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Trend or novelty?  News from the 2020 Winter Fancy Food Show

2/5/2020

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It was another deliciously intriguing year at the Winter Fancy Food Show in San Francisco.  Despite the presence of a few companies whose value proposition is solely based on extreme diets, the majority of exhibitors were aligned with the primary purpose of the show – i.e., to promote products for specialty gourmet retailers and channels. 

With thousands of products on display, it isn’t easy to narrow it down to a few trends but here are a few that stood out for me.

Cheese and charcuterie exhibitors were dominant with nearly a full floor in one of the main halls.  It was impossible to taste so many amazingly rich and flavorful products but they included the influence of cuisines from around the world as well as those made with traditional bases and plant-based ones. There did seem to be a number of cheeses touting non-melting characteristics in order to make them perfect for pan frying.

Craft chocolatiers from bean source countries were selling their own retail labels. We’ve heard a lot about single source chocolates but it was exciting to see entrepreneurs from these source countries now creating their own products – rather than simply selling the beans to European and American chocolate brands. There were products from Ecuador, Peru, Columbia, Dominican Republic and Philippines with beautiful labels and interesting flavors. Many of these small companies were committed to ensuring local growers and workers received a living wage too.

Sugar and fat are alive and well when it comes to indulgent desserts.


Several companies selling the tapioca-based treats that define bobo teas seemed new to the  show. Brightly colored and sweet, still packaged for foodservice, but guessing that retail packs are likely next.


Desserts using coconut oil and milk were prevalent - lusciously creamy while being plant-based.
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​Dream Pops
 had a deliciously elegant formulation and look. With a coconut milk base, they have interesting flavors such as Mango Raspberry and Berry Dream (w/Baobab). The cubic design shape looks like something from a modern art museum.
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Vibrant colors and intriguing shapes helped new products stand out in competitive categories. Herbs and other savory flavors continued to be added for more culinary interest and colorful intrigue.  ​


Emirelli San Francisco displayed gorgeous logs of Turkish Delight from Turkey to be sold on a random weight basis in a bakery or chocolate section of a store -- where products are sold by piece or weight and are gift-worthy treats.
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​Gelatys Handcrafted Gelato Pops
(www.gelatys.com ) offered a visually indulgent and tempting new frozen dessert. Each pop had its own shape and came in interesting flavors such as the Chocotella Paw. 
Many companies helped unlock the authentic and delicious flavors of Middle Eastern cuisine – such as hibiscus, rose petals, sumac, tamarind, saffron, harissa and turmeric.  


​Minnesota-based Grlk Lebanese Garlic Spread (www.grlksauce.com ), a simple condiment made from his grandmother’s recipe, was the foundation for a greater 5-flavor fusion line. The convenient squeeze bottle makes it easy to use as a condiment, cooking aid or dip.
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Canada-based Nuba Tisane has a line of Egyptian-inspired hibiscus flavors in multi-serve bottles.  In addition to the base line shown, they have recently updated graphics and added three additional flavors – tamarind, carob and doum (a palm native to upper Egypt and revered for its medicinal properties).
It’s even harder to narrow it down to the unique products that broke through all the aisles of deliciousness but here are a few worth noting.

​Rhythm Organic Cauliflower Bites
, offered in Sea Salt, Buffalo Ranch and White Cheddar flavors, were delicious and had a satisfying crunch while offering meaningful levels of Vitamin C, Vitamin K and fiber.  
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​Amlu Moroccan-style Argan Nut Butter
introduced me to the benefits of argan oil – most notably, skin and hair hydration. Beautiful and elegant package graphics housed a set of single serve packets of a tasty almond nut butter blended with honey and argan oil.
Mr. Bing Chili Crisp Sauce was a product inspired from northern Chinese street food crepes called ‘bings.’ Launching several retail restaurants in NYC and Brooklyn, the sauce is a key part of the deliciousness of the crepes so they decided to make the sauce available to home cooks. This NYC-made sauce was tasty, versatile and is made with no MSG. It would be a big hit at my house and I look forward to finding it my local store.  I just wished it came in a squeeze bottle. 
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​Speka Cottage Cheese Bars
were a new frozen dessert idea from Latvia. High in protein and deliciously enrobed in chocolate, these stick-less treats came in three flavors - Vanilla, Salted Caramel and Greek Yogurt.

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​But the most intriguing product was
XOCA (pronounced "sho 'ka") from Ecuador, a refreshing sparkling beverage made from the white spongy material surrounding the cacao bean. Naturally sweet, it had 75 calories per 8 oz can and came in three delicious flavors: Original, Mint and Ginger.
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Once again, the food show demonstrates how lucky we are to live in the specialty food heartland. Whether you shop in mainstream grocery, natural stores or specialty shops, you can be confident 2020 will be a year full of new and exciting choices! Bon Appetit!
​

Joanne Haase is the Principal of the Haase Consulting Group, a strategy and research consultancy focused on consumer products. www.HCGMarketScope.com
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Trend of Novelty?  News from the 2019 Winter Fancy Food Show

2/20/2019

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It was another amazing year at the 2019 Specialty Food Winter Fancy Food Show. With the renovation of the Moscone Center in San Francisco complete, it made walking the show a much more streamlined experience too.

