Announcing the Startup CPG Section at Winter Fancy Food 2025

We are so excited to feature 20 new and emerging CPG brands at Fancy Food’s Debut District. The Startup CPG section is dedicated to featuring early stage brands from all over the US. In addition, we’re launching our Further initiative, highlighting female CPG founders. We cannot wait for you all to meet these true CPG innovators and immerse yourselves in the Startup CPG experience. Make sure to stop by our booth – 3919B!

Patricia Menegoto, Director of Marketing and Community at Startup CPG, shared, “We’re over the moon to roll out the red carpet for the brands joining us in our dedicated section at Winter Fancy Food. We’re grateful for the opportunity to partner with SFA to bring visibility to these exceptional emerging CPG brands, and we can’t wait for you to meet them! We’re also debuting our Further initiative at the event with a Female Founders’ Lounge and exclusive events – all dedicated to celebrating and elevating female CPG brand founders! And to top it all off – you won’t want to miss our Tee Party at Topgolf!“

Startup CPG x Winter Fancy Food Agenda:

January 19th

• 10am – Show floor opens – find us at Booth 3919B!
• 1-2pm – Further Pitch Practice* – Ten female-founder CPG product brands will be selected to do two-minute pitches and receive live feedback from industry VIPs and media including FoodNavigator-USA. Brands not chosen to pitch are encouraged to join, watch the live pitches, and take notes for their own brand pitches – practice makes perfect!
• 2-3pm – Further Retail Panel* – Led by Startup CPG’s Director of Marketing, Patricia Menegoto, this is a great opportunity to hear from tastemaker retailers including Whole Foods. Gather data, insights, and the inside scoop and apply it all to your brand’s retail strategy.
• 3-4pm – Further Female Founder Mixer* – Connect with other female founded CPG brands, investors, media, and retail buyers. Come and meet your new industry BFFs – you will be in good company!
• 4pm – Show floor closes.

*These events are exclusive to female founders manufacturing CPG brands and are only open to badge holders for the Winter Fancy Food show. No service providers, please.

January 20th

• 10am – Show floor opens – find us at Booth 3919B!
• 7-9:30pm – Tee Party – Join us for our first-ever golf party at Topgolf Las Vegas. Mix and mingle with founders, buyers, retailers, and industry experts, sample up and coming brands, and practice that golf swing. Who knows, you just may land a hole in one with your next big deal. Check our VIP list and buy your ticket here.
• 4pm – Show floor closes.

January 21st

• 10am-3pm – find us at Booth 3919B!

Meet the Brands in the Startup CPG Section:

Paktli

Seena’s childhood joy was Mexico’s bustling street foods — vibrant, heartwarming colors with tantalizing aromas and flavors. Her favorite was the puffed, crumbly, sweet alegria, an ancestral Mexican reward. She wanted to bring the joy of her childhood and heritage to the U.S. Paktli reimagines the ancient alegria recipe, adding ancient grains amaranth, quinoa and millet, considered superfoods, with organic chocolate and dried fruits and nuts, and making it a bite-sized snack that all can enjoy.

JØYUS Non-Alcoholic Wines

Built on a foundation of sobriety and female leadership, Jøyus excels as the Nation’s top-awarded non-alcoholic winery. They boast an impressive array of honors, including Gold, Double Gold and Best-of-Class awards, voted USA Today’s 10 Best Non-Alcoholic Wines, and positive reviews in Forbes and The New York Times. Headquartered in Seattle WA, Jøyus takes pride in their 100% American-made non-alcoholic wines. Available for purchase at drinkjoyus.com and through a network of over 450+ retailers across the USA and Canada.

Pastazerts

Pastazerts is redefining dessert indulgence with its innovative chocolate ravioli – a luxurious combination of all-natural chocolate dough and decadent fillings like Strawberry Cheesecake, Fig & Cream, and Peanut Butter & Jelly. But Pastazerts is about more than just creating exquisite, award-worthy desserts, we’re leading a movement to elevate dessert culture, inviting foodies to embrace a sensory adventure that balances elegance, creativity, and unparalleled flavor. Indulge in the unexpected with Pastazerts – because dessert should be nothing less than extraordinary.

