FoodStuff by Kevin Ryan
The end of balance? We are in the age of Triage Wellness now
Here is what’s in today’s edition (and the last edition, in case you missed it):
Post coffee?: The new opportunity areas opening up for energy
Copy Cats: Too many me-toos and fast-follows are a sign of trouble for CPG
Fractional Functional: The rise of Triage Wellness
Returning Villains: How wheat, dairy and sugar are staging a comeback
Signals from the Shelf: Launches that represent signs of things to come
Gut Reaction: My hot takes on new offerings
Tidbits: The latest in food industry news, from the profound to the funny
Laird Superfood has launched Protein Instant Latte, a plant-based latte mix with 10g protein, functional mushrooms, MCTs, and minerals. Designed for energy, focus, and recovery. Available at Sprouts and online.
ALLDAY has introduced Energy Spray, an ultra-concentrated, organic caffeine spray delivering fast-acting energy, twice as quick as typical drinks. Each bottle offers 12 sprays (32 mg caffeine each), equating to six servings (a small coffee ~ 2 sprays, an energy drink ~ 3). Fortified with B‑vitamins and amino acids, it’s zero-calorie, sugar-free, and “free from stains or jitters.” Available online and in select US retailers.
Timeline has launched Mitopure Gummies, the first gummy format of its Urolithin A supplement: Each two-gummy serving delivers 500 mg of Mitopure, clinically shown to improve cellular energy and muscle strength. The vegan, sugar-free strawberry gummies are NSF-certified, with 10 calories per serving, and are available on Timeline’s website and Amazon.
Sips Club has launched Support Sips Energy + Immunity drink mix: a ‘clean’ caffeine blend delivering 100 mg caffeine with 200 mg L‑theanine for smooth, crash-free energy, plus 100 mg beta-glucans and antioxidants from blueberries and cranberries. Designed for steady focus, hydration, and immune support, it’s sugar-free, no jitters, and comes in single-serve stick packs.
Säti Soda has launched a new line of organic functional sodas. Available in Energy Berry, Clarity Lemon‑Lime, Chill Ginger, and Huckleberry Vanilla (CBD-infused), these USDA‑certified organic beverages combine low sugar, adaptogens, botanicals, and optional CBD to support energy, focus, relaxation, and stress relief.
Kind has introduced Healthy Grains Energy Bars, a new line of energy bars made with five whole grains to provide sustained fuel without sugar spikes or artificial ingredients. Available in four flavors, each bar delivers around 19–21 g of whole grains and is Non‑GMO verified.
vitaminwater has unveiled new packaging and two updated flavors. The refreshed design features more vibrant colors and logos. Front-of-pack flavor copy now uses casual, conversational language with personality-driven blurbs like “when your social battery needs a charge and you have to play extrovert.”
Amplifye has launched amplifyeP24, a precision enzyme supplement that doubles protein absorption. Delivered as a single gluten‑free capsule taken with your largest meal, P24 promises to break down proteins to unlock more amino acids. The company claims it supports energy, muscle recovery, gut comfort, sleep, and blood sugar regulation.
Momentous has launched The Women’s Three, a daily supplement trio for female health. It includes Iron+, Calcium, and Vitamin D3 in an AM/PM format. All are NSF Certified.
New Energy Opportunity Areas for CPG
In the modern world, it feels like we have always been tired. In the early 20th century, brands talked about supplying ‘pep’ and promised to bring back ‘vim and vigor’ to worn out consumers. From cereal to candy bars, products used sugar, caffeine and occasionally illicit substances (e.g., cocaine and even radiation) to give consumers the energy they craved.
Today brands have sliced and diced the energy benefit multiple ways (I should know, I’ve led countless sessions to do just that). Today I count 6 major energy angles (I’m sure there are more, this was a quick brainstorm):
Instant alertness (RTD shots, chews)
Sustained, no-crash stamina (green tea + theanine, long-release caffeine, whole grains)
“Clean” energy (organic, natural, free-from claims)
Mental focus formulas (adaptogen shots, nootropic hydration)
Hydration-plus (charged waters and electrolytes; started in fitness)
Metabolic burn (the old diet energy pill in new athleisure packaging)
These aren’t irrelevant, some are still growing, but they are increasingly commodified. Differentiation now lives in tribal cues, flavor creativity, and how well a brand performs on TikTok. (If your yerba mate has 90’s skate vibes and a passionate Discord community, congrats, you win shelf space.)
