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EXPO WEST 2017

NATURAL FOOD, BEVERAGE & BEAUTY SUMMARY

WE ENABLE CORPORATES TO INNOVATE AND GROW LIKE STARTUPSWe are an innovation and growth strategy firm that hustles to enable

corporate teams to apply startup-inspired approaches against their

toughest innovation challenges. Leave your “we can’t do thats” at the

door. We bring the approaches and courage to allow you to think and

act bolder.

thegaragegroup.com

3

With over 80,000 attendees and 3,100 exhibitors, Natural Products Expo West and Engredea draws the most innovative companies in the natural food, beverage, beauty and supplements spaces. The Garage Group thrives on inspiration from these categories as we help bigcos take startup-inspired approaches to reinventing existing categories and brands, and expanding into new ones.

INTRODUCTION

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INSIGHT

•Maca •Mushrooms •Matcha •Moringa •Turmeric •Alt Sweeteners •Cacao

EXPO WEST 2017

NATURAL FOOD, BEVERAGE & BEAUTY SUMMARY OVERVIEW

PRINCIPLES•Target Audience Moms •Rethinking Dietary Approach

•Emerging Consciousness

•Blurred Lines •Food Values

INGREDIENTS/FLAVORS

•Sriracha •Beets • Jicama •Beets

PRODUCT FORM INNOVATIONS

TGG FAVORITES

Many emerging products were specifically geared towards the needs of moms, from pre-conception through to post-nursing. Moms previously took to social media to solve their low milk supply woes through trial and error, but this new era features emerging options specifically formulated to address the various issues new moms face.

STATUS: X

5

INSIGHT

Hacking things like low milk supply can be such a

mystery and my doctor doesn’t provide much help.

And, if I have a drink, I pump and dump. It has to

be easier than this!

MIND THE MOMS

TARGETED AUDIENCEOVERVIEW

mass market fresh emergence

1. 2. 3.

1. Upspring - A line of products geared towards new moms and moms-to-be, including Milkscreen, which moms can use to test their breastmilk for alcohol after consumption and Milkflow Max to increase milk supply.

2. Premama - Supplements for mom that aren’t pills, including a prenatal sleep soft chew and a lactation drink mix.

3. Milkmakers - Cookies designed to help moms increase their milk supply.

EXAMPLES

MIND THE MOMS

TARGETED AUDIENCE

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The last couple of decades have been characterized by elimination diets, with the consumer trying to figure out what particular sensitivities they have, and identifying eating templates that make the individual consumer feel their best. Innovations in lab work are taking the guess work out, helping consumers be much more precise about what foods will make them feel better. STATUS:

INSIGHT

Show me which foods will help me feel my personal best - not someone else’s best.

PERSONALIZED DIETARY PLANS

RETHINKING DIETARY APPROACH

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Habit - A new startup features easy $299 at-home lab work that helps identify a dietary plan that will help the individual consumer thrive. This individualized dietary roadmap is backed by meal delivery that matches each individual’s needs. “Personalized nutrition from test to table!”

2.Pinner Test - While not at Expo West, this test $490 is becoming increasingly popular in social media because it tests for food intolerances/sensitivities and can be done without going to a doctor.

3. EverlyWell - Also not at Expo West, but another player in the direct-to-consumer food testing space.

EXAMPLES

PERSONALIZED DIETARY PLANS

RETHINKING DIETARY APPROACH

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Single Nucleotide Polymorphisms (or SNPs) are becoming increasingly understood as consumers dig deeper with lab work, using tools like 23andMe, and realizing that they can optimize their nutrition for their personal DNA. Roughly one third of the population doesn’t deal with synthetic nutrients like folic acid or cyanocobalamin well, and needs the methylated form. While primarily a supplement concern today, food companies should be aware that this knowledge is beginning to guide choices (like avoiding all foods fortified with the non-methylated form).

STATUS:

INSIGHT

Give me options that don’t have things that

will make me feel worse.

THE NEXT BAD GUYS: BEWARE OF

THE SNPs

RETHINKING DIETARY APPROACH

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Smarty Pants - Vitamins for Kids and Adults with the methylated form of B12 and folate because they heard from enough consumers that needed the upgraded forms, making them a blogger favorite.

2.Honest Prenatal Vitamin - Also features the methylated form of B12 and folate because of consumer demand.

