Expo West 2026: Key Trends Shaping the Future of Food
Last week, our team attended Natural Products Expo West 2026 in Anaheim, one of the largest gatherings in the CPG industry. With thousands of brands, founders, and industry leaders in attendance, the event offered a clear view into the trends shaping the future of food and consumer preferences.
Protein continues to dominate
No surprise here, protein continues to dominate product innovation across nearly every category. From protein water to protein waffles, brands are still competing to deliver higher protein content while maintaining great taste and clean ingredient lists. The “high-protein” callout remains one of the most visible and powerful drivers on packaging, reflecting sustained consumer demand for functional nutrition.
Fiber on the rise
The fiber movement is gaining significant momentum and is starting to share the spotlight with protein, with more brands highlighting fiber content as a key benefit rather than a secondary feature. Ingredients such as chicory root, resistant starches, and naturally fiber-rich bases are appearing more frequently in product formulations. This shift reflects growing consumer awareness of digestive health and the broader wellness benefits associated with fiber.
Gut Health becomes mainstream
Closely tied to the rise in fiber is the continued expansion of gut health focused products. Probiotics, prebiotics, and fermented ingredients appeared across many categories, from functional beverages to snack bars and condiments. What was once a niche health claim now appears to be firmly established in the mainstream, with brands emphasizing the connection between gut health and overall well-being.
Shifting away from Seed Oils
Another noticeable shift was the growing number of products positioning themselves as “seed-oil free.” Many companies are turning to alternatives such as avocado oil or olive oil and are making this clear on their packaging and signage.
This trend appears to be part of a broader shift in consumer awareness around ingredient quality and overall wellness. As consumers become more educated about how foods are produced and processed, many are seeking products that are strongly aligned with whole-food nutrition. Conversations around inflammation, metabolic health, and ingredient sourcing are becoming more common in mainstream wellness discussions, and brands are responding by simplifying formulations and highlighting oils that consumers perceive as more natural or minimally processed.
The fewer ingredients, the better
Beyond specific ingredients or nutrients, one of the most consistent messages across the show floor was simplicity. Where consumers once focused heavily on counting calories, many are now counting ingredients—and brands are responding accordingly. Booth signage and packaging frequently highlighted “only a few simple ingredients,” “nothing you can’t pronounce,” or short, recognizable ingredient lists. The shift signals a broader consumer desire for transparency and whole-food-based formulations, with simplicity itself becoming a powerful selling point.
Looking ahead
Events like Expo West are always a reminder of how quickly consumer preferences evolve, and how creatively brands respond. While protein continues to anchor the functional food movement, fiber, gut health, ingredient transparency, and product simplicity are increasingly shaping the next wave of innovation.
We’re excited to watch how these trends continue to develop in the year ahead, and are already counting down the days to Expo West 2027: see you there!
NOVELTY HILL CAPITAL WELCOMES BRIGETTE LONG AS OUR DIRECTOR OF MARKETING AND BUSINESS DEVELOPMENT
Novelty Hill Capital is pleased to announce that Brigette Long has joined the firm as Director of Marketing and Business Development. Brigette brings a strategic and results-oriented approach to marketing, with deep expertise in digital strategy, brand development, and data-driven growth initiatives.
Brigette joins Novelty Hill from the Institution of Structural Engineers, where she led multi-channel campaign strategy as the Digital Marketing Manager. There, she played a key role in strengthening brand visibility and optimizing digital performance, aligning marketing initiatives with broader organizational growth objectives.
She earned her degree from the University of Washington’s Foster School of Business, concentrating in Marketing Analytics. Additionally, she completed the Sales Certificate Program, further sharpening her expertise in strategic communication and client engagement.
Outside of work, Brigette enjoys hiking, skiing, tennis, and travel, and can often be found exploring the Pacific Northwest or discovering new local bands.
At Novelty Hill, Brigette will lead the firm’s marketing and business development efforts, supporting brand positioning, transaction communications, and strategic growth initiatives as the firm continues to expand its market presence. Welcome to the firm!
NOVELTY HILL CAPITAL WELCOMES ALEX SCHUETZ AS OUR NEW INVESTMENT BANKING ASSOCIATE
Novelty Hill is pleased to announce that Alex Schuetz has joined our investment banking team as an Associate. Alex brings diverse experience across middle-market mergers and acquisitions, along with a strong foundation in valuation, process management, and client advisory execution.
Alex joins Novelty Hill from Baird, where he served as an Investment Banking Analyst focused on transactions within the technology and services sectors. Prior to Baird, he was part of the Madison Street Capital investment banking team, supporting deal execution for privately held companies across a wide range of industries. He began his career as an Associate Intern with Bentley Associates, gaining early exposure to valuation, market analysis, and M&A transaction support.
Alex earned his Bachelor of Science in Marketing from Southern Illinois University, Carbondale, and completed a Post-Baccalaureate Program in Global Business at Northwestern University. He also holds FINRA Series 63 and Series 79 licenses.
Outside of work, Alex enjoys fitness, wakeboarding and wakesurfing, movies, and spending time with friends.