But I don’t think the next demand curve is coming from a better can design or a cleverer caffeine source. It’s coming from a wholesale reframing of what kind of energy people actually want.
Where New Energy Lives
For the last several years, I’ve done a lot of projects looking at ‘what’s next’ in wellness. I’ve talked to niche consumers, looked at the data, and studied global markets. Based on that, I see five emerging territories for new energy (I actually see quite a few more, and some unique go-to-market strategies, contact me to talk more). Enjoy!
1. Circadian-Synced Energy
Why now: Wearables are teaching consumers that when you consume matters just as much as what you consume. Energy is no longer a solo act; it’s part of a 24-hour performance cycle.
What’s emerging: Think time-based solutions (e.g., AM caffeine stack, PM wind-down counterbalance). Energy that respects your body clock. I’m already seeing things like QR-coded dosing schedules based on your chronotype in cosmetics.
2. Micro-Dosed, Anxiety-Free Stimulation
Why now: The era of over-caffeinated panic attacks is, thankfully, coming to a close. Consumers don’t want to be buzzed out of their minds, they want smooth control (we saw the start of this with more gentle green tea). People now fear the over-stimulation crash more than they fear under-performing.
What’s emerging: Breath strips, gels, even caffeine “dots,” stackable (that’s an important word) microdoses that let people dial in their focus. I can see this being synched to wearables as well.
3. Cycle-Specific Energy for Women
Why now: The normalization of femtech and menstrual tracking apps has created a new permission structure for talking about energy needs that fluctuate by design. Hormonal cycles are finally being seen as a strength to sync with, not a flaw to overcome.
What’s emerging: Energy supplements by phase (I’m seeing luteal calm teas, ovulation power powders, etc.). Few brands are here yet, but consumer language is already ahead of CPG companies on this.
4. Neurodivergent Focus Fuel
Why now: Spend enough time on subreddits like r/ADHD and you quickly realize that there is a massive self-diagnosed adult ADHD, overstimulation, and dopamine-management culture. Net-net: there’s growing demand for clean, quiet energy. Stuff that sharpens attention without overwhelming the senses.
What’s emerging: Low-flavor, low-texture formats (think tabs with minimal stim). Formulas that prioritize dopamine balance over brute-force alertness.
5. Mitochondrial Longevity Energy
Why now: Every schoolchild knows that “the mitochondria is the powerhouse of the cell.” Maybe that’s why it’s gaining traction. Read any of the latest MAHA reports and you will see a surprising number of references to mitochondria. Everything from fatigue, aging, and cancer are being blamed on mitochondrial damage. This isn’t out of the blue, its part of a trend.
What’s emerging: Lots of science stuff: NAD+ precursors, CoQ10, fermented teas with science-backed bioactives. If you listen to podcasts in the ‘manosphere’ you’ll hear a lot of these being mentioned. Repowering and protecting your mitochondria is the RTB for new energy claims.
Where do you go from here?
Energy isn’t just about muscle or hustle anymore. It's about precision, context, and emotional tone. If the 2010s were about what’s in the can, the next decade will be about why you reach for it and when.
I think brands that continue to double down on “clean caffeine,” “no crash” or “sustaining” messaging without evolving are going to miss out to these more in-tune energy benefits.
think! has rolled out Crispy Squares, a crispy‑rice treat with added protein. Each gluten‑free square delivers 15 g of protein, 140–160 calories, and 3–4 g of sugar. Available in Marshmallow Crunch, Chocolate Crunch, and Toffee Pretzel flavors
Lindt has launched Dubai Style Chocolate in the U.S., UK, and other markets this summer. The 145 g bar combines Lindt milk chocolate with a pistachio, almond, and hazelnut paste filling plus crispy kadayif pastry.
Godiva is returning to Tesco with a limited-edition Dubai‑style chocolate bar. The bar blends milk chocolate with a pistachio cream and crunchy kadayif filling, and will retail at £10 for a limited time.
Cup Noodles has launched a limited‑edition Dill Pickle flavor for summer: the microwavable cup blends ramen noodles with “tangy, sour, salty pickle notes and a hint of dill.” No added MSG or artificial flavors.
Home Chef has launched Pickle Pizza in collaboration with Grillo’s Pickles, now available exclusively at Kroger through Labor Day for $7.99. This ready-to-bake pizza is topped with mozzarella, Grillo’s hot pickle chips, pulled pork, red onions, creamy BBQ sauce, all on a wood-fired style crust.
