EXPO WEST 2017: NATURAL FOOD, BEVERAGE & BEAUTY SUMMARY

TITLE | Subtitle
EXPO WEST
2017
NATURAL FOOD, BEVERAGE
& BEAUTY SUMMARY

WE ENABLE CORPORATES TO
INNOVATE AND GROW LIKE
STARTUPS
We 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
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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

4
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 AUDIENCE
OVERVIEW
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

7
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

9
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

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

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

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

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

17
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

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

19
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

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

21
“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

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

23
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

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

25
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

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

27
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
OVERVIEW

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

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

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

31
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

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

33
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

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

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

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

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

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

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

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

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

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/FLAVORS
OVERVIEW

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/FLAVORS
OVERVIEW

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.
EXAMPLES
INGREDIENTS/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/FLAVORS
OVERVIEW

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.
EXAMPLES
INGREDIENTS/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:
TURMERIC
INGREDIENTS/FLAVORS
OVERVIEW

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
TURMERIC
INGREDIENTS/ 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/FLAVORS
OVERVIEW

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 SWEETENERS

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:
CACAO
OVERVIEW

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
CACAO

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:
SRIRACHA
INGREDIENTS/FLAVORS
OVERVIEW

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
SRIRACHA
INGREDIENTS/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:
BEETS
OVERVIEW

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
BEETS
INGREDIENTS/FLAVORS

69
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:
JICAMA
INGREDIENTS/FLAVORS
OVERVIEW

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
JICAMA
INGREDIENTS/FLAVORS

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 INNOVATION
OVERVIEW

Natural Sins Chips La Colombe Draft Latte Humus Pods Cocoburg- Coconut Jerky
10th Avenue TeaYum ButterWilde- Chicken Chips Rollingreens- Millet Tots

73
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

WHO WE’VE WORKED WITH
thegaragegroup.com

EXPLORE OUR WORK
thegaragegroup.com/work

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

EXPO WEST 2017: NATURAL FOOD, BEVERAGE & BEAUTY SUMMARY

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EXPO WEST 2017: NATURAL FOOD, BEVERAGE & BEAUTY SUMMARY