I had the
pleasure of attending Natural Products Expo East in Baltimore, a trade show that
encompasses natural, organic, and functional foods & beverages, vitamins
& dietary supplements, beauty & personal care, and more. Expo East is
the smaller fall counterpart to Expo West (the world’s largest natural, organic
and healthy products event) that is held annually in March in Anaheim,
California. New Hope Network organized the trade show and educational sessions that
attracted over 1,500 exhibitors from September 13-16, 2017. During my four days
at the show, I tasted lots of products that contained collagen or probiotics,
were fermented or plant-based, as well as healthy frozen desserts. Off-the-trade
show events of the Harvest Festival, Press Luncheon, Run Clinic and Shake Out
with Olympian Nick Willis sponsored by SOS Hydration, and the Community
Breakfast gave me a chance to talk one-on-one with many exhibitors.
1. Collagen
Skin care
devotees may already be familiar with collagen as both topical and ingestible
formulations have been around for years promising to increase collagen
production for younger looking skin and stronger hair and nails. Collagen
consumption is also associated with helping joints. Collagen was everywhere at
Expo East, with some exhibitors going beyond skin, hair, and joint benefits. NeoCell
Corporation has been around since 1998 and focuses on skin care benefits with
its health and fitness Glow Getters message. It served collagen coffee and
collagen pancakes (made with its NeoCell Super Collagen Powder) at its tent
outside the Baltimore Convention Center while Celebrity Chef Charles Chen held
cooking demonstrations at its main booth to promote #cookingwithcollagen. NeoCell
also offered NeoCell Collagen Cookie Bars containing 12-13g of protein. Another
dietary supplements company Reservage Nutrition focused on a “Beauty From
Within” message with its collagen line available in a number of different
formats including bone broth bags, capsules, chews, liquid shots, powders, and
tea bags.
Vital
Proteins, producer of Grass Fed Pasture Raised Collagen Peptides, went beyond
the benefiting hair, skin, nails, bones, joints, muscles, and tendons message
by stating that that collagen “also helps support better digestion, improved
gut health, and overall wellness”. The company sampled Vital Proteins collagen
coffee creamers in unflavored and gingerbread flavors, matcha collagen, organic
bone broth infusion, and three collagen coolers at its truck. Though collagen
is only one of many components in in bone broth, companies such as Ancient
Nutrition are highlighting the collagen content. Ancient Nutrition states that
the collagen, glucosamine, chondroitin, hyaluronic acid and key electrolyte
minerals in its Bone Broth Protein can “support the health of your gut, joints,
muscles, skin and healthy detoxification”. In addition to the Ancient Nutrition
brand, the company also makes Dr. Axe Multi Collagen Protein which contains
five types of food source collagen: Type I, II, III, V, and X.
The continued
popularity of the Paleo, Keto, Whole30, and Bulletproof diets supports increased
demand for collagen as collagen is typically derived from animal proteins
(cows, chickens) and is compatible with these diets. Primal Kitchen, which
bills itself as Paleo Approved, offered a line of Grass-Fed Collagen Bars with
15g of protein in chocolate hazelnut, macadamia sea salt, dark chocolate
almond, and coconut cashew varieties. Dr. Don Colbert, M.D., author of Dr.
Colbert’s Keto Zone Diet, offered Hydrolyzed Collagen, Instant Ketones, and MCT
Oil Powder at his Divine Health Don Colbert, M.D. booth. Bulletproof, who
popularized the concept of brain-boosting butter coffee made with grass-fed
butter and MCT oil, offered Collagen Protein powders, Collagelatin powders, collagen
protein bars in fudge brownie, lemon cookie, and vanilla shortbread flavors; in
addition to coffees, Brain Octane oils, and dietary supplements at its booth.
2. Plant-based
Plant-based was a big theme at Expo East, both on the show floor
and in the educational sessions. Four workshops on Friday, September 15 were
devoted to the plant-based track. According
to the
Plant Based Foods Association (PBFA), plant-based food sales in the U.S. grew
by 8.1 percent in 2016 to reach $3.1 billion while overall food sales declined
by 0.2 percent per data from market researcher Nielsen. Excitement
about plant-based foods was high at the show, especially given NestlĂ©’s September 7
announcement that it was purchasing Sweet Earth, a California-based maker of
plant-based foods such as frozen burritos, frozen meals, and refrigerated
plant-based proteins Harmless Ham and Benevolent Bacon. Plant-based
products at the show included fish-free alternatives, cheeses, yogurts, milks, meats,
meals, and protein bars & drinks.