3. Jarrow Formulas Methyl Folate - Touted as the more bioavailable form of folic acid.

EXAMPLES

THE NEXT BAD GUY: BEWARE OF

THE SNPs

RETHINKING DIETARY APPROACH

11

A variety of challenges are keeping consumers from receiving the nutrition they need to feel their best. They’re looking for options to boost the everyday things they are eating: water, smoothies, snacks and coffee. These options must be real, whole foods, and not synthetic.

STATUS:

INSIGHT

My food alone doesn’t give me all of the

nutrition I want. Help me to get a nutrient boost in

the things I’m already eating, not with more pills

to pop.

FORTIFICATION 2.0

RETHINKING DIETARY APPROACH

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Bulletproof Brain Octane - Energy through fat, not sugar, that can be added to coffee or added to dressings. 10x the caprylic acid of coconut oil.

2.Navitas Immune/Detox/Beauty/Focus/Wellness SKUS - Powdered, scoopable dry nutrients to add to water to give specific benefits.

3.Vital Proteins Beauty Water - Scoopable marine collagen with coconut water, hyaluronic acid and other nutrients that is added to water, with a light Coconut Vanilla flavor.

EXAMPLES

FORTIFICATION 2.0

RETHINKING DIETARY APPROACH

13

Natural foods are no longer just for the health and wellness consciousness community; brands are finding ways to swap fruits and veggies into food formats that were previously more indulgent (like fruit snacks, pizza and pasta).

STATUS:

INSIGHT

I want to get my daily dose of

nutrients, but I don’t want to give up the indulgent

food I love.

A BETTER SWAP

RETHINKING DIETARY APPROACH

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Yum Earth- Candy gummy bears that satisfy sweet cravings, but are jam packed natural fruit. 2.OH YES - Pizza that is packed with vitamins, minerals and 3-5 times the daily recommended servings of

vegetables & fruits. Each pizza features 12 veggies and fruit in the crust and sauce. 3.Banza - Pasta made from chickpeas, a natural superfood that offers double the amount of protein, 4x the

fiber and half the net carbs of wheat pasta.

EXAMPLES

A BETTER SWAP

RETHINKING DIETARY APPROACH

15

Everyone likes to indulge sometimes. Natural foods consumers are looking for ways to satisfy their sweet tooth guilt-free. Options are sweetened with non-sugar sweeteners, feature nutrient-dense reasons to offset the indulgence or simply have less of the “bad stuff” featured in the traditional indulgence.

STATUS:

INSIGHT

I know that I will fall off the wagon of healthy dietary

choices if I don’t treat myself here and there...I’m looking

for treat options that are healthier than the

traditional options.

INNOCENT INDULGENCE

RETHINKING DIETARY APPROACH

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Rip Van Waffle - An indulgent snack for ingredient-minded eaters. The traditional Waffle is a blend of bourbon vanilla, cinnamon and molasses.

2.Smash Mallow - An all natural snackable marshmallow, at around 80 calories per serving. 3.Coconut Bliss - A dairy free coconut milk frozen dessert made from pure and simple, certified organic,

gluten-free and soy-free.

INNOCENT INDULGENCE

RETHINKING DIETARY APPROACH

EXAMPLES

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More and more conversations are happening about Keto and eating a high-fat, high-veggie diet that puts the consumer into ketosis. While only a small percentage of consumers are actually in ketosis, they appreciate the health benefits, increased energy and satiety of ketosis. Less involved consumers are simply increasing their intake of good fats because they recognize that a low-fat diet keeps them from getting all of the nutrients they need to fuel their body well.

STATUS:

INSIGHT

I’ve tried things to boost my energy, but their impacts are short-lived. I’m sick of being

tired - give me a new paradigm for energy because

the existing ones aren’t working.

ENERGY THROUGH FAT

RETHINKING DIETARY APPROACH

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Hail Merry - Cups, tarts and bites made from virgin olive oil and good fats from raw nuts. 2. GAEA Organic Olives Lemon Oregano Pitted Olive Snack - Good fats, easily taken in a pouch on

the go, with no preservatives or additives. 3. Bulletproof Fat Water - “Mental refreshment” through Brain Octane oil, extracted from the most

potent part of the coconut.

