In this episode of The Natural List, co-hosts Adrienne Smith and Jessica Rubino welcome New Hope Editor Meredith Kaufman to the show. The episode beings with a discussion of new AI features in the self-checkout at the grocery store. They then pivot to Meredith’s takeaways from the recent Sweets & Snacks Expo.

First up in the trend recap, the trio discusses whether sweets need to be functional. They dive into protein specifically and debate if shoppers really want it in their desserts (Meredith says yes; Adrienne says no; Jessica is neutral). On the protein front, they dive into meat jerky, which Meredith says had a strong presence at Sweets & Snacks.

Next up is a candy taste testing. They first sample Hormbles Chormbles, a new protein-enhanced chocolate bar, and Nebula Snacks, a zero-sugar chocolate cup. The team takes a brief intermission to discuss artificial food dyes and how new regulations could bring cleaner products to consumers but may also increase costs and cause supply chain issues in the short term. The episode wraps up with a Starburst Goodies sampling, a gummy created by Mars that is free from artificial ingredients.

From the FDA's recent approval of three natural dyes to a mid-air mocktail, Jessica Rubino and Adrienne Smith sample new products and discuss details from NCN and Newtopia Now.

In this episode of The Natural List, co-hosts Adrienne Smith and Jessica Rubino discuss regulatory news, sample two new products and discuss compelling stories currently featured on newhope.com. Adrienne begins with updates from the FDA, including the recent approval of three natural food dyes: butterfly pea, Galdieria and calcium phosphate.

Jessica then shares some of the innovative brands that presented at the Nutrition Capital Network Spring Investor Meeting, including RedLeaf Biologics, a startup scaling red and orange coloring from domestic sorghum, and Riot Energy, a naturally sweetened energy drink.

The hosts sample two new product launches: Figlia Aperitivo’s Sole and Khloe Kardashian’s new protein popcorn, Khloud. The consensus: Figlia has a nice summery pop and Khloud has a clean ingredient panel and a tasty, popcorn crunch.

In the second half of the episode, Jessica discusses her excitement for Newtopia Now, happening in Denver August 20-22, and Adrienne talked about two features on newhope.com, including an UNBOXED gallery of 9 frozen dumplings products and a story about heritage brands leveraging packaging design to tell their story. Pop open a can of your favorite mocktail and tune in.

Co-hosts Adrienne Smith and Jessica Rubino sample functional gelatin then dish on an innovative marketing scheme, plastic-free retailer Nude Foods Market and the Nutrition Business Journal Summit.

In this episode of The Natural List, co-hosts Adrienne Smith and Jessica Rubino sample Gelée, a fruit-forward gelatin with collagen and antioxidants. They reminisce about some of their favorite nostalgic treats (spumoni ice cream, anyone?) and chat about the increase in CPG brands reimagining comfort food with better-for-you ingredients, such as Olipop and Goodles.

They then discuss Douglas Brown’s recent Shelf Life column about a new marketing tool being used by the CPG industry: placing product samples in vacation rentals with the help of agencies like UpClose Marketing. As those in the industry know, getting samples into the hands—and mouths— of potential customers is crucially important.

They switch gears to Nude Foods Market, a plastic-free grocery store with locations in Boulder and Denver. With a crowd funding campaign in progress, Nude Foods may soon have a third location as well—or maybe that's just wishful thinking on our part!

The pair wrap up with information about the NBJ Summit in beautiful Rancho Palos Verde, California, July 28-31. NBJ Summit is the premier event for leaders in the dietary supplement and nutrition industry. This year the Summit unveils its new Executive Wellness Experience, which will include biohacking modalities, functional meals, keynotes from top voices in the movement like Ben Greenfield, aura photography and more.

In this episode of The Natural List, co-hosts Adrienne Smith and Jessica Rubino dive into Jessica’s upcoming trends presentation for the Nutrition Capital Network Spring Investor Meeting, and explore the categories and products that have stood the test of time—as well as a few that didn't last.

The conversation kicks off with a spotlight on two emerging hydration brands: Sum Hydration, a presenting company at NCN that personalizes hydration solutions for commercial spaces such as gyms and offices, and Hydra Hydration, which makes electrolyte freeze pops and will be exhibiting Newtopia Now this August.

Jessica then schools Adrienne on Reb M and Reb A, two zero-calorie sweeteners derived from stevia. Both ingredients are permitted under New Hope’s Standards Program, but because of how they are produced, cannot be marketed as “natural” at our events.  

The discussion shifts to trends Jessica is highlighting at the NCN Spring Investor Meeting. The pair revisit some once-hyped trends that didn't quite gain traction—think crickets, raspberry ketones, and activated charcoal—and talk through the factors that signal staying power, including sustained growth above the industry average, high absolute dollar contribution, product impact, consumer adoption and capital validation.

In the second half of the episode, they discuss some of the categories that have displayed this staying power including women’s health, health span and healthy aging, functional beverages, gut health and protein. The conversation wraps with a look at the sustained growth of whey and other animal proteins, along with a celebration of Jessica and Adrienne’s shared love of cottage cheese.

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith reflect on the wellness stories and media moments echoing through the industry. 

They begin with the Netflix series Apple Cider Vinegar, a dramatized account of former influencer Belle Gibson, whose fabricated health claims offer a sharp reminder of why credibility, compliance and consumer trust matter—especially in a space built on better-for-you products. 