Now in its 44th year, it continues to promote a dazzling selection of delicious foods and beverages. We have a lot to look forward to in 2019.

Here are some of the trends that stood out for me:


§ The redundancy between EXPO West and Fancy Food exhibitors continues to exist.  While it offers companies the opportunity to connect with buyers twice within 60 days, it also reflects the premium profile of the healthy shopper. This overlap was strongest in alternative grain and dairy products as well as the plethora of functional beverages.

§ Flavors from the East making a big splash. After years of salsas and Pan Latin offerings dominating the landscape, it seems innovative offerings this year came from Asia and Northern Africa. Complex sauces as well as heat and eat meals unlocked the mystery of both far and near eastern cuisines but with the added bonus of coveted convenience. 

§ A new type of crunch in snacks. Pops, crisps and freeze-dried products offered less greasy and lower salt variety in snacks. Many had international roots, both in sourcing and current use, but had been astutely tailored to the American palate. Move over chips and nuts, there are new types of crunch coming to grocery shelves.

§ Greek food is more than just firm yogurt. Having just vacationed in Greece this year, I was excited to see some of the things I loved most about Greek cuisine. Oregano spice blends sprinkled on popcorn (Oregano is a flavor of Lay’s potato chips in Greece), frozen bougatsa (luscious custard and phyllo dough pastry), layered Greek main dishes and real, extra creamy whole milk yogurt.

§ The squeeze bottle brought added convenience to new condiments and cooking products. Smart marketers took a page out of the ketchup playbook to make it easy for shoppers to add more interesting flavor to their food. 

§ It’s not a cup of noodles, it’s premium ramen. One of the most basic mainstays of teenagers has gone upscale.  Fresh as well as dried, wheat as well as gluten-free, with flavorings and without, for soup or as main meal – there were many wonderful choices.

§ Cheese and salumi categories are strong and growing.  There were a dizzying number of products in these categories. Cheese tasting could be a sport and definitely a thematic party idea. However, it is also a tough category to sample without getting filled up too quickly so I have little flavor insight to share in this area.

§ Desserts….yep, we all still love them.  Nicely packaged, single serve, premium ingredients and more sophisticated flavors continue to dominate the fancy dessert market.

§ Online only sellers. Despite the multitude of distributors attending the show, there were companies that were only interested in a future of selling products direct. They wanted to avoid the mosh pit of the retailers’ requirements and recognized their premium price points would require giving up a significant amount of margin in exchange for placement.

Now, let’s talk innovation. It’s the fun stuff, isn’t it? It’s tough to narrow it down to a few but here's my short list.
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Sweet PotaToasts
Frozen slices of sweet potatoes that go in your toaster.
 
As these smart marketers at Vegolutionary Foods (who launched CauliPower products) say on their sell sheets, “the Best Thing Since Sliced Bread.” Naturally flavorful and sturdy, it’s a ready substitute for bread and offers a similar level of versatility.
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Hearthy Foods Gluten-Free Specialty Flours 

Available in 24 different varieties -- ranging from more popular almond and sweet potato flours to more unexpected ones such as apple and beet. They were packed in 16 oz containers that look like ice cream pints for retail. They are also available in larger quantities for foodservice. 
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Atlas Provisions Lotus Pops 

A beautifully packaged snack product in both sweet and savory flavors. A popular item in India, these pops are imported and were deliciously flavored to meet the American palate (Chipotle Lime, Chocolate Sea Salt, Maple Caramel, Truffle Salt).
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Chocti Chocolate Ghee Spread

Sampling hot chocolate made with this luscious product, they made it easy to see how much flavor was delivered in each spoonful. The labels are gorgeous and the product line delivers on the 'butter coffee' idea embraced by Paleo loyalists. Coming soon are single use On-the-Go packets.
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HTY Snacks – Seaweed Crisps and Broad Beans

N
icely packaged, this popular Taiwanese snack line delivers a flavorful new idea for those wanting higher protein, gluten-free snacks.
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Kitchen Accomplice Broths and Sauces

The squeeze bottle astutely brings added convenience to cooking with liquid broth concentrates and sauces. The home cook no longer needs to use both hands to spoon out bouillon concentrates from jars or to rip open a spice packet or a broth can.  With the added flexibility to use as much or as little as you want, these products are truly a ‘game changer’ in your kitchen.

