INSPIRATIONS & TRENDSFROM EXPO WEST 2016

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OUR INTENTION

Walk the show to see (and taste) what there was to observe.

Showcases trends and products that inspired us. Tells you what it is and answers the ‘So What’ along with questions to apply to your own business.

THIS DOCUMENT

OUR INTENTION & HOW TO USE THIS DOCUMENT

Gut health is being recognized by more and more consumers as the vital starting point to overall wellness. An abundance of fermented probiotic bearing beverages were available for sampling.

WHAT?

FERMENTEDLY HEALTHY

Beyond Kombucha and Kefir, these drinks are promising holistic health by the shot. Can you help consumers improve or measure their gut health? How can your products deliver an enhanced gut biome?

SO WHAT?

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If you had any doubts about the demonization of sugar, look no further. Stevia was the sweetener of the show. And if it was going to be sugar, it was as natural as possible. Or without added sweetener at all like Wallaby’s new yogurt line.

WHAT?

ADDED SUGAR IS ON THE OUTS

Be prepared for growing consumer resistance to the sugar in your product. Artificial doesn’t appeal like it used to and even Stevia has its detractors. What’s your product taste like without added sugar at all? How can you talk about naturally occurring sugar and be convincing?

SO WHAT?

2

Can superfoods remain special if they are in everything?

WHAT?

OVERDOSING ON SUPERFOODS

Make sure your superfood product doesn’t add to the noise. Call out what the superfood does. Give it meaning so consumers will give it a try.

SO WHAT?

3

The move toward cleaner and cleaner eating has led to products named Pure, Truth and Good. Consumers in this space seek ‘clean’ labels and ingredient decks. The brand name is one key starting point to communicate that purity and wholesomeness.

WHAT?

THE MOST VIRTUOUS DESCRIPTORS

How does your brand name compare? What other descriptors could you use for your product? How else can you stand out from the crowd? Flavors? Form? Price?

SO WHAT?

4

Environmental impact remains a focal point. Companies are using the by-product of other manufacturers such as Fatco which uses tallow sourced from meat snack manufacturer EPIC Provisions.

WHAT?

WASTE NOTHING“SNOUT TO TAILMANUFACTURING”

Think about what you can do with the by-product in your manufacturing process to reduce your brand’s eco footprint. As the saying goes… one man’s trash is another man’s key ingredient.

SO WHAT?

5

Leftovers are on trend in a big way. From fermented pickling juice shots to tallow in beauty products and cookie dust adhered to popcorn, we saw a lot of leftovers in use. Sir Kensington’s created Fabanaise from the aquafaba – viscous fluid found in canned beans. Apparently it behaves like egg whites. Hello eggless, delicious mayo-like condiment!

WHAT?

2016: THE YEAR OF THE LEFTOVER

How can you get outside the box in your R&D –what other ingredients and by-products have properties that could make a healthier version of your product?

SO WHAT?

6

Crickets are considered one answer to the growing challenge of making enough food to feed the world population. That means more cricket products coming into the show and believe it or not, they don’t taste like bugs!

WHAT?

CRICKETS ARE THE NEW KALE

What’s your cricket contingency plan when food resources become scarce? How would you introduce to consumers a culturally foreign food like crickets?

SO WHAT?

7

Cold brew exploded in mainstream cafes last summer. Its now available bottled in the natural and organic section from manufacturers large and small.

WHAT?

EXCUSE ME, THIS COFFEE IS COLD

Different than iced hot coffee, cold brew is made cold so you are benefitting from peak flavor (and caffeine presumably). This is a new way to deliver a favorite beverage with more robust flavors. How can you alter your manufacturing or consumer prep to create a new experience?

SO WHAT?

8

It was everywhere at the show and it may just be the miracle ingredient consumers are looking for when it comes to the ever-elusive ‘sustained energy.’

WHAT?

MUCHO MATCHA!

Matcha offers slow release caffeine because its pulverized green tea plant matter that releases caffeine as you digest. As a drink it’s a bit bitter but that can be masked in baked items. This feels like a ‘silver bullet’ for consumers to solve the energy problem. How can you get on the matcha bandwagon?

SO WHAT?

9

Tasty Bite’s new Spice & Simmer kits add elements of cooking to their line of Indian foods. Simmer sauces and whole spices gets you cooking. Who says it’s intimidating to attempt Indian?

WHAT?

Pre-portioned and packaged while maintaining a sense of actually cooking is on trend – look at Blue Apron and other kits. How can you deconstruct your product to let consumers reassemble it themselves?

SO WHAT?

DECONSTRUCTING DINNER TO REASSEMBLE IT AS A MEAL

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This brand has the best tasting baked goods at the show. Why? The product not only individually packages the ingredients but forces you to assemble them in scratch bake fashion. The result is delicious.

WHAT?

GO BEYOND THE INSIGHT TO DELIVER MAGIC

The founding insight may have been individual components but the resulting execution – instead of ‘dump and mix’ - was scratch baking made easy. Re-approach the convenience in your products to deliver an experience in a shorter amount of time.

SO WHAT?

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Savory is showing up in more typically sweet products. Noosa’s blackberry serrano delivers a consistent note of heat while the sweet and tangy yogurt and fruit flavors harmonize around it.

WHAT?

TURNING UP THE HEAT TO GET SAVORY INTO SWEET

Consumers often need baby steps to accept this sort of change. The marriage of sweet and heat makes it more palatable. How can you migrate some heat or another flavor profile into your product? And how can you manage your consumer’s fears and expectations?

SO WHAT?

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Consumer palates are expanding and they are open to other flavors. How can you incorporate a potential ‘stretch’ flavor into your line to create new news and consumer excitement? Which flavor would you choose?

Rejoice in the pineapple, watermelon and passion fruit flavors found at the show! It’s no longer berry and peach.

SO WHAT?

WHAT?

THERE ARE OTHER FRUITS BESIDES STRAWBERRY

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WHAT?

In a world with so much choice, what story can you offer up to engage prospective consumers?

SO WHAT?

There’s only so many beverages you can try but Runa won us over with their story of the finder experiencing a natural sustained energy stimulant found in the rain forests of Latin America. He brought it back to the US and started Runa. The company is focused on supporting the local Ecuadorian farmers too. And its sweetened with cane sugar instead of Stevia! Google Runa to see which celebrities have jumped on the Runa bandwagon.

THE STORY STILL MATTERS

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WHAT STOOD OUT FOR YOU AT THE SHOW?LET'S START A CONVERSATION!

Rob Volpe | CEO | Ignite 360

rob@ignite-360.com