Good Catch
Foods made a splash at the show with chef-created, plant-made fish-free tuna
and burgers and crab-free cakes that are made with peas, lentils, chickpeas,
soy, and five beans and contain 17g of protein per serving as well as Omega-3
DHA from algal oil. Given consumer concerns about overfishing, attendees
responded favorably to the company’s slogan “We’re culinary rebels with a
cause. Seafood without sacrifice”. Good Catch was not the only exhibitor to
offer fish-free products. Atlantic Natural Foods rebranded its Loma Linda plant
protein brand that has been around since 1890 with a clean look and label and a
new meal solutions line. Three of the products in the Loma Linda line are
Fishless Tuna in Thai Sweet Chili, Sesame Ginger, and Lemon Pepper varieties. Unlike
most other plant-based fish and meat alternatives that are chilled or frozen,
the Loma Linda products are shelf-stable. Quorn USA introduced Quorn Vegan
Fishless Sticks stating on its sell sheet that “Frozen Meatless Fish Sales are
Under Indexed”. The show even had vegan sushi. Plant
Based Foods offered a 100% plant based Mozza Vegan Sushi made with sprouted
brown rice and filled with their MozzaRisella vegan cheese. The company makes
MozzaRisella vegan cheese in block, slices, and spreadable formats with
sprouted brown rice.
Vegan cheeses at the
show came in brown rice, almond, cashew, and other varieties. Miyoko’s Kitchen,
a maker of vegan cheeses, introduced new Homestyle Vegan Cream Cheese in
Plainly Delicious, Un-Lox Your Dreams, and Sensational Scallion varieties and
Pub Cheese in Cheers to Chedda, Beer Garden Garlic, and Chive flavors at the
show. Founder Miyoko Schinner, author of Artisan Vegan Cheese, produces
Artisan Vegan Cheeses with organic cashews using
traditional techniques. Daiya offered a full line of dairy-free cheeses
including Cream Cheeze Style Spread, Shreds, and Farmhouse Blocks using a
combination of tapioca starch, coconut oil, pea protein isolate, potato protein
isolate, and coconut cream. Kite Hill calls itself a maker of “Artisan Almond
Milk Foods” and offered Cream Cheese Style Spread, Ricotta, and Soft Fresh
cheese varieties. The company also offered almond milk-based Greek-Style
Yogurt, Yogurt Tubes, Drinkable Yogurt, and European Yogurt.
On the meatless meats and meals
side, long-time vegan maker Tofurky was joined by newer companies including Alpha
Foods, Drink Eat Well, LLC (Hilary’s), No Evil Foods, and VANA Life Foods.
Tofurky, known for its tofu and seitan (wheat gluten)-based Tofurky Roast, introduced a DIY line of Grounds that are gluten-free
in Burger, Chorizo, Breakfast Sausage, and Italian Style Sausage varieties that
are made with “Pasture Raised Plants”. Despite the growth in gluten-free foods,
there is still strong demand for seitan (wheat gluten) which provides a chewy
texture. Alpha Foods sampled its 100% Plant Based, non-GMO, and vegan All-Day Burritos in
four flavors including Philly Sandwich, Chick’ N Fajita, Mexicali, and PIzza. The company uses a proprietary blend of soy and wheat as the protein in its burritos while the cheese is made from coconut oil. No Evil Foods sampled its El Zapatista
Chorizo (made with vital wheat gluten) in tacos and its sausage and pulled pork
varieties (also made with vital wheat gluten) in Donut Sliders format at the
show.
Among the numerous companies
offering nut milks and other plant-based milks at the show, Elmhurst Milked, LLC stood out. In October 2016,
Elmhurst Dairy exited the cow milk-based business and changed its name to
Elmhurst Milked LLC to focus on shelf-stable nut-based milks using a patented
cold milling process. After launching Elmhurst Milked Milked Almonds, Milked
Hazelnuts, Milked Walnuts, and Milked Cashews varieties at Expo West in March
2017, the company introduced Elmhurst Milked
Milked Oats, Milked Brown Rice, Milked Peanuts, Milked Peanuts – Chocolate,
Milked Almonds – Unsweetened, and Milked Hazelnuts – Unsweetened varieties at
Expo East. Another company producing cashew milk is the Forager Project that uses
cashews in a wide variety of foods including Cashewgurt, Smoothies, and
Drinkable Cashewgurt. Swedish company Oatly sampled its Oatmilk made from oats. Oatly uses a
patented manufacturing process to retain loose oat fibers (heart-healthy
beta-glucans) in the chilled oatmilks. Milkadamia added an unsweetened
vanilla variety to its line of macadamia nut-based milks. Canadian Global
Gardens Group sampled its Veggemo “The Non-Dairy Milk Originating From Veggies”
that uses pea protein for protein, tapioca starch for texture, and potato
starch for color.