​Four product lines: Liquid broth concentrates; Organic Bone Broths; Wicked Juicy Burger Seasonings and Wicked Tasty Taco Seasonings. 
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La Quercia Cured Meat Spreads
Adding to its first offering, Njuda Spicy Prosciutto Spread, they introduced 2 new interesting flavors – Pesto Bianco and Pancetta that are packed with flavor and versatile enough to use directly on a cracker or even as a pizza topping.
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Oh So Healthy Fruit Crisps
Not fried. No oil. No added preservatives. Simply crispy and crunchy fruit crisps.   Available in interesting flavor blends – Guava Purple Yam Banana, Purple Yam Banana Coconut, Mango Sweet Potato Banana, and Jackfruit Pineapple Banana.
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Paradise Green Jackfruit Chips
Jackfruit got my attention as a savory substitute for meat at last year’s EXPO so I was intrigued when I saw it freeze-dried as a snack. It's not new but I'm calling attention to it as jackfruit remains relatively unknown to the average consumer and it offers tremendous versatility for manufacturers.
This is one of the varieties in a line of crunchy freeze-dried products sold by this company.
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Ellenos Real Greek Yogurt

This lusciously creamy yogurt feels like the real deal – no artificial sweeteners, thickeners or preservatives. 
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Once again, the food show demonstrates how lucky we are to live in the specialty food heartland. Whether you shop in mainstream grocery, natural stores or specialty shops, you can be confident 2019 will be a year full of new and exciting choices! Bon Appetit!
​
Joanne Haase is the Principal of the Haase Consulting Group, a strategy and research consultancy focused on consumer products. www.HCGMarketScope.com
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FDA Labeling Change Date Pushed Back to Jan 2020

5/26/2018

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The labeling changes planned for July 26, 2018 moved back to January 1, 2020.  A valuable respite for many companies.

​ ​https://www.fda.gov/Food/NewsEvents/ConstituentUpdates/ucm606520.htm
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Trend or novelty?  News from 2018 EXPO West

3/15/2018

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It was a great year to be at the Natural Products EXPO West.   With 85,000 attendees, 3500+ companies and 600 new exhibitors, it was bigger and more interesting than ever.  

Last year, it seemed there were nutritional tribes vying for your dietary allegiance- e.g., paleo vs vegan vs gluten free.  This year, it felt like  better nutritional balance was driving product development and expansion.  Now don't get me wrong, these features were still paramount but they seldom were a sole benefit for any particular product. For me, this is an encouraging sign that food is becoming simply better fuel (www.culinaryfuel.net ) for our bodies.

It was exciting to see so many new products being debuted.  In some instances, there were no sales materials prepared or product information available on company websites yet.  You had to be there to see and taste the products.  It was a great way for marketers to get feedback and even more importantly, to encourage retailers to send their buyers to engage in dialogue with the sales staff at the conference. 

The show was so large that it's tough to boil it down to only a few trends but here are some themes that stood out to me.

Plant based protein was the mantra
As higher protein has become a major health trend, vegans and vegetarians are faced with how best to get the additional protein in their diet.  A multitude of companies have stepped up to solve this issue for them and the range of ingredients used to deliver against this goal was plentiful at the show (e.g., soy, nuts, flaxseed, sunflower seeds, whey and hemp).  There were surrogates for all types of meat, poultry, fish, eggs and dairy.  It has never been easier to be vegan or vegetarian.  

Natural Sweeteners
Sugar has always been a health issue but recent backlash against refined white sugar has opened up the door to a lot of other alternatives. Honey and maple syrup have been well known substitutes but now dates as well as coconut and monkfruit sugars were being touted as healthier choices.   Found to be low on the glycemic index, these alternatives provide slower metabolism of the sugar, a positive option for everyone but especially for diabetics.

Healthier Convenience Foods
Millennials are both busy and demanding of their food so it comes as no surprise they want convenience foods with a healthier bent.  The most basic of single serve meals - ramen and mac 'n cheese - were now available in healthier forms.  New ideas in heat and eat meals brought healthier choices for vegans and vegetarians too.

Korean and Indian cuisines
The influence of both Korean and Indian cooking was evident in flavors, ingredients and finished products.  Turmeric, curry and chickpeas have found their way across a wide range of categories from beverages to snacks to sauces and prepared foods.  Korean BBQ sauces and kimchi have become favorites and there were a number of offerings.

PRE and PRObiotics
Millennials have put better gut health on the map with their interest in kombucha and other fermented products.  The yogurt category is exploding and with it, an awareness of the role of 'live' cultures in your diet.  Enter 'prebiotics,' a necessary partner to making probiotics work.  What they are will remain as mysterious as probiotics but the goal is to help educate consumers they are necessary.  Communicating they are a one-two punch will be critical so no one thinks it's just a typo when they see the word.    Several bars and beverages were already touting this and it is likely to continue its rollout.