EXAMPLES

ENERGY THROUGH FAT

RETHINKING DIETARY APPROACH

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Companies are communicating more clearly that their product fits the constraints of particular dietary mindsets like Paleo, Whole 30, Vegan or FODMAP. Stretching beyond gluten-free, this new front-of-pack over call-out is an aggressive attempt to satisfy consumers opting-in on strict templates or protocols. The beauty equivalent is the Environmental Working Group seal of verification, showing that ingredients fit EWG’s standards.

STATUS:

INSIGHT

I’m sick of reading labels to see which

limited packaged goods I can actually eat, drink or use. I need to be able to quickly see which are

for me.

CLEAR CONSTRAINT CALL-OUTS

RETHINKING DIETARY APPROACH

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.FODMAPPED - No onion or garlic, this brand is dedicated to serving the low-FODMAP audience through otherwise impossible to find sauces, stocks and soups, helping to avoid IBS flares and other autoimmune/digestive issues.

2.Cave Shake - Besides the brand name, size and refrigeration call-out, “The Original Keto, Paleo, Vegan, Ready-to-Eat Coconut Milkshake” is the only front-of-pack wording.

3.Oriya - Protein and greens options that are Paleo Certified and Vegan Certified.

EXAMPLES

CLEAR CONSTRAINT CALL-

RETHINKING DIETARY APPROACH

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“The big C used to be cancer. Now it’s cognitive health.” - Todd Runestad, New Hope’s Editor-In-Chief of Functional Ingredients. As boomers age, they’re seeing a decline in cognitive abilities, and are looking for brain support more now than ever. The emergence of the Creative Class, who do thought-work for a living, also drives need for optimized cognitive function. Companies should note that talking about “brain health” as a stand-alone isn’t necessarily compelling to the consumer, but instead, things like stress, mood, focus, memory and sleep benefits speak more clearly to the Jobs to Be Done consumers have.

STATUS:

INSIGHT

I require more of my brain now than I ever have. I’m

looking for products that help me do my best thought work,

or help me maintain cognitive health as I get

older.

BRAIN HEALTH

RETHINKING DIETARY APPROACH

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Trace Minerals FMB (Feed My Brain) - Formulated by Alexander Schauss, PhD., a Fellow of the American College of Nutrition (FACN) and a Certified Food Scientist(CFS), based on nearly 40 years of research on children in the New York City Public School System. With 72 trace minerals from seawater.

2.Brain Juice - Small, individually packaged shots for focus, memory and clarity. Acetylcholine and dopamine are components, with liquid instead of pill form for faster delivery.

3.New Chapter LifeShield™ Mind Force - Mushrooms like Reishi, Chaga and Lion’s Mane provide cognitive support.

EXAMPLES

BRAIN HEALTH RETHINKING DIETARY

APPROACH

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According to the USDA’s Food Waste Challenge, approximately 40% of food in the American food system is wasted. Many consumers are becoming increasingly aware of the shortcuts many companies take to get production up, but that are depleting the soil. Many brands are offering consumers ways to lessen the impact that product has on the environment, or lessen the waste that food production creates.

STATUS:

INSIGHT

I’m learning about how wasteful our food

production system is - I wish companies were

more thoughtful about how food is sourced.

HELPFUL, NOT HARMFUL

PRODUCTION

EMERGING CONSCIOUSNESS OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Lotus Foods - More Crop Per Drop™ through System of Rice Intensification (SRI) allows for less water use, less labor per pound of rice produced.

2. Forager™ Chips - Use the pulp that’s left from making juice and put it into a chip. 3. Deep Valley Biodynamic Coffee - Farmed through a type of organic farming that helps heal the soil, Demeter

Certified Biodynamic.

EXAMPLES

HELPFUL, NOT HARMFUL

PRODUCTION

EMERGING CONSCIOUSNESS

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As environmental consciousness increases, consumers are expecting companies to provide smart ways to be less harmful, without significantly impacting the price point or quality of the product.

STATUS:

INSIGHT

Disposable packaging makes life easier, but I wish it was less harmful to the environment.

ENVIRONMENTALLY CONSCIOUS PACKAGING

EMERGING CONSCIOUSNESS OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Quinn Popcorn - PURE-POP BAG™ first compostable microwaveable popcorn bag. 2.Black Hierloom Quinoa (Alter Eco) - Packaging made from compostable materials and metalized

Natureflex printed with certified compostable non-toxic ink. 3.Bees Wrap - Wax coated organic cotton that helps consumers have less waste when they would normally use

plastic wrap or plastic bags.

