Beyond Launches and Rebrands: How to Spot Smart Business Growth at Expo West

By now, the CPG world has officially descended upon the Anaheim Convention Center for Natural Products Expo West. You can feel the energy in the air … mostly because the ride-share lines are a joke, the security guards are losing their voices asking for IDs, and the families headed to Disneyland look terrified of the corporate shitshow outside their hotel.

The floor is the usual beautiful disaster of retail buyers … distributors … investors … service providers you’d rather not talk to (yes, that includes agencies like us) … and "CPG thought leaders" searching for flashy booths. Most are chasing the free happy hours, weird swag, celebrity sightings, and the latest big-swing rebrand.

 

Look, I love the spectacle. We live for the creative energy, and we’ve got several new launches and rebrands debuting this year that our team has poured themselves into. A fresh visual identity is a massive milestone. But, while the "new and shiny" gets the headlines, I’m spending my time looking for the shifts that make our social manager weep with boredom. The little things that actually signal smart business growth and success.

 

 

When you see a brand showing off a new look, don't just critique the visuals. Ask yourself: Why now? Often, a rebrand is the outward sign that a company is aiming to fix internal issues. Maybe they used the redesign as an excuse to fix their price-pack architecture or to finally fit more units onto a standard grocery shelf without losing their ass on margins. A great design is useful, but it’s most effective when it’s wrapped around a business that has finally taken care of some business fundamentals.

The Growth in Logistics

I’m keeping a close eye out for new pack sizes (pro tip: they aren’t always out in the open, you may have to read a sell sheet or two). If a brand that’s been selling 12oz bags for three years suddenly shows up with a 2oz single-serve pouch, or if that under-the-radar beverage brand is touting a new 19.2oz can … don’t walk past them. That’s a massive signal. It usually means a buyer at a place like 7-Eleven or Wawa saw their grocery velocity and begged for a format that fits an impulse or fridge rack.

On the flip side, look for the massive "Club" bags. That’s the sound of a Costco buyer saying "Yes." Moving from a single-unit sale to a pallet-ready multi-pack is a logistical mountain to climb. If they’re showing it off, it indicates they’ve got the supply chain maturity to handle the big volumes without the wheels falling off.

Also, look for the brands that actually have fewer items than they did last year. It sounds counterintuitive at a show built on "new," but SKU rationalization is a huge sign of maturity. While everyone else is launching “swicy” or “swangy” flavors to chase a trend, keep an eye on the brand that just quietly added a "Plain" or "Vanilla" SKU and cut their three worst performers. It means they started listening to their scan data and are valuing velocity. Remember, 80% of a company’s profits typically come from just 20% of its products.

 

The Backroom Energy

Watch the booth behavior. It’s great to see a crowd of people grabbing samples and taking selfies … the "vibe" everyone talks about. But look for the brands where the founders are huddled in a cramped, windowless backroom with a guy in a blue button-down and khakis holding a clipboard.

They aren't there for the "likes." They’re talking about "bill-backs," "slotting fees," and "shelf life." They’re signing 1,000-store expansion contracts. These little conversations are what actually build a company someone might want to buy one day.

 

Check out the master cases tucked under the tables. Did the brand spend the last year figuring out how to make their shipping box retail-ready? If that box turns into a shelf display with one tear-strip, that brand is actually thinking about the overworked grocery clerk who has to stock it at 4:00 AM. They know shelf replenishment and facing products accounts for nearly 35% of all grocery store labor. That’s a brand that wants to be a partner to the retailer.

Look at the certifications, too. Adding a "Regenerative Organic Certified" or "B-Corp" badge isn't just a virtue signal for consumers. That company dove into an expensive multi-year supply chain and business audit… a seriously rigorous undertaking. It’s one of those “little” things that proves a company is stable and committed enough to go deep into their operations.

Little Things Win

These are businesses … winning in CPG isn't about having the most-visited booth for four days. Pay attention to the aspects that will make these brands live well beyond the event. By all means, enjoy the show and the beautiful creativity. I know I will. But don't forget to look closer for the moves building companies.

The overlooked little things are where real volume lives.

With all that said … I’m proud of our partners, current and former, at the show, building successful businesses in different ways:

• Ajinomoto North America, Inc. - Booth N1443
• Ancient Nutrition - Booth 3769
• Better with Buckwheat - Booth 5593
• Beyond Organic - Booth 4216
• Bubbies Ice Cream - N731
• Cerebelly, Inc. - Booth N2145
• Conagra Brands - Booth 1017
• Deep Brands - Booths 5444/5445
•  Dr. Tung’s - Booth 2813
• HOP WTR - Booth 5170
• Kindling Provisions - Booth N1310
• Kodiak Cakes - Booth 543
• Lentiful - Booth N845
• Mighty Swell/Lemonati - Booth 2897
• Organic Valley - Booth 1840
• Perfect Snacks - Booth 923
• Pete and Gerry’s - F121
• Rudi’s Bakery - Booth 4939
• Suja Life - Booth 5639
• SunFoods - Booth N143

Well, here’s to hoping I run into you on the floor. Say hi, I’ll be the one with a blue button down and khakis.