Novelty Hill is excited to welcome Alex Schuetz to the firm as we continue to drive successful transactions and deliver exceptional results for our clients.
NOVELTY HILL CAPITAL WELCOMES TREY WIKSTROM AS OUR NEW INVESTMENT BANKING SENIOR ANALYST
Novelty Hill is pleased to announce that Trey Wikstrom has joined our investment banking team as a Senior Analyst. Trey brings a strong foundation in financial modeling, valuation, and client advisory services, with experience spanning private wealth management, technology M&A, and commercial real estate investments.
Trey joins Novelty Hill from Bernstein Private Wealth Management, where he supported portfolio strategy and relationship management for high-net-worth individuals, families, and institutional groups. Prior to Bernstein, he worked in acquisitions and property management at Venture Real Estate Group, contributing to the launch of the firm’s new property management division and supporting evaluation efforts across diverse asset classes.
Trey also gained early investment banking experience with iMerge Advisors, focusing on technology M&A, and additional financial planning experience at Centura Wealth Advisory.
He graduated Summa Cum Laude from San Diego State University with a Bachelor of Business Administration in Management – Entrepreneurship & Finance, completing his degree in just three years. Trey holds his Series 7 and Series 63 licenses with FINRA, as well as FMVA® and CMSA® certifications from the Corporate Finance Institute.
Outside of work, Trey enjoys staying active, whether in the gym or on the triathlon racetrack, and spending time with friends and family. He’s also an avid Jazz listener and a proud supporter of the Seattle Kraken.
Novelty Hill is excited to welcome Trey Wikstrom as a key addition to our growing firm as we continue to drive successful transactions and deliver exceptional results for our clients.
NOVELTY HILL SERVES AS EXCLUSIVE INVESTMENT BANKER IN MERLINO FOODS ACQUISITION BY ERICKSON FAMILY
SEATTLE, WA – October 29, 2025: Novelty Hill Capital is pleased to announce its role as the exclusive financial advisor to The Erickson Family in its acquisition of Merlino Foods. This transaction ensures the 125-year-old Seattle institution remains independent under local ownership. It further marks a thoughtful transition of stewardship from the Biesold Family, who led the company for nearly 50 years, to the Erickson Family, whose food industry heritage dates back to 1923 with the founding of Harbor Foods in Aberdeen, Washington.
The acquisition represents the continuation of a legacy business deeply woven into the Pacific Northwest’s culinary community. Merlino Foods will continue to operate as a stand-alone company, separate from Harbor Foods, maintaining its long-standing commitment to exceptional service, product quality, and its close-knit team culture.
Todd Biesold, Owner of Merlino Foods, on behalf of the Biesold Family, stated: “Over the past 50 years, we’ve built Merlino Foods into the premier specialty food distributor in the Seattle market. It was imperative to pass the company to a family that would continue to build on our legacy. We are confident that Merlino Foods will be in great hands and remain grateful to the customers, employees, and partners who have supported us for decades.”
Justin Erickson, Chairman of Merlino Foods, added: “Our family is truly honored to carry on the Merlino Foods legacy. This company is part of Seattle’s history and food culture, and we are committed to preserving its independence, exceptional service, and caring team. We look forward to supporting Merlino’s continued growth and deep community impact.”
Michael Barber, Founder, CEO & Managing Director of Novelty Hill Capital, commented: “Facilitating the transition of a 125-year-old family business requires both financial expertise and deep respect for legacy. We are proud to have guided The Erickson Family through this process and to have partnered with the Biesold family and Merlino Foods, which share the Erickson Family’s commitment to independence, quality, and community. This transaction ensures Merlino Foods will continue to thrive as a cornerstone of Seattle’s specialty food industry for generations to come.”
Founded in 1900 by Angelo Merlino to serve Seattle’s growing Italian community, Merlino Foods has grown into one of the region’s most respected specialty food distributors. Under the Biesold Family’s five-decade leadership, the company became a trusted partner to restaurants and chefs across the Pacific Northwest, known for its unparalleled service, curated imports, and enduring family-driven values.
The Erickson Family’s roots in the Pacific Northwest food industry span more than a century. Beginning in 1923, Justin Erickson’s great-grandfather established Harbor Foods, which has evolved into one of the region’s largest independent distributors. The family’s acquisition of Merlino Foods ensures that the brand’s independence, heritage, and people-first culture remain intact while benefiting from generations of operational expertise in the foodservice industry.
Novelty Hill Advises Sound Glass in Sale to LLM Ventures
SEATTLE, WA – October 22, 2025: Novelty Hill Capital, a leading middle-market investment bank based in Seattle, Washington, is pleased to announce that its client Sound Glass has been acquired by LLM Ventures, a strategic buyer and owner of construction and construction-related services companies. For over four decades, Sound Glass has been a premier provider of window and door products and services in the Greater Puget Sound region, serving homeowners, contractors, and remodelers with a commitment to quality and community.
