Expo West: Refreshes and Reformulations, Much Ado About Dates and More

If Natural Products Expo West was a sign of what’s to come, then brands will be hunkering down on innovation and opting to put resources into improving existing products, creating stronger brand identities and iterating hero offerings for alternative channels such as foodservice.

Many of this year’s entrepreneurial exhibitors emphasized a focus on profitability and consumer demands, acknowledging how the two go hand-in-hand. Entirely novel products were hard to come by at this year’s show, which has typically served as a launchpad and testing ground for large and small producers alike.

For example: Take a look at gut health brand BelliWelli. Beginning with an array of probiotic, low-FODMAP bars in 2021 – which secured shelf space at Sprouts, Target and other major chains – the brand introduced a 3-SKU line of probiotic and fiber mixes in March 2024. That item quickly became their best seller.

• Co-founder Katie Wilson told Nosh at the show that the powders made Belliwelli “profitable overnight…We’re no longer even doing bars,” she exclaimed about the discontinuation.

Small shifts have proliferated across all types of product portfolios. Elsewhere, brands trialled a variety of single-serve cups and snack packs while COYOTAS debuted tortillas ranging from four to 12 inches. Each of the brand operators said they intend for the new packaging sizes to flourish in foodservice where the barrier to entry may be high, but the potential for gaining back margin points is even higher.

On the refurbished product front, some had tweaked existing protein sources (see: Scott’s) – swapping whey for plant-based alternatives or ditching pea protein for more unique inputs like fava beans or fungi. Others switched between sweeteners, dropped additives and gums or cleaned up and maximized the nutrient density of ingredient lists.

Meal and flavoring producer Loisa introduced a new brand look that aims to better reflect its mission for clean ingredient, Latin-inspired items. Catalina Crunch, Unbun and Fly By Jing were also among the ranks of exhibitors showing off touched-up looks.

The shifts from A to B – whatever they may be – were made for one of two reasons: cost reductions or capturing consumer interest. Oftentimes, the impetus was a combination of both.

Much Ado About Dates

Dates continue to crop up as a sweetener in snacks, spreads and sauces, packing twice the potassium, calcium and magnesium of maple syrup or honey, plus fiber and antioxidants. Emerging brands are embracing the stone fruit as an alternative to sugar in chocolate, marshmallows and more.

True Dates of Denmark produces chewy dates coated with classic candy flavors with no added sugar. The lineup includes Sour Apple, Sour Cola, Sour Watermelon, Cookie Dough, Creamy Peanut Butter and Sweet Peach. The product is manufactured in a Certified B Corporation facility in Copenhagen and contains only dates, inulin, coconut oil or peanut butter, malic acid and natural flavor. The company said it received an innovation award from 7-Eleven in Denmark, the country’s leading convenience chain with 200 stores.

Date Better Snacks has broadened its collection of confections with Peanut Butter Crunch Date Bark, a low-glycemic treat featuring four ingredients. The new item joins an assortment of dates stuffed with nut butter and coated in organic, fair trade chocolate.

Datefix unveiled refreshed packaging for its “fresh fruit nutrition” packets featuring dates blended with orange blossom water. Flavors include Original, Cinnamon, Ginger and Turmeric.

Tamar Coffee Company combines organic coffee and organic dates, billed as a “boost with benefits.” The jitter-free brew contains prebiotic fiber, antioxidants and low acid and is promised to boost mood and focus. The company sources coffee from a family-owned farm in Peru and dates from the California desert.

Joolies introduced a new date variety to its lineup – Organic Deglet Noor – as it works to build a platform around the dried fruit. The brand has also begun experimenting with new packaging types including the category standard container, clear plastic tubs, as it works to secure more placements within the produce set.

Egglife Powers Up Portfolio

Long known for its low-carb take on tortillas, Egglife Foods is now taking a crack at the pasta category. Powered by eggs, not flour, Egglife Power Pasta delivers twice as much protein and 90% fewer carbs than traditional fresh pasta. The gluten-free, dairy-free fettuccine-style noodles are available in Original, Roasted Garlic, Sundried Tomato and Spicy Chili flavors, with 18 grams or more of protein and fewer than 5 grams of carbs per serving.

The brand also showcased a new line of grab-and-go egg white wraps filled with simple ingredients. The ready-to-eat and heat-and-eat options span Chicken Sausage, Egg & Cheddar; Bacon, Egg & Cheddar; Pepperoni & Cream Cheese; and Turkey & Cream Cheese. The snacks are gluten-free and provide up to 17 grams of protein with no added sugar.

On-Premise Packaging

As retail relationships become more costly to keep up with, CPGs are turning their attention to alternative channels like foodservice, airlines, corporate offices and gyms.

Truffle-enhanced condiment brand TRUFF is seeking to build a broader audience through a new partnership with Starbucks. As part of the partnership, TRUFF Original Hot Sauce and Jalapeño Lime single-serve sauce packets are available for free with a qualifying Starbucks hot breakfast item at participating stores through April 1.

According to newly-appointed CEO Esi Seng – former CEO of Tate’s Cookies – the partnership is part of the SKKY Partners-backed brand’s focus on making its product more accessible, and the brand will spend the upcoming year expanding its distribution footprint.

Growee and Big Picture Foods are also focusing on foodservice. Virginia-based Growee is testing out a new single-serve format for its vegetable dips after receiving early interest from a potential airline partner. Following its acquisition by Atalanta Corp in September, Big Picture Foods is working its ready-to-eat olives into single-serve packages, which co-founder Chris Jensen said have been designed with performance in the meal kit space in mind.

Justin’s Collabs Expected To Add Lift To Emerging Brands

It might not be surprising that the founder of nut-butter brand Justin’s, Justin Gold, has picked his former company as its newest collaboration partner. Gold, now chief innovation and strategy officer at Rudi’s Rocky Mountain Bakery, said the licensing deal to put Justin’s nut-butters in Rudi’s new line of pocket Sandos is “unfinished business” for him.

“I couldn’t get it done,” Gold said from the Rudi’s booth last week, citing his intention to make the hand-held peanut butter and jelly sandwiches when he was still running Justin’s. “We couldn’t get it done because the hardest component is the bread.”

Rudi’s will continue to offer its nut-free Sandos using Voyage Foods spreads, but the line extension releasing this summer offers a bigger market opportunity for Sandos. Both varieties will continue to use a fruit spread that claims to have 30% less sugar than traditional jellies.

“I was under the expectation that the nut-free category would be really big, but it’s not nearly as big as peanut butter,” Gold said. “There’s just a really higher demand for peanut butter and jelly.”

The Hormel Foods-owned Justin’s nut butters will also be showcased in another brand’s new product. Grain-free pretzel and cracker brand FitJoy is launching a peanut-butter-filled pretzel at the end of the summer that will be licensing the Justin’s nut butters. The collab will include traditional peanut butter and chocolate peanut butter in the new snack items.