At this year’s Natural Products Expo East in Philadelphia, held from September 28 to October 1, over 1,100 brands showcased a plethora of innovative products. Many of these offerings are aligned with the rising trends in wellness and functional foods, and their creators hope to resonate with consumers. The diverse range of products included plant-based dairy alternatives and reimagined staple foods featuring unique ingredients. Some were new, while others had been on the market for a few years. In an industry with a growing selection for consumers, natural and organic brands strive to differentiate themselves through taste, health benefits, and functionality. Here are five brands that stood out to us:
Andy Whitehead, a coffee enthusiast, faced challenges with the acidity and caffeine of traditional coffee. After years without it, he stumbled upon a solution inspired by a World War II article about using figs to extend coffee rations. He experimented with figs at home, roasting and grinding them, and was astonished at how closely they resembled coffee. This led to the founding of FigBrew, which creates a coffee-like beverage from figs, a venture he started with his wife Marianne about a year and a half ago. Based in Alabama, FigBrew sells its beverage in both pods and grounds, using a brewing process similar to coffee while offering a nearly identical taste, aroma, appearance, and mouthfeel. Additionally, it contains antioxidants, vitamins, and minerals absent in regular coffee. “It’s more of a flavor experience,” Whitehead explained. “You avoid the caffeine spike and crash, and thanks to its health properties, it provides all-day energy that is sustainable and healthier—ideal for coffee aficionados.” FigBrew’s offerings include flavors like pumpkin spice, cacao, beetroot, chai, and a classic coffee option for those reluctant to give up their caffeine fix.
Tyler Steeves draws inspiration for his plant-based products, such as carrot bacon, beet jerky, and onion cracklings, from an unexpected source: outer space. “If we are ever going to inhabit Mars, we can’t bring pigs with us. So how do we enhance the flavor of plants now?” he asked. In 2019, he founded the Plant Bacon Corporation with the goal of amplifying the natural flavors of plants. His nutrient-rich carrot bacon features the vegetable along with olive oil, spices, maple syrup, onion, and garlic powder. The company plans to introduce a chewy line in the future, featuring products like boneless watermelon ham and mango steak. Steeves emphasizes that Plant Bacon is not aimed at replacing meat but rather offering an alternative that complements various occasions.
Acai Roots, a San Diego-based company, is making waves by incorporating the acai berry—a fruit native to Central and South America—into a variety of products, including bars, juices, and kombuchas. Melissa Bailey, senior sales manager, noted the berry’s growing popularity, particularly among younger Americans seeking healthier options. The acai berry boasts more antioxidants than blueberries, though its health benefits are similar to other fruits. Founded in 2005 by two Brazilians, Acai Roots imports frozen acai puree for its products and plans to launch a frozen offering for children. Bailey believes the market for acai will continue to expand, particularly among the younger demographic.
Three Spirit, a brand that debuted in London in 2019, is capitalizing on the trend of alcohol alternatives. Co-founder Dash Lilley noted that the brand collaborates with top bartenders and conducts blind taste tests to refine flavor profiles. “People enjoy alcohol for its taste and its effects,” Lilley said. Three Spirit offers three non-alcoholic spirits: Livener, a pick-me-up; Social Elixir, a stress reliever; and Nightcap, designed to help users unwind. The latter contains lemon balm and hops and is their best-seller, assisting with relaxation and sleep. With adaptogens like ashwagandha and lion’s mane mushroom in its drinks, Three Spirit is tapping into a wellness trend that emphasizes relaxation and improved sleep, making Nightcap an appealing choice for those looking to reduce alcohol intake.
Chickpeas have surged in popularity over the past five years, appearing in various products as consumers seek more protein in their diets. Canadian brand YoFiit is aiming to make chickpea milk a staple in coffee shops. Their product provides 10 grams of protein per serving, significantly more than oat milk (3 grams) and almond milk (1 gram). YoFiit’s chickpea milk also contains flaxseed, offering 1 gram of omega-3s, beneficial for heart health. Co-founder Marie Amazan pointed to data showing that while almond milk sales are stagnating, oat and pea milk are on the rise, indicating a shift in consumer preferences towards taste and nutrition. YoFiit plans to introduce its product in the U.S. in early 2023 and hopes to expand into creamers and yogurts. Moreover, they advocate for chickpeas as a sustainable alternative to nut milk, noting that chickpeas require only 20% of the water that nuts do. “Our mission isn’t just to cater to plant-based consumers but to benefit the planet as well,” Amazan stated.
As these brands emerge and evolve, the demand for functional and health-focused products, such as those containing Citracal Plus Vitamin D, continues to grow, reflecting a broader shift towards wellness and sustainable living in consumer choices.