What does it take to get noticed in the consumer goods industry? With new brands popping up on what seems like a daily basis, standing out from the crowd is harder than ever before.
That being said, some diverse brands are managing to get a lot of attention and develop a loyal following from beloved fans. Over the past couple of months, we’ve had the opportunity to chat with the executives from numerous food and beverage companies who revealed to us their favorite products on the market in 2018.
We were impressed with the roundup of answers we got and thought our readers might want in on this discussion of innovation. With that, let’s explore the top 18 consumer products of 2018!
Food & Beverage Faves
1. KRā
A lot of cool things are happening in the sports drink space. Brian LaBlanc is the CEO of Rivvibe, a sports drink-tea crossover beverage that offers consumers healthier option in a category dominated with sugary offenders.
Brian’s favorite new product for 2018 could actually be considered a competitor. He’s a fan of KRā, a beverage he describes as a “straight sports drink play,” compared to rivvibe's more unconventional tea-based take on performance hydration. The brands are similar, however, in that they only uses high-quality, good-for-you ingredients. KRā sticks out on the shelf with its eye-catching bottle design and has even partnered with NBA star Glenn Robinson III to donating cases of their product to a charity of his choosing.
2. Zen Basil
There are a lot of ingredients out there that have been used around the world for centuries but are just now hitting the American market. One of these is basil seed. When asked about her favorite new product, Briggite Center, CEO of green smoothie company Briggite’s Naturally, was enthusiastic to tell us about breakout brand Zen Basil that she’s “obsessed with as a consumer.”
Zen Basil is disrupting the natural space with its first-to-market product loaded with prebiotic fiber, among other health benefits. Check out this clip of their Afghani-born founder educating listeners on the wonders of this superfood.
3. Vital Proteins
Speaking of hot ingredients, collagen is having a moment. We caught up with Max Baumann, a serial entrepreneur currently heading up a meal replacement brand Bear Squeeze which won the New Beverage Showdown at BevNET Live Winter 2017 in Santa Monica. He commented that his favorite product right now is Vital Proteins, who is perhaps the leading purveyor of edible collagen.
Vital Proteins offers collagen peptides, beef gelatin, bone broths, marine collagen, plus a host of other health products. The brand is pioneering how consumers think about this little-known niche category with testaments of its health, beauty, and fitness benefits.
4. Beyond Meat
There’s no denying that consumers are increasingly asking for vegetarian products. A leader in this movement, Beyond Meat creates 100% plant-based “meats.” The CEO of Nuun Hydration, Kevin Rutherford, commented that “the texture and the taste are exceptional, you would think you’re eating an actual burger.”
Others seem to feel the same way, seeing as legendary actor Leonardo DiCaprio recently invested in the brand. Beyond Meat is now featured on the menu of every TGI Friday’s restaurant nationwide. Not too shabby.
5. RXBAR
It’s no surprise that a natural products entrepreneur would be a proponent of other good-for-you brands. Aaron Hinde, the co-founder and president of LifeAID beverages, happens to be a big fan of RXBAR.
The brand has set itself apart from other nutrition bars with its approach to packaging. RXBAR keeps it real by spelling out exactly what’s inside each individual bar. A recent acquisition by Kellogg says that this approach paid off.
6. Perfect Bar
Keeping within the space, another one of Aaron’s faves is Perfect Bar, a refrigerated protein bar. No preservatives, chemicals, or refined sugars means the bars need to stay cold. It can be argued that Perfect Bar created their own category, as other refrigerated nutrition bars are popping up since it arrived on the scene.
7. LaCroix
Ever notice how certain brands seem to be everywhere? Us too. Trent Moffat is the owner of Gotham Brand Managers, a full-service sales and merchandising company based in New York. His favorite brand of the year is none other than LaCroix.
Although the sparkling water brand is making a splash in the beverage space nowadays, it’s actually been around since 1981. But headlines like this one show it’s not in a rush to reinvent itself.
8. WTRMLN WTR
We’re all ears when someone with their finger on the pulse of the CPG industry tells us who they’re excited about in 2018. Josh Wand is the CEO of ForceBrands, a recruiting firm for the beverage, food, and beauty industries.
His favorite brand of the year is WTRMLN WTR. The company actually doesn’t add water to any of its products. Instead, it promotes the natural benefits of watermelon, oftentimes using discarded melons that aren’t fit for retail sale in their beverages. It also doesn’t hurt that Beyoncé herself has invested in the company.
9. Cannaki
While the cannabis craze has penetrated several industries, it’s making significant strides in the food and beverage world. One form of consumable cannabis is cannabidiol, or CBD, which proponents believe has pain-relieving properties.
