Hi all,
Everyone who reads regularly knows we are huge fans of Fred Hart.
Fred is one of our fave follows on LinkedIn for all things CPG. And he walks just about every tradeshow there is, so you don’t have to. He, very kindly, agreed to join us the second he landed back home from Expo West and told us everything you need to know.
This episode is packed with new brands, new categories, emerging design trends, and millions worth of ideas. You are welcome!
Enjoy!
Meet Fred Hart
Fred Hart is a branding consultant, creative director, and design strategist obsessed with building and studying CPG brands. Today, he consults with both brands and agencies looking to unlock the next level of success, and he spends an inordinate amount of time at trade shows so the rest of us don’t have to.
He’s a must-follow on LinkedIn. You’ve already met him in our 2026 guest predictions. Basically, we’re fan girls.
Hit the links to skip to the bits you fancy
02:22 — LINKEDIN’S FAVE CPG EXPERT // 15 years in CPG, 10 years running an agency, and why Fred now spends an “inordinate amount of time at trade shows” — by design.
03:52 — PROTEIN WEST // Protein has infiltrated everything: jello, pasta sauce, coffee, straws, jam, chips, ice cream, ramen. Fred’s take: We are nowhere near peak protein. Not even close.
07:01 — CHISELED DAVID // David is winning in the most crowded category at the show without shouting macros at you. And they weren’t even inside the building (for an interesting reason). But they went big.
08:34 — TWO AUDIENCES // Sturdy Sauce put 80 grams of protein in a jar of pasta sauce. First, you think ‘gym bro’. But you should also think ‘busy mom’.
11:48 — COVERING REAL FOOD BASES // Cottage cheese bases. Greek yogurt bases. The brands making protein ice cream actually taste good. And why Halo Top’s moment may have passed.
14:01 — REAL FOOD IS BACK // Seven different brands selling tallow chips. Date candy going mainstream. Frozen strawberries dipped in chocolate. And more.
15:17 — FROZEN ZONE // Roberta’s is in the freezer aisle now. Ramen, dumplings, global cuisines, and premium pizza. The frozen category is having a full renaissance.
18:25 — MILK IS COOL NOW // Moozy is a fifth-generation dairy farmer selling A2 milk in a sleek can with lots of solid flavors. Fred was a fan.
20:10 — THE UNEXPECTED FINDS // Paco Jones, aka Mexican ketchup. Loonen, a water brand so obsessed with purity that they test for 300+ contaminants and put the results on every bottle. And more.
23:48 — FUN ACTIVATIONS // Goodles did a charm bracelet hunt through the whole show floor. Chobani built a full soccer stadium booth. And more.
25:58 — EXPO WEST & BEYOND // Fred sings the praises of @snaxshot’s event. Shirtless date butlers, with QR codes on their chest. Dark rooms. Ice cream experiences. And more. So fun.
29:01 — BACKPACK FOUNDERS // The brands that are too early for a booth, just walking the floor with a product and a dream. There’s a brand opportunity here that’s waiting to happen.
30:10 — WORST IN SHOW // Dupe brands and Beyond Meat‘s new protein beverage. Yes, you read that correctly. Yikes.
32:34 — SHOW STOPPERS // Western branding is having a moment. Oil painting labels. Cream of the West cowboy grits. Fred’s got a 54-brand packaging breakdown dropping this week. Keep your eyes peeled for that.
34:08 — THE INDULGENCE PENDULUM // Sugar is back. Gluten is back. Sunshine Buns is not apologizing for anything. The clean-eating era is getting tired, and brands that lean into taste without a health claim are winning.
36:20 — WHAT ABOUT NA? // Kava. Zebra striping. The moderation movement is quietly reshaping the entire NA category.
37:33 — WHAT’S UP WITH GLP-1 // Practically absent from the show floor despite all the cultural noise. Why only the big strategics can play here right now — and what Banza is completely missing.
40:51 — CREATINE WEST // Creatine is exploding and not just for gym bros. Women’s health. Menopause. Brain health. Strength. It’s in sodas, bars, gummies, powders, and cereal. Fred’s prediction: “Next year will be Creatine West.”
43:34 — GREENS AND KETONE IQ // Grüns is on a tear. Huel cracked the RTD greens code. And Ketone IQ was originally developed for the Department of Defense, which tells you everything about where it’s going.
45:47 — MISSED OPPORTUNITY // No food brand is marketing biological performance improvement the way Whoop does for wearables. That is a massive, wide-open door. Someone should walk through it.
Huge thanks to Fred for the download — and for coming back. If you’re building in CPG and want the sharpest eye in the room on your brand, find Fred on LinkedIn. And reach out! chris@weareingoodco.com
That’s all, folx.
– Chris
If you listened/read this and liked it, that little heart is there for that. The algo and I appreciate it.
PS. If you prefer Apple, Spotify, or YouTube, you can listen there too.