There were many fun and potentially big ideas.   But only time will tell which will be the start of a trend or simply flame out as a novelty. 

Here are a few that got my attention.  What do you think?    Trend or novelty?

ZenBasil (#zenbasil) beverages promise more nutrition than chia. Touting prebiotics, fiber, electrolytes and antioxidants, they are packed with nutritional benefits.  They have the same texture as beverages with chia so it's not something you gulp down quickly.   

Packaged in glass bottles and available in 4 flavors - Healthy Greens, Touch of Honey, Strawberry and White Gummy.


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Jada Spices Chicken Salt (#jadaspices #chickensalt #jadaspiceschickensalt) was the foundation of a line of vegan salts that bring the savory appeal of chicken to vegans.  Two enterprising young guys, one American and one Aussie, teamed up to bring this Aussie favorite to the U.S.    The latest addition to their line,  Turmeric Salt, received a lot of interest while I was at their booth.  



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The Jack Fruit Company introduced Jackfruit Bowls (#jackfruit), a very interesting vegetarian meal solution.  Jackfruit was new to me and to see a fruit used in a savory way initially seemed like a disconnect.  It didn't help that the fresh sample of the fruit they were showing wasn't particularly appetizing.   But after sampling it, I was impressed by its hearty texture and mild flavor that blended well with the other things in the mix.  It felt like I was eating meat.

​Varieties included Enchilada, Teriyaki, Pasta and Curry.

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Pitaya Plus (#pitayaplus) had both frozen cubes and smoothie packs to enjoy the sweet taste and  brilliantly natural fuschia color of Dragon Fruit.    The color of the product is so eye catching that it's almost hard to believe it is natural.  But it definitely is and seems like something worthy of anybody wanting to entice customers and guests alike.

Pitaya Dragon Fruit is sustainably grown, organic and boasts many nutritional claims - e.g., good source of potassium and magnesium and high in fiber.
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Pan's Mushroom Jerky (#pansmushroomjerky) was a mushroom snack that delivers on taste and texture.  It is soft and flavorful, offering a nice blend of real shiitake mushroom flavor with the complementary seasoning.  

Available in 4 varieties - Original, Zesty Thai, Applewood BBQ and Sea Salt & Pepper. It promises to help mushrooms enjoy their growing healthful image.

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All the refrigerated Remedy Smoothies (#remedysmoothies) were appealing in color and flavor but the natural beauty of the blue spirulina was exceptionally intriguing.    With a protein rich almond milk base, it delivers nutritionally as well.
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Annabella Water Buffalo Yogurts (#annabellayogurts) were deliciously smooth and creamy.  They also made a Dulce de Leche that was similarly over the top in its satiny texture.  
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The quality of vegan butters and cheeses continue to impress.  Last year, I was wowed by the quality of Miyako's and Field Roast products and they continued to exhibit their stellar lines of vegan cheeses, butter and some heat and eat products. 

Medlee Foods (#medleefoods) introduced  Seasoned Vegan Butter cubes that offered a convenient cooking solution for vegans.   

​Available in 4 flavors - Sun Dried Tomato, Roasted Garlic, Lemon Basil and Pesto.


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Squbes (#squbes) was a tasty bitesize snack in both savory and sweet flavors.  Created in Ireland, these crispy treats pair well with both cold and hot beverages and the beautiful package graphics will draw you to it on the shelf.  

The six flavors include Sea Salt & Cracked Pepper, Kale, Pumpkin Seed & Lemon, Smokehouse Barbecue, Blueberry, Cranberry & Vanilla, Dark Chocolate, Coconut & Sea Salt and Caramel, Almond & Sea Salt.
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Green Chickpea Superfood Bowls from Vana Life Foods (#vanalifefoods) were a flavorful and convenient meatless meal solution.  Not only are the varieties interesting, they are packaged in an innovative heat & eat pouch that converts into a bowl. 

The 4 flavors include Chipotle Black Bean, Coconut Lime, Kale & Potato and Coconut Chimichurri.
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For those looking for high protein dairy options without the tart taste of yogurt, there were several good creamy cheese options.  No Curd Lowfat Creamy Cottage Cheese (#nocurd) delivered the benefits of cottage cheese with a creamy texture,  making it easier to eat as a snack or to spread on a bagel or a sandwich.  It packs in 21 g of protein in just 130 calories.  Yooli Cheese Creme (#yoolicheesecreme #yoolifoods) was a farmer's cheese that also offered a lowfat and creamy alternative to yogurt or cream cheese.

Fatworks exhibited a line of Premium Cooking Oils (#fatworks #fatworkscookingoils) that might seem better suited for a gourmet food show but they are made with the same care one would want from a natural products company.  They satisfy the paleo diners but they offer wonderful flavors for cooking for the rest of us too (Duck fat fries anyone?).