EXAMPLES

ENVIRONMENTALLY CONSCIOUS PACKAGING

EMERGING CONSCIOUSNESS

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In this era of farmers markets, transparency and intentional consumption, brands that tell a deep heritage story rooted in place and product provenance are getting traction.

STATUS:

INSIGHT

Knowing the story behind something

makes me feel connected to it, and like I’m investing in

something that matters.

MEANINGFUL PROVENANCE

EMERGING CONSCIOUSNESS OVERVIEW

http://applegate.com/products

mass market fresh emergenceX

1. 2. 3.

1. Detroit Grooming Co - With SKUs like Saugatuck Hand Salve and Tawas Bar Soap. 2. Applegate VR - Uses technologies like VR to tell Applgate’s sourcing story and mission;

“Changing the meat we eat.It starts on the farm with the way the animals are treated.” 3. Good Zebra - Building on the nostalgia of animal crackers, Good Zebra connects with

consumers by offering healthy “spirit animal” crackers, a fun way to connect with their healthy snacks.

EXAMPLES

MEANINGFUL PROVENANCE

EMERGING CONSCIOUSNESS

As consumers become more conscious of what they put into their bodies for the sake of health, there has also been an increase in awareness/product solutions that offer consumers benefits in beauty. These natural products are designed to administer healthy aging benefits and beauty with particular emphasis on skin, hair and nails.

STATUS:

INSIGHT

I’m already using a variety of skincare products, but I’m recognizing that my diet impacts my beauty.

Help me easily figure out which food choices will have the biggest impact.

INTERPLAY BETWEEN BEAUTY, SUPPLEMENTS

+ FOOD

BLURRED LINES OVERVIEW

http://www.kellieolver.com/single-post/

mass market fresh emergenceX

1. 2. 3.

1. Burt's Bees Plant-Based Protein Shake - A beauty brand venturing into food, offering protein “rich with nutrients for a healthy glow”.

2. Om Beauty - “Glow from Within.” Beauty through the nutrition of mushrooms and their naturally occurring Vitamin D, biotin and beta glucans.

3. Zint - Grass-fed beef gelatin and collagen for “Beauty From The Inside Out,” to rejuvenate and support the natural beauty of your skin, hair and nails from within.

EXAMPLES

INTERPLAY BETWEEN BEAUTY, SUPPLEMENTS

+ FOOD

BLURRED LINES

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Wendy Bazilian DrPH RD shared the stat that on average, Americans substitute a snack for 2 meals per week. More than ever, Americans are looking for satisfying snacks that take the place of a meal.

STATUS:

INSIGHT

I don’t have time to grab a full meal while

I’m on the go...instead, I grab a snack. I need

more snack options that really satisfy.

SNACKS AS MEALS

BLURRED LINES OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. PROBAR Meal - A meal replacement that’s “rich in raw ingredients and the right nutrient-dense calories for lasting energy and nourishment.”

2. KIND Breakfast Protein - A bar that overtly replaces breakfast, with 8g of protein. 3. Munk Pack -”Ready-to-eat Oatmeal Fruit Squeeze” snacks packed with whole grain, gluten free

oats.

EXAMPLES

SNACKS AS MEALS

BLURRED LINES

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Consumers are looking for just-veggie or veggie/fruit options without additives. One route is by keeping a particular form, but swapping a veggie in place of the traditional option. Another route is putting veggies (and/or fruit) into an on-the-go form, with nothing else.

STATUS:

INSIGHT

I’m careful about what I eat, and make sure that

each and every ingredient is working for me. I need

options that take out steps for meal prep and make eating on the go easier.

JUST THE VEGGIE

FOOD VALUES OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Veggie Noodle Co - Spiralized veggies to be used as a noodle substitute, with nothing else added. 2.Beetnik Paleo Entrees with Riced Cauliflower - Cauliflower that’s finely chopped and used in

place of rice. 3. nomva - Smoothies with fruit, veggies and probiotics that are easily taken on the go - and

nothing else added.

EXAMPLES

JUST THE VEGGIE

FOOD VALUES

35

Consumers are increasingly rejecting unstable, inflammatory vegetable oils high in undesirable Omega 6s in favor of healthier oils like avocado, olive or coconut.

STATUS:

INSIGHT

I want to avoid inflammation, so I’m

looking for options that don’t have canola oil, or other oils that increase

inflammation.

