From plant-based salmon jerky to protein water and sustainably grown sugar-free coconut chocolate, the floor at Expo West in Anaheim, California was bursting with flavors and unsuspecting ingredients.
Conveyor belts of gluten-free mac ‘n cheese and indoor campsites with samples of protein-packed pancakes showcased the creative ways natural and organic companies are looking to attract consumers.
Behind all the bells and whistles, however, larger companies like Impossible Foods and smaller startups like ZenB alike were focused on one thing: brand storytelling.
Right now, the industry seems to be getting back to the middle of the pendulum swing, according to Adam Melonas, CEO and founder of Chew LLC. “It feels like we’re getting to the appropriate balance of excellence in product with a story — because frankly, we’ve gone through a period of time as well where there were a lot of weak products with a great story.”
Melonas has worked in the CPG space for over a decade, mainly helping smaller brands scale at a fast pace.
ZenB’s mission to revolutionize the yellow pea
Food Dive’s first stop of the week was with ZenB, a plant-based, gluten-free food brand offering a range of pasta made from 100% yellow peas. The company also offers cracker products.
ZenB is a five-year-old startup from the 220-year-old Mizkan Group based in Japan, Hugo Perez, head of storytelling at ZenB told Food Dive.
“The name ZenB comes from the Japanese word zembu, which means whole. We believe in using as much of the plant as possible in our products, because we believe that nature gives you so much good you don’t want to take it out,” said Perez.
The company’s mission is to revolutionize the yellow pea, and make a variety of products that are good for you and the environment, while also not compromising on taste or texture.
“We’re tip of the arrow kind of brand, we’re not waiting for the trends, we’re trying to set trends by understanding consumers,” said Perez.
In recent months, consumers have shed light on the desire to bring real plants back into plant-based eating, pushing companies to use cleaner ingredients in their products.
In terms of how ZenB is telling its story, Perez said the company views pasta, and its products in generations.
“When pasta was first created it was semolina based and seen as a convenience food, and then it evolved and you started seeing companies get more fiber or protein in it,” said Perez, “we believe we’re in the generation of the yellow pea, it doesn’t matter what your lifestyle is, ZenB still offers a staple food that’s good for you.”
My/Mochi looks to bring joy with product innovations
Some brands like My/Mochi stepped away from a push to produce products with cleaner ingredients and are now seeking to elicit a feeling of joy from consumers.
My/Mochi recently set its sights on the breakfast and snacking categories after launching waffle bites in February. This came about a year after the company hired Brigette Wolf — a former Mondelēz International marketing and innovation executive — to focus on new lines of products beyond ice cream.
“Our brand is really about bringing joy, and I think some of our products are indulgent, but they’re done in a controlled fashion, you satisfy your sweet tooth craving without overdoing it,” said Wolfe in an interview with Food Dive at the Expo last week.
Impossible Foods rebrands with butcher shop-inspired exhibit
The plant-based pioneer Impossible Foods took the opportunity at Expo West to rewrite its brand identity and look to tell a different story than what has been put out in the space thus far.
With an exhibit that was inspired by a butcher shop — decorations even included fake sausage links hanging from the ceiling and workers in aprons behind a glass counter — the company is looking to welcome meat eaters.
The exhibit matched the company’s new packaging, which features a bright red color and new logo, in an effort to be inclusive to as many consumers as possible.
Standouts and flops
Many of the trends at Expo West, including brands going back to the core of their messaging, are cyclical, according to Adam Melonas.
“A number of years ago, we almost went to the point of absurd and extreme, where it was really hard to actually understand what you were buying because of certifications and seals and qualifications,” said Melonas, “you have to remember, consumers buy a product not a cause.”
“We’ve also gone through a period of time where the founders were so central. And frankly, that poses such a risk, because when the founders are too intrinsically linked with their brands, when it comes time to sell, it’s actually a negative point for the acquirer,” said Melonas.
Melonas believes companies will start to get away from the founders’ stories, and dive deeper into the stories behind the products — ZenB, for example, focuses its messaging around the yellow pea.
In terms of what to expect next year, that depends on the standouts of this year. Anecdotally, Melonas saw the longest lines for companies selling products like real chicken and real beef.
“One year you’ll see two coconut water companies and the next you’ll see 30, so it will be interesting to see where the pendulum swings next,” Melonas said.
Though plant-based meat analogues were all the rage last year, consumers may be getting burnt out from the space, and the busiest exhibits at Expo West this year were a sign of that.
Force of Nature, for example, showcased its 100% grass-fed Ancestral Beef Meatballs and Chomps had crowds surrounding its exhibit at all hours of the day, with attendees looking to get a taste of the turkey and beef sticks that come in a variety of flavors and boast zero grams of sugar.
A theme Melonas has seen within the space for a long time, and continues to see, is startups from scientists who treat their company like an experiment, and forget that at the end of the day, consumers want their food to taste good.
“The food tech industry has a PR problem. People are saying, ‘Hey, I want technology in my pocket and not in my mouth,’ and that is something we’ll have to keep an eye on within the space.”
Expo West is run by Informa, the owner of Food Dive’s publisher, Industry Dive. Informa has no influence over Food Dive’s coverage.
