The 2023 Natural Products Expo East, which took place in Philadelphia in September, opened our eyes and lifted our spirits with new, wondrous achievements by people from all walks of life who started their brand with a shared vision. They are improving our well-being and lifestyle, and are creating positive change for the planet for years to come. We are aligned with our values and priorities when it comes to health and wellness. It is in this pursuit of crafting healthy alternatives throughout all sectors that we paint a vivid picture of where the industry is headed and encourage each other to keep blazing new trails.  

Despite the early announcement from the New Hope Network that this would be the last event of its kind in this format, the show was a remarkable sight with a vast variety of evolutionary products gaining a meteoric rise in popularity. 

In terms of innovation, it was one of the best Expo East shows we have seen in a long time. It was an inspiring event with brands reinventing industry standards in health & wellness. 

Here’s a look into the new and evolving trends we saw.

Upcycled food & regenerative farming

Upcycled food refers to food products created from ingredients that would otherwise be wasted. The concept of upcycling food aligns with the broader sustainability movement, aiming to reduce food waste and its environmental impact while simultaneously providing nutritious and delicious food options.  

Regenerative agriculture seeks to restore and enhance the health and vitality of agricultural ecosystems while addressing environmental challenges, such as soil degradation, water pollution, and climate change. It aims to improve the land for future generations by actively revitalizing natural resources.  

Blue Circle Foods seafood is sourced using low-impact fishing methods and sustainable farming practices. The family farmers who raise their Norwegian Atlantic Salmon in pristine arctic waters and Black Tiger Shrimp in native Indonesian waters share a passion for the continuous improvement of aquaculture to harvest fish more responsibly. Their Norwegian farmers have been at the forefront of innovation, working in harmony with the oceans and sharing the values of transparency, quality, and feel-good food. Their farmed salmon, as well as their shrimp, are net producers of protein, meaning that unlike farmed beef, chicken, and pork, their seafood generates more protein than they take out of the environment. Blue Circle Foods recognizes that consumers are becoming increasingly aware of food waste and care deeply for the upcycling movement, so the company reserves any extra materials and accumulates any leftover meat during food manufacturing. They also have unique technology that uses pressure and temperature to ensure their food does not include fillers, binders, or breadcrumbs. By sourcing sustainably farmed and wild-caught fish and incorporating upcycling procedures, they are helping save resources for the future. The best part is their food is always delicious and healthy, high in omega-3s, and made with simple, clean ingredients. Absolutely zero antibiotics, growth hormones, GMOs, or synthetic pigments are used in raising or processing their products. 

Atlantic Sea Farms is a woman-run, mission-driven seaweed farming company dedicated to making a powerful positive impact on the health of their customers, their coastal communities, and the planet by creating products made from regenerative, family-farmed sea greens. Cultivating natural seaweed and kelp in efficient ways ensures that healthy food is made, and a support system is in place that prioritizes farmers, the environment, and the overall health of the customers. Climate change is already making landfall on coastal communities in the U.S., and our future depends on finding new ways for fishing families to work on the water while improving the health of our oceans.  

Painterland Sisters 4th generation family farmers Stephanie and Hayley are on a mission to sustain their family’s farm for future generations and to connect you directly with the source of your food. They are farmers uplifting farmers and honoring Mother Nature through organic Icelandic Skyr yogurt that is lactose free, high in protein, and full of probiotics. They want to change the perception of dairy farming in the U.S. through their healthy Skyr. 

Zeal Creamery has ambitious standards for taste, nutrition, and transparency with premium, highly nutritious 100% A2 grass fed milk and other dairy products. Naturally higher in healthy fats including CLAs and omega-3s and free from GMOs and antibiotics, Zeal products are fully traceable to a single 100% free-range farm and served fresh to the table in as little as one day. Each free-range Zeal dairy cow lives her best life. The moderate farm climates make for ideal outdoor living conditions where cows can roam in their natural environment, 365 days a year, and graze 10,000 steps daily on healthy, lush grass. The company has been inspired by the farming techniques employed by the New Zealand farming community, leaders in the free-range dairy industry, and have combined techniques with the best practices in American agriculture. The result embodies Zeal Creamery’s commitments to taste, nutrition, and transparency: a family of grass-fed milk products that represent a growing trend in the dairy aisle for individuals and families looking to add premium quality, innovative, better-for-you offerings to their families. 