Other varieties include Grass-Fed Ghee,  Pasture Raised Goose Fat,  Goat Milk Ghee,  Buffalo Tallow Premium Cooking Oil,  Chicken Fat Premium Cooking Oil,  Lamb Tallow Cooking Oil, Pure Lard Cooking Oil,  Leaf Lard Cooking Oil,  Pure Tallow Cooking Oil and Wild Boar Cooking Oil.
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It was a great show this year and I'm very excited to see these products hit the shelves.   While natural and clean labels remain important, the complexity of formulation this year made for both a more interesting and nutritionally robust set of products.  Whether you are a meat eater or not, gluten averse or not, lactose intolerant or not, there are a myriad of good tasting choices for you.  

Good marketing is needed to both educate and promote each of these benefit-driven products. The competition is not for the faint of heart – but all the entrepreneurs I met at the show demonstrated the commitment and passion to propel their businesses forward. I look forward to seeing all of them succeed.

​Joanne Haase is the Principal of the Haase Consulting Group, a strategy and research consultancy that specializes in consumer products. Learn more at www.HCGMarketScope.com
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Trend or novelty?  2018 Winter Fancy Food Show

1/26/2018

3 Comments

 
The Specialty Food Association hosted another impressive trade show at the Moscone Convention Center in San Francisco on January 21-23, 2018.   Over 1400 companies came to promote more than 80,000 products to retailers and distributors.   

It's hard to boil it down to just a few trends but here are a few that stood out to me.​

Indulgence and health

There was a lot of exhibitor overlap between EXPO West and the Fancy Food Show, likely reflecting the bipolar growth of both health and indulgence in the specialty channel.  High end consumers have shown they like the best of both worlds and millennials have never known a world that didn’t offer both. Their growing economic influence will likely make this reality last for decades to come.   
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Culture Explosion
The yogurt business has grown tremendously and the plethora of new products reinforced that more upside remains.  This category delivers solutions for so many – high protein, probiotics and vegetarian as well as vegan and lactose-free for those made with coconut and nut milks.  Nearly all are tasty, some downright indulgent, with useful functional benefits.   Innovation has driven growth in this category - both product and packaging.  First it was creamy French-style, then Russian, Greek and now Icelandic (also known as skyr).  Yogurt based drinks, such as kefir and lassi, have also enjoyed growth and a rash of new entrants.
Premium Nut Butters
While the tree nut butters provide a useful alternative for households with peanut allergies (that have become increasingly more prevalent with kids), these premium products are really targeted at gourmand adults.  Made with every type of nut - peanut, cashew, almond, walnut and pistachio - they were sold plain and with mix-ins such as chia and chocolate.  Nut butters were also found in cookie and candy centers.   
Brooklyn was in the house
There was a noteworthy number of new companies hailing from Brooklyn, highlighting the new craft food hub on the East Coast.   The hipster vibe of the borough seems to have inspired millennials to launch new food businesses that match both their lifestyle and values.   They have executed well and if they can navigate the challenges of the food industry, they are going to grow quickly.   
Responsible & Beautiful Chocolate
Craft chocolate bars were more prevalent than I've seen in recent years.    Many promoted their fair trade and single origin sourcing but I was also struck by the elegance of the packaging as well as the use of distinctive molds for the chocolate bar underneath the exquisite outside wrapper.   
Innovative Crunch
Variety makes the snack world go around and there were a lot of interesting ideas, many of them coming from abroad.   Salty and sweet, there were new products made from seeds, ramen, seaweed and even insects!  Flavored or plain, they have the potential to open up whole new snacking categories.    
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​So here are just a few of the intriguing products I saw….the ones that garnered my interest but could either be the beginning of a trend or simply a novelty.  Please weigh in and let me know your thoughts. 
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Alove Yogurt (#aloveyogurt ), developed and sold in Japan for over 20 years,  adds chunks of juicy aloe to yogurt.  It comes in 3 flavors - plain, strawberry and blueberry.  
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​Wunder Creamery (#wundercreamery ) sampled a new quark product line it is launching in March.    Unlike the 'cheesier' texture normally found in Europe, this high protein quark product is smooth and eats like a yogurt.
Lotus Pops (#lotuspops) were interesting bitesize puffs made from lotus seeds (aka foxnut seeds) .   Hailing from India, they are roasted, made with pure ghee and available in resealable bags in six flavors.   
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Cocavo (#cocavo) claims to be the healthiest oil blend on the market today.  Developed in New Zealand, this product blends coconut oil and avocado oil.   It is solid (like ghee) and comes in a resealable tub.  In addition to a Natural and a Light version, there are 3 spiced varieties.
Pork Barrel Bacon Popcorn (#baconpopcorn) took this salty snack to a new level of indulgence.   Truly proof that bacon makes almost anything better!  It was delicious and addictive.  