Pac Pac Snacks

Pac Pac Snacks makes refreshingly sweet fruity jelly candies, called Konjac Chews, that appeal to candy fans of all ages. The secret ingredient is konjac, a vegetable that grows in Japan that can be used to make a low calorie and fibrous plant-based gelatin. Customers love our novel packaging, our cute jelly characters and our perfectly sweet flavors. Follow our journey at @pacpacsnacks and learn more at www.pacpacsnacks.com.

Painterland Sisters

Painterland Sisters is a woman-owned, family-owned, and farmer-owned organic skyr yogurt brand on a mission to connect consumers with the direct source of their food while restoring the health of the land, communities, and people through the use of regenerative farming practices. Painterland Sisters offers a skyr that is organic, lactose-free, high in protein, low in sugar, and made with double cream milk using milk sourced from their family’s organic dairy farm and others like it in Pennsylvania.

RINGA

RINGA® is consciously crafted, plant powered holistic hydration inspired by one of nature’s most nutrient dense plants – Moringa Oleifera.  RINGA is a good source of (prebiotic) fiber, contains ZERO added sugar, no sugar alternatives like stevia, no sugar alcohols or natural flavors and combines the benefits of organic moringa leaves with acetic acid from organic apple cider vinegar and is the perfect light, bright, and refreshing upgrade to plain water or alternative to kombucha, soda-of-all-kinds, energy drinks, social tonics, mixers and all their high-sugar, high-calorie friends.

Pisqueya

Pisqueya, founded by Maritza Abreu, brings the bold flavors of Latin Caribbean cuisine to a wider audience, inspired by her family’s Dominican restaurant in Brooklyn – the oldest in NYC. Blending tradition with innovation, Pisqueya creates unique products like their passion fruit hot sauce, made with premium ingredients sourced directly from regenerative farms in the Dominican Republic. Each product celebrates Maritza’s heritage and the vibrant essence of Caribbean culture.

Tamarind Heads

Tamarind Heads celebrates the cultural richness and versatility of tamarind, a superfood with roots across five global regions. Each bottle reflects a commitment to boldness and quality, with a flavor profile that earned this year’s sofi Gold Award for the #1 BBQ Sauce. Tart, tangy, smoky, sweet, and spicy, Tamarind Heads BBQ sauces blend tradition with modern tastes, resonating with today’s global palate. Vegan, gluten-free, preservative-free, and corn syrup-free—just tamarind and five simple ingredients. Learn more at www.tamarindheads.com and on Instagram @tamarindheads.

Droosh

Inspired by memories of her grandma’s kitchen, co-founder Serena created Droosh to make Indian cooking easy and fun. Droosh offers high-quality, Indian-inspired pantry essentials, including four signature spice blends—The Icon, Everyday, Tikka Masala, and Chaat Party—and two hot sauces: Jalapeno Green Chutney and Sweet & Sour Mango Chutney. These products bring vibrant, authentic flavors to any dish, helping everyone add the unique taste of India to everyday meals with confidence and ease.

Kloo

Kloo is a Q Grader coffee sommelier-founded brand on a mission to decode the complexity of craft coffee. They do this by offering the highest quality coffee in the easiest format. Their “Craft Coffee Concentrate” is a single-origin super concentrate that is 12x more concentrated than normal coffee. It is roasted and hand-brewed by their Q Grader co-founder, Mariella, using rare specialty-grade beans. One shot is all you need for the perfect cup! Kloo is founded and led by a mother-daughter AAPI duo.

Piedmont Pennies

Piedmont Pennies are bite-sized, cheesy biscuit bites of heaven based on a Southern family recipe turned MBA class project during quarantine. These tasty and addictive gourmet crackers come in three flavors (Original Sharp Cheddar, Spicy Chipotle Cheddar, and Parmesan & Herb) and are made in a commercial facility in Charlotte, NC. Woman-owned (WBENC) and operated, Pennies is on a mission to help the world “Stay Cheesin” through delicious, quality snacks.