Matriark Foods is on a mission to reduce greenhouse gases, expand access to healthy food, and increase deliciousness with the world's first carbon neutral and upcycled tomato sauce. They are accelerating the transformation of the food system by empowering consumers through the purchase of delicious, everyday staples. Their sauces offer the easiest way to eat like an activist and fight climate change every time you shop for food and everywhere you eat. Each year, 33 million tons of perfectly healthy vegetables never make it to the table, creating a waste of food, water, labor, and greenhouse gases; 38% of food in the U.S. is wasted.. These climate-friendly pasta sauces are slow-simmered to perfection and taste fresh, flavorful, smooth, and satisfying, while being all-natural, USA-made, non-GMO verified, no sugar added, carbon neutral, and upcycled certified.

Sustainable aquaculture & seafood

Sustainable aquaculture, also known as sustainable fish farming, is the practice of producing seafood including fish, shellfish, and aquatic plants, in a manner that minimizes negative environmental, social, and economic impacts while ensuring the long-term viability of the industry. It plays a critical role in meeting the growing global demand for seafood while conserving natural aquatic ecosystems and preserving the health of oceans.  

In a world where the popularity of sardines is surging—from trending hashtags like #sardinecore to culinary hotspots featuring them—Season, America's leading brand in premium sardines, debuted a new 4+1 Value Pack. Known for their premium, wild-caught sardines packed with robust flavors and essential nutrients like omega-3 fatty acids, Season's latest offering takes consumer value to an unprecedented level by offering five tins of skinless and boneless sardines in olive oil for the price of four. It’s a game-changer, offering a no-fuss way to add a burst of flavor and a boost of health to your daily meals. Expo East attendees savored Season's premium sardines, available in multiple variations such as olive oil, water, or tomato sauce. The 4+1 Value Pack is designed to give consumers five times the chance to enjoy a product rich in Omega-3s, boasting 22 grams of protein per serving, and with 15 times less mercury than tuna. The brand’s new 4+1 Value Pack embodies this ethos, marrying unparalleled nutrition, exceptional quality, and convenience to deliver a seafood experience that is both versatile and affordable for any meal of the day.  

"Our dedication to sustainable wild-catching practices and traditional tinning methods have always been at the heart of Season's century-old legacy," said Season CEO, Meriem Wadghiri. "We’re excited to introduce the 4+1 Value Pack, a representation of our enduring commitment to offer enhanced value while making it easier for consumers to integrate the countless health benefits of our sardines into their daily lives."

Salmones Austral has been working in water for more than 35 years to bring the best salmon to Chile and the world through sustainable practices. The South and Chilean Patagonia are home to their operations, which is why they have committed to concrete initiatives to operate in harmony with their surroundings and environment. They are focused on reducing and eliminating forced deterioration of equipment and processes. They  aim for zero losses, zero defects, zero waste, zero accidents, and 100% compliance. Aquaculture is a resource-efficient method of food production, as it does not require land and only uses little fresh water. Salmones Austral has state-of-the-art technology and collaborators in constant training to guarantee the safety and well-being of the fish. Their fish has healthy fats and high protein content. In fact, salmon provides nutrients that help prevent a series of diseases and the fat prevents inflammation and blood clots. It is an excellent source of omega-3 fatty acids, which helps reduce the risk of cardiovascular diseases and high blood pressure, as well as provides benefits for the health of brain tissue.