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Yuguo Farms Shiitake Mushroom Chips
  (#mushroomchips) were one of many products leveraging the growing interest in the health benefits of mushrooms.   Available in 3 flavors - Original, Spicy and Wasabi.

​Matzo Chips
(#matzochips) is a great way to bring matzo into the mainstream.  Tasty and a natural complement to a bagel sandwich (or some chicken soup), they have playfully leveraged it beyond its holiday use.   The Brooklyn-based company also sells matzo crackers and matzo ball soup mix.
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​Copper Cow Coffee (#coppercowcoffee #portablepourover) is a kit enabling Vietnamese style coffee for one.  Starting with a clever single serve pour over filter drip bag that balances on the rim of the mug, it includes ground Vietnamese coffee and dry California condensed milk.  

​Izza Pops (#izzapops) is a San Francisco start up with a plant based solution for those looking for a dairy free frozen treat.   A simple, clean and mostly organic ingredient label uses the creaminess of coconut milk and the nutritional benefits of cashews and fruit to deliver a healthy treat.  Available in 3 flavors - Coconut Vanilla, Chocolate and Strawberry.
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Runamok Maple (#runamokmaple) takes syrup well beyond pancakes.  The liquor inspired bottle shape is intriguing, leveraging the barrel-aged production of the syrup.   The sophisticated flavors say adult but it is the Sugarmaker's Cut that establishes it as a premium Vermont syrup purveyor.  

Mike's Hot Honey (#mikeshothoney) is another simple and innovative product started in Brooklyn.  Cleverly packaged in a squeeze bottle, they hope to replace New York's obsession with dried red pepper with a squeeze of Mike's on a slice.   It has many other applications too - giving it great potential to be the next 'must-have' condiment in your house.
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Don Bugito (#donbugito), the 'prehistoric snackeria,' displayed their protein rich snacks on incubator alley at the show.  Made in San Francisco, they take snacking in a whole new direction.  They are beautifully packaged and deliciously flavored but they still are....well, bugs.    They embrace the hesitation and encourage the bold snacker to take the challenge.

Just Date Syrup (#justdatesyrup) is a simple solution for anyone looking for a healthier alternative to refined sugar.  Made from California Medjool dates, it makes the luscious taste and healthier sweetness of dates more accessible.    In an easy to use squeeze bottle, it's easy to add to oatmeal, yogurt or your morning coffee.  
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Entube (#entube) is a convenient way to add sophisticated ethnic flavors to everyday cooking.  The squeezable tube lets you use as much as you'd like and in an era of fusion cuisine, the possibilities are endless.    Available in 4 flavors - Harissa, Curry, Mole and Umeboshi.


​Once again, the food show demonstrates how lucky we are to live in the specialty food heartland.  Whether you shop in mainstream grocery, natural stores or specialty shops, you can be confident 2018 will be a year full of new and exciting choices!  Bon Appetit!

​Joanne Haase is the Principal of the Haase Consulting Group, a strategy and research consultancy focused on consumer products. www.HCGMarketScope.com
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Trend or novelty:  News from 2017 Expo West

3/27/2017

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EXPO West, the Natural Products trade show, has grown to be downright exceptional in both importance and scale.  With 80,000 attendees checking out 3100 exhibitors (including 500 newbies), this year’s show was the largest one ever.   In addition to filling the Anaheim Convention Center, it spilled over to ballrooms at the nearby Hilton and Marriott hotels.   Booths promoting foods, beverages, ingredients, supplements, HBA products, pet supplies, and cleaners were loosely organized across the rooms and distributors and packaging suppliers were there to intercept the CPG product developers too.  They pulled out all the stops – using entertainment, costumes, sampling and branded tchotchkes to entice attendees to stop.  Buyers from large chains like Whole Foods and Target were courted like rock stars yet the importance of the independent retailer can’t be counted out.  Everybody was a potential springboard for the ambitious entrepreneur.
After many years of attending the show, I know where to find the smaller, more innovative companies, and I enjoy catching up with folks I’ve met at past shows to hear how their business is progressing.   With so many exhibitors, it’s hard to boil it down to several key themes but here’s what seems to be trending in the food and beverage side of the industry.
 
Protein, protein, protein!   
As the carb aversion continues, consumer preference for higher protein products is being leveraged in many categories.  It’s not enough to just have a protein rich product, it’s the higher or highest in protein claim that garners attention.  This year there were yogurts and ice cream products dueling around protein claims.  Enlightened Good-for-You Ice Cream delivers twenty-one indulgent flavors in lower calorie formulations with higher protein claims (www.eatenlightened.com ).  Icelandic Provisions introduced Icelandic Skyr as a new category with more protein than yogurt.  It seems that the Icelanders outsmarted the Greeks with a unique culture that naturally delivers more protein (www.icelandicprovisions.com ).  Both are deliciously smooth, making delivery of a meaningful benefit easy to eat.
 
