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.
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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