TREND REPORT TREND DATASSENTIAL FREE YOUR 64 | | ISSUE APRIL 2019

FROMNATURAL PRODUCTS TOP TAKEAWAYS

2019 FB

What exactly does the world’s showcasing silica, which is said to largest natural and organic boost the body’s natural ability to products event look like? Well, you produce collagen. You’ll also get don’t have to imagine. the inside scoop from interviews with the founders of three For the first time, Datassential’s products featured at the show TrendSpotting team (or just me, including Origin Almond, an Renee, aka the lucky one who almond juice (that’s right, juice) experienced it all firsthand) that also has an unique approach attended the Natural Products to sustainability. As with our other Expo West show, a five-day publications that have showcased e x p o extravaganza of all things au several interviews, I’ll also just note naturel. The 39th annual show again here that interviews have been w e s t : set records with attendance, which edited for space and content, and to my best estimates seemed to be remember that some opinions in the gazillions (it was the biggest expressed in this issue (such as show I’ve been to), though you’ll those on the color pink) are solely 86,000+ see on the right that it wasn’t quite mine and do not express the views industry attendees that many. Still, there were more and opinions of Datassential itself than 600 first-time attendees and (which is more partial to orange more than 3,600 companies (just to and blue). compare, the Summer Fancy Food 3,600+ Show, which we recapped in our As you go through the trends July 2018 issue of FoodBytes, was ahead, be sure to keep in mind all exhibiting companies gigantic with 2,600 exhibitors). of the latest Datassential offerings that can keep you in front of what’s There was a lot to digest (literally growing in the natural food space and figuratively) from the show, (such as the Ahead of the Trends 136 but luckily Datassential is here, Package that keeps subscribers up countries represented doing what we do best in paring to date on a variety of other down trends. In this issue of industry shows as well). Later this FoodBytes, we’re breaking it all year we’ll release an update of our down into the top 10 trend New Healthy Keynote Report, takeaways you should pay covering how health has evolved attention to. In the pages ahead, (read on for a peek of some of the get an inside look at the items that stages), and health will surely be a made waves, such as bamboo hot conversation during this year’s water that’s going beyond just Foodscape 3 experience. Find out highlighting collagen (one example more and register at of the beauty-meets-food trend) by foodscape.datassential.com. 10 top trends ahead

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ALL PINK EVERYTHING

If you’re an Ahead of the Trends and made using the pink variety of subscriber, you’ll remember from pomegranates. our exclusive Q1 Trend Shows You may have just learned about Recap Webinar that this writer pink pomegranates, but get ready LOVES pink (yes, it’s Renee Wege, for this: did you know there are Datassential’s Publications also pink coconuts? Yep, it came Manager, and I wear pink 99% of as a pleasant surprise to me, too, the time). when we saw a few brands It’s no surprise then that I was offering pink coconut water. tickled pink and pleasantly Nutrivsta’s pink coconut water, surprised when I was greeted with for example, is naturally colored a variety of pink products and using fresh young coconut. trends at Expo West. Not only Coconut meat typically turns pink were there plenty of innovative, when it’s oxidized, but most never-had-I-seen-before pink food traditional coconut waters are products, but pink was also processed so they’re clear. With present in many companies’ the current pink craze, though, branding. As rosé and pink in some companies are capitalizing general continue to be popular on young pink coconuts’ au (Millennial pink, anyone?), naturel color. consider how you could leverage H2 COCO, which offers several the trend – maybe it’s as simple as varieties of coconut water and dying foods with beets (or other juices (called H2 Juice), also had veggies if you simply must use Pure Pink Coconut Water featured other colors) to create an eye- at the show and described it as catching dish. having a lighter, sweeter, and Starting from the top, here are a more aromatic flavor. few of the pretty-in-pink products Lastly, several brands also from the show: integrated bright pink into their New York-based WIJU describes branding. Rule Breaker Snacks is itself as a world leader in the just one of example, showcasing production and distribution of their products with bright pink as organic pomegranate juice – and an attention-getting brand color. the company isn’t just offering the The NYC-based company offers traditional red beverage: there’s cookies, brownies, and other also bright pink pomegranate treats that are vegan and star juice. The pink color is all-natural chickpeas as the first ingredient.

