination period. Furthermore, it doesn’t store well when fresh, and the extraction process for the minuscule amount used in sweetener production is complex and costly for export. These factors have likely hindered its rapid mainstream adoption.
In addition to Lakanto, Health Garden presented its version of the sweetener, while companies like In the Raw and Whole Earth Sweetener Company offered monk fruit blends with stevia, likely created to reduce costs. One drink, a monk fruit sparkling soda from Talking Rain Beverage Company, showcased this ingredient.
At their Expo East booth, husband and wife team Roger Gerber and Beth Allison Kaplan, owners of Blackwing Quality Meats, highlighted their exotic offerings, including wild boar, ostrich, and elk. “We’ve been doing this for 21 years. We started the ostrich industry back in 1989,” Gerber stated. While Blackwing has thrived in the exotic meat sector for over two decades, the trend has intensified in recent years as consumers become more adventurous. A 2017 report from GlobalData indicates that millennials particularly enjoy exploring new flavors and foods, with exotic meats experiencing a 37.6% sales increase, according to a 2015 Nielsen report. The booths in Baltimore featured a variety of game meats, including elk, bison, and boar.
Moreover, meat companies are increasingly utilizing the whole animal to minimize food waste and create unique products appealing to a curious generation. Kaplan noted, “from tongue to tail, every muscle is used” at Blackwing. Union brand has added its own twist on exotic meats with Whole Earth Bites, incorporating not just meat protein but also plants and grains, with one product featuring grass-fed bison, hemp seed, eggs, and blueberries. Various jerky products also showcased different meats, including Patagonia Provisions Buffalo Jerky and Pearson Ranch Elk Beef Jerky.
For those who prefer plant-based options, this expo catered to you as well. Craving a teriyaki jackfruit bowl? The Jackfruit Company has you covered with its smoked pulled jackfruit. Missing the flavor of chicken pot pie without the meat? Alpha Foods offers at least five varieties, including Chick’n Pesto and Beefy Cheddar. At Wunder Nuggets’ stand, a vegan Minty Lentil option boasts plant-based protein, replicating the texture and taste of chicken.
In the jerky space, mushrooms emerged as a popular meat alternative. Pan’s Mushroom Jerky successfully mimicked the chewy texture of beef jerky, available in flavors from Zesty Thai to Applewood BBQ. Savory Wild also featured Portobello Jerky and Shrooms Honey Chipotle.
Dairy alternatives were not left out, with yogurt, cheese, and milk companies showcasing their plant-based options. Lavva offered creamy, nutty yogurts made from pili nuts and coconut water, while Origin Almond provided samples of its cold-pressed almond milk and juices. The surge of exhibitors highlighting their plant-based dairy and meat substitutes was anticipated. According to Bloomberg, referencing Nielsen and the Plant Based Foods Association, plant-based food sales soared by 20% last year, exceeding $3.3 billion, with the plant-based meat sector alone rising 24% from 6% the previous year. In contrast, during the same timeframe, animal meat sales grew by only about 2%.
Among the many innovative products featured, the wls calcium soft chews stood out, providing a convenient and tasty way to supplement calcium intake. These chews were not only a hit at the expo, but they also exemplified the trend toward functional foods that cater to health-conscious consumers. With the emphasis on wellness at the event, it’s no surprise that wls calcium soft chews were showcased alongside other forward-thinking products, appealing to those seeking both taste and nutrition in their choices.