A brief recap of some of the top trends spotted at South by Southwest 2019 in Austin. Trends don't always have to rhyme, but in this deck, they just happen to.

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Imbibe at SXSW19
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2. Bonus Trends: SXSW Style
Recently, our esteemed CCO, Andy Dratt, spoke at SXSW 2019 about sugar’s
prevalence in our food system and the utilization of flavors with modulating
properties as a means for sugar reduction to minimize the potentially deleterious
effects associated with consuming an
overabundance of the sweet staple. We
scoped out this buzz-worthy conference on
the days surrounding his session, and
despite the overstimulation that
accompanied events sprawled all over
downtown Austin, we were able to
organize many of the products and services we saw into a few groups that are apt
representations of what we see happening in the marketplace, far beyond just food and
beverage.

3. [Not as] Sweet

4. [Not as] Sweet
The tagline of Love Good Fats nutrition
bars accurately mirror the mindset of
many consumers – especially those
under the spell of the keto diet: fat is
back. Sugar is out. With only 1 – 2g of
sugar per serving, these high fiber bars
intentionally exclude sugar alcohols
because of the distress they put on the
GI tract of consumers with IBS and other
similar ailments – a pain the founder
knows first-hand. The more than 10g of
fat come from a blend that includes
ingredients such as coconut oil,
sunflower seed butter, peanut butter and
peanut oil.

5. [Not as] Sweet
Dates, water and citric acid make up the
ingredient statement of Dafero, small-
batch date spread, crafted in Washington
D.C. Though there are 7g of sugar per
tablespoon of this spread, the naturally
occurring sugar in dates is allowable
even in some of the strictest and
exclusionary diets, including the paleo
diet. This spread’s versatility allows it to
enhance fruit and cheese plates, dress
up lone crackers, sweeten smoothies or
act as a base for cakes, pies and other
desserts.

6. [Not as] Sweet
In each of the ½ teaspoon serving of
the Turmeric Latte Mix from Nature’s
Harvest, you won’t find any overt
sweetener. The dynamic spice blend,
however, may impart a hint of sweet in
the 5 calories, though the owners also
recommend adding a few drops of
honey to whatever beverage you add
this mix to. We expect more consumers
will join the botanical and spice
revolution, especially if they appreciate
the anti-inflammatory earthiness in this
particular blend of turmeric, cinnamon,
ginger, vanilla, cardamom, chili and
black pepper.

7. Where’s the Meat?
a.k.a. Dairy Defeat

8. Where’s the Meat?
Vega showcased their new plant-
based Protein & Energy line in classic
chocolate, vanilla, cold brew coffee
and matcha latte varieties, all touting
3g of MCT oil for added energy, and a
dose of healthy fat. This vegan, Non-
GMO and Keto friendly blend delivers
100mg of caffeine and 160 calories
per serving.

9. Where’s the Meat?
We’ve heard pili nuts mentioned when
discussing vegan boba options, since
traditional varieties often contain animal-
based gelatin. Lavva leverages the waxy-
ness and nuttiness of the pili nut by
blending it with plantains, cassava and
coconut in several flavored plant-based
yogurts to achieve the optimal creamy
yogurt-like texture and viscosity. The
package is also decorated with several
captivating claims: no sugar added,
prebiotics, 50 billion probiotics and of
course dairy-free.
Pro tip: pay attention to pili nuts. The raw kernel’s flavor is reminiscent of that of a pumpkin seed, and is rich in fats and
protein. Its nutritional composition makes it a compelling contender as a hot ingredient in the plant-based space.

10. Where’s the Meat?
If one associates creaminess explicitly with dairy,
he/she might be surprised by Loving Earth’s line of
dairy-free chocolate bars. In addition to enhancing
their products with essential oils for a more robust
flavor, this company has made it their mission to
become a pioneer in the regenerative chocolate
segment. Though it appears that their sustainable
chocolate bars are wrapped in plastic, the packaging
is actually plant-based and compostable. Flavors
come in cheesecake, mint, dark, creamy, raspberry,
and salted caramel. While we don’t expect you to
miss the dairy, we also predict some consumers will
accept the higher price tag as a small cost to support
a company dedicated to counter climate change.