DATASSENTIAL’S FOODBYTES: NATURAL PRODUCTS EXPO WEST 2019 3 PALEO & KETO FB

While diet-friendly products labeled with words such as low-fat (what Datassential refers to as Healthy 1.0, which was all about cutting carbs and fat), or all-natural (Healthy 2.0, where “feel good” words like organic were called out) have continued to appear at food shows, this year at Expo West there was a pronounced presence of products catering to paleo and ketogenic diets (Healthy 3.0 is all about functional foods and diets). Featured at the show, starting from the top, were:

Part of a line of collagen-rich, nutrient-dense paleo soups from The Osso Good Superfood Co. is Thai Carrot Paleo Soup that was showcased with packaging that called out that it’s also gluten-free and Whole30-approved.

Keto… chocolate? Yep. LA-based Kiss my Keto, which specializes in, you guessed it, keto products, offers keto chocolate in flavors like Pumpkin Seeds & Sea Salt or Toasted Hazelnuts.

Showing a divergence from Healthy 1.0, where it was all about limiting fat, keto is all about low-carb, high-fat foods. Love Good Fats, which makes keto snack bars, sums up the diet by saying, “Fat is back. Sugar is out.” WATER, WATER EVERYWHERE

If you read our issue of BANU Bamboo Water is, as it Creative Concepts: Retail sounds like, a beverage made Beverages, you’ll remember using bamboo leaf extract and the joke we made about being purified water. The resulting able to fill an entire publication product is low in calories, rich with various types of water. in antioxidants, and is a source Water was also one of the top of silica, a mineral that helps 10 trends highlighted in the the body form collagen. FoodBytes recap of the 2018 Summer Fancy Food Show, A flavor called Pinot Berry sure where we also pointed out the sounds like wine, but in this surprising number of ways case, not quite. Napa Hills companies could make water. Vineyard Enriched Water is It was no different at Expo made from grape skins and has West 2019, where there was 10 times the antioxidants found everything from protein water in wine but without the wine to alkaline water to Happiness taste or alcohol content. Water (it’s a real thing and described as ultra-precious Move over, plastic water filtered rainwater). Also at the bottles. A number of waters at show were, clockwise from the the show featured reusable top left: bottles like Pathwater, an ultra-purified water that comes in reusable aluminum bottles. FB

After two days at the show, it almost seemed like there were more protein-related products Shrewd Food, for example, than there were attendees. OK, offers a line of Protein Crisps, Popcorners debuted its popped maybe that’s a bit of an that highlight what’s inside right corn snacks in 2010, and in exaggeration, but there really in the name. The Sriracha February 2019 expanded its was a lot of protein. According Cheddar flavor (pictured above) product line to include Flex to the show’s product directory, includes 14 grams of protein per Protein Crisps and Flourish 619 products included the word serving and is made of baked, Veggie Crisps. As seen above, “protein” in their marketing. not fried, cheese. Other flavors the energy-packed Flex Protein include Brickoven Pizza and Crisps (available in Buffalo or Though there many protein Cookies & Cream. There’s also a Barbecue flavors) are made with products, its notable that not all line of protein cookies with soybeans and cassava and boast of them featured animal protein. prebiotics, probiotics, fruits, 10 grams of protein, with only Instead, much of it was plant veggies, and of course, protein. 90 calories and less than 2 protein from sources such as grams of sugar per serving. chickpeas, soy, or peas.

BARS & BALLS GALORE

It’s no coincidence that the protein trend is on the same Then there were the bars made page as the bars and balls by made by B.O.S.S. (Blended galore trend, as there’s quite a Original Superfood Snacks) bit of overlap. Before there Food Co. – the Raw Superfood were protein waters, protein Bars come in flavors like the cookies, and protein (fill in the SMILE with banana, pumpkin blank), there were protein bars seed, and cacao powder, and shakes, often showcased as touting functional benefits such meal replacements. Today there as mood improvement. Other are a variety of convenience- bar flavors include THINK and focused bars and balls, with RESTORE. examples at seemingly every show booth. And oh, hi there. It’s the OHi Superfood Bar!, which is plant- Some of the balls and bars based and made from found at Expo West included superfood ingredients like Bounce Protein Energy Balls adaptogenic maca, reishi (top right), in flavors like Peanut mushrooms, or chia seeds. Cacao and Coconut Macadamia. FB

