5 brands leading in the 'compassionate messaging' trend

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

3 Min Read

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 "Compassionate Messaging" trend within the Modern Pantry macro force. Consumers and society are hard on themselves and each other. There is more awareness around these human shortcomings and brands are finding their place in this space to bring a sense of calm, balance and forgiveness for how we live and the decisions we make.


1. Heavenly Organics

What is it? Heavenly Organics manufacturers Fair Trade-certified chocolate honey patties with organic raw honey and organic whole cane sugar. The company also recently launched a line of nut butter super spreads made with tahini and honey in flavors like Almond Cherry, Pistachio and Chocolate Almond.

Innovation: Heavenly Organics believes people living in conflict areas need steady employment in order to stay detached from the violent struggles around them. Its purpose is to “provide stable, ethical jobs in these conflict zones, in order to unify communities and to create peace through prosperity.” Heavenly Organics provides 650 families with stable jobs.

2. UpSpring

What is it? UpSpring creates science-driven solutions for moms and babies, including supplements and apparel products. While mom and baby have been the company’s focus to date, UpSpring is expanding its product portfolio to meet the health and wellness needs of the whole family.

Innovation: UpSpring was founded by three moms with the mission of supporting women throughout the motherhood journey, from preconception and prenatal nutrition to postpartum recovery, breastfeeding and nutrition for baby. 

3. Clean Cause

What is it? Clean Cause makes ready-to-drink sparkling beverages that are organic, low in sugar and contain 160 mg of caffeine from yerba mate. They come in flavors like Peach, Lemon Lime and Watermelon Mint.

Innovation: Clean Cause’s mission is to support individuals in recovery from alcohol and drug addiction by creating a sustainable source of funding for recovery efforts. The company gives 50% profits to fund sober living scholarships that afford individuals the opportunity to focus on establishing a recovery routine and finding employment.


4. Kween Foods

What is it? Kween Foods makes Granola Butter, a spreadable granola. With the texture of an almond butter and the taste of granola, it is free of the top eight allergens.

Innovation: Kween Foods’ compassionate messaging includes this message from the company's website. Kween Foods “isn't just a company, it's a community brimming with self-love and body positivity. You look your best when you feel your best, no matter what size that is. At Kween, we want you to love yourself and live your best life—after all, we only get one, people. Give back. Call your mom. Hug a stranger (if they look nonthreatening). Do what makes you feel electric. Eat Kween.”

5. Red Thread Coffee

What is it? Fair trade, organically farmed cold brew coffee sold in glass bottles.

Innovation: Red Thread Coffee gives 2 cents for every bottle sold to local charities. The company has also partnered with God’s Love We Deliver, a local charity that delivers nutritious, medically tailored meals to individuals too sick to shop or cook for themselves.

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