HEALTHY OILS FOOD VALUES

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Jackson’s Honest Chips - Sweet potato, purple, red or white potato and corn chips cooked “low and slow” in coconut oil, so the oil’s nutrients aren’t degraded.

2.Boulder Canyon Avocado Canyon Cut Chips - Potato chips cooked in avocado oil. 3.Primal Kitchen Mayo - Made with avocado oil, cage-free eggs and vinegar.

EXAMPLES

HEALTHY OILS FOOD VALUES

37

Companies are combining BOTH prebiotic and probiotic ingredients into foods for well-rounded gut support.

STATUS:

INSIGHT

I’ve been taking probiotics for a while now, but am hearing

more and more about the importance of prebiotics, and want products that

have both.

PREBIOTIC AND PROBIOTIC

FOOD VALUES OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. GoLive - Probiotic/Prebiotic beverages with foil-blister cap that prevents probiotics from being exposed to moisture and heat-generating light, making the probiotics intact and efficacious.

2. Regular Girl - Powder that contains prebiotic and probiotic fiber that can be added to a beverage or sprinkled on to food.

3. Truth Bar - Bars overtly designed to bolster the gut microbiome. One bar provides 1 billion probiotic CFUs.

EXAMPLES

PREBIOTIC AND PROBIOTIC

FOOD VALUES

39

As consumers experiment with elimination diets to see what helps them feel their best, dairy is a common food group to remove. Dairy is also under fire from the Paleo community, while Vegans also skip it. While dairy-free options have existed for years, consumers have found them to be poor substitutes because of texture and flavor. The new era of dairy-free options feature less/no preservatives, soy or additives that were in their past competitors.

STATUS:

INSIGHT

I need dairy-free options that don’t

make eating dairy-free feel like a

sacrifice.

NO DAIRY

FOOD VALUES OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. NadaMoo! - Vegan, gluten free, non-dairy ice cream line made from coconut milk 2. Kite Hill - Yogurt, cheese, cream cheese style spreads and ravioli that feature cultured nut-based

milks 3. Fourth & Heart Ghee - Many of the dietary plans reject dairy but keep ghee in as a valuable fat

because lactose has been removed. 4th & Heart features a variety of grass-fed flavored and unflavored ghee options in formats from jars to sprays.

EXAMPLES

NO DAIRY FOOD VALUES

41

From pea milk to banana milk, milk-alternatives were all over the show floor. Nut milks are evolving past additives like carageenan and guar gum because of consumer demand.

STATUS:

INSIGHT

Milk isn’t as healthy as they said in the Milk campaigns and I can do better for my family. I need options that beat cow’s milk in nutrient

content or are simply dairy-free.

ALL THE MILKS FOOD VALUES

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Ripple - Milk made from peas, with 50% more protein than traditional milk and 32mg DHA/Omega 3s.

2. Milkadamia - Milk made from made from raw, never roasted, macadamia nuts. 3. Elmhurst - Milked cashews, hazelnuts, walnuts and other nut milks with simple a packaging

call-out: “made with 8 walnuts in every glass”

EXAMPLES

ALL THE MILKS FOOD VALUES

43

The era of Vitamin Water has evolved, with consumers being more educated about sugar content and seeing through vitamin claims. Functional water 2.0 is about hydration that does more than just hydrate, but in a sweetener-less way.

STATUS:

INSIGHT

I don’t drink soda because of the sugar content and I know water is important

for my health. I want more options for hydration that get me more bang for my

buck nutritionally.

FUNCTIONAL WATERS

FOOD VALUES OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Blk.- Mineral rich “black water” promotes benefits such as energy, focus, mood and immunity through fluvic acid trace mineral complex.

2. 3 Water - pH balanced, caffeinated water with electrolytes that doesn’t have a taste to it. 3. Waiakea - Alkaline pH, mineral-enriched, volcanic rock filtered water sourced from Hawaii.

EXAMPLES

FUNCTIONAL WATERS FOOD VALUES

45

The bubble on popcorn has burst: the gluten-free grain could be seen all over the Expo West floor. Popcorn is seen as a healthy snack option, especially when cooked with no oil or healthier oil.

STATUS:

INSIGHT

I need more satisfying snacks that taste

great, can be taken on-the-go and I don’t feel guilty

about.