The conversation shifts to a recent Newsweek article citing Nutrition Business Journal data on the rise of functional mushrooms. With nearly 40% of consumers now incorporating mushrooms into their diets through food, beverages or supplements, this trend remains especially strong among Gen Z shoppers who are increasingly swapping alcohol for functional alternatives. 

Next on the agenda is plant-based milk innovation. Inspired by a roundup from Vogue, Jessica and Adrienne discuss new blends made from ingredients such as koji rice and sunflower seeds. They also revisit Douglas Brown’s article, which examines how tariffs are impacting grocery supply chains and pricing strategies, particularly for small, independent retailers dealing with rising costs and supply pressures. 

The episode wraps with a quick reminder that registration is now open for Newtopia Now, which returns to Denver Aug. 20–22. Tune in for a timely discussion that bridges wellness culture, product innovation and the media narratives shaping natural CPG today. 

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith welcome Nutrition Business Journal Editor in Chief Rick Polito for a candid discussion about the shifting supplement landscape. From the rise of GLP-1 drugs like Ozempic to the evolution of healthspan and longevity trends, this conversation cuts through the noise to ask: What’s hype, what’s helpful and what’s next? 

Rick shares insights from NBJ’s new report Supplements in the Ozempic Age, exploring how the weight loss drug boom is influencing consumer demand for ingredients like berberine, fiber and branded newcomers like Eriomin®. He breaks down how brands are either aligning with pharmaceuticals or offering natural alternatives—and what support consumers need before, during and after GLP-1 intervention. 

The discussion also touches on cognitive health, muscle maintenance, and the changing definition of longevity. With colostrum innovation, Irish sea moss and gut health in the mix, the episode offers a real-time look at which ingredients and ideas are capturing attention—and which ones might need a rethink. 

Tune in for honest opinions, industry insight and a lively debate on consumer education. 

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith take a critical look at what’s driving the next wave of functional beverage innovation—and where the category might be headed. With hydration trending and gut health sodas under scrutiny, they navigate the fine line between marketing and science, the importance of efficacy and why brands shouldn’t underestimate what consumers want to know. 

The conversation highlights the upcoming Nutrition Capital Network (NCN) Spring Investor Meeting in New York, where thought leaders and investors will explore the staying power behind industry trends. Jessica and Adrienne examine how successful innovation requires alignment between brands and consumers—with protein and sweeteners demonstrating the difference between effective alignment and disjointed innovation. 

Lastly, this week’s Secret Shopper column investigates the rise of date sugar. Is it better for you than cane sugar? Whether you're curious about the wellness beverage boom, debating date sugar or joining us for the carrot cake commentary, this episode delivers timely insights with a touch of sweetness. 

Tune in now for beverage buzz, market shifts and plenty of laughs along the way. 

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith return from Natural Products Expo West 2025 to share some of the most exciting products that caught their attention on the show floor. 

From savory snacks and multifunctional beverages to artisanal sauces and cutting-edge personal care, Jessica and Adrienne discuss the brands and innovations that made this year’s show so memorable. They explore the evolution of trending categories like beauty from within, spotlight standout brands and reflect on the continued crossover between wellness, flavor and function. 

Whether you’re catching up post Expo or looking ahead to what’s next in natural CPG, this episode serves up a taste of the creativity, storytelling and purpose that define today’s hottest products. Tune in for product highlights, big takeaways and a few unexpected favorites. 

The Natural List: Key Takeaways from Natural Products Expo West

Natural Products Expo West is always a whirlwind of innovation, connection and trendspotting—and this year was no exception. With thousands of brands showcasing the latest in food, beverage, beauty and supplements, Expo West 2025 offered a glimpse into where the natural and organic industry is headed. From functional beverages and Regenerative Organic Certified to the next wave of sustainable convenience, the show floor buzzed with exciting product launches and category-defining shifts.

In this episode of The Natural List, hosts Jessica Rubino and Adrienne Smith are joined by Nutrition Business Journal Content Director Bill Giebler for a fast-paced, slightly sleep-deprived recap of the biggest takeaways from Anaheim. They break down the trends shaping the industry, the products they can’t stop thinking about and how brands are evolving to meet changing consumer needs.

From the macro forces shaping the market to the micro innovations defining individual categories, this episode offers an inside look at the trends that will drive natural products forward in 2025 and beyond.

With Natural Products Expo West just days away, co-hosts Jessica Rubino and Adrienne Smith take a deep dive into the biggest trends shaping the show floor and the natural products industry in 2025. From cutting-edge innovations in plant-based foods and non-alcoholic beverages to the rise of conscious beauty and regenerative ingredients, this episode offers a preview of what’s generating buzz ahead of Expo West. 

What ingredients, products, and consumer shifts will take center stage this year? Jessica and Adrienne break down the trends gaining momentum, the unexpected innovations making waves, and the emerging categories redefining natural CPG. They also highlight what they’re most excited to see, from fresh takes on pantry staples to conscious beauty and the mainstreaming of sexual wellness. 

Whether you’re attending the show or following along from afar, this episode is your sneak peek at what’s new in natural CPG. Tune in now and get ready for the biggest week in natural products—happy trendspotting!