What’s interesting about the
growth in plant-based foods is that new product launches are not only coming
from companies that specialize in plant-based foods such as Sequel Naturals ULC
(Vega) but from companies that have had a long history of using animal protein.
At the show, CytoSport Holdings, Inc. (the makers of MUSCLE MILK), Lifeway, and
White Cloud Nutrition Inc. (Kura) offered plant-based products. Hormel Foods Corporation,
maker of SPAM luncheon meat, acquired CytoSport in 2014. In February 2017,
CytoSport introduced its EVOLVE plant-based brand. At Expo East, the company
offered EVOLVE ready-to-drink Protein Shakes made with 10-11 ingredients including
20g of pea protein, Protein Powder, and Protein Bars. Kura started out as a
brand of Grass Fed Dairy Protein powders using milk and whey from New Zealand
pasture-raised cows. At the show, Kura launched a plant based protein powders
that contain organic pea, oat, and organic sunflower protein. Lifeway, the largest maker of kefir in the U.S., introduced
Plantiful, a new dairy-free, plant-based protein drink made with peas, hemp and
rice protein with five dairy-free kefir cultures.
3. Fermented Foods & Drinks
There was a wide array of
fermented foods and drinks at the show as companies sought to promote the
health benefits of naturally occurring probiotics created during the
fermentation process. On the drinks side, numerous kombucha makers were at Expo
East including Buchi, Health-Ade, KeVita, LIVE, and Townshend’s Brew Dr.
Kombucha to promote their beverages made with fermented tea. Fermented coffee
was present at the show’s Natural Business School’s Pitch-Slam Competition. Camille Delebecque, PhD, the CEO and Co-Founder of Afineur presented on his company's eatCultured Cultured Coffee. He claims that the
fermentation process produces a coffee that is easy to digest (lower in acid
and stomach irritants), sustained energy (via bioactive compounds and lower
caffeine), and no bitterness (with fruit and chocolate flavors).
On the food side, a number of
companies offered up sauerkraut and kimchi made with fermented cabbage and
salt. Mama O’s Premium Kimchi and Lucky Food offered authentic Korean kimchi. Eden
Foods offered a line of organic sauerkraut including a kimchi variety. Jacob’s
Raw promoted its line of Raw Organic Krauts including a caraway kraut using a
classic Polish home recipe and Raw Cultured Tonics such as beet ginger with no
added sugar. Wildbrine offered not just kimchi and sauerkraut but a Spicy
Kimchi Sriracha and Live Shots in Korean Spicy Kimchi flavor.
Not all of the fermented products
seen at Expo East need refrigeration. GloryBee introduced Artisan Fermented
Honey that is produced in Thailand. Pure longan blossom honey is placed in
traditional ceramic casks, green tea is added, and then placed in oak barrels
to age for a total of six months. Afterwards, the Artisan Fermented Honey is
finished with more longan honey to add a sweet taste to the vinegar-like condiment.
Fermentation is also showing up in dietary supplements. At the show, SoTru
offered a variety of drink mixes including Organic Fermented Cacao Greens and
Organic Fermented Medicinal Mushrooms, with the company saying that “fermentation breaks down otherwise indigestible plant
materials, while releasing full nutritional potency and ensuring maximum
digestion and assimilation”. New Chapter, Inc says that its New Chapter
Fermented Booster Powders in varieties including Fermented Black Seed, Turmeric,
Aloe, and Maca are “fermented with probiotics and easily digestible”.
4. Probiotics
There is
quite a bit of cross over between fermented foods and probiotic-rich foods as
the fermentation process can sometimes lead to the production of probiotic cultures.
One of the companies leveraging the dual fermented and probiotics trends is
Farmhouse Culture. The company makes sauerkraut, fermented vegetables,
fermented beverages, and crisps made out of sauerkraut. In the case of its Gut
Punch Sparkling Probiotic Veggie Drink, Farmhouse Culture starts with a
fermented vegetable base (filtered water, cabbage, sea salt, caraway) and then
adds flavors, sweeteners, and Ganaden’s probiotic strain Bacillus coagulans
GBI-30 6086. Similarly, the company’s Kraut Krisps begin with fermented
sauerkraut as a base and then adds oil, brown rice flour, flavors, and GBI-30
6086.