Novelty Hill Capital served as the exclusive financial advisor to Sound Glass on the transaction, honoring the legacy built by founder Warren Willoughby while positioning the company for its next phase of growth through additional opportunities for scale and expanded markets. LLM Ventures, focused on commercial, light commercial, and residential construction, is well positioned to build upon the strong foundation and market leadership Sound Glass has established since its founding in 1983 in Lakewood, Washington, with showrooms in Tacoma
and Bremerton.
Nick DeVaney, Managing Director at Novelty Hill Capital, emphasized the importance of honoring legacy in business transitions: "Sound Glass was and is the market leader with a 40+ year history. The natural progression of the company, employees, and opportunities for growth aligned well with Warren's timing and desire. When a company and owner possess such a respected legacy and history, you naturally want to honor them in every facet of the deal allowable, which also means structuring a deal that allows that legacy to continue."
The transaction furthers Novelty Hill Capital's leadership in the industrial, construction, and services industries. For more information, please contact Nick DeVaney and Sean Ostrander of our industrials team.
Novelty Hill Advises Molly Bz on Growth Investment
SEATTLE, WA – August 12, 2025: Novelty Hill Capital, a leading middle-market investment bank based in Seattle, Washington, is pleased to announce that Molly Bz, a rapidly growing gourmet cookie brand, has received a significant growth investment to fuel its next phase of national expansion.
Novelty Hill Capital served as the exclusive financial advisor to Molly Bz on the transaction.
Founded in 2018 by Molly Blakeley in Soldotna, Alaska, Molly Bz has become a nationally recognized brand known for its innovative, bold-flavored gourmet cookies that “aren’t the cookies your grammy used to make.” Starting with just $150 as a single mom, Blakeley transformed her small Alaskan kitchen into a thriving business that has been featured in Oscar, Emmy, and Grammy gift bags.
The company’s unique flavor combinations—including signature “boozy-flavored” cookies made with premium extracts and 20% Ghirardelli chocolate—have captured the attention of major retailers nationwide. Molly Bz products are currently sold on QVC, Target, 7-Eleven, Amazon, Great Wolf Resorts, and hundreds of specialty retail locations across the country. The brand won two Walmart Golden Tickets at the 2023 Open Call and has been featured in Martha Stewart Magazine and other major media platforms.
This investment will allow Molly Bz to expand distribution, scale production, and continue developing new, creative flavor innovations for its growing fan base.
Sean Ostrander Promoted to Director at Novelty Hill Capital
March 10, 2025: Novelty Hill Capital is pleased to announce the promotion of Sean Ostrander to Director.
Since joining Novelty Hill in 2023 as Vice President, Sean has been instrumental in managing complex transactions and building strong client relationships across multiple sectors. His promotion recognizes his exceptional leadership, strategic insight, and proven ability to deliver outstanding results for clients.
With extensive experience overseeing all aspects of the transaction process, Sean brings valuable expertise in financial analysis, deal structuring, and execution. His deep understanding of middle-market M&A dynamics and commitment to client success have been critical to Novelty Hill’s growth and reputation.
A native of the South Puget Sound area, Sean previously served as Vice President at Merit Investment Bank in Seattle, where he managed transactions across diverse industries. Outside of work, he has served in multiple roles with Young Life, a para-church outreach organization for middle and high school students. Sean and his wife, Amy, are avid travelers who enjoy making the most of Pacific Northwest summers.
In his new role, Sean will continue to lead key client engagements, drive business development initiatives, and mentor junior team members as the firm expands its capabilities and market presence.
Novelty Hill Advises Garlic King on Recapitalization
SEATTLE, WA – February 15, 2025:
Novelty Hill Capital, a leading middle-market investment bank based in Seattle, Washington, is pleased to announce the successful recapitalization of California Garlic Company, doing business as Garlic King, a premier processor and distributor of industrial garlic and specialty ingredients.
Novelty Hill Capital served as the exclusive financial advisor to California Garlic Company on the transaction.
Founded in 1999 and based in Temecula, California, Garlic King has established itself as a trusted global importer and processor of industrial ingredients, specializing in garlic, ginger, shallots, onions, and peppers. The company serves food manufacturers and foodservice customers nationwide, offering IQF, all-natural, non-GMO, and organic products. Garlic King maintains the highest quality and food safety standards, holding BRC, HACCP, and GFSI certifications, along with an onsite innovation center and nationwide warehousing program.
Founder & CEO Michael Barber to Speak at Winter Fancy Food Show
Novelty Hill Capital is proud to share that Founder & CEO Michael Barber will speak at the Winter Fancy Food Show in Las Vegas on January 21, 2025. Michael will join a panel titled “Fund Your Future: Investor Panel and Q&A” alongside industry leaders Carol Ortenberg, John Lowe, and Kathy Yuh, exploring fundraising strategies and capital partnerships for specialty food brands.
Hosted by the Specialty Food Association, the Winter Fancy Food Show is North America’s largest marketplace for specialty foods and beverages. Michael’s participation highlights Novelty Hill’s deep experience advising premium food and beverage companies and underscores the firm’s leadership within the specialty food investment community.