Navigating the high-energy mix of innovation, nostalgia and culinary curiosities takes some leg work, but it's well worth the upper hand of knowing what's just around the corner. I elbowed my way through 69,999 other attendees at this year's Natural Foods Expo West to scope out what's new, what's next, and what not to put in my mouth again.
The Functional Fungi
Mushrooms continue to multiply, popping up in everything from coffee to protein powders to sparkling tonics. No longer just for risottos and foraging enthusiasts, functional mushrooms are being rebranded as the ultimate performance-enhancing ingredient.
Everyday Dose: A coffee alternative that trades caffeine jitters for a brain-boosting blend of lion’s mane, collagen and nootropics. The branding leans into a trippy, iridescent aesthetic that practically glows with promise — exactly the kind of energy a TikTok-fueled wellness crowd craves.
Om Mushrooms: Keeping things grounded with a broad range of mushroom-based powders, gummies and drink mixes, all emphasizing organic purity and centuries-old Eastern wellness practices.
Nature’s Fynd: Taking fungi to a whole new level with a protein-rich, Yellowstone-sourced microbial fermentation process that is redefining sustainability in plant-based eating across snack bites, breakfast patties and yogurt.
This year, mushroom's moment in the sun might just become a movement.
The Date Renaissance
By now, you're certain to have seen your favorite culinary influencer build an easy sweet treat around Medjool dates. They're sweet enough to replace sugar, nutrient-dense enough to earn a health halo and versatile enough to show up in a variety of forms.
Mojave Marshmallows: Turning the nostalgic campfire treat into a functional food by swapping refined sugar for date syrup.
Datefix: Positioning Medjool dates as “the new banana,” packaging them into on-the-go snack packs with a velvety smooth texture and unexpected flavor twists like cinnamon and turmeric.
Spring & Mulberry: Making a play for the luxe chocolate market, sweetening beautifully packaged bars with dates instead of refined sugar, and decorating them with dried fruits and florals. High on the bougie aesthetics, low on the nutritional guilt.
Date Better: Stuffing dates with nut butters and coating them in chocolate — a combination so seductive it might just ruin peanut butter cups for me forever.
Middle Eastern Flavors Take Center Stage
As Middle Eastern foods and flavors continue to gain popularity among dine-in culture, we're going to see CPG products explore a whole new world beyond hummus.
Bezi: A fresh take on labneh — high-protein, low-tang, and ready to dip. The branding is playful, irreverent, and Gen-Z approved.
Mezete: Setting a new standard for premium Middle Eastern pantry staples with artful packaging and a lineup of rich, soulful dips.
Maazah: Founded by Afghan-American sisters, this brand brings the bold, bright flavors of their mom’s kitchen to the masses with vibrant chutneys and aiolis that beg to be spread on every lonely cracker, carrot, and sando.
Across all of these options, we're seeing how brands successfully balance modern aesthetics with storied heritage to bring rich, authentic flavors to customers craving something new.
The Expanding Possibilities of Protein
The proteinification of every possible product on the supermarket shelf continues.
Kindling: Turns the humble pretzel into a high-protein, whole-grain snack. It's a boost in health benefits, sure, but the dill pickle flavor is also just plain dill-icious.
Chike: Shaking up iced coffee culture by blending caffeine and whey protein into a single powerhouse drink that’s part indulgence, part gym fuel.
Vuum: Rewriting the rules of protein drinks with a sparkling, fruit-forward take that ditches the heaviness in favor of something light, bright and — dare I say — actually refreshing. And with a minimalist metallic design that calls to mind the silver bullet of AAA batteries, you might just find yourself as vitalized as the Energizer bunny.
Celebrity Side Projects
Celebrities have replaced their obsession with crafting tequila to ventures that align to stronger expressions of lifestyle and wellness. And naturally, they’re serving up marketing budgets with some Hollywood heft.
BERO: Spider-Man’s Tom Holland has traded in his spandex for brew suds, crafting a premium non-alcoholic beer brand that insists it’s not a compromise — it’s the standard. With sharp branding that’s British pub meets ivy league meets aristocratic hunting club, BERO proves that even an NA beer can have a little swagger.
Caliwater: Vanessa Hudgens’ foray into functional beverages swaps coconut for cactus, delivering a subtly sweet, antioxidant-rich hydration fix. With a brand identity that channels a Coachella girly aesthetic, it’s hydration fit for wherever your summer music festival lineup takes you.
Cloud 23: A hot sauce that’s less flames and more feelings. From Brooklyn Beckham (son of soccer star David Beckham), the packaging feels less Lucifer, more luxury. The branding utilizes elegant script typography, romantic pinks and purples and baby cherubs floating amongst soft clouds that feels almost reminiscent of the bad-boy tattoos you might expect from those Beckham boys.
MOSS: Sea moss is the wellness world’s secret weapon and Michael B. Jordan has bottled it up into an alluring, ready-to-drink beverage. By successfully balancing minimalist and modern brand against maximalist health benefits, it’s fair to say Jordan is the boss of moss.
