In a webinar this week, research firm Innova Market Insights listed its Top 10 Trends in Sweets and Snacks, and many of those characteristics were also displayed in products at the Winter Fancy Food Show in San Francisco.

The word “wellness” is a buzzy term in the food industry, but what does it really mean? At NOSH Live Winter 2019, Elizabeth Stein, founder and CEO of Purely Elizabeth; Neda Daneshzadeh, co-founder and partner at Prelude Growth Partners; and Colleen Wachob, co-founder and co-CEO of mindbodygreen, explored the world of the wellness consumer.

Elizabeth Stein, founder and CEO of Purely Elizabeth, discussed how the brand’s focus on creating delicious, nutrient-dense foods has paid dividends since its launch in 2009. She also spoke about how the company has strategized around opportunities and challenges within a rapidly growing market for natural foods.

Day two of NOSH Live Winter 2019, held today in Santa Monica, California, offered insight from industry leaders on growing and scaling brands, cutting through the noise of a crowded space and when to follow your gut when making pivotal business decisions.