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Trends meet trends on Expo West show floor

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Members of the media covering the Natural Products Expo West show named a frozen chicken verde product from up-and-coming natural brand Luvo as the winner of its “Best of the West” contest for new products introduced at the show.


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Multigrain Squarefuls, a new cereal from Barbara’s Bakery, and an organic bread with 21 whole grains and seeds, Dave’s Killer Bread, were named runners-up in the annual contest. Eighty new products were eligible for votes.

Founded by investment banker Stephen Sidwell in January, Luvo is making a very ambitious run to create a kind of natural superbrand, with a wide array of products and big-time marketing including a celebrity investor and spokesman, Derek Jeter; brand ambassadors including NFL star Troy Polamalu and actress Jennifer Garner; and a new CEO from the yoga wear company Lululemon. Luvo’s frozen entrees steam cook in a proprietary pouch, which Sidwell said locks in flavor and presents like a restaurant meal.

Read more: SN's coverage of Natural Products Expo West

To the extent I could detect emerging trends on the show floor, the story was of intersection of trends thremselves. For example, siracha meeting popcorn, coconut chips with greek yogurt topping; premium, raw pet food; and almonds with Japanese plum vinegar. A number of exhibitors proudly showed off newly won Non-GMO certification, giving further evidence to an intensification of that attribute.

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Liz Webber

Liz Webber is Engagement Director / Fresh Market Editor at Supermarket News. She covers fresh foods for the magazine and creates multimedia, blog posts and other content for the website. She joined...

Jenna Telesca

Jenna Telesca is the Content Director of Supermarket News. She joined SN in 2010.
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