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A Natural Boost
A record-setting Natural Products Expo West showed that natural, organic and healthy products remain at the forefront of consumers’ and retailers’ minds.
Lindsey Wojcik
January 1, 2018
9 Min Read
Even with Disneyland located just down the road, for three days in March the Anaheim Convention Center in Anaheim, Calif., served as the happiest place on earth for natural products industry professionals. By all accounts, the 36th-annual Natural Product Expo West, which is produced by New Hope Network, was a success.
The natural, organic and healthy products event experienced another record-setting year with 6.9 percent growth, according to show organizers. Upward of 77,000 attendees had the opportunity to learn about the products and services of more than 3,000 exhibiting companies, including an estimated 600 first-time exhibitors.
The event’s space was expanded for the second consecutive year, and encompassed the entire Anaheim Convention Center campus. In addition to traditional exhibit halls, new exhibitors showcased hot products at the Hilton Hotel Anaheim.
The official Natural Products Expo West “Best of West: Press Award” went to Suja Organic Crushed Raspberry Probiotic Water. Runners-up include Vega Sport Performance Protein Chocolate and Justin’s Maple Almond Butter with Pretzels Pack. The winner of the NEXT Accelerator Natural Products Business School Pitch Slam was Veggie Fries.
Exhibiting companies reported that it was a strong and busy show. Here is a recap of what some exhibitors shared on the show floor:
Alvarado Street Bakery
As a long-time exhibitor at Expo West, Alvarado Street Bakery has found the show to be a worthwhile investment, said Michael Girkout, president of the Petaluma, Calif.-based company.
“Where else could we see thousands of customers over the course of three days? There’s no better platform for new items introductions or to meet potential new customers,” Girkout said. “Our success over the last 30-plus years has come largely from opportunities that presented themselves at this annual event.”
At this year’s show, Alvarado Street Bakery introduced its “Black Label” line of sprouted breads. The line features four recipes that are USDA Certified Organic and made with fresh wheat sprouts that are harvested “only moments before baking,” Girkout explained. “We’ve found that when you sprout whole grains, you get the full benefit of both great nutrition and great taste,” he said. “Sprouting grains helps to increase the availability of some nutrients, and sprouted whole grains are easy to digest and contain essential vitamins, minerals and fiber.”
In addition to launching its Black Label line, the company revealed a complete packaging refresh on its legacy line of sprouted wheat breads, bagels and buns. The new packaging features front-of-packaging nutritional facts to aid consumers in finding the calories, fat, protein and fiber content of each product, Girkout said.
Blount Fine Foods
Blount Fine Foods served its line of Blount Organics soups, sides and entrées. The line was recently expanded to include Organic Coconut Lentil soup, a robust vegetarian lentil soup with a mild coconut curry broth. The soup is an excellent source of fiber, according to officials for the Fall River, Mass.-based company.
“Expo West gets better for us each year,” said Bob Sewall, executive vice president of sales and marketing. “When we first did it three years ago, people didn’t know us and were pleasantly surprised when they sampled our products. This year, it was clear buyers were going out of their way to stop at our booth to see and sample what was new. Those we showed the new Blount Organics branding to were very enthusiastic about it.”
The soup offers a multitude of certifications to meet shoppers’ needs, officials added, including: gluten free and vegetarian, and GMO-free. The whole line of Blount Organics comes in 16-ounce heat-and-eat refrigerated cups.
Hyland’s
Hyland’s has more than a century-long commitment to providing safe, effective and natural homeopathic medicines to its consumers. In that time, the company, based in Los Angeles, has developed a comprehensive pediatric line of products to help families resolve symptoms in children from infancy to 12, and these products were prominently featured at its Expo West booth.
“With Hyland’s medicines, parents can safely relieve symptoms of teething, colds, cough, colic and many others,” said Les Hamilton, executive vice president. “As parents ourselves, we enjoy knowing that in relieving their children’s symptoms, we bring parents peace of mind and often a better night of sleep.”
With that philosophy in mind, Hyland’s unveiled its Baby Nighttime Cold Medicines at the show. Specially formulated for babies as young as six months, the new Hyland’s Baby Nighttime Tiny Cold Tablets and Nighttime Mucus Cold Relief deliver safe and effective relief of common cold symptoms experienced especially at nighttime. It offers multi-symptom relief for babies six-months-plus and does not have sugar, artificial flavors, dyes or parabens. “We’re giving parents the confidence they need to comfort their babies,” Hamilton said.
The company also debuted its Hyland’s Good Morning natural caffeine-free alertness aid that helps consumers “regain the day after a sleepless night.” Its exclusive formulation addresses both the mental and emotional aftermath of a sleepless night, and provides effective and safe relief of drowsiness and fatigue without caffeine or other stimulants.
Natracare
For officials at Natracare, Expo West was “extremely busy with quality customers and exciting new leads,” said Susie Hewson, founder and developer of the Greeley, Colo.-based company, which offers organic and natural disposable feminine hygiene solutions. Natracare’s new Ultra Extra sanitary pads and COSMOS Certified Organic Cleansing Makeup Removal Wipes generated buzz among show attendees.