INTERVIEW ANTHONY BRAHIMSHA FOUNDER & CEO PROMMUS

DATASSENTIAL: Can you start by grew up eating at my grandmother’s telling us a bit about Prommus and house. While I knew there was an the inspiration behind it? opportunity to bring authenticity to the category, it also lacked the nutritional BRAHIMSHA: In 2011 my native innovation and functionality consumers country of Syria broke out in civil war. are seeking. As the crisis deepened, I began volunteering on Syrian refugee mission While our leading nutritional point of trips and was quickly exposed to the differentiation is protein, we are more rising malnutrition among children. than a high-protein hummus. If you After learning first-hand about the all- look at our label, Prommus is the most natural, high-protein rehabilitation nutrient-dense hummus in the market. process used to treat it, I was inspired to think differently about the foods we D: How was Prommus received at consume. Therefore, Prommus was Expo West, and what’s next for you born. With two patents pending, and the company? Prommus is the first ever high-protein, low-calorie, clean-label hummus. B: We couldn’t be happier with the response Prommus received at our first Our name holds a dual meaning: ‘PRO’ Expo West showing, and we have lots for protein and ‘MMUS’ for hummus. more to come. We are continuously But more importantly there’s our social innovating, listening to our customers, mission to support World Food and focusing on every detail. The Program USA and help make this world attention around our new line and a more promising place through higher additional flavors launching later this nutrition. We have donated 8,000 summer has been exciting – and that’s meals to WFP USA with a goal of 1 just the tip of the iceberg. Most million meals by 2024. importantly, our future will always be tied to making this world a more D: Why protein hummus? promising place.

B: Growing up in the Middle East, hummus was a staple at every meal, but hummus being sold in the U.S. was never a proper representation of what I

DATASSENTIAL’S FOODBYTES: NATURAL PRODUCTS EXPO WEST 2019 6 FB SPOTLIGHT ON COOL PRODUCTS

PECKISH The incredible edible egg was the star of numerous products at Expo West, from being sampled as egg lollipops (hard-boiled eggs made easier to eat with a skewer through them) to Trois Petits Cochon’s Sous-Vide Egg Bites. Then there’s Peckish, a California-based company that started as an incubator concept through Sonoma Brands. Launched at the beginning of the year, Peckish combines what they describe as perfectly boiled (not too hard, not too soft) eggs paired with “double- dip-worthy crispy crunchy flavors” such as “Everything” (as in, bagel) or “Fried Rice.”

SHOTTYS When I walked over to the Shottys’ booth, another attendee asked to request a song, followed by a “do I really have to specify which?” It was definitely a surprise the song “Shots” (by LMFAO – trust me, you’ve heard it before) wasn’t just on repeat, but I suppose it would have been overkill for everyone working there all day. Just as the name (and photo) suggest, Shottys is a ready-made, alcoholic Jell- O shot, or as they say, party-ready gelatin shots. The portable shots feature premium vodka, all- natural flavors such as strawberry or blue raspberry, and a serious alcoholic kick –12.5% ABV, to be precise.

AMBORELLA Here’s another example of a product that made me say, “wow, now that’s new!” Amborella Organics flavors such as Sage & Marshmallow correlate with what then grows (in this case sage, though growing a marshmallow would be pretty awesome). After consuming, simply plant the stick, and watch as it sprouts! Inspired by co-owner Brennan Clarke’s gardening-filled childhood, the lollipops became his “perfect way to lure generations, both young and old, back into the gardens.”

DATASSENTIAL’S FOODBYTES: NATURAL PRODUCTS EXPO WEST 2019 97 FB ORIGIN ALMOND

Our TrendSpotting team is well- versed with alternative nut milks such as almond milk, but I definitely did a double-take with Origin Almond, a cold-pressed almond juice. Below, Datassential spoke with founder Jake Deleon, who noted we aren’t the only ones taking a second look at almond juice.

