What’s in store for 2024? NOSH tapped a handful of industry experts for a taste of the top trends across new food and beverage launches and shifts in consumer demand driven by the emergence of artificial intelligence and Ozempic. 🍫 Snacks… Josh Person, owner of Foodboro, forecasts an acceleration in “clean-ingredient sips and snacks for sustained energy,” featuring adaptogens, antioxidants, vitamins and other beneficial botanicals. Natalie Shmulik, chief strategy and incubation officer for ICNC and The Hatchery Chicago, sees cannabis and other plant medicines shifting towards better-for-you snacking, noting “they will continue to move past highly processed gummies and begin focusing on clean label.” 💉…Drugs… Amid the popularity of diabetes and weight loss drugs, more brands may abandon fad diet claims or low-calorie callouts in an effort to attract new consumers. Our trend watchers expect a move away from “labeling foods as any one trend and leaning more into macro trends.” Simplicity will be a key theme across product categories, said Nate Rosen, founder of Express Checkout. Consumer demand will teeter towards “less complicated foods and drinks” that deliver comfort or indulgence. 🎸… And Rock ‘n’ Roll. Brands are the new bands, said Amrit Richmond, founder of Indie CPG, explaining “food and beverages are extensions of our identity the way fashion labels and logos used to define us.” She pointed to a growing number of famous musicians partnering with food and beverage companies in recent months, noting, “Many of these music partners often invest in the brands or take on creative executive roles to influence new flavors and campaigns.” “In 2024, I hope we see more zero-proof music partnerships and musicians launching flavors and products that are truly aligned with the world they’ve built around them, ideally inspired by a combo of their lyrics, lifestyle and fans,” she added. “Their most loyal fans can see right through a brand partnership that an artist is part of just for the money.” 🧭 Navigating the Year Ahead. Our experts shared advice for entrepreneurs facing turbulent times and continued challenges. The bottom line: Triple down on top-performing products, ruthlessly cut everything else, and grow at a manageable pace. Read the full story on NOSH for more insights, including which cultural influences are poised to pop in the new year and which product category may be losing steam. | 