Pladis has introduced Hot Honey as a new limited‑edition flavor in its McVitie’s Jaffa Cakes line: each cake features a light sponge base topped with dark chocolate and a sweet-and-spicy honey‑chili jelly. Available now at Asda, with broader UK rollout planned soon.
Too many ‘Me-Toos’ and Fast-Follows Signal a Growing Problem in CPG
Dubai chocolate. Pickled everything. A sea of snack bars that play on the same four formats.
Grocery store aisles don’t feel as new anymore, they feel like group projects where everyone copied the same kid’s homework and just changed the font. Sure, there have always been me-toos, but lately, it feels like every new launch is just a warmed-over, repeated version of whatever trended 6 months ago on TikTok.
Let’s just say the quiet part out loud: this isn’t innovation. This is mimicry (yes, well-executed, well-funded, data-decked mimicry) but mimicry all the same. And look, there’s a time and place for that. Not every launch needs to be wildly original (plus sometimes you MUST have a particular flavor in your portfolio or risk losing relevance). But when brands treat fast-following as a substitute for innovation, that’s where the real problem begins.
And that’s what I’m seeing happening more and more (and Mintel data backs me up). The pressure to fill the pipeline, to look quick and reactive, is turning this style of launch into the new default. Not an occasional tactic, but the whole playbook. Teams don’t ask “what’s next?”, they ask, “what’s working for everyone else and how fast can we match it?”
Based on what I’m seeing on the inside, here is why it’s happening:
1. Safe Benchmarking: No one wants to be the outlier. There’s safety in numbers, especially when the numbers come with data validation and shelf presence. It’s easier to say “we followed the trend” than “we struck out on our own and missed.” Especially when you are being pushed for category growth.
2. Retail Gatekeeping: Retailers reward familiarity. If one product sells, their first question isn’t “what else is new?” It’s “what else do you have that’s like this?” So, you get sameness, scaled. Not because it’s best, but because it’s the lowest-friction.
3. Understaffed and overworked: Compared to a decade ago, corporate is running on a skeleton team. A decade ago, corporate teams would have 3-4 projects max with a 1-2 year timeline. Today, people regularly have 8-10 projects at a time with a deadline in the next few quarters. Fast-follow is a way to keep your head above water.
4. Fear of True Experimentation: When incentives are short-term, and risk is personal, real innovation feels too slow and too dangerous. So, teams chase the safety of the known: same product, new wrapper.
5. AI is a Mimic Machine: This is only getting worse as AI use increases. Companies are desperate for fast, so teams are utilizing AI to help come up with ideas. The problem is that AI is only a fancy auto-complete based on previously entered material.
But here’s the hard truth: no matter how fast you copy, you’re still just splitting the same pie with every other follower. You don’t get to own the idea or the platform. You don’t get the margin. You don’t get the brand credit. You’re just another chorus voice singing the hook someone else wrote.
Worse, we’re convincing ourselves this is innovation. That a new flavor with a cultural tag counts as creative leadership. It doesn’t. It’s pipeline-filling theater. It looks like a strategy, it feels like progress, but it’s hollow. It gives you a full calendar of launches but leaves the business unchanged (and highly vulnerable).
And that worries me. Because real innovation, the kind that builds billion-dollar platforms, opens up new behaviors, and shifts categories, that work is already difficult. And if the people, resources, and attention it needs keeps getting eaten up by this algorithmic bandwagoning, we won’t just lose originality. Your company will lose the muscle memory of how to do anything else.
Fast-following can be smart. It can be profitable and necessary. But let’s stop confusing it for something it’s not. It won’t save your brand. It definitely would help you beat private label (in fact it minimizes the difference between you and them). And it won’t future-proof the business. Only investing in real innovation will do that. Senior leaders take note.
Enescorp has launched BeCalm Ashwagandha Cookies for stress relief. The halal-certified, HACCP/GMP-compliant product debuts at this year’s Summer Fancy Food Show.
Restart Life has launched BrainQ, a new cognitive‑health brand: their first offering, BrainQ Healthy Cereal, comes in three flavors and will roll out in single‑serve sachets, travel packs, and wholesale formats.
