Introducing:
The Startup CPG Innovation Section at UNFI East and West 2025
We’re BUZZING. UNFI freed up some table space for Startup CPG brands at their massive Selling Shows, and we’ve picked some absolutely phenomenal brands to represent the Startup CPG community at the East and West shows.
This is kind of a huge deal, people. These shows are where the magic happens – where scrappy startups meet the buyers who can change everything. And now our brands get to be right in the thick of it. Why are these shows so important? Because this gives buyers a major opportunity to voice which brands they’d pull from UNFI’s distribution if they were available via UNFI. It’s the ultimate win-win-win. If a brand gets into UNFI, they get more visibility, they become more widely available to retailers, and UNFI gets to curate the most wanted emerging brands all in one place!
- UNFI Central/West – Las Vegas, NV (July 15-17, 2025)
- UNFI East – Uncasville, CT (July 29-31, 2025)
We’re not gonna lie – choosing these brands was TOUGH. The applications were insane – they came in hot and fast. Huge congratulations to everyone who made the cut, and to everyone else: don’t worry, this won’t be the last big opportunity we bring to the community. We have waaaaay more where this came from. Stay tuned, stay in our Slack, and keep building your amazing brands.
Startup CPG Events During UNFI’s Shows:
CENTRAL/WEST HAPPY HOUR
- July 16th, 5:30-8:30 @ 1923 Prohibition Bar at Mandalay Bay – speakeasy vibes, open bar, private room for networking and mingling. More details TBA on our Eventbrite – stay tuned!
EAST HAPPY HOUR
- July 30th, 5:30-8:30 @ Game On at Mohegan Sun – dining room with karaoke rooms, an arcade, and potential bowling. More details TBA on our Eventbrite – stay tuned!
We cannot wait for you all to meet the CPG innovators in our section, and we’ll see you at the show and out there partying!
Curious about who will be in our section? Meet the brands below.
UNFI Central/West: Las Vegas, NV – July 15-27, 2025
Brause
Brause is a premium, health-conscious take on German Craft Sodas. 100% proudly made in the US.
Exhibiting at UNFI Central/West
Hydra Pops
Hydra Pops are clean, no-sugar electrolyte freeze pops that deliver 4 essential electrolytes in a fun, refreshing format, helping you hydrate better anytime, anywhere.
Exhibiting at UNFI Central/West
In Good Faith
Chocolate Candy Bars reimagined with clean, simple, wholesome ingredients.
Exhibiting at UNFI Central/West
Jubilee’s Flavored Milk
Jubilee’s is a clean, functional flavored milk with sweetened exclusively with fruit and vegetables. It has zero added sugar and is packed with protein and vitamins. It comes in really fun, nostalgic flavors like chocolate chip cookie, banana cream pie and strawberry shortcake.
Exhibiting at UNFI Central/West
Krack’d Snacks
Krack’d Snacks makes nostalgic candy bars with clean ingredients, 1g sugar, and rich texture—so healthy eating feels indulgent!
Exhibiting at UNFI Central/West
MILKish
MILKish is the world’s first Watermelon SeedMilk- a healthy alternative made with a superfood ingredient that’s good for you and our planet.
Exhibiting at UNFI Central/West
Nowhere Bakery
Nowhere Bakery is a better for you dessert brand crafting indulgent, gluten free, vegan, paleo, sugar free treats made with real, organic ingredients and no seed oils for better for you satisfaction without compromise.
Exhibiting at UNFI Central/West
Stimmie
The worlds first sleek, compact, reusable toothpick that actually good for teeth and gums.
Exhibiting at UNFI Central/West
The NA Beverage Company
Functional non-alcoholic beverages infused with adaptogens and nootropics for every occasion: Calm (Lavender Blueberry), Energy (Yerba Mate Yuzu), Hydration (Hibiscus Watermelon), and Gut Health (Ginger Pineapple).
Exhibiting at UNFI Central/West
Unbothered Foods
Unbothered Foods is a deliciously-fermented sourdough cracker brand crafted by a digestive health dietitian.
Exhibiting at UNFI Central/West
UNFI East: Uncasville, CT – July 29-31, 2025
Abstinence Spirits
Botanical inspired non-alcoholic spirits that bring sophistication and flavor to your cocktails, even when you skip the booze.
Exhibiting at UNFI East
Häppy Candy
Häppy Candy is a WBENC-Certified women-owned better-for-you gummy candy company based in New York providing delicious, vegan candy with 70% less sugar than traditional candy without using any fake sugars, like stevia, monk fruit, allulose or erythritol – we simply use less sugar. We use non-GMO ingredients and natural colors to provide premium quality gummy candy!
Exhibiting at UNFI East
Little Latke
Little Latke Crisps is the first shelf stable potato crisp, inspired by a traditional potato latke.
Exhibiting at UNFI East
Loopini
Authentic. Delicious. Guilt-free.
Loopini’s healthy frozen pizzas are raising all the standards and ticking every box: low calories, the best macros (high protein and fibres), low glycemic index, low net carbs, and an ingredient list so clean you could eat off of it.
Oh and the taste? Unmatched. Loopini set out to create a pizza with the best of both words: Traditional Italian craftsmanship with health and high performance.
Exhibiting at UNFI East
Pisqueya
Pisqueya is a bold, flavor-forward brand on a mission to elevate Latin Caribbean culture through food.
Exhibiting at UNFI East
Recoup
Recoup is an Organic sparkling beverage made with electrolytes, prebiotic fiber, and ginger to deliver gut healthy hydration with no added sugar or sweeteners.
Exhibiting at UNFI East
Silver Swallow
Fill Flutes and Feel Good— With Silver Swallow’s Bubbly Not Boozy, Naturally, Non-alcoholic Wine Alternatives!
Exhibiting at UNFI East
YAW Snacks
Yaw Snacks delivers bold, crave-worthy Baked Baguette Bites with big crunch and standout flavor, designed for snackers who want something fun, flavorful, and unforgettable.
Exhibiting at UNFI East
All Comments