The 'sugar vilified' trend: 5 innovators

NEXT Trends 2020 Expo West series—a look at "sugar vilified," one of the New Hope Network NEXT Data and Insights team's trends.

2 Min Read
Sugar cubes

NEXT Trends 2020 series: In an effort to help support retailers and brands, we will be publishing regular brand features for the next few weeks. Brands are selected from those that registered to exhibit at Natural Products Expo West 2020 and were curated as great examples of one of 50 trends New Hope Network is monitoring in the marketplace.

These trends are part of New Hope Network's NEXT Expo Guidebook and trend hierarchy.

Today, we look at five companies that are innovating in the "Sugar Vilified" trend within the World is Fat macro force. The industry is fractured on how to deal with the negative turmoil surrounding sugar and innovation is multipronged with low glycemic food-based sweeteners, zero calorie alternatives, or redefining the sensation of sweet cravings with new flavors (savory, bitter) and formats (sparkling).

Smartcake and Kiss My Keto

1. Smart Baking Company

What is it? Muffins and cakes that are diabetic- and keto-friendly.

Innovation: Smart Baking Company's Smartcakes and Smartbuns are made from a blend of fiber, protein, water, vitamins and minerals. They are gluten- and wheat-free, low calorie, high fiber, diabetic- and keto-friendly and non-GMO. Smartcakes are the only FDA approved designation of “healthy cake.”

2. Kiss My Keto

What is it? Kiss My Keto makes keto-friendly bars, gummies, bone broth, chocolate, ramen noodles and more.

Innovation: By using erythritol, allulose, monkfruit and stevia in bars, or konjack for ramen noodles, Kiss My Keto uses a wide variety of ingredients to mimic otherwise high-carb and sweet snacks.

3. Love Good Fats

What is it? Keto-friendly bars and shakes.  

Innovation: Love Good Fats bars are made with lots of butters, oils and protein blends, and just a tiny amount of cane sugar. The bars have about 13 grams of fat, 9 grams of protein and 2 grams of sugar.  


4. Picnik

What is it? Paleo-friendly coffee creamers and RTD coffee and tea beverages with low or no sugar.

Innovation: Picnik started as a food trailer serving one of the first paleo-friendly concepts in Austin and now sells a variety of creamers, RTD coffee and tea drinks. Picnik uses ingredients like cashew milk, coconut cream, MCT oil and grass-fed collagen.

5. JOJO’s Chocolate

What is it? Low-sugar chocolate with added plant-based hemp protein.

Innovation: These dark chocolate bites in flavors like Coconut and Sea Salt are made with chocolate, erythritol, stevia and hemp protein.

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