Nosh Staff

In our first notebook from Natural Products Expo West 2022 this week: the first look offers better-for-you takes on indulgent treats; following Perfect Keto acquisition, Superfat expands assortment; Plant-based proteins looks to fill ready-to-eat gap; Attendees enjoy fading COVID regulation and more.

Exhibitors at this year’s show are bringing plenty of better-for-you foods to Anaheim ranging from new plant-based meat and dairy products to alternative grain innovations. Here are eight new foods, reformulations and total rebrands to look for at Expo West.

In the latest episode of Elevator Talk, we feature leaders from Creamalicious, Wellious, Wildland Coffee, Graza, and Kahenmei. Watch founders and CEOs introduce their brands and provide a recap of recent news and updates. This week’s special co-host is Brandon Partridge, a principal with 202 Consumer Ventures, who shared his thoughts, questions and feedback with the participants.

While the CPG community is making its way back to Anaheim for the first in-person Natural Products Expo West since 2019, many brands are geared up and plenty of new product launches are already rolling in. Here’s an early preview of some of the new products debuting at the show you should check out.

BetterBrand founder/CEO Aimee Yang spoke about how she analyzed the opportunity to create a better-for-you bagel, why raising her first $1 million was both remarkable and lamentable, the fortuitous way she met several investors, what she wanted to convey in branding and package design and why she embraces a “software mindset” when it comes to iteration.

This week’s new food launches focused on function and saw brands adding benefits while maintaining a focus on flavor. Here’s the latest allergy-friendly, plant-based, and adaptogenic products to launch this week including new flavors from Lil Bucks and Parktake and functional innovation from ZEGO and Clevr Blends.

Packaging that draws consumers to a product on-shelf doesn’t always pop on screen. In today’s world of omni-channel shopping habits, where shoppers are discovering new brands in-store and online, food companies have been challenged to shift to new strategies, rethink old tactics and help their product find a new sweet spot for success.

Although the trend of low-sugar foods continues to gain momentum, that does not mean consumers are willing to forgo sweets altogether. Check out the latest from brands including Cocomels, Ruby Jewel and Highkey.

This week we’re joined by Kat Cole, the president and COO of rapidly growing wellness brand Athletic Greens, who spoke about how she’s applying her extensive experience in branding, leadership and community building to the recently minted unicorn company, which last month raised $115 million at a valuation of over $1 billion.