Healthy gut, happy person
For many years, gut health meant high fiber and a not-so-hip elderly association made it primarily valued by those interested in keeping their digestive track moving.  Enter Millennials – who embraced the power of probiotics for better gut health.  For years, the informed consumer appreciated the benefits of live cultures in yogurt but as many became dairy averse, new fermented products – pickled cabbage, kombucha and apple cider vinegar tonics entered the market.  My observation is that those under 30 seem to not mind the sour flavor prevalent in these beverages but as a boomer, I have a hard time getting over the taste hurdle to think of it as anything other than medicinal.  So I was really happy to taste chocolate Health-Ade Kombucha, a ‘bubbly probiotic super-tea,’ that tasted smooth without that sour flavor.  I didn’t really taste chocolate either and after more careful examination realized it was actually labeled Reishi-Chocolate.  And what is a Reishi you ask?  Well, it’s a type of mushroom!  So while there was no chocolate flavor, there also wasn’t a mushroom flavor but the taste was enjoyable   (www.health-ade.com ).
 
Vegan cheese without a compromise in taste
There were several delicious vegan cheese products exhibiting at the show.  Miyoko’s Kitchen sampled a very flavorful cashew-based Fresh VeganMozz which truly delivered on a creamy cheese (www.miyokoskitchen.com ).  Punk Rawk Labs also had a creamy fermented cashew milk cheese (www.punkrawklabs.net ).  Chao Creamery from Field Roast Grain Meat Company offers vegan choices for sandwich cheese slices and ready-to-eat mac ‘n cheese (www.fieldroast.com ).
 
Personalized nutrition
As we have seen ‘pan’ continental flavor lines, we now see ‘pan’ health benefit product lines.  Purely Elizabeth promoted a 5-flavor wellness bar line where flavor names were benefit specific (Immunity, Mind, Energy, Shine and Refresh).  In smaller type, you will find the actual flavors (Coconut+Amond Butter, Chocolate Sea Salt+Peanut Butter, Maple+Peanut Butter, Strawberry Dark Chocolate+Almond Butter and Blueberry Lemon+Almond Butter) and in even smaller type you will learn that the nutritional claims are delivered through ancient grain granola and 2 grams of superfood mushrooms (www.purelyelizabeth.com ).  Barlean’s Omega Swirled Fish Oils and Flax Oils had a line of squeeze-on flavored nutritional toppings that offered an easy way to boost nutrition in anything you’d like (www.barleans.com ).  I could imagine adding it to yogurt, ice cream or milk (FYI…no fishy flavor).   
 
 
The mighty legume
Beans of all varieties are growing in popularity.  Soy was the first one out of the gates but now we find green peas, chickpeas and fava beans being broadly used.  They’ve been popped, milked, creamed and chipped to deliver a natural protein boost over grains.   They now enjoy mainstream status across many American staples such as chips, burgers and milk.  Shout out to World Peas Snacks for the cleverly named Favarites Fava Crisps made with larger Peruvian Favas (www.worldpeassnacks.com) .   Bolthouse Farms debuted the launch of a 4-sku line of pea-based milks which deliver 10 grams of protein per 8 oz serving (www.bolthouse.com ). 
 
P.B., hold the J
Twenty years ago, my nut clients wondered whether they would ever be able to turn around their declining businesses.  Fortunately, the nutritionists came to their rescue as we see the continued growth of products offering the satisfying taste and crunch of nuts.   In addition to the popularity of tree nuts, traditional peanuts are enjoying renewed interest and a number of peanut powders are providing a family friendly way to add protein.  PB Fit Peanut Butter Powder is packaged in an easy to use canister coming from an innovative company looking to offer new products across a range of naturally robust ingredients – plant protein, superfood blend, cacao and baobab powders (www.betterbodyfoods.com ). 
 
 
Puff invasion
Move over chips, healthy puffs seem to be on the scene to capture the Cheetos fan.  Please don’t think chips disappeared from the show however, as there were many appealing options, but the entrance of many new puff products got my attention.
 
 
Bone broth
Wow, there was an amazing number of companies peddling different flavors of bone broth.  They were flavorful, offering a more robust flavor than the broths we normally consider as a soup base.   Beef, chicken and duck were standard bases and many were seasoned in appetizing flavors.  Claimed benefits included protein and gut health.  It seemed like an overnight explosion of products so let’s see how many are still standing next year.
 
