The Innovation Group recently attended New York’s Summer Fancy Food Show, hosted by the Specialty Food Association. From the international to the hyperlocal, top specialty food vendors were on hand to display the latest products and trends. We’ve rounded up a few of the most notable.
Protein is not just for the elite athlete anymore. As more consumers tap into fitness trends like CrossFit and athleisure wear, a slew of brands are positioning themselves with protein options for the modern, health-conscious consumer who may not necessarily live at the gym.
“Our market is a lot broader than the traditional protein market,” explained an Iconic Protein vendor. “You don’t have to be working out seven days a week to need protein and to need a pick-me-up during the day. It’s more for people than for just bodybuilders.”
Iconic Protein offers protein drinks geared toward the busy, modern consumer, with flavors like Chocolate Truffle and high-end ingredients like grass-fed protein. Similarly, RXBAR touts simple recipes with gluten- and soy-free ingredients like egg whites in sleek, modern packaging.
“We started in the CrossFit community and wanted to create a bar that worked well in that space,” said an RXBAR representative. “We’re extended beyond that to the everyday fit person who wants transparency in ingredients and doesn’t want to think twice about what they’re putting in their body.