Thread by @kdlafrance

Reflecting on #ExpoWest2022 and wanted to share a few more trends that excited me:

👩‍🔬 Food science as a competitive advantage
🥦 Sneaky vegetables (without compromising taste)
🥤 "Just add water"
📦 Refining the package

Let's explore 👇

1. Food science as a competitive advantage (this one is a biggie)

So many brands are getting *really* innovative in product development, thanks to incredible food scientists.

Better-for-you brands cannot win on benefits alone, anymore. The best leverage science to win.

Some standout brands spotted:

🥓 Pan's @mushroomjerky
🧀@AllGoodles (literally shooketh by this product)
🥯@EatBetterBrand
🍒Bellybrain (DTC launching soon)
🍨Eclipse Ice Cream
🍕@EatBanza

Thank you for making healthy food actually good and accessible, science. 😍

Speaking of good taste...

2. Sneaky vegetables 🤫

My mom was one of those cooks who "hid" kale in her spaghetti sauce (quotes bc we always knew).

But now armed with real science, CPG brands are actually succeeding in leveraging vegetables, even where you least expect it 👀

Like I said, the kids are getting innovations 😈

Standout veggie pirates:

🧀 @AllGoodles
🥕 @WhollyVeggie: the branding, omg
🥦 @Outer_Aisle: bonkers impressed by this brand
🌵 @tialupitafoods: love cactus as a lead
🍕 Snowdays: Buffalo 👏 chicken 👏 is 👏 here

3. "Just add water"

This may be my favorite trend from the floor...

Whether the focus is on sustainability/less waste (AWSM Sauce)...

or product experience itself (Happy Grub)...

"just add water" can be beneficial for the consumer AND the brand (those margins, amiright?)

It may be not always be WATER (ala @dailyharvest_ + milk), but here are some standout "just add" brands...

🥞 Happy Grub squeezable pancake mix
🍅 AWSM Sauce
💩 Fresh Peaches (just add gel— instant wet wipe)
🥣 @oatsovernight
🫖 @GetZestTea
😍 @MareaWellness, @hellogolde

4. Redefining the package 📦

Can often go hand-in-hand with "just add" brands, but we're seeing lots of brands differentiate by refining the product *experience* via packaging.

It's a playground for innovation in CPG.

Standouts:

🥞 Happy Grub
🥦 @AthleticGreens (think about the *secondary* packaging AG sends: branded jar + water bottle)
🫒 @getgraza THAT SQUEEZE THO
💻 @taikacoffee x @FWBtweets Web3 collab
🍬 @JooliesDates
🍑 True Fruit
🌶️ @YellowbirdSauce WE LOVE TO SQUEEZE, OK?

Of course, the expected trends were present, as well:

🍃 Hemp/CBD *everything*
🪴 Plant-based *everything* (I saw someone slinging plant-based water so...)
🍭 Low-to-no-sugar treats
🥤 Canned water (bit overdone tbh)

More:

https://twitter.com/kdlafrance/status/1501955592885211137

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I'm also thinking... maybe it's time for a KLF newsletter? LMK 👋