It was another inspiring weekend at CHFA NOW Vancouver, an industry trade show focused on natural, organic, and wellness products — especially in the food and consumer packaged goods space. With hundreds of vendors exhibiting over the two-day event, I walked the entire show floor, speaking with brands and founders while discovering and sampling new and emerging products.
Every year I’ve attended (2025, 2024, 2023, 2020), I’ve written a roundup of the trends that stood out most — and here’s what caught my attention in 2026:
Matcha Resurgence
I’ve been drinking matcha for well over a decade, but recently there’s been a noticeable surge in popularity that’s significant enough to contribute to a global matcha shortage. I spoke with Tea Squared, who shared that although they’ve been selling matcha for 20 years, the past 18 months have brought an unprecedented spike in demand for their matcha products. They weren’t alone. At CHFA Now, many vendors were relaunching matcha lines or introducing entirely new flavored versions, and nearly every brand I spoke with echoed the same sentiment: demand is rising, and fast.
Most brands credit this resurgence to social media and Gen Z’s appetite for aesthetic beverages (especially iced ones). But what stood out most to me was the sheer range of formats in which matcha was used. I saw:
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Pure, ceremonial-grade matcha from Genuine Tea, Matcha Ninja. and DoMatcha.
- Functional matcha beverages and mixes like Powrd‘s line of carbonated matcha beverage infused with Lion’s Mane or Suna Wellness’s ceremonial matcha enhanced with protein and collagen.
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Flavoured matcha blends like Blume‘s Matcha Coconut Blend or Tea Squared’s Ginger Matcha powder sticks.
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Ready-to-drink matcha like Oatly‘s new Matcha or GreenHouse Juice‘s Protein+ Matcha Shake.
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Matcha-infused chocolates and snacks
Matcha is no longer just a latte order, it’s an ingredient platform. The bottom line? If you love matcha, you’re in luck — 2026 is your year!
Freeze-Dried Fruit Expansion
A few years ago, I noticed only one or two freeze-dried fruit brands at CHFA Now. This year, there was an entire wave of companies leaning into this crunchy, flavour-packed format.
Some brands, like Squeeze, Origo, and Ohme, are purists, keeping it simple with single-ingredient fruit. They emphasize the benefits of using 100% real fruit, no added sugar, and the naturally sweet crunch that comes from the freeze-drying process. Many position themselves as a better-for-you candy alternative, offering the same satisfying fruity sweetness, without the additives.
Meanwhile, Frux was highlighting their chocolate-covered freeze dried fruit, while several of the single-ingredient brands (Ohme, Origo) have also expanded into yogurt-coated varieties.
New to me was Besee Crunch, which uses freeze-dried fruit powder as a functional ingredient in smoothie blends, while Live4 Wellness also had freeze-dried powdered beverage products but with the addition of ingredients like garlic, onion, turmeric to support health and immunity (although buyer beware, I was not a fan of the addition of onion and garlic to fruit-flavoured drinks).
Freeze-dried fruit is no longer a niche pantry item. It’s becoming a versatile platform across snacking, indulgence, and wellness.
Dill Pickle Flavour Boom
One of the easiest ways for brands to expand a product line is by launching new flavours, and this year at CHFA Now, dill pickle was everywhere. I spotted it across multiple snack categories, especially crunchy, chip-style products. It’s a bold, tangy flavour that clearly continues to have strong consumer appeal. One brand I spoke with joked that people have probably loved dill pickle all along — it just used to feel like a quirky or slightly “odd” flavour choice. Now? It feels more socially acceptable to admit you’re a dill pickle fan.
Far Field Farms featured a dill pickle–flavoured roasted edamame, and (case in point) it was the first flavour sample they ran out of at CHFA NOW Vancouver. Sinfit Protein Chips had a dill pickle variety in their lineup, Hippie Snacks showcased their savoury “crunchers” in the same punchy flavours, and likewise with RiceUp! and their dill pickle flavoured brown rice chips, and Poptastic’s kettle cooked popcorn in “The Real Dill” flavour.
Dill pickle isn’t just a niche flavour anymore, it’s gone mainstream!
Reducing Our Packaging Footprint
Last year, I noted the rise of aesthetic packaging. This year, the focus seemed to be moving toward better-for-you packaging: materials and formats designed with environmental impact in mind.
Many brands are moving away from plastic in favour of paper-based materials, compostable packaging, or refillable systems. It’s a clear sign that sustainability is becoming a baseline expectation rather than a bonus feature.
For example, Before Toothpaste is launching a new mouthwash in a compostable bottle. Their display at CHFA NOW Vancouver even showcased what the partially biodegraded packaging looks like after three months in compost; a powerful visual proof point that made the sustainability claim tangible.
GoodnessMe, a fruit-based, kid-focused snack brand from New Zealand, prominently highlighted its “paper-based packs” on signage — a conscious step away from plastic.
Fill Candles has a Clean Candle Refill system that allows customers to reuse their existing candle vessels. The refill comes in a 100% compostable pouch; you simply heat it in the microwave, pour the wax into your vessel, and let it set — creating a nearly waste-free refill experience.
Meanwhile, Nellie’s introduced Dish Cubes. Unlike traditional liquid pods wrapped in PVA (polyvinyl alcohol), Nellie’s cubes are PVA-free and use a highly concentrated powder formula, reducing both plastic and unnecessary water weight.
The overall message? Packaging is no longer just about shelf appeal. It’s about environmental accountability.
Other Vendors at CHFA Now Vancouver 2026
Who else was at CHFA Now this year? Check out my Instagram post below!
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