Probiotics
were found in a wide variety of foods and drinks at Expo East. NextFoods had
one of the largest selections of probiotic-containing foods at the show. The
company launched GoodBelly Probiotic Infused Beverages and GoodBelly Strawberry
Banana Juice Drink that contain 20 billon probiotics and are USDA Certified
Organic. NextFoods also launched GoodBelly Probiotic Nutrition Bar that
contains one billion probiotics per serving and require no refrigeration. The
company also has a GoodBelly Coconut Water that is USDA Certified Organic with
20 billion probiotic cultures per serving. A number of other companies also
offered probiotic coconut beverages. Inner-eco offered Probiotic Coconut Water
that is made with coconut water and kefir cultures. Harmless Harvest offered
Harmless Coconut Probiotics that are USDA Certified Organic, with 12.5 billion
CFUs, a number of live and active cultures, including L. acidophilus and GBI-30
6086, and over 5g of MCTs from coconut meat. One unique use of probiotics was
in Freed Foods Inc’s nm nurturme’s Ancient Grain Cookies that the company says
is “the first-ever ancient grain cookie with probiotics”. The cookies are made with organic ingredients of millet, sorghum, amaranth, quinoa, potato starch, tapioca starch, as well as GBI-30 6086.
There were
many probiotic smoothies and meal replacement drinks at Expo East. Evolution
Fresh introduced two Probiotic Smoothies that are USDA Certified Organic and
contain Ganaden’s GBI-30 6086. Evolution Complete Probiotic Smoothies made with
coconut milk, a plant-based protein blend (peas, pumpkin, chia, and brown rice),
juices, and oat bran while the Evolution Daily Probiotic Smoothies are made with
coconut milk, juices, and ground chia. Inner-eco offered Probiotic Smoothie
Packs that combine frozen fruit with GBI-30 6086. TruVibe Organics LLC introduced
a line of Eat Clean Organic Meals that are USDA Certified Organic and contain
15+g of protein per 12oz serving. The Watermelon, Pineapple & Moringa
variety contains organic juices, pea and rice proteins, hemp seeds, Reishi
mushroom extract, chaga mushroom extract, moringa, and GBI-30 6086.
5. Healthy Frozen Desserts
Many companies offered better-for-you alternatives to
ice cream at the show as consumers are looking for healthy indulgence. Fronana
For Life and Snow Monkey use frozen bananas as a base. Banana “ice cream” has
been embraced by food bloggers including Paleo dieters because it is vegan,
dairy-free, and contains no added sugars. Fronana The BANANA based ice cream
alternative is marketed as being under 100 calories per serving, containing
four servings of fruit per pint, with zero added sugars, vegan and paleo diet
friendly, low glycemic and diabetic friendly, and free of the top eight
allergens (milk, eggs, peanuts, tree nuts, soy, wheat). Snow Monkey adds apple
puree, hemp protein powder, sunflower seeds, and maple syrup to create what it
calls a “Superfood Ice Treat” that is marketed as Non GMO, Plant Based 21g per
pint Protein, Gluten Free, Dairy Free, Vegan, Paleo, and Nut Free. Similar to
Snow Monkey, ARTIC ZERO highlights its protein content. ARCTIC ZERO Fit Frozen
Desserts are marketed as containing 10-12g of protein and 12g of fiber and 300
calories per pint through the use of hormone-free whey protein concentrate,
sugarcane fiber, and monk fruit. The bars contain 3g of protein, 2g of fiber,
and 80 calories. Arctic Zero is also low glycemic, lactose free, gluten free,
and GMO free. The company added Cherry Chocolate Chunk, Peanut Butter Swirl and Rocky Road Trip varieties
to its Chunky Pints line and a Cake Batter flavor to its bars.
Minimal ingredients and allergy-friendly status is
important to many consumers. Chloe’s Fruit states that its products are free of
the eight major allergens. The Chloe’s Pops contain a short list of ingredients
- fruit, water, and organic cane sugar - and are also dairy free, gluten free,
vegan, kosher pareve, and Non-GMO Project Verified. Deebee’s Organics Organic
Fruit Pops watermelon variety also has a short ingredient list with organic
watermelon puree, Fair Trade organic cane sugar, and organic guar gum to create
a bar with 40 calories and 10g of sugar. Incredible Foods, Inc markets its
perfectlyfree frozen bites (30 calories each) and pints of scoopable non-dairy frozen dessert
as “allergy-friendly frozen treats”. The company states that perfectlyfree is
“Allergy Big 8 Friendly” and free from the eight major allergens including
“tree nuts (except coconut)”. Coconuts are considered to be tree nuts but used
by many vegan frozen desserts maker because it lends a creamy texture to the
desserts. Revolution Gelato uses organic coconut cream, cane sugar, and cashews
in its gelatos. At the Buono (Thailand) Co., Ltd., they offered Buono Non-Dairy
Frozen Dessert in Coconut Milk and Cashew Milk varieties as well as Non-Dairy
Frozen Dessert Mochi Ice.