Healthier meat snacks? 
Dried jerky products were the purview of cowboys and truck stops for many decades so it creates great irony to see it so prevalent at the natural products show.  The gourmet appeal was readily seen at the Winter Fancy Food Show but healthier products were seen here.   DNX Bars, a 5-flavor meat bar line that incorporates beef or bison with different organic fruits and vegetables in distinctive flavors (Jamaican Style Bison, Sweet Potato Pecan Beef, Mexican Spice Beef, Dark Chocolate Cherry Coconut Beef, Sweet Potato Fennel Beef) was new to the market.  Not only are the flavors unique but they are low in sodium, a powerful benefit in the meat snack category (www.dnxbar.com ).  There was also a 4 flavor vegan jerky line from Myrtle Greens (www.myrtlegreens.com ).
 

Trend or Novelty?
When I stop to inquire about a new product, it’s not unusual for the sales person to bombard me with the benefit spiel –  Gluten-free, no GMO, no added sugar, no dairy.  The ‘no’ list seems to be long and it simply makes me beg for a description that feels positive.  Please, I implore, tell me something about what it is and not what it lacks.  Tell me it will be a treat and not a trick.

​There’s no crystal ball to know what will be a trend or a novelty but the provocateur always gets attention.  Here are a few products that caught my attention.  Let me know if you think they will be a trend or a novelty.


P-nuff Crunch Baked Peanut Puffs was an intriguing idea to take the all family appeal of peanuts into the healthy chip aisle (www.pnuff.com ). While peanuts are on the ingredient list, the puffs are made from a gluten free base of navy beans and white rice that enables it to boast 5 grams of protein and 3 grams of fiber per serving.
 
​Hippeas was an extremely tasty organic chickpea puff that has been playfully marketed.  The bright yellow package, coupled with simple graphics and a fun name, make this the salty snack item to watch (www.hippeas.com ).  Available in 6 fun flavors – Far Out Fajita, Sriracha Sunshine, Vegan White Cheddar, Pepper Power, Happenin’ Hickory.

Chao Creamery Vegan Butter was superb.  The product, along with a Chao Creamery Vegan Mayo, were so new there were no materials yet available (or on their website).  But they were impressive in both flavor and texture.
 
Maple Water brought the best of Vermont to those of us on the West Coast (www.drinkmaple.com ).  I was bowled over by the naturally sweet flavor of the water simply tapped from a maple tree and equally surprised to find out it is a good source of calcium and potassium too. 
 
Coffee Bar from Eat Your Coffee is a 3 flavor product line (Coconut Mocha, Mocha Latte and Caramel Macchiato) that offers a new way to get your caffeine fix without needing a barista (www.eatyourcoffee.com ). 
 
Regrained Bars were an innovative reuse product, turning the used ‘supergrain from urban craft breweries’ into snack bars.  While they promote the bar as eating beer, the two interesting flavors – Coffee Chocolate Stout and Honey Cinnamon IPA – did not taste like suds to me (www.regrained.com ). 
 
Bakerly Crepes offered a full line of French baked goods but I was particularly intrigued by the crepe product (www.bakerly.com ).  It is shipped frozen to groceries and then defrosted in the store bakery to offer the freshest product for shoppers.  Filled with chocolate, strawberry or caramel, they offer a new idea in portable snacks.
 
Figgy Pops Supersnacks from Made in Nature were a very tasty alternative to some other date based snacks.  The flavors with nut butter (Mocha Almond and Nutter & Jelly) were the highlight for me, offering an interesting mix of textures as well as great taste   (www.madeinnature.com ).
 
Fodmapped Pouch Simmer Sauces and Soups,an Australian product line, made its American debut at the show.  The interesting name begs the question – what’s a FODMAP?  According to the website….”FODMAP is an abbreviation for a collection of short chain carbohydrates and sugar alcohols, naturally found in food or as food additives.”  Products that have been ‘Fodmapped for You’ have been carefully formulated to minimize typical food sensitivities that create bloating.  The Aussies cited that 1 in 7 adults deal with this and thus the importance of FODMAPS.  They weren’t sampling them so I can’t tell you what they taste like but the promise is powerful for those in need.
 
My/Mo delivers a hearty mochi product, taking this ice cream novelty in a new direction.  I was really impressed by the size and flavor of this product ( www.mymomochi.com ) and can imagine the My/Mo ice cream truck/cart being a tremendous hit at the beach or at an Off-the-Grid food truck event.
 
 
The promise of better health is a powerful motivator and we are lucky to have so many options available to fuel our bodies.  While it’s good for the consumer to have so many choices, it can be overwhelming.  Good marketing is needed to both educate and promote each of these benefit-driven products.  The competition is not for the faint of heart – but all the entrepreneurs I met at the show demonstrated the commitment and passion to propel their businesses forward.  I look forward to seeing all of them succeed.
 
Joanne Haase is the Principal of the Haase Consulting Group, a strategy and research consultancy that specializes in consumer products.  Learn more at www.HCGMarketScope.com
 

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    Joanne Haase is the Principal of the Haase Consulting Group, a strategy and research consultancy that focuses on consumer products.

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