The Natural List

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!  

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith take listeners on a flavorful journey through some of the most exciting ready-to-drink (RTD) beverages in the natural products space. From functional sodas and sparkling waters to exotic mocktails and tea-wine blends, they sample a mélange of beverages, driving the future. 

Tasting products from this year’s NEXTY Awards, Jessica and Adrienne spotlight drinks that push the boundaries of flavor, function and sustainability. They dive into intriguing flavors, organic certifications and the rise of multifunctional beverages promising more than just refreshment. 

Sip along as Jessica and Adrienne taste-test their way through some of the most buzzworthy beverages in natural CPG—tune in now to see which drinks made a lasting impression! 

In this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith welcome back Nutrition Business Journal’s Senior Editor Robyn Lawrence to explore the current landscape of sexual and hormonal health. As consumer attitudes evolve, this category is gaining mainstream traction, with new research, ingredient innovations and a growing focus on personalization.  

The conversation kicks off with a fun discussion about Super Bowl marketing, highlighting how natural CPG brands are making bold moves on the biggest advertising stage. Adrienne also shares her unique twist on Super Bowl parties, showing that game day can be just as much about creativity and connection as it is about football. 

Robyn shares insights from NBJ’s Sexual and Reproductive Health Report, highlighting how Millennials and Gen Z are driving demand for at-home hormone testing and holistic solutions. As interest in personalization grows, research into hormone-supporting ingredients is expanding—a topic Robyn will dive into at Natural Products Expo West. 

Tune in to The Natural List for a deep dive into the evolving world of sexual wellness, holistic health and the fusion of ancient wisdom with modern science. Don’t miss key takeaways from NBJ’s latest report and a sneak peek at what’s ahead at Expo West. Watch now and stay ahead of the trends shaping this fast-growing category! 

n this episode of The Natural List, co-hosts Jessica Rubino and Adrienne Smith tackle some of the biggest topics shaping the natural products industry in Q1 of 2025, from tariffs and supply chain disruptions to food waste reduction and in-store retail innovations. With Natural Products Expo West just three weeks away, they also provide an inside look at the show’s wildfire relief initiatives, supporting Southern California communities impacted by the January wildfires. 

The discussion kicks off with a look at the looming impact of tariffs on products from China, Mexico and Canada. While Mexico’s and Canada’s are currently on pause, tariffs could shake up sourcing, manufacturing and pricing across the industry. Jessica and Adrienne explore what this means for brands, retailers and trade associations—and how businesses can prepare for potential disruptions ahead. 

Next, they examine how retailers are tackling food waste with mobile technology, making it easier for consumers to access discounted, soon-to-expire products while supporting both sustainability and affordability. They also highlight how independent retailers are enhancing the in-store experience with on-site nutrition experts, catering to health-conscious shoppers. 

As Natural Products Expo West 2025 approaches, the conversation shifts to the event’s wildfire relief efforts, with initiatives supporting food banks and rebuilding projects to aid affected communities. Tune in for key insights on the evolving retail landscape, industry challenges and how brands can navigate the road ahead.