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This product is what happens when no corners are cut on producing almond butter. Sourced from a regenerative orchard that employs nine out of nine regenerative practices (en route to ROC certification in 2023) the almonds are sprouted and dehydrated for increased digestibility and sweeter flavor, then slow, low-temp ground. SRP: $17.99
Beginning as a cold brew coffee company, Riff is focused on introducing cascara into its ready-to-drink beverages and tackling the waste issue rampant in coffee production (100 billion pounds of cascara is produced annually with 70% of it discarded). Riff Energy+ Immunity is carbon neutral, immunity forward and loaded with vitamin C, antioxidants and clean caffeine. SRP: $2.99
Taking Ayurvedic hair care to the next level, Shaz & Kiks' Back to Your Roots Scalp+Hair Prewash is a premium plant-based hair mask formulated with 20 Indian herbs, oils and flowers to nourish from hair root to tip, inside out. Designed to be used before shampoo, this prewash balances the oil production and pH level of the hair—the key to a healthy scalp. SRP: $38
These brownies from upcyclers Renewal Mill are chewy, gooey and chocolatey. They feature the carbon negative and fiber and protein-rich okara flour, a superfood sourced from the soybean pulp leftover when tofu is made. The packaging is plastic neutral, and the design patterns are inspired by real global weather patterns. SRP: $6.99
These Prebiotic Bliss Bites are the latest product to support gut and digestive health from Uplift Foods. The bites come in two flavors—Peanut Butter Chocolate Brownie and Strawberry and Créme—and are keto friendly, plant based and contain a blend of prebiotics, incorporating prebiotic resistant starch from cashew nuts, soluble tapioca fiber together with resistant potato starch, for 10-11 grams of dietary fiber per pack. SRP: $3.49
The sugar-laden agua fresca category gets an upgrade with these canned beverages made with upcycled fruit and spices and no added sugar. This women-owned brand highlights the natural sweetness of fruit instead of using the whopping 79 grams of added sugar typically found in aguas frescas. Available in Watermelon Chile and Pineapple Cucumber, with more coming soon. SRP: $2.50
Utilizing an heirloom family recipe for oat milk, Willa's approach involves using the entire whole grain oat (unlike other brands that discard 20%-30% of each oat) not only to reduce food waste, but also to take advantage of the oats' complete nutrient profile, such as prebiotic fibers and plant-based proteins. SRP: $6.99
Fab-a-Dip is one of Fabalish's certified organic chickpea-based dips. The dip's creamy texture comes from aquafaba—the chickpea water that mimics egg white. This dairy-free and gluten-free dip is a fabulously rich, creamy alternative created by a private chef who won over clients with the magic of aquafaba and then created these beautifully packaged jars of chickpea goodness. SRP: $7.99
Seriously delicious, Bread SRSLY's Cinnamon Raisin Gluten-free Sourdough Loaf is lightly sweetened with organic California Medjool date syrup from Just Date and reminiscent of childhood mornings eating cinnamon raisin bread. SRP: $9.99
This tea-like beverage combines apple cider vinegar and upcycled avocado seeds, which offer an antioxidant powerhouse similar to that found in tea and wine. Each bottle of Reveal Avocado Seed Brew—Grapefruit Lavender, Mango Ginger and Rose Mint—comes in at less than 15 calories with three times more antioxidants than green tea. SRP: $3.79
All Ya'll's Foods has added Big Crunchy Bacony Bits to its Texas-inspired portfolio of plant-based snacks. Like the brand's original line of vegan jerky, the bacony bits are made from non-GMO whole soybeans and natural ingredients. The company donates a portion of each sale to Rowdy Girl Sanctuary, a cattle ranch turned vegan sanctuary in Waelder, Texas. SRP: $6.99
Humble Nut Butter is a distinctly different take with herbs and spices that create savory spreads such as Cashew Sundried Basil and Truffle Herb Walnut. The tangy nut butter, which will be certified organic by end of year, is made without palm oil or refined sugar and boasts 8 grams of healthy fats and 3 grams of protein. SRP: $14.99
Unlike most "fresh food" for pets that is cooked over high heat, this low-temp cooking method results in more nutritious and healthier pet food and has on average 74% more protein than other gently cooked foods on the market. SRP: $24.99
Currently hailing as Amazon's Choice for instant coffee, Waka Coffee is expanding into retail this year with its instant coffee collection. Created to reinvent the instant coffee category through a superior product and socially conscious values, Waka Coffee is made of 100% Arabica beans and freeze-dried to preserve the original beans' taste and aroma. The company donates a portion of proceeds to support clean drinking water initiatives. SRP: $11.99
These dairy-free collagen creamers boast 7-9 grams of protein per serving. By adding 100 mg of essential amino acid L-tryptophan, each serving becomes a complete protein. The shelf-stable dry bombs are paleo and keto friendly with no added sugar and come in flavors such as Chai Latte, Vanilla Cinnamon and Cacao and Sea Salt. SRP: $14.99
The company's reformulated Vietnamese Pho Noodle bowls (coming later this year along with a rebrand) will pack a whopping 20 grams of plant protein. The Holy Hot pepper (one of the company's top sellers) has a mouth-burning 2.2M Scoville Heat Units for spice addicts. Other flavors include Original Beast, Chicka What, Curry Masala, Don't be a Boar and Victory Veg. SRP: $3.49
These mouthwatering applesauces, which come in 4-ounce four-packs and 16-ounce jars, include only non-GMO fruit, spices and a splash of cider and contain no added sweeteners. Flavor options include Original, Apple Pie Cinnamon and Strawberry Peach. Look for a rebrand this summer from this community-driven, BIPOC-owned brand. SRP: $4.99
These mouthwatering applesauces, which come in 4-ounce four-packs and 16-ounce jars, include only non-GMO fruit, spices and a splash of cider and contain no added sweeteners. Flavor options include Original, Apple Pie Cinnamon and Strawberry Peach. Look for a rebrand this summer from this community-driven, BIPOC-owned brand. SRP: $4.99
A lot goes into starting a company—time, capital, resources. For a natural products entrepreneur, this can get overwhelming, fast. Most want to get their products on retail shelves, but the path to shelf isn’t often paved.
