Expo West: Protein Balls, Pasta, Plant-Based Eggs and ‘Paw Patrol’

The Nosh team hit the aisles of the Anaheim Convention Center for another ashwaganda-packed day at Natural Products Expo West. Here’s a digest of more news, observations and trends spotted at the event.

Protein Ball Business Updates

Scott’s Protein Balls (Booth #N234) has debuted with a new, sleeker brand look that uses solid color backgrounds, a cleaner logo and simplified callouts across its 6-SKU product line. The pouches aren’t the only new attribute; Scott’s also reformulated the entire line, removing erythritol, stevia and added gums. The brand is also transitioning from pea protein to fava bean protein; that timing was surreptitious, said co-founder Lori Levine, noting that pea protein prices are increasing at the moment.

The five-year-old brand is currently sold in over 300 stores along the East Coast. It has also recently begun offering private label services, which opened up new business with acai bowl chain Oakberry. The QSR smoothie store sells 2-count co-branded packs of the brand’s protein balls at over 35 locations around the U.S.

Elsewhere on the floor, Sphere (Booth #7916) showed off its 4-SKU line of refrigerated, “well-rounded snacks” available in two Almond Butter varieties – Cherry & Chocolate and Cinnamon & Raisin – in addition to Cashew Butter-based SKUs Banana & Chocolate and Raspberry & Coconut.

The products contain oats, fruit and flax seeds as well as whey protein and collagen. The clean label balls are sweetened with natural honey and forgo the use of artificial flavors or preservatives. Their most defining feature, however, may be the packaging. Each 3-pack of protein balls come stacked in a paperboard tube with a metal lid.

Meanwhile, New Jersey-based Protein Power Ball unveiled its new brand identity as Day Out Snacks (Booth #8122). According to founder and CEO Becky Dheri, the new moniker better communicates the brand’s positioning as an on-the-go, all-day snack.

Founded in 2018, the brand produces a line of plant-based, dessert-inspired protein balls crafted with ingredients like cashew butter, dates, and a blend of pea protein, chickpea, sacha inchi and chia seeds. Available in five flavors – Brownie Batter, Cinnamon Bun, Cookie Dough, Peanut Butter Cup and Blueberry Muffin (debuted at the show) – each serving has 9 grams of protein.

The Rise Of Value-Added Pasta

Amid the many trends seen on the show floor this year, one thing remains clear: consumers still love pasta. As with many other packaged food and beverage categories, the humble noodle is getting the “better-for-you” treatment, with various brands developing new varieties that cut the calories and add nutritionals to make guilt-free versions of the high-carb staple.

Liviva (Booth #N310) showed off its low-carb, high-protein Shirataki pasta. The “miracle noodles” are made from konjac and tapioca flour and fortified with oat fiber to create diabetic-friendly dried spaghetti, noodles and instant rice with only about 25 calories per serving. Liviva also makes high-protein pastas (spaghetti, fettuccine and linguine) made with pea protein powder, mulberry leaf powder and konjac, which pack about 27 grams of protein per serving.

Low-carb brand Carbe Diem Foods (Booth # 2031) was sampling its three new SKUs: angel hair, cavatappi and orzo. The Minneapolis-based, General Mills-backed brand’s products claim to have about 50% fewer carbs and more fiber than traditional pastas. The new portfolio additions join five other varieties (penne, rotini, spaghetti, elbows and fettuccine).

Puglia, Italy-based pasta maker Andriani (Booth #5448) unveiled its Felicia brand pasta that also leans into high protein and high fiber. The brand uses spirulina and red lentils to add nutritional value to its noodles. The brand touts its closed loop system of production to grow its spirulina and reuse the water in the process to make a circular economy, adding a sustainability angle to its value proposition.

Other brands positioned in value-added pastas for years brought new products to Expo West. Brami (Booth #N2006) was sampling its lupini bean Mezze Rigatoni Protein Pasta while 3 Farm Daughters (Booth #N947) was displaying its orzo collab product with Food Network star Molly Yeh and its high-fiber penne.

Plant-based Eggs Abound

With the U.S. avian flu outbreak spreading and egg prices surging, plant-based eggs are offering a reliable alternative for consumers amidst the chaos – and there was no shortage of brands on the show floor.

Israeli startup Yo Egg (Booth #N910) showcased its latest creation, The Patty One. The new offering, crafted with sunflower oil, soy and chickpea protein, was designed as a plant-based solution for on-the-go breakfasts like breakfast sandwiches and will launch in both retail and foodservice. Additionally, a spokesperson for the brand said Yo Egg is committed to price reduction to make its products – which also include Poached and Sunny Side Up – more affordable for consumers. It will reduce the price of its products from $6.99 to $5.99 in April.

Elsewhere, Crackd (Booth #2473), the U.K.’s leading plant-based liquid egg, made its stateside debut. The liquid whole egg replacer features pea protein as its hero ingredient and can be used for egg dishes like omelettes and scrambles as well as in pancakes and baked goods. The product, expected to launch in Q2, carries a SRP of $6.49-$6.99 per pouch.

Eat Just (Booth #N1111) was highlighting its flagship products, Just Egg (a liquid egg replacer) and Just Egg Folded (folded plant-based eggs you can pop in the toaster). Unlike most of its competitors, Eat Just uses mung beans as its base ingredient. According to founder Josh Tetrick, the brand has grown five times faster this past month compared to the same period last year.

Sweet Nothings Lands Licensing Deal For Walmart Rollout

Organic snack maker Sweet Nothings (Booth #5168) is big-box bound, thanks to a licensing deal with media company Paramount. The brand recently launched a pair of squeezable fruit pops featuring “Paw Patrol” characters on the packaging into 2,800 Walmart stores, according to co-founder and CEO Jake Kneller.

Available in Berry Lemonade and Apple Berry flavors, the products are made with organic fruit – including upcycled strawberries, dates and bananas – plus ground chia seeds, with no added sugar. The rollout represents Sweet Nothings’ significant entry into the conventional channel, broadening its footprint beyond Whole Foods Market, Sprouts Farmers Market and select Target stores, per Kneller, who noted the partnership with Paramount began at Expo West two years ago when the team approached the brand in search of “healthier items to license.”