This Is TASTE 742: We Went to the World's Biggest Natural Food Show. We Have Notes.
Mar 9, 2026
Dan Frommer, founder of The New Consumer and consumer trend reporter, walks the chaos of Expo West and flags what grabs buyer attention. He describes mouthfeel-forward samples, booth creativity, and standout new products. He also maps category trends like protein, bars, and functional beverages, plus why many food startups stumble.
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What Expo West Reveals About Products
- Expo West is a chaotic, sample-heavy trade show where buyers can make or break a brand on first impression.
- Dan Frommer looks for creative booth expression, new flavors, and product trends like protein and fiber during tastings.
Warm Coyotas Tortilla Was A Wakeup Call
- Dan remembers a warm Coyotas tortilla as a life-changing simple product discovery at Expo West.
- That sensory moment — warm, gluten-free, unexpectedly game-changing — convinced him product can beat marketing.
Bars Are Easy To Start But Hard To Sustain
- Bars and noodles are low-barrier, trend-driven categories with high churn despite occasional breakout successes.
- Dan notes bars are easy to launch but many disappear quickly; hits like RX and Kind are exceptions.