The Ultra Extra sanitary pads have double protection, with an additional cushioned, absorbent core layer for extra absorbency and comfort. With a soft, 100 percent certified organic cotton cover next to the skin; the pads are breathable and gentle, helping to avoid irritation and discomfort. The products are chlorine-free, and free from plastics, perfumes and dyes. They are also biodegradable. The Ultra Extra Pads with wings are available in Normal, Super and Long.
Natracare’s COSMOS Certified Organic Cleansing Makeup Removal Wipes are infused with the organic essential oils of almond, apricot and chamomile, intended to leave the skin moisturized and naturally refreshed. The gentle formula effectively removes makeup, including waterproof mascara and bright lipstick, and the large organic cotton cloth is soft, strong and generous in size, ensuring the skin is thoroughly cleansed, said company officials.
“Keep an eye out for our new developments coming to market in late Spring/early Summer,” Hewson added.
Nature’s Bakery
This year, Nature’s Bakery has joined Stewart-Hass Racing (SHR) to become the primary sponsor of driver Danica Patrick and the No. 10 team in the NASCAR Sprint Cup Series. The company’s partnership with Patrick was prominently featured at its Expo West booth.
“The multiyear sponsorship agreement will see Nature’s Bakery and its signature tagline, ‘Energy for Life’s Great Journeys’ adorn Patrick’s No. 10 Chevrolet SS for 28 races a year,” said Abbie Walker, marketing communications manager for the Reno, Nev.-based company. “We have started to incorporate Danica into packaging and promotions throughout select retailers.”
The company also sampled its full range of products, which include a variety of flavors of stone-ground whole wheat fig bars, gluten-free fig bars made with a blend of ancient grains, and dairy-free double chocolate brownies made with whole grains and blended with dates. Nature’s Bakery products are kosher, Non-GMO Verified, Vegan Certified, dairy- and soy-free, and made without high-fructose corn syrup.
Penn Herb Co.
Penn Herb Co., the U.S. importer of Olbas Herbal Remedies, had the full line of Olbas herbal remedies on display at its Expo West booth. Olbas Oils originated in Basel, Switzerland more than 100 years ago, and the natural essential oils in Olbas are extracted from six medicinal herbs.
The Olbas Herbal Remedies line includes: Olbas Oil for aromatherapy and massage, a pocket-size inhaler, sugar-free lozenges, pastilles, herbal tea, cough syrup, analgesic salve and herbal bath liquid.
“There was not a dull moment at Expo West,” said Karen Page, national sales manager for Philadelphia-based Penn Herb Co. “The days flew by, as we were constantly busy. We met with loyal customers and introduced new ones to Olbas. We especially liked speaking with health practitioners, as they are major influencers. I was surprised and delighted that so many were present at Expo West. It was the best show by far.”
Simple Mills
Following the success of its natural baking mixes, Simple Mills is extending its reach beyond the baking aisle with its line of almond flour crackers, which made their debut at Expo West.
“Expo West was an ideal launching pad for our new almond flour cracker line,” said Katlin Smith, CEO for the Chicago-based company. “The reception from retailers, bloggers, like-minded brands and other attendees was universally positive. We’re seeing interest from new stores, and we’re getting coverage from bloggers as well as print reporters. Our aim was to fill a void on the cracker aisle with clean, gluten-free crackers that taste great, and it’s clear from the response at the show that we have succeeded.”
Available in four varieties— Fine Ground Sea Salt, Rosemary & Sea Salt, Sun-dried Tomato & Basil and Farmhouse Cheddar—the almond flour crackers are Non-GMO Project Verified, certified gluten-free and paleo-friendly. The base flour of the line is a proprietary blend of almonds, sunflower seeds and flax seeds. This combination yields a higher vitamin and mineral content, as well as a lower carbohydrate count and glycemic impact. The crackers do not have grain, soy, or artificial flavors or fillers.
The Simple Mills baking line features Artisan Bread, Pizza Dough, Vanilla Cake, Chocolate Chip Cookies, Pancake/Waffle, and Banana, Pumpkin and Chocolate Muffin varieties.
Zemas Madhouse Foods
Expo West was a busy show for officials at Zemas Madhouse Foods, based in Highland Park, Ill. “Our Expo West experience was incredible—our busiest show yet, which is a sign to me that consumers are looking for products made with clean, nutrient rich ingredients versus belly-full type of products,” said Jill Motew, president and founder. “The retail buyers are representing their customers well by asking the right questions, looking for those ingredient footprints and non-GMO certification.”
The company unveiled a line of bite-size cookies, in addition to showcasing its line of ancient whole grain baking mixes. Made with ancient whole grains and available in four flavors—Chocolate Chip, Double Chocolate Chip, Oatmeal Cranberry and Peruvian Sweet Potato Spice—the company’s crunchy cookies are free from gluten, dairy, rice, GMOs and the top eight allergens.
“We continue to expand our six unique, ancient whole grain baking mix line nationally that, like our new cookie line, feature gluten-free whole grains like teff, quinoa, amaranth, sorghum, millet, chia, hemp and flax,” Motew said. “We know our consumer base is growing daily and appreciate feeding their families our healthy and delicious baking mixes.”
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