Protein, Hydration Take Over Expo West 2026

Even amid ongoing challenges affecting the food and beverage industry, Natural Products Expo West returned at full strength this year, with brands, entrepreneurs and industry professionals showcasing renewed energy and innovation at what many have dubbed “The Super Bowl of CPG.”

While there have been surges before, this year’s show suggested that interest in protein beverages may have reached its highest level yet, including Elmhurst’s new line of shelf-stable “Clean Protein” drinks.

The New York-based company used the show as Clean Protein’s launchpad in March, showcasing the four-SKU line featuring 27 grams of protein per 11 oz. carton. The drinks, Elmhurst’s first dedicated protein beverages, are now available online and are currently rolling out at retail with Sprouts as a 90-day exclusive, priced at $4.99 each.

As protein continues to soar in popularity, plant-based beverage specialists like OWYN, Remedy Organics and Koia have responded by growing innovation. But up until now, Elmhurst has primarily leaned on promoting its vertically integrated, patented processing methods that have allowed it to build a wide portfolio of milks, creamers and barista-focused products across retail.

Clean Protein leverages that expertise for a more nutrition-minded product, Elmhurst reps told BevNET at the company’s booth. The brand overindexes with female consumers, and the new cashew-milk drinks are designed to be approachable and indulgent, with staple flavors Chocolate and Vanilla paired with elevated offerings like Strawberries & Cream. There’s also Pistachio Creme, which picked up a NEXTY Award for Best Dairy Alternative from Expo West organizers New Hope.

The protein trend has also opened a whole new avenue for innovation for dairy brands, with Dairy Farmers of America (DFA) highlighting several new protein-rich milk products at the show. The co-op sampled its regional Kemps Protein+ ultra-filtered milks and Alta Dena Protein milk.

Kemps new milks contain 13 grams of protein per serving, are lactose-free, and come in Chocolate and 2% Reduced Fat varieties in 48 oz. bottles. The brand is focused on the Midwest market, including Chicago, Wisconsin and Minnesota, where the line is expected to launch in April.

“The innovation for us really needs to be earned,” said DFA senior brand manager Kelly Torres-Chadd. “We need to respond in a way that is very clear to our consumer, and giving them an option that is going to be familiar.”

At the show, hydration was another category with a significant amount of line extensions and rebranding efforts, including Harmless Harvest’s first foray outside of the refrigerated aisle with a shelf-stable 100% pure coconut water.

The new offering comes in 12 oz. single-serve and 32 oz. multi-serve PET bottles, which are set to roll out to mass and grocery retailers over the next few weeks.

Reps at the Harmless Harvest booth at Expo West noted that launching a heat-pasteurized product – as opposed to the micro-filtration process used in its refrigerated drinks – opens a path for the brand to claim white space as a premium shelf-stable option. Retaining the PET bottle, rather than adopting the Tetra Pack vessels typical for the category, reflects that positioning, while commanding a higher price point.

The 12 oz. bottles are tagged at $3.49 each, while the 32 oz. bottles will be around $7.99. In contrast, a 32 oz. bottle of refrigerated Harmless Harvest retails for around $10.99. The new format also continues the company’s strategy of leveraging its coconut supply chain to extend the brand into different categories and adjacencies, including smoothies, sparkling drinks and yogurts.

Elsewhere, refillable bottled water brand PATH Water announced its move into sports hydration. Going into production in April, PATH Sports Hydration will launch with four flavors: Berry Citrus, Strawberry Watermelon, Tropical Punch and Peach Mango. Each 16.9 oz bottle contains sea salt, 60 mg of magnesium and 700 mg of potassium, with zero sugar and 10 calories. CVS has already agreed to be one of the brand’s first retail partners starting in June for $3.49.

The launch will be followed by hydration stick packs later this year, designed to refill the Sports Hydration bottles.

Tropicana Brands Group (TBG) is chasing both hydration and protein with its latest product innovations. The company displayed its new multi-serve (46 oz.) and single-serve (11 oz.) Tropicana Hydrate juice drinks, including Strawberry Watermelon and Peach Mango flavors made with added electrolytes and real fruit juice.

“There’s a lot of single-serve hydration beverages, but not anything that people can really put in their fridge and go to throughout the week,” she said. “It’s giving people an opportunity to get that daily refreshment into their day, versus having to buy individual single-serves.”

Meanwhile, TBG is using its Naked brand of smoothies to lean deeper into the ever-prevalent protein trend. The company sampled two new flavors for its Indulgent Protein line – Chocolate Banana and Blueberry Cheesecake – each made with 20 grams of protein per serving with added fiber and lower sugar.