In the past few years, a groundswell of accelerator and incubator programs have sprouted up across the country to help make the path a bit smoother for innovative brands. From big food companies to small, regional organizations, these helpers provide relevant resources and relationships to foster retail viability.
"By building connections throughout the industry, incubators and accelerators can demystify going to market for these brands and act as their growth partner," says Katie Paul, senior vice president of category management and growth solutions at KeHE Distributors. "In addition to that, they can facilitate innovation foraging efforts of distributors and retailers and support the curation of brand portfolios and productive assortments."
Natural products retailers have always championed local brands and supported their communities. Where once they sourced the newest and most unique products for their store shelves from local farmers markets, accelerators and incubators have become the digital version of this discovery quest. Indeed, accelerators and incubators may be the farmers markets of the future.
These programs offer a crash course—and funding help—to entrepreneurs who need a lift to get their companies off the ground or take them to the next level. This is the place where many entrepreneurs today are getting their start to see how viable their brands are before going all in. It’s also a great way for retailers to get their hands on new products before the brands find their way into national distribution. One such example: MyEats’ MyBacon, a new mushroom-based bacon alternative that launched last year and is currently only available at Honest Weight Co-op in Albany, New York.
How it works
Each accelerator and incubator program conducts business a bit differently. They vary in time span, location and financial assistance (grants, equity investment and prizes). Most programs operate in cohorts, typically offering one or two per year, and span anywhere from a few weeks to a few months. Some expenses, like travel, may be covered. A cohort (group of brands) works with the program’s mentors to build out each of their businesses and gain access to mentorship, connections to industry experts and capital.
To understand the difference between the two, accelerators "accelerate" growth of an existing company and incubators "incubate" disruptive ideas with the hope of building out a business model and company. So, an accelerator program tends to work with companies that have already launched into the marketplace, either in brick-and-mortar retail or e-commerce. Accelerator programs typically provide access to a large mentorship network and resources in exchange for a small amount of equity in the company. Incubator programs typically work with entrepreneurs who are earlier in the process—likely not ready for retail—but can offer many of the same benefits as an accelerator such as support, guidance and resources.
Mentorship is often a component of the programs as well. Many programs include seasoned founders who have gone through it themselves and can help guide new entrepreneurs along the journey. The large CPGs, especially, can offer a high level of expertise in supply chain management, product development, channel development and more through their programs.
Requirements for acceptance into programs vary and are oftentimes specific to an industry category, company mission, sales projections and other variables. Here are three examples of accelerators and incubators that target different growth stages of brands and, in turn, help advance their values in the larger natural products industry marketplace.
Training wheels
What it is: Food System 6 (FS6), a yearlong non-residential program with possible $25,000 in funding.
When it happens: Starts annually in December.
Who it wants: The FS6 program is open to entrepreneurs from across all entity types that are innovating for a healthier, more just and sustainable food future. It looks for seed or pre-seed funded companies with some sort of revenue, product in market or significant proof of concept.
10-speed
What it is: SKU, a 12-week accelerator in Austin, Texas, founded in 2011 with an alumni base of more than 50 companies. An eight-week program tailored to later stage brands launched into the Dallas-Fort Worth market in 2020.
When it happens: SKU in Austin runs from January through May; SKU DFW runs each fall.
Who it wants: SKU in Austin is focused on CPG startups with revenues of $100,000 to $1 million. SKU DFW is tailored to later stage CPG startups with revenues of more than $500,000. SKU looks for companies with proven traction, an innovative product that’s scalable and motivated and coachable founders with a compelling story. It wants founders who understand the "why" of their business.
Unicycle
What it is: Chobani Incubator; a three-month on-site program in New York with Chobani team members; travel expenses and equity-free capital provided. The company has also run two food tech cohorts and one cohort specifically dedicated to U.S. military service veterans.
When it happens: The program, which runs annually, took a pause in 2021.
Who it wants: Eligible companies must already have a packaged product on shelves and be generating revenue in market. Chobani chooses companies that share its own values—striving to make delicious, nutritious, natural and affordable foods and disrupt current categories with options that are better for you and better for the planet. Chobani Incubator particularly loves scrappy, passionate founders with big hearts and a desire to create real change, whether social or environmental.
Hatching innovation
Accelerators and incubators set brands up for retail success. Click through this gallery to see some of the latest brands that received a business boost.
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