Prepared Foods Editor Bob Garrison recaps Natural Products Expo West trends, tastes and technologies with Carolina Sasson, Chief Operating Officer at Mission Field. Mission Field, Denver, is a global consultant specializing in food & beverage innovation, strategy and insights.

Sasson uses this exclusive podcast to talk about five new trends including a rise in “retro packaging” designs, as demonstrated by Just Brutal Chips and Beekeeper Coffee. Another trend involves brands and products that promise a “feel good” experience. Demonstrating this trend were such products as Wellthy (gummies, powders), I Eat My Greens (soup), FitJoy Foods (crackers, snacks), and Feel Good Foods (frozen appetizers). A third trend involves the wave of non-alcoholic beverages and mixers. Examples here included TÖST sparkling teas (white, rose wine alternatives), Guinness 0%, and non-alcoholic mixers from Hella Cocktail Company. Women’s health is a fourth key trend area, as demonstrated by products such as MenoWell menopause bars and Mixhers supplements. Last but not least are new products showcasing natural sweeteners such as honey and dates. Among the many new offerings here are Hive₂O’s Hard Honey beverages and Beekeeper Coffee.

Sasson also talked about the ongoing appeal of sustainability in regard to companies, new brands and positioning. She said references to regenerative agriculture practices (ingredient sourcing) were much more pronounced in 2024 compared to previous years. Likewise, many more products—including Spare Tonic and Hello, I’m Ugly—touted use of ingredients now “upcycled” from former waste products. Meanwhile, many more new items aren’t land-based at all—instead more brands such as 12 Tides—are promoting ingredients from the ocean. Last but not least, Mission Field observers also found many more finished products—and suppliers’ new offerings—touting new sustainable packaging attributes.

Lastly, Sasson also discusses a handful of ingredients that caught her eye. These include such international up-and-comers as fonio (an African grain), camu camu (a South American superfruit) and moringa (from South and Southeast Asia).