DATASSENTIAL: What was the could see them mouth the words, "almond inspiration for Origin Almond? juice?” It immediately sparked their curiosity, and they wanted to try it. Most DELEON: Origin Almond was sprouted to were pleasantly surprised how we were combat the #1 enemy to public health: able to make an almond-based drink taste excess sugar. I experienced this firsthand more like a fresh fruit juice. But once they INTERVIEW coming from a childhood of obesity, but realized the super low sugar content, they eventually adopted a clean and lean diet, were blown away. which greatly reduced my intake of food with excess sugars, such as juices. I wanted DATASSENTIAL: We saw that you also a way to provide that same freshness of have an upcycling initiative. Can you tell juice, but without the sugary guilt. us more about Clean as Kale?

DATASSENTIAL: Why almond juice DELEON: Clean as Kale is our unique instead of milk? approach to sustainability. One of my pain points when starting Origin Almond was DELEON: I developed a way to innovate how much waste was generated from the with almonds, one of nature’s most production process (ground up organic powerful, versatile, and well-known almonds). We tried to prepare food with superfoods, to leverage the ingredient’s it, but when we make the juice, we vital nutrients. The proprietary essentially remove all the flavor essence of formulations and novel and unique the almond, leaving just a fibrous yet production technology transforms nutrient-rich byproduct. We were inspired JAKE DELEON almonds, commonly linked to creamy-type F O U N D E R by some of our die-hard Origin Almond products, into a deliciously refreshing ORIGIN ALMOND customers who shared their usage for this beverage, like fruit juice! almond meal as part of a DIY face-mask. After a lot of R&D, we developed a clay- DATASSENTIAL: How was Origin less face mask from almond meal Almond received at Expo West? combined with plant extracts and DELEON: We had an amazing time at botanicals. We launched the brand under- Expo West, and everyone who stopped the-radar and were fortunate enough to by our booth loved our proposition and be picked up by local media who loved product. I noticed that when people the 100% plant-based concept. That same walked by and read “almond juice,” they day we sold out on our website! immediately did a double take, and you

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TIGER BUTTER

Tiger Butter made from tiger nuts… sounds like a nut butter alternative to peanut butter, right? Well, not quite. Despite their name, tiger nuts are actually vegetables (tubers, to be exact) that have been cultivated for centuries. We talked to founder and CEO Kristen Waters about Tiger Butter, her nut-free tiger nut butter (confusing, we know) showcased at Expo West:

INTERVIEW

DATASSENTIAL: Can you start by telling us a bit about Tiger Butter and where the idea came from? D: How was Tiger Butter received at Expo West? WATERS: After struggling with digestive issues for months, I became W: It was super interesting because intolerant to many foods, including many people either thought it was nuts and seeds. For this period of another nut butter or had no idea time, I felt super restricted with food what tiger nuts were. It was a great and was craving everything I couldn't chance to educate people in the have. I remembered having tiger nuts industry who were not familiar with in the past and that they tasted nutty, tiger nuts. The feedback I received so I started eating them as a snack was actually about my story and to and playing around with them. I make sure I spread it more. ended up making a "nut" butter out of tiger nuts and was eating it for KRISTEN WATERS FOUNDER & CEO about three months, when I realized D: What’s the best-selling/most TIGER BUTTER CO. there are so many other people who popular flavor you have? Do you could also be enjoying it. have flavor innovations in mind for the future?

D: Why tiger nuts? W: Our original is the most popular flavor, since it’s so versatile. There W: Tiger nuts have so many health are definitely going to be more benefits, and they truly are the only flavors in the future, and we are food that tastes like a nut without actually playing with one currently. being one. Keep your eyes peeled!

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LAST MONTH’S TRENDSPOTTING

DINE AROUND INTERNATIONAL In our March Dine Around, CONCEPTS we traveled west to Last month we revisited Sacramento, the farm-to-fork chain concepts in Mexico, capital of America, where we which we previously covered uncovered locally-sourced in 2014. Learn about a chain ingredients starring in serving artisan churros and everything from innovative get the scoop on an spins on Japanese cuisine to operator serving drinks in a plant-based comfort foods. giant duck. IN MAY: Norway IN MAY: Puerto Rico

FOODBYTES ON THE MENU Robots taking your order Last month’s On the Menu and making your food? It’s introduced gazoz, one of not as far off in the future as the oldest sparkling waters. you might think. Find out We also uncovered how technology and superfood goji berries, automation are evolving (and customizable donburi, how consumers and creamy white BBQ sauce, operators feel about it) in and flavorful Tajin. last month’s FoodBytes. IN MAY: Pomelo, furikake, IN MAY: A look at the latest lambic, hemp, and more from Datassential