POPCORN HAS POPPED

FOOD VALUES OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1.Gary Poppins - Made with coconut oil instead of canola oil. 2.New Pop Skinless Popcorn - No butter, no salt, no oil, high pressure popped. 3.Pipcorn - Small batch mini popcorn with flavors like Ghee.

EXAMPLES

POPCORN HAS POPPED

FOOD VALUES

47

Driven by consumer interest in gut health and desire for more nutrient-dense foods, bone broth is the natural food darling of 2017. Numerous brands were debuting bone broth offerings. Many were basic Chicken, Turkey or Beef broth, but some brands featured more complex flavored options.

STATUS:

INSIGHT

I love bone broth, but making it at home takes a while and is a pain. I need

affordable, yet high-quality packaged bone broth options

that let me get the same benefits without the hassle.

BROTH

FOOD VALUES OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Butcher's Bone Broth - Discussed as a “blank slate” bone broth without added flavorings. 2. Bare Bones - A Paleo blogger favorite, broth from “ethical ingredients.” 3. Numo - “Not liquid in a bag” but a brew-it-yourself, grass-fed broth kit.

EXAMPLES

BROTH FOOD VALUES

Soda consumption is declining because of sugar content, but this emerging set of soda options features benefits from real ingredients, without “sugar” sweeteners, while still carbonated.

STATUS:

INSIGHT

I won’t buy soda for my family because of the sugar, so we wish

we could have healthy soda options.

SODA SUPERSEDED

FOOD VALUES OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Lifeway Elixir - Organic, non-dairy, probiotic sparkling beverage that’s low in calories.This soda alternative is a new option for people who want a great-tasting probiotic tonic.

2. The Water Kefir People - Dairy-free, kid-friendly probiotic soda with flavors like Root Beer and Strawberry Basil.

3. Cawston Press - “Soft drinks for grown ups” made with pressed juice, no artificial sweeteners, no preservatives and no colorings.

EXAMPLES

SODA SUPERSEDED FOOD VALUES

51

Maca is an adaptogen, helping the body adapt to stressors. It supports hormone balance, is rich in phytonutrients and high in amino acids.

STATUS:

INGREDIENTS/FLAVORS OVERVIEW

THE 4 M’s: MACA mass market fresh emergenceX

1. 2. 3.

1.Califia Protein Maca-spresso, Choc-A-Maca, Maca’Nilla - 8 grams of 100% plant protein almond milk drinks that are dairy-free and soy-free.

2.Macaccino - Coffee replacement with adaptogenic properties and sustainable energy. 3. Brew Dr Kombucha Maca - Fermented tea that contains maca.

EXAMPLES

THE4 M’s: MACA

INGREDIENTS/FLAVORS

53

While different mushroom varieties have different benefits, mushrooms are a superfood known for their immune-boosting properties. Other benefits include adaptogenic properties (helping the body cope with stress), balancing blood sugar, increasing concentration and more.

STATUS:

THE 4 M’s: MUSHROOMS

INGREDIENTS/FLAVORSOVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Om Energy - Intelligent Sustained Energy with Cordyceps and Reishi - Powdered drink with six powerful organic medicinal mushrooms, botanicals and natural plant-based caffeine.

2. Purely Elizabeth Bars - Functional granola bars with 2g of Om Mushroom formula. 3. Four Sigmatic - Drinkable mushroom elixirs that are powdered packets to be added to water.

EXAMPLES

THE 4 M’s: MUSHROOMS

INGREDIENTS/FLAVORS

55

Matcha is the powdered form of green tea that is high in antioxidants, especially EGCG. It contains caffeine, so it’s used as a beverage on its own, or is the flavor of beverages or foods and even shows up in beauty products.

STATUS:

THE 4 M’s: MATCHA

INGREDIENTS/FLAVORSOVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Pop & Bottle Matcha - Green tea flavored almond milk that’s date-sweetened. 2. Cocokind MyMatcha - Moisturizing beauty stick that rejuvenates dry spots and protects skin from

free radical damage with three organic ingredients: matcha, coconut oil and beeswax. 3. Navitas Matcha Powder - Raw ingredient to add to smoothies, lattes or cooking.

EXAMPLESINGREDIENTS/FLAVORS

THE 4 M’s: MATCHA

57

Moringa is helpful for inflammation, supports brain health, and is a source of protein. Companies offering moringa ingredient features shared stats that it has 15x the calcium of milk, 3x the potassium of bananas, 7x the protein of yogurt, and 2x the antioxidants of resveratrol.