Fichi Fig & Nut Bites

Fichi Fig and Nut Bites will satisfy your sweet tooth with no added sugar! Made with just two ingredients each – Figs and Almonds, and Figs and Walnuts, Fichi are tasty and wholesome fig bites inspired by a classic Italian snack. Fichi are perfect as an on-the-go snack, an after-dinner treat, or the newest addition to any charcuterie board or wine and cheese night. Good Source of Fiber, Zero Added Sugar, and absolutely tasty!

Whatrr

Whatrr delivers “Guilt-Free Hydration” through its innovative biodegradable bottles, breaking down in just 8 years compared to 800 for traditional plastics. With a commitment to sustainability and premium quality, Whatrr provides eco-conscious hydration without compromise. Our national distribution capabilities ensure seamless delivery for on-the-go, take-out, and dine-in settings, as well as bulk options for catering and restaurants. Whatrr combines superior hydration with environmental responsibility, making it the perfect choice for today’s conscious consumer.

Lottie’s Meats

Lottie’s Meats is a sister-founded pork sausage brand reintroducing, all-natural, chef-crafted pork in a new and meaningful way. 

Using only whole muscle cuts, like pork loin and pork shoulder (sourced from their 6th generation family farm), and unique recipes with premium herbs & spices, Lottie’s sausage is packed with protein, flavor & fun.

Lottie’s won a free booth in the Startup CPG section thanks to a giveaway partnership with SFA!

Häppy Candy

Häppy Candy is a female founded better-for-you candy company based in New York providing delicious, vegan candy with 70% less sugar than traditional candy without using any fake sugars, like alternative sweeteners or sugar alcohols, we simply use less sugar and only a few, simple ingredients. We only use natural colors and flavors and manufacture in Germany for premium quality!

BOBABAM

Your favorite boba shop is now open 24/7/365 in your freezer. Our Instant Boba Drink Kits are ready in 60 seconds, just add milk (or alternative)! Try our 11 amazing flavors. Made with authentic Taiwanese tapioca pearls, our fresh-frozen balls always have the perfect QQ (chew). Snip boba pack, zap in microwave for 60 seconds, pour in glass over ice, splash in a cup of milk or build your own creation. Did we mention we’re vegan, non-GMO and gluten free?

Mellody

Mellody was born out of our love for bees and a dream to create a plant-based honey that’s better for people, pollinators, and our planet. Mellody offers two varieties: Golden Clover has a bright and balanced floral taste, while Mellody Spicy Habanero harnesses the sweet, spicy, and bold flavor of habanero chili peppers. Drizzle, marinade, bake, shake into a cocktail, and go wild!

Uncle’s Ice Cream

Uncle’s Ice Cream Sandwiches bring people together with a remarkable treat made from super-premium ingredients, clean labels, and bold flavors. From our start at a North Shore farmers market to becoming an iconic Hawaiian brand, we delight customers with our WOW! taste experience. In 2023, we expanded to Las Vegas to serve the West Coast. Offering both 6-ounce and 2-ounce minis, we pair unique ice cream flavors with custom-baked cookies, ensuring a delicious choice for everyone. Booth # 4014A.

Meatless Future

At Meatless Future, we believe in the power of food to shape a better tomorrow. We reimagine traditional Japanese cuisine with a plant-based twist. Our journey began with the question: How can we honor the rich heritage of Japanese food while contributing to a sustainable and healthier future for our planet? The answer: by crafting delicious, plant-based dishes that respect tradition, prioritize health, and embrace innovation. Booth #3909A.

Visit the Startup CPG Booth #3919B

Startup CPG is the biggest CPG community on the planet with over 22k members. We believe in the massive potential of small consumer brands — and have made it our mission to empower them along their journey. Startup CPG connects emerging brands to resources, industry partners, and the most supportive community in the industry.

Through our online community on Slack, our in-person events, and our media and resources — podcast, databases, webinars, and more — Startup CPG brings major opportunities to emerging brands at NO COST.

We’re excited to meet you at the show!