CREATIVE CONCEPTS March’s Creative Concepts For information about an issue or to highlighted spin-off restaurants, many of which subscribe to a title, contact were fast casual concepts Datassential Business Development opened by already- established brands. Manager Susan Cohen at Discover how spin-off 312-219-6428 or concepts are leveraging current trends to stay [email protected] relevant to consumers. IN MAY: Next-Level Pizza

DATASSENTIAL’S FOODBYTES: NATURAL PRODUCTS EXPO WEST 2019 10

BE THE TREND EXPERT 70 ISSUES A YEAR. SEARCHABLE IN SNAP. SUBSCRIBE TODAY. How can we react to trends faster? How do we lead the trends instead of follow them? How can we be the source for the latest concepts and ideas? If you have been asking yourself questions like this – if you want to inject a little of that Datassential vibe into your company – invest in the 2019 Ahead of the Trends package. You’ll have access to a steady stream of cutting-edge publications, webinars, reports, and presentations for the entire year, PLUS two tickets to join us at the most trend-forward event in the industry – FOODSCAPE.

TRENDSPOTTING SUBSCRIPTION

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• 12 issues of Dine Around • 12 issues of Creative Concepts • 12 issues of On the Menu • 12 issues of International Concepts • 6 issues of World Bites • 4 TIPS trend reports • 12 issues of FoodBytes • Special Edition: 100 Trends & Ideas (exclusive to subscribers) • 4 quarterly trend webinars (exclusive to subscribers) • Virtual 2019 Trend Predictions presentation (in-person options also available) • 10 TrendSpotting Recap Report PowerPoint decks (exclusive to subscribers) • 2 tickets to Foodscape 2019 with trend immersion tours • Early access to Datassential’s 2020 trend predictions

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CONTACT YOUR DATASSENTIAL BUSINESS DEVELOPMENT MANAGER SUSAN COHEN | 312.219.6428 | [email protected] DESSERTS a keynote

trending flavors & varieties in top dessert categories

consumer & operator purchasing and priorities

consumer & operator perspectives

demographic influences & segment skews

approaches to signature desserts

impact of premium descriptors

Desserts just got sweeter. Explore this changing menu segment to discover the hottest trends taking over our favorite indulgences. From globally-inspired treats to savory ingredients, the flavors hitting our palates are rapidly expanding into new territories. Dive into the most comprehensive dessert data available anywhere, including all of the latest consumer and operator sentiments as well as top and fastest-growing formats and ingredients. Find out more with fact-based, actionable insights into the world of cake, ice cream, cookies, and more. DESSERTS: a keynote

Topics covered From the report

menu trends for top dessert categories CONSUMERS o learn which varieties and flavors are most menued and fastest 93% ate a dessert item in the past week growing in cake, cheesecake, ice cream, pie, and cookies o identify and forecast dessert megatrends, including savory 40% say desserts are an everyday treat ingredients and global influences 34% say portion size is one of the top 3 impact of premium descriptors factors they consider when ordering dessert o understand how clean labels impact purchasing for both consumers and operators 49% say their last dessert satisfied a craving o discover which diet-specific terms are most important, including vegan, gluten-free, dairy-free, egg-free, and more purchasing & applications OPERATORS o discover what occasions, dayparts, and segments figure 53% of their desserts are sold with/at the most prominently in consumers’ dessert decisions o track operator purchasing by product category and end a meal format as well as brand 50% menu seasonal dessert varieties or o compare changes in consumption versus changes in operator sales flavors

operator perspectives 52% rely on customer feedback/requests for information on desserts o learn about operator approaches to menuing desserts, including food cost, interest in trending desserts, and positioning with meals or beyond as snacks and add-ons 2,531 consumers 303 restaurant, on- o discover their key challenges and pain points related from all generations site, and retail to trends and consumer demands and regions operators

approach to signature desserts

o find out which signature desserts are top of mind for consumers o gain insight into how operators customize desserts to make them unique report x-tab tool webinar

SWEETEN THE DEAL. ORDER TODAY. Contact Brian Darr at 312-655-0594 or [email protected] datassential.com

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