STATUS:

THE 4 M’s: MORINGA

INGREDIENTS/FLAVORSOVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Organic India Tulsi Moringa - Stress relieving and nourishing moringa/tulsi tea combination. 2. Kuli Kuli Moringa Superfood Bars - Dark chocolate, almond and black cherry bars featuring all 9

essential amino acids from Moringa. 3. Sunfood Superfoods Organic Moringa - Raw moringa powder that can be added to smoothies or

recipes.

EXAMPLESINGREDIENTS/FLAVORS

THE 4 M’s: MORINGA

59

Turmeric, a high source of curcumin, is evolving from supplements and Pinterest recipes into packaged foods, beverages and beauty because of it’s anti-inflammatory and cognitive support benefits.

STATUS:

TURMERICINGREDIENTS/FLAVORS

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Evolution Juice Organic Superfoods Goldenmilk - Coconut milk-based drink with turmeric, acerola cherry and other fruits and vegetables.

2. Gaia Herbs Golden Milk - Date-sweetened powdered turmeric drink that is paired with other Ayurvedic herbs like ashwagandha and black pepper for better bioavailability of the curcumin.

3. Organic India Turmeric Lift Tea - Organic, whole herb turmeric and ginger for joint mobility and support.

EXAMPLES

TURMERICINGREDIENTS/ FLAVORS

61

Honey, date, coconut sugar and other sweeteners continue to replace sugar or cane sugar because of consumer concern about sugar’s impact on overall health.

STATUS: ALT SWEETENERS

INGREDIENTS/FLAVORSOVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Sugavida - SugaVida is the only bio-available, plant-based source of Vitamin B12 found in Nature making it a “sweet superfood.”

2. Droga Chocolate - Money On Honey. Caramel made from honey instead of corn syrup. 3. Sola - A low calorie sweetener that doesn’t taste like it was made in a lab.Unlike sugar, Sola does not create a

blood sugar response, making it deal for both diabetics as well as sweet tooths who want to eat sweets guilt free.

EXAMPLES

ALT SWEETENERSINGREDIENTS/ FLAVORS

63

Cacao is rich in antioxidants and is a great source of iron and magnesium. The key is keeping the nutrients intact by not over-processing. Cacao is much richer in nutrients compared to its processed cousin cocoa.

STATUS:

CACAOINGREDIENTS/ FLAVORS

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Yes Cacao - “Botanical chocolate bars you can feel,” features heirloom Arriba Criollo cacao. 2. Hu Chocolate - Chocolate bars made with organic fair-trade cacao, unrefined organic coconut sugar and

organic fair-trade cocoa butter. 3. Laird Superfood Cacao Creamer - Coffee creamer made with raw, cold pressed cacao and other added

nutrients like marine algae.

EXAMPLES

CACAOINGREDIENTS/ FLAVORS

65

Sriracha has been a flavor darling for a while, showing up on restaurant menus and internet recipes. The brands and craft of sriracha have evolved, and it’s migrating into a larger array of condiments and snacks.

STATUS:

SRIRACHAINGREDIENTS/FLAVORS

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Hippeas Sriracha - Sriracha-flavored chickpea snack crisps. 2. Manitoba Harvest Toasted Hemp Seeds Sriracha - Sriracha-flavored hemp seed toppers that add texture and

protein to soups, salads or smoothies. 3. Nuts About You Sweet Sriracha Almonds - Sriracha-flavored almonds for snacking.

EXAMPLES

SRIRACHAINGREDIENTS/FLAVORS

67

Beets are showing up in more packaged foods than ever before. They’ve migrated from restaurant salads into supplements and snacks. Beets are noteworthy because of their nutrient density and because of that, they are associated with several key health benefits, like lowering blood pressure and decreasing heart disease risk. Lately, they’re being used for their endurance-boosting naturally occurring nitrates.

STATUS:

BEETSINGREDIENTS/ FLAVORS

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Natierra Nature's Freeze Dried Beets - Gluten-free and non-GMO snack made from one ingredient: beets; one bag is equivalent to seven ounces of fresh beets.

2. Healthy Skoop Endurance Beets - Powdered drink to add to water for endurance, performance and recovery. 3. Beetelite - Powdered Nitric-Oxide producing pre-workout drink mix.