Redbloom Health has launched its gut‑healthy Chili Crisp line: a low‑FODMAP, vegan chili crisp formulated to be safe for sensitive stomachs and IBS sufferers. Available in three flavors: Hot ("Dopamine"), Aroma, and Umami. Each uses microencapsulated organic chili in avocado oil, with added superfoods like lion’s mane and zinc, providing bold flavor without digestive discomfort.
Interior has launched a multifunctional wellness juice line in the U.S.The debut lineup includes seven organic, plant-based juices formulated to support weight management, inflammation, gut, metabolic, and immune health. The products are clean-label, free from added sugar, preservatives, gluten, dairy, and GMOs, and backed by clinical human studies and microbiome research.
Legendairy Milk has introduced She’s Thirsty Coconut Water Electrolyte Mix: a functional hydration powder tailored for breastfeeding moms and women needing extra hydration. Each stick delivers double the electrolytes of leading sports drinks, enhanced with Vitamin C, B12, Zinc, Iron, Magnesium, and no added sugars. Available in three flavors (Strawberry Lemonade, Watermelon, and Retro Pop) each sachet packs around 20 calories. Sold in 18-stick packs via Legendairy’s site and retailers.
Plant People has launched WonderHydrate, a zero-sugar electrolyte gummy. Each lychee-flavored pouch includes 42 vegan gummies with electrolytes, prebiotic fiber, and immune-supporting nutrients. Designed for hydration, recovery, and energy, it’s gluten-free, allergen-free, and travel-ready.
Goodbye Balance! The Rise in Triage Wellness
Wellness used to be about balance. Get more sleep, eat less sugar, meditate, hydrate, and maybe throw in a probiotic yogurt. The payoff? Some vague notion of "your best self."
That era’s over.
Today’s consumer isn’t optimizing, they’re managing symptoms. Bloat today, brain fog tomorrow, insomnia the day after. The new wellness mindset isn’t long-term improvement. It’s short-term survival. Welcome to triage wellness.
And increasingly, the fix is food.
The Cultural Backdrop: When the Clinic Fails, the Kitchen Responds
It starts with unease, or at least a sense of something missing. Consumers are increasingly worn down by vague diagnoses, long wait times, rising costs, and care that feels more transactional than therapeutic. This erosion of trust in traditional medicine has created fertile ground for alternatives, and food is perhaps the most palatable (and believable).
Today’s consumer sees the road to wellness paved with the resolution of separate but interconnected issues: gut discomfort, brain fog, or trouble sleeping. Increasingly, the grocery store is expected to deliver not just sustenance but symptom relief. This is less about "being well" and more about managing a life filled with wellness friction.
Why Now?
I’ve watched the wellness movement splinter over time. What was once about getting to overall balance has turned into a game of Wack-a-Mole with various symptoms and worries. Six factors have fueled this move toward food as micro-medicine:
Symptom-first culture: TikTok, Reddit, and Facebook are training consumers to diagnose themselves before they even talk to a doctor (if they talk to one at all). They're primed to search for a targeted fix, not a broad solution.
From Wellness to Weariness: Decades of vague “feel better” promises have worn thin. People are tired of the generic wellness claims and overloaded regimens. They want targeted results, not vague promises.
Functional Familiarity: Consumers no longer need education on functional ingredients (TikTok is doing that), they need delivery vehicles that feel seamless, tasty, and familiar. This is why chocolate is now a sleep aid.
Food as the Last Trusted Channel: Supplements still hold power but the category is crowded and confusing. Pharma is distrusted. Doctors are inaccessible. But food? Food and bev still feels real. Still feels personal. Still feels safe.
Gen Z’s Belief in Biohacks: Younger consumers are more open to the idea that daily foods can tweak mood, sleep, digestion, and focus. They’re less skeptical, more experimental, and they’re leading this shift.
Healthcare not caring: Many consumers feel that their healthcare has let them down, become too expensive, and is not delivering on the health/wellness concerns that trouble them the most.
A Note to Big CPG: Watch the Fringe
While many of these wellness triage products are coming from startups and niche players, larger CPG companies have mostly stayed on the sidelines. There are good reasons for this. Regulatory scrutiny, legal risk, and a general aversion to fringe wellness trends that might not go mainstream stop ideas before Gate 1.
But here’s the real risk: younger consumers aren’t waiting. Millennials and Gen Z are shaping their eating habits around specific, solvable symptoms. If these smaller brands succeed in building credibility and emotional relevance, they’ll own not just the niche but the next generation’s loyalty.
