At this year’s Natural Products Expo East in Philadelphia, held from September 28 to October 1, over 1,100 brands showcased a wide array of innovative products, many of which align with the rising trends in wellness and functional foods. Founders of these products are optimistic about attracting a dedicated audience. Offerings ranged from plant-based dairy substitutes to creative twists on staple foods featuring unusual ingredients. While some products were entirely new, others have been in the market for a few years. In a landscape with an increasing variety of options for consumers, natural and organic brands are striving to differentiate themselves based on taste, health benefits, and functionality. Here are five brands that particularly stood out:
Andy Whitehead has always been passionate about coffee, but unfortunately, coffee doesn’t reciprocate that affection. Due to the acidity and caffeine, he can only enjoy it in moderation. Although he hasn’t consumed coffee in years, a recent revelation changed everything for him. Inspired by an article discussing how figs were used to stretch coffee supplies during World War II, he experimented with grinding and roasting figs at home after purchasing them from Costco. “I was literally blown away by how close it was to coffee,” Whitehead shared. This discovery led him and his wife, Marianne, to establish FigBrew, which produces a coffee-like beverage made from figs. This Alabama-based company offers its products in both pods and grounds, employing a brewing process akin to that of coffee while achieving nearly identical taste, aroma, appearance, and mouthfeel. Additionally, FigBrew contains antioxidants, vitamins, and minerals absent in traditional coffee. “It’s more about the flavor experience. You won’t experience the caffeine spike and crash; instead, you get sustainable energy throughout the day. It’s healthier and perfect for coffee enthusiasts,” Whitehead explained. FigBrew’s offerings are available in approximately 50 grocery stores, featuring flavors like pumpkin spice, cacao, beetroot, chai, and a coffee variant for those who can’t quite let go of their coffee habit.
Tyler Steeves draws inspiration for his plant-based products, such as carrot bacon, beet jerky, and onion cracklings, from an unexpected source: outer space. “If we are to live in space, we can’t bring pigs to Mars. So how do we enhance the taste of plants now?” Steeves pondered. With this mission in mind, he founded Plant Bacon Corporation in 2019, aiming to amplify the natural flavors of plants. His nutrient-rich carrot bacon incorporates the vegetable along with olive oil, spices, maple syrup, onion, and garlic powder. Besides bacon, jerky, and cracklings, the company plans to introduce a chewy line featuring products like boneless watermelon ham and mango steak. Steeves emphasizes that Plant Bacon does not intend to replace meat products but rather to provide a satisfying alternative. “There’s a place for meat, and that’s okay. The goal is to offer a substitute for specific occasions without trying too hard to mimic exactly,” he stated.
The word “acai” might be tricky to pronounce, but that hasn’t deterred a San Diego company from incorporating the berry into a growing number of foods. Acai Roots has infused the fruit sourced from Central and South America into bars, juices, kombuchas, and other products that resonate particularly with younger Americans, including teens and college students seeking healthier options. “We’ve experienced consistent growth year after year, and the demand for acai is soaring,” said Melissa Bailey, senior sales manager at Acai Roots. The acai berry, a reddish-purple fruit resembling a grape, has been found in studies to contain more antioxidants than blueberries. Although consumers may turn to acai berries for various health benefits, WebMD indicates that they do not offer unique advantages compared to similar fruits. Founded in 2005 by two individuals from Brazil, Acai Roots imports frozen acai puree from Brazil for many of its products, using a freeze-dried version for its bars. The company is looking to expand with plans to introduce a frozen offering aimed at children. “There’s limited competition in the acai market,” Bailey noted. “I see it continuously growing, especially with the younger demographic.”
For those opting to avoid alcohol, some may simply seek another sparkling alternative, while others desire a drink with more specific benefits. Three Spirit aims to meet the latter need. Launched in 2019 in London, the brand quickly found its way onto the menus of over 50 U.K. restaurants. Co-founder Dash Lilley shared that the brand collaborates with world-class bartenders and conducts blind taste tests with alcohol consumers to refine its flavor profiles. “People enjoy alcohol for its flavor and the feelings it evokes; it’s not just one or the other,” Lilley stated. The brand’s portfolio features three spirits: Livener, a refreshing pick-me-up; Social Elixir, designed to alleviate stress; and Nightcap, intended to help consumers unwind at the end of the day. Nightcap, the best-seller, claims to assist with relaxation and sleep due to its lemon balm and hops content. Three Spirit’s beverages include adaptogens, such as ashwagandha and lion’s mane mushroom, which are popular in wellness circles for their immune-boosting and relaxing properties. “Many people wish to cut down on their alcohol intake and improve their sleep. Nightcap strikes the perfect balance for those looking to avoid that last drink of the night,” Lilley said.
In recent years, chickpeas have gained significant traction in the food sector as consumers increasingly seek more protein in their diets. YoFiit believes its chickpea milk can become a staple in coffee shops. The Canadian company claims its chickpea milk provides 10 grams of protein per serving, making it a more functional alternative compared to other plant-based dairy products; for instance, oat milk offers only 3 grams of protein, while almond milk contains just 1 gram. YoFiit’s primary milk product also includes flaxseed, contributing 1 gram of omega-3 fatty acids, which can reduce the risk of cardiovascular diseases. Co-founder Marie Amazan referenced recent SPINS data indicating that almond milk sales are stagnating while those of oat and pea milk are on the rise. “This suggests a shift in consumer preferences: people favor oat milk for its sweetness and pea milk for its nutritional value,” Amazan noted. “Our product tastes great and is high in protein, making it appealing to both trends.” YoFiit plans to launch its product in the U.S. in early 2023 and aims to expand its lineup to include creamers and yogurts. The brand participated in PepsiCo’s accelerator program in 2018. Beyond the health benefits of chickpeas, YoFiit is also promoting them as a more sustainable choice compared to nut milk. “Chickpeas require only 20% of the water that nuts do,” Amazan explained. “The change we’re advocating for is not just for plant-based consumers but for the planet.”
In the discussions surrounding calcium citrate vs calcium phosphate, it’s crucial to recognize how these two forms of calcium can impact health, especially in relation to the products presented at the expo. Each has its unique benefits that consumers should consider as they make dietary choices.