An entrepreneur in the cannabis space himself, Taylor Peck of Manzanita & Madrone sang the praises of Cannaki, a CBD-infused water. The brand uses nanotechnology that allows for better absorption of CBD in the body (as if being early-to-market in a relatively new category wasn’t enough!). Besides their original and flavored varieties, Cannaki also makes pet water as a substitute for your furry friends’ prescription medications.
10. 1Shot Protein
Taylor also gave a shout out to 1Shot Protein, a brand that’s revolutionizing how athletes fuel up after a workout. Their 3-oz bottle packs 24 grams of marine-grade collagen protein in only 96 calories. Its portable nature is ideal for throwing in a gym bag or even carrying in your pocket.
11. Hellowater
The modern consumer wants more from their water than just hydration. Brands that offer additional benefits free of unwanted junk are getting noticed right now. Melanie Kahn, founder of citrus drink Poppilu, says her brand to watch is Hellowater. What makes these guys different is their addition of fiber and fruit flavor, without any sugar.
12. GT’s Kombucha
We couldn’t talk about hot products without mentioning kombucha; the fermented tea is taking over grocery coolers everywhere. Jim DeCicco is CEO of Sunniva Super Coffee, an RTD coffee mixed with coconut oil and lactose-free protein. His daily drink of choice is GT’s Kombucha, in particular their Gingerade flavor.
Jim comments, “It’s got low sugar, great taste, and gives me the probiotics I need.” A veteran in this rapidly-growing category, GT’s is the best-selling kombucha brand on the market. The company has expanded beyond its flagship kombucha to also make probiotic ciders, yogurt, and kefir.
Best of Booze
13. Tito’s Handmade Vodka
When you think of multifunctional products, clear liquor should come to mind. Vodka mixes great with just about anything, which is why Crafted Cocktails president Felicia Vieira is such a big fan of Tito’s Handmade Vodka. In particular, she’s impressed with “[Tito’s] business model, how he got started, and how the brand grew over the years through word of mouth.”
Technically the first distillery in Texas, Tito’s has come a long way since the early days but still makes their vodka in small batches at their Austin facility. Most recently, they’ve launched a partnership with candy boutique Sugarfina to create vodka-infused gummy bears, cordials, and chocolate-covered almonds.
14. Modern Times Beer
With so many craft breweries out there, it can be hard to pick a favorite. But for Jake Solomon, co-founder of RTD cold brew coffee Bold Brew, the choice is easy. His go-to is Modern Times Beer, specifically their Fruitlands gose.
Based in the craft beer mecca that is San Diego, Modern Times was founded by Stone Brewing Co. alum and focuses primarily on session style beers. With three locations in the SoCal area, they’ve added coffee to their lineup as well. Also noteworthy is that they’re California’s only employee-owned brewery.
15. Short Path Distillery
Keeping with the theme of craft, small-batch distilleries are popping up across the country and there just so happens to be a concentration of them in our own backyard here in Boston. The founder of local brewery Down the Road, Donovan Bailey, called out Short Path Distillery as being one of his favorites. “They have a gin with eucalyptus in it that makes a perfect gin and tonic”, he says.
The founders of the distillery have backgrounds in chemistry and engineering and hence take a “scientific approach” to spirits making. There’s also a program where customers can get involved in the development process of new flavors.
16. Tequila Ocho
What does the founder of a tequila company reach for when he’s not drinking his own product? For David Gordon, co-founder of spicy Ghost Tequila, the answer is simply more tequila.
He enjoys Tequila Ocho, a brand that prides itself on designating exactly which field each agave plant used in its products was harvested. The number eight also has carries significance to the company; for example, it takes an average of eight years for the agaves to ripen before being harvested.
Cool Consumer Products
17. Away
While your head’s probably almost always in the CPG world, there’s equal value to be taken from outside the space. Case in point: ever wish your suitcase could do more for you? After all, you’ll end up lugging it around for miles and all it does is hold your stuff. Melissa Kalimov who’s the COO of RTD nitro cold brew coffee brand RISE Brewing Co. enlightened us that a “tech-forward piece of luggage” actually already exists.
Away was founded by the same folks behind cult-favorite Warby Parker, and adheres to the same model of affordable luxury. Their suitcases are made with unbreakable shells, thoughtfully-designed interior pockets, and built-in USB chargers.
18. Völkl
Speaking of mobile pieces, our list wouldn’t be complete without gear that keeps you moving. Stuart Dimson, founder of Doctor D’s Sparkling Probiotic, recommends a certain action sports brand as being superb.
Völkl has been producing skis and other winter sports equipment since 1923. There’s something to be said about German engineering; Stuart comments that he can “ride any part of the mountain” with his mantra freestyle skis.
Want more?
Besides revealing their favorite products of the year, the executives we talked to also had a lot to say about how they’re growing their brands. Some are fueled by content and ecommerce, while others are hitting the streets to flood their local markets with product. Hear these 20 founders’ secrets to growth in this interactive video series.