Sustainable fish are getting more of an American makeover with the premium tuna brand Tonnino, which takes attendees on a world tour with Thai fried rice, tuna tacos, asparagus and spring pea truffled risotto, spicy tuna rolls, tropical ceviche. Their yellowfin is caught in tropical waters and is the most popular tuna in sushi bars. Their albacore tuna has a milder taste than yellowfin. This is the type of tuna commonly found in the tinned fish section of American supermarkets. Tonnino goes a step above the classic oil or water option with five pole and line, wild-caught albacore options: Spring Water, Olive Oil, Ginger Soy, Herbs de Provence, and Truffle, which is now a new yellowfin flavor as well. With Tonnino’s Tins, the tuna is packed with fresh, diced vegetables the way you would enjoy the flavors of a Tuna Niçoise or chef-quality tuna salad.

Sober curiosity

The sober curios lifestyle or mindset focuses on exploring a period of sobriety or reduced alcohol consumption. This concept is gaining popularity due to society’s shifting view of alcohol and increasing awareness of toxins in our drinks. Customers are more health focused, and these up-and-coming brands are inventing products with more benefits and more discreet and convenient designs, so no one is pressured or uncomfortable in a social setting.  

Töst Beverages crafts alcohol-free, dry sparkling refreshers that are perfect for any occasion. This brand of beverages elevates moments using natural ingredients, making it lower in calories, refreshingly dry, and not too sweet. It is crafted to be as meaningful and sophisticated as alcoholic drinks, just without the alcohol. When alcohol doesn’t fit the vibe and more than just sparkling water is needed, Töst fills this space with a substantive beverage. A team of beverage and culinary experts were brought together to create a beverage that by design imparted some of the characteristics often found in alcoholic drinks. This allows people to be comfortable in social settings without pressure or the feeling of missing out. 

Dry soda elevates social drinking for everyone with their zero-proof, dry botanical bubbly. They bring people together to celebrate those special moments with sophisticated and innovative non-alcoholic options. Their unique, single flavored beverage is meant to be paired, served on their own or used as the foundation for craft zero-proof cocktails. Made with four simple ingredients, each flavor is designed with a different sweetness and acidity level to pair perfectly with different cuisines for a less-sweet, full flavor drinking experience.

Hangover helpers

Hangover supplements are popping up for consumers to feel comfortable to keep on celebrating. These supplements are designed to be taken during or after alcohol consumption to mitigate the negative effects of drinking. Preventing hangovers while putting healthy nutrients and minerals into your system is a win-win.  

Bys Wellness herbal supplement combines turmeric root, ginseng root, GMT-ALC, Korean dendropanax leaves and DHM raisin tree to help rehydrate the body, ward off hangovers, and promote liver health. This brand is for social drinkers, go-getters, power players, leading ladies, weekend warriors, and health enthusiasts.

No Days Wasted is a resource for those who’ve had a few too many alcoholic drinks the night before and a rough morning after. The scientifically backed, functional supplements help maximize life’s moments and the key is the plant-based ingredient, dihydromyricetin, aka DHM. DHM detox is a blend of antioxidants, anti-inflammation, and liver support components that comes in a convenient packet that can be poured into any drink and is meant to be shared with those in celebration.

THC- and CBD-infused drink mixes 

Nano cannabis technology is an innovative approach in the cannabis industry for creating delta-9 THC and CBD infused drink mixes that offer bioavailability, faster onset of effects, and better overall consistency in dosing. Cannabinoids are broken down into tiny particles to create water-soluble formulations that can be easily incorporated into beverages. 

Brelixi provides hydrating delta-9 THC and CBD infused drink mixes. Founder Breanna Neff draws on her expertise in food science, functional ingredients, and cannabis to create products that exceed industry standards. This fast-acting electrolyte beverage mix utilizes nano cannabis technology, which breaks down cannabis particles into tiny water-soluble droplets, creating a faster onset time and more intense effects. The company offers a new way to consume cannabis that’s more convenient, discreet, and customizable. Their Brelixis are powered by adaptogens and nootropics – intentionally designed to elevate the body and mind. There is still a stigma around THC and CBD products, which is why this brand is reshaping the understanding of how we can interact with cannabis consumables. They remind consumers that CBD can help with stress, as well as maintaining a work/life balance. 

Read part 2 now, and stay tuned for even more trends from the Expo East show floor in part 3!

For more trends, read the latest from trendspotter Nancy Trent.