Big CPG doesn’t need to jump into the deep end, but ignoring this shift entirely could mean missing the future of this evolving wellness mindset.
The Risk of Going Too Far
However, there must be caution. With so much momentum, it’s tempting to rush in. But the rise of triage wellness doesn’t mean every brand should start dumping supplement-like ingredients into snacks. This is a space that rewards strategy, not opportunism.
Brands misstep when they:
Add trending ingredients without meaningful benefit or dosage.
Over-promise effects that food formats can’t reliably deliver.
Prioritize function over flavor, forgetting that people still want to enjoy what they eat.
Create solutions in search of problems.
What Brands Should Be Doing
Start with real consumer pain. Don't begin with a trending ingredient, begin with the moment of discomfort. Talk to consumers and understand the physical and emotional underpinnings of their issues.
Invest in credibility. Work with nutritionists and clinicians (perhaps partner with a supplement brand?) to ensure your product does what it claims and has trust.
Design for real lives. Consumers won’t overhaul their routines for your benefit. Your product needs to fit into what they already do.
Market the result, not the ingredient. "No more 3PM crash" is more compelling than "contains L-theanine."
Be precise. Vague benefits like "better gut health" feel empty and old school. Specificity sells.
Don’t Just Be Useful, Be Thoughtful
There’s no denying the opportunity in this space. The need is real, the consumer is ready, and the grocery cart has never looked more like a wellness toolkit. But the path to success is tricky. Consumers don’t just want promises, they want relief they can feel. The brands that win will think like formulators but cook like chefs.
SIGNALS FROM THE SHELF
GUT REACTION
TIDBITS
Food Industry
Campbell’s Co. says sales rise as more Americans cook meals at home
Snack Wrap unwrapped: Here’s why McDonald’s is bringing back a fan favorite on July 10
Protein bar David and the Epogee fallout
Walmart debuts Sparky, its generative AI assistant for customers
Chipotle launches their first new sauce in 5 years
The Canned-Food Aisle Is Getting Squeezed by Rising Steel Tariffs
Whole Foods to integrate into Amazon's corporate structure
How Japanese Barbecue Sauce Bachan’s Became a $100 Million-a-Year Business
This soup dumpling chain has the industry's highest AUVs, and it's not even close
Starbucks CEO says the company is exploring a partial sale of its China business
Hulk Hogan Makes Major Move For Hooters After Bankruptcy
Supermarket's shelves look bare after a cyberattack hit a major grocery supplier
Starbucks re-investing in the craft: crowns first-ever global barista champion
Omelet Prices Exceed $14, and More Breakfast Restaurant Trends from 2025
Walmart and Amazon Are Exploring Issuing Their Own Cryptocurrency Stablecoins
More states sign up for SNAP waivers
Behind Chick-fil-A’s Unconventional Franchise Model (video)
Pizza Hut brings 40-year old BookIt Program into the digital age
Dollar General is shaking off tariff fears and winning over higher-income consumers
Interesting
Which news sources do Americans trust and use the most?
Consumer sentiment rebounds to much higher level than expected as people get over tariff shock
Walmart reveals its highest paying job, excluding managers
Starbuck’s new cold foam adds 15g protein to just about any drink
Why Some Ultra-Processed Foods Go Down So Easily, So Fast
The booming business of mini-dramas
Amazon ‘testing humanoid robots to deliver packages’
Apply to be a Starbucks Global Coffee Creator
50 most disruptive companies of 2025
The rise of ‘wellness rooms’ in homes
Are Plastic Bottles Leaking Microplastics Into Your Soda? Here’s What Science Says
Lab-grown salmon receives FDA approval
TikTok’s latest budget hack is ‘dating for dinner’
What is a fridge cigarette? The viral Diet Coke trend explained
Which health topics do Americans hear most about (Pew study)
Fun & Odd
Stop me if you’ve heard this one: A wild elephant wanders into a Thai grocery store
High School Seniors Are Decorating Cakes After Being Rejected From Colleges
The Pope merch coming out of Chicago is intense! Get yourself a ‘deep dish Pope’ shirt
The Breakfast Cereal Pedro Pascal Can Eat By The Boxful
TSA warns travelers that Costco cards are not a legitimate form of identification
Wheel of 20th-century Italian cheese smashes record for oldest Parmesan