EXAMPLES

BEETSINGREDIENTS/FLAVORS

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Jicama is emerging as a root star behind beets. It became popular in restaurants for its unique crunch, neutral flavor, and ability to sub as a shell for things like tacos. In packaged foods, it’s becoming popular because it is full of pre-biotic fiber and magnesium, while being lower glycemic because of its high water content.

STATUS:

JICAMAINGREDIENTS/FLAVORS

OVERVIEW

mass market fresh emergenceX

1. 2. 3.

1. Vim Vitae Jicama High Five - Juice with jicama, beets, apples, lime and ginger. 2. Jica Chips - Dehydrated jicama chips that contain roughly 5x the amount of fiber of potato chips. 3. Daily Greens Jicama Blue Majik - Juice with jicama, spirulina, blue algae, ginger and over 65 vitamins.

EXAMPLES

JICAMAINGREDIENTS/FLAVORS

@sngfitness

71

Many new food or beverage product forms launched at Expo West 2017. These form innovations involved taking a nutrient-dense, unexpected ingredient and making it into a chip or jerky, new packaging formats that make taking products on-the-go easier, or making things more snackable. Beverage innovations in Ready-To-Drink continue to push the boundaries of quality, getting closer to hand-prepared standards.

PRODUCT FORM

NEW INNOVATIONOVERVIEW

Natural Sins Chips La Colombe Draft Latte Humus Pods Cocoburg- Coconut Jerky

10th Avenue TeaYum ButterWilde- Chicken Chips Rollingreens- Millet Tots

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Denise Morrison, Campbell’s CEO, observed that 2016 was a “Year of unbelievable change” for companies playing in the CPG food and beverage space.

“The pace of change is unrelenting, far off trends arrived faster and there were

lots of unexpected mergers and acquisitions.”

TGG FAVORITES

Veg & Broth Snacking Win

Bonafide Provisions Drinkable Organic Veggies According to Wendy Bazilian, DrPh, RD, 42% of Americans’ daily sugar content is consumed via snacks. So, there’s quite an opportunity for nutritious snacks that are low in sugar. I love this drinkable veggie/broth combo because it makes nutrition-on-the-go really easy. At 3g of sugar per serving, in the Revitalize and Renew SKUs, it doesn’t have the glycemic load that most bars, sweet snacks or even juices do. It’s easier than bringing cut up veggies with me wherever I want to go, and doesn’t have the additives that most other veggie formats have. Best of all, it doesn’t require utensils.

TGG Favorites

RENEE MURPHY RESEARCH CONSULTANT 513-255-2423 RENEE@THEGARAGEGROUP.COM

75

Product for Sleep Impact

Not everyone is on a special diet or concerned about whether their food is GF or Vegan, but everyone sleeps! Sleep deprivation is an epidemic that is sweeping the nation, and I loved seeing all the new products at ExpoWest that are nutritionally addressing people’s sleep issues. According to the Nutrition Business Journal Consumer Study, over 30% of participants indicated having issues with sleep or suffering from lack of energy (from not sleeping). youtheory's new Sleep Nighttime Powder drink mix provides "broad-spectrum support for occasional sleeplessness.” This sleep aid features amino acids, magnesium and melatonin. Other sleep products that I think deserve mention are Berry Sleepy and Healthy Skoop’s Sleep Protein.

TGG Favorites

JORDAN HILDEBRANDT ASSOCIATE CREATIVE DIRECTOR 513-550-1063 JORDAN@THEGARAGEGROUP.COM

Powerful Personalized Nutrition

Neil Grimmer of Habit talked about the history of one-size-fits-all dietary thinking, and highlighted the groundbreaking pivot that is before us: personalized nutrition. For the first time in history, we’re able to choose nutrition that’s right at the individual level, based on things like testable sensitivities and DNA SNPs (see slides 7 and 9 for more). While Habit isn’t the only player in this emerging space, they’re making it extremely simple and approachable for the consumer, all with the support of Campbell’s infrastructure. It’s noteworthy that Habit is also taking the next step, to deliver personalized meals. I look forward to seeing how Habit evolves in the next couple of years.

TGG Favorites

Jason Hauer Cofounder 513-368-3073 JASON@THEGARAGEGROUP.COM

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GET IN TOUCH Jason Hauer, COFOUNDER P: 513-368-3073 E: JASON@THEGARAGEGROUP.COM

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