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Hey Pies,
We’ve been making the rounds at some of the year’s biggest gatherings: Fancy Food Show, Cannes Lions, London Climate Week. The buzzwords everywhere? Creativity, collaboration, and community - of course. Or more accurately, the illusion of it. Plenty of people are talking about working together, but there’s still no real clarity on who actually needs a seat at the culture table. And no, it’s not just the usual suspects in recycled suits.
That said, some signs of life. Luxury brands are finally embracing food collabs, using grocery partnerships to tap into something deeper — comfort, culture, belonging. Because let’s be real, there’s no such thing as cozy without food.
This summer is a masterclass in contradiction. Billion-dollar ingredient power plays, fermented fats trending like couture, and government reports dragging junk food while quietly courting its creators.
But under the noise, real flavor is rising. Cabbage is no longer humble, protein noodles are leveling up, and innovation is simmering in unexpected corners. We’re watching disruption unfold, one bold, high-claim headline at a time.
Let’s be clear — we’re not really taking sides 👀. We’re here to push the decision-makers forward. Just like AI is making people uncomfortable, so should honesty. That’s us in a nutshell: innovative and honest, always stirring the pot for progress.
🌱
Fat Chance: David Buys EPG, and the Industry Reacts Protein bar disruptor David just closed a $75M raise and acquired their fat-replacer supplier Epogee, the makers of EPG, a GRAS-approved ingredient that mimics fat but skips most of the calories. Peter Rahal says they’ll be “taking all the supply,” effectively cutting off competitors like Nick’s, Defiant Chocolate, and OWN Your Hunger. Lawsuits and TikTok takes are already rolling in. Is it vertical integration or monopolistic muscle? Either way, it’s a Goliath move in the protein platform wars.
Bagel Drama, Carb Edition
Snaxshot unpacks the implosion of Better Brand. That is the startup once hailed as the 'Tesla of Bagels.' Founder Aimee Yang raised millions promising low-carb bagels with a side of mission-driven branding. But recent investigations allege inflated metrics, questionable marketing claims, and behind-the-scenes instability. The Theranos comparisons are already flying. If nothing else, it’s a case study in the risks of VC-fueled health-washing — and how quickly a buzzy brand can crumble without baked-in trust.
Fancy Food vs. Fading GiantsThis weekend’s Summer Fancy Food Show in NYC is set to feature over 600 brand-new products, a 40% surge from last year. It’s a playground for nimble startups and artisan makers filled with incubators, accelerator booths, and the next big taste innovation.
But outside the Javits Center, legacy CPGs are facing what EY calls “negative drift”: declining relevance, shrinking loyalty, and sluggish innovation. While agile upstarts roll out fresh goods at Fancy Food, these giants still operate like zero-sum competitors—protecting old lines instead of launching new ones.
The contrast is stark: one scene brimming with entrepreneurial energy and new launches; the other steeped in caution and defaulting to short-term, defensive moves. As traditional brands scramble to recover relevance, emerging makers are stealing the spotlight—showing how fast adaptability and authenticity matter more than ever.
The MAHA Report Drops, SNAP Gets Slashed
The Trump-backed MAHA commission calls for cleaner food and whole produce, then quietly pulls $300B from SNAP. Errol Schweizer calls it high-profile virtue signaling with low-impact policy. The bottom line? The working class can’t afford a MAHA-approved diet without real wage and access reform.
Big Dye Energy
Nestlé and Conagra are ditching synthetic dyes in products like Stouffer’s and Hungry-Man, joining a broader move toward simpler ingredient labels. J.M. Smucker is the latest to commit, pledging to remove FD&C dyes from ice cream toppings, jams, and Hostess brands by 2027. The shift is framed as consumer-driven, but the real story may be regulatory pressure and preemptive brand rehab. Reformulations are underway — and no one wants to be the last legacy brand with Red 40 in the pantry.
Protein: Still King
Protein continues to dominate food innovation across categories. Circana’s latest Pacesetters report shows protein-forward products leading growth, from high-protein milk to portable meat snacks. Kroger is doubling down too. Its latest private-label line centers on high-protein claims with a clean-label edge. Meanwhile, new tech is refining the plant-based space: enzymatic extraction, fermentation, and single-cell protein are redefining what “clean” protein means. The consumer is still picky: disgust and unfamiliarity continue to block insect protein adoption, but the macro demand isn’t going anywhere. From shopper carts to pitch decks, protein still rules the aisle. Even pasta and noodles are bulking up new projections show fortified varieties trending well into 2030.
Backing this rise, Tetra Pak just opened a new fermentation-focused tech center in Sweden to help alt-protein brands scale up. Designed to turn prototypes into production lines faster, quietly, it could become one of the most influential players in alt-protein’s next chapter.
Messaging Matters: Why 'Better for the Planet' Doesn't Work
Climate-friendly, planet-positive, ethically sourced. These phrases once felt bold. Now, they barely register. A new piece from Brighter Future breaks down the messaging trap: sustainability claims that blend into the background and don’t move carts. What does? Price, taste, convenience. A tired shopper at Lidl grabs a hybrid beef/plant protein pack because it’s cheaper and faster. Only later does she realize it’s lower carbon. Real change happens at the shelf, not in the slogan.
If your product leads with climate, make sure it also delivers on identity, ease, and relevance. Otherwise, belief — and sales — get lost in the gap.
On Lunch, from Alicia Kennedy
Lunch can be haphazard ... and that’s the beauty of it. Writer Alicia Kennedy reminds us it’s the only meal of the day not pinned down by duty. Breakfast is routine, dinner is obligation. Lunch? It’s freedom. Whether it’s cabbage and egg in a hot cast-iron pan or a rare $40 martini lunch, let it be a moment of humanity in the middle of a chaotic day. You can read the full piece and browse her lunch go-to's here.
Upcoming Features
That’s The Pie.
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Eat well. Build smart.
— Journey Team
P.S. As you may have already seen, EatOkra is powering the inaugural Culinary Creatives Awards — honoring new and veteran visionaries advancing Black foodways. Nominations are open until July 6. Feel free to spread the word or nominate someone here: EatOkra Culinary Creatives Awards
For more insights and updates, follow us on social media or visit our website at Journey Foods.
