Innovation in Natural Food & Beverage Products

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Innovation in Natural Food & Beverage Products

In line with the growth, maturation, and mainstreaming of the natural products space (primarily F&B and Health & Wellness), innovation and M&A have been accelerated. More technology, instant information, and powerful new cohorts of consumers led by Gen Z have enabled the disruption and the invention response. The good news is that new challenger brands are scaling faster and higher than ever before. The bad news is that the new entrant market is becoming overcrowded, highly competitive, and has a potentially short life span. Entire categories such as Soda, RTD Coffee, and Mac & Cheese have moved from evolution to revolution, resulting in some IPO activity (Annie’s Foods) and a lot of attractive M&A exits (SodaStream).

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