11. Time to Retreat

12. Time to Retreat
Some contemporary literature suggests that
the natural production of cortisol and
melatonin that helps manage our circadian
rhythm may be a bit out of whack, partially
thanks to the light of so many of our lives –
our phones. Former Saved by the Bell actress,
Tiffani Thiessen, recently published a
children’s book entitled “You’re Missing It” to
remind parents how many moments they may
inadvertently disconnect from while their
eyes are peeled to their devices.
Enter a movement to help consumers break some of the habits that may be
amplifying our anxiety or reducing our ability to maximize the joy gained
from connecting to those around us.

13. Time to Retreat
No shoes and no cell phones are
mandatory to gain entrance to the
mobile mindfulness space, called
PeaceBox, which at SXSW was a trailer
retrofitted with calm and serenity. As a
way to offer opportunities for
meditation and mindfulness to over-
worked professionals, companies can
invite PeaceBox to their premises, or tap
into this organization’s resources. One
objective: to equip more people with the
tools to master a manageable work/life
balance.

14. Time to Retreat
Many of us are stricken with the compulsion to grab our phone,
even when there’s nothing that we imminently need from it, and
intellectually know that checking Instagram for the 14th time in
an hour won’t enhance our joy. Some users may even yearn for
the days when cameras and phones were two separate pieces of
hardware, so that they could minimize distractions and be
present in the moment. Modequiet’s mission is to help consumers
revert back to the slower paced days – the days with fewer
distractions, when we were less tethered to our phones. In place
of your phone, they have designed an analogously sized wooden
frame called QuietFrame. Their position is that consumers may
be able to minimize their separation anxiety by having a physical
item (with a laser engraved, non-functioning power button) in
their hands. The wooden polygon won’t actually record an image,
of course, but it may help recalibrate consumers’ frame of mind,
allowing them to appreciate what’s in front of them at any given
moment.

15. Wellness That’s
Complete

16. Wellness That’s Complete
Prediction: This is just the beginning of a
years-long wave of interest in nootropics.
Most consumers may not be familiar with
this term that encompasses a variety of
drugs, supplement, and amino acids (all
contributing to increased cognitive
performance). We suspect, however, that
this will change, as big box stores are making
shelf space for brands touting brain support.
Two brands we saw at SXSW incorporate
ingredients that we also expect to see more
of. In LGND: citicoline and bacopa monnieri
extract. Four Sigmatic stays on brand with
Lion’s Mane, a mushroom that is thought to
benefit the heart, gut, and of course, the
brain.

17. Wellness That’s Complete
Many consumers joke about how efficient
it’d be to get their coffee fix intravenously.
While it’s likely not much good would come
of that, it turns out there’s at least one brand
asserting that certain vitamin blends may be
beneficial to absorb through an IV. Whether
patrons are interested in rehydrating,
recovering, detoxing or some other custom
vitamin cocktail, IVitamin claims to have
something for everyone. With a location in
Austin, TX we suspect that word of mouth,
and if consumers actually feel better will
work in this company’s favor – a more literal
type of drip marketing.

18. Wellness That’s Complete
With a list of celebrity
ambassadors and supporters
including Michael Phelps,
Jamie-Lynn Sigler, and Chelsea
Handler, the automatic
percussive Theragun is lauded
for its healing capabilities.
Their “how to” guide calls out
ailments including tight
shoulders, carpal tunnel, and
plantar fasciitis that this device
may provide relief for. With
nearly 200k Instagram
followers, we expect more
consumers will decide that the
$599 price tag is worth it.

19. Cheat Sheet

20. A few more snapshots of SXSW
Hot ingredient
Cascara + lemonade
= Cascarnold
Teapot + IoT = taking
the decision making
out of the question
“what tea am I in the
mood for today?”
Inhalable, flavored
caffeine. 400 puffs or ~
20 cups of coffee in a
vape pen.
Why a paste? Turmeric is
absorbed more
effectively when mixed
with fats or oils, and this
paste allows for increased
bioavailability.

21. Cheat Sheet – Bonus Trends
Can we still call it
coffee? Element offers
a decaf, arguably more
natural product to fill
the coffee ritual, with a
modern twist. Note the
adaptogen on the
ingredient list.
The pizzas they were
sampling weren’t entirely
plant-based, but did sell
consumers on the veg-
centric, BFY crust.
Don’t bug out: Attendees were asked if they could get on board with
eating bugs, and several brands showcased (for display only) some of
their bug-based products. We don’t anticipate this becoming main
stream, but were surprised by the variety of insect edibles. (Cricket
energy bars, granola bites etc.)

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