Notes from the Fancy Food Show

Every summer, the Fancy Food Show takes over the Javits Center in New York, bringing together thousands of specialty food brands from around the world. It’s one part trade show, one part tasting event, and one giant source of inspiration for anyone who loves food, packaging, and branding.

We spent the day weaving through the aisles, tasting everything from croutons to churros, filling tote bags with samples, and, naturally, taking far too many photos of packaging.

It’s easy to get caught up in the sheer volume of products. There are thousands. But the brands that stuck with us all had something in common. They weren’t just selling food. They were creating memorable experiences through thoughtful branding, product innovation, and storytelling.

Honey Department stopped us in our tracks before we even tasted it. Their honey comes in an aluminum tube, something we’d never seen before, which immediately changed our expectations of the product. Once we tried it, we understood why. The honey is unbelievably thick and silky, almost spreadable, and the packaging feels perfectly suited to the experience. It’s a great reminder that the vessel can become part of the product itself.

Coop’s was another favorite. The branding is warm, playful, and impossible to miss, but the real surprise was the fudge itself. Rich, smooth, and incredibly balanced, it lived up to everything the packaging promised. It’s always satisfying when a product delivers on the expectations its identity creates.

We also loved discovering Roaring Fork Mill. Beyond the thoughtful illustrations and approachable packaging, what stood out most was their commitment to regenerative agriculture and regional grain systems. Their shortbread cookies became one of our favorite bites of the day, and the brand does a beautiful job of making sustainability feel tangible instead of performative.

Then there was Paco Jones, whose Mexican ketchup sauce immediately caught our attention because, well, Mexican ketchup? It’s a product category we hadn’t really encountered before. Designed by Land, the branding perfectly balances heritage, humor, and bold shelf presence. It feels confident without trying too hard.

Some other favorites included Groots, whose oversized typography and fearless color palette make snacking croutons feel genuinely exciting, and Super Matcha, which strips the category back to bold typography and clean color blocking without feeling clinical.

We’d be remiss not to mention the amount of protein. It has officially infiltrated every category. We saw it in water, ice cream, candy, chips, granola, and even Jell-O (!!). At a certain point we had to ask ourselves, does everything need protein? According to the Fancy Food Show, the answer is a resounding yes.

Walking the show, we noticed fewer brands trying to fit into a single “better-for-you” aesthetic and more brands embracing distinct personalities.

Instead of looking polished for the sake of being polished, many of our favorites leaned into oversized typography, hand-drawn illustrations, unexpected packaging formats, and clear, memorable points of view. The strongest brands weren’t necessarily the loudest. They were the ones where every touchpoint, from the product to the packaging to the founder’s story, felt cohesive.

At Paperwhite, we talk a lot about building brands people want to spend time with, not just buy from. Yesterday was a reminder that the strongest food brands don’t compete by saying more. They compete by being unmistakably themselves.

One of our favorite parts of the day was catching up with familiar faces. It was so fun seeing clients showcasing their latest products, reconnecting with founders we’ve worked with, and meeting brands we’ve admired for years. It’s a reminder that behind every great package is a team of passionate people bringing it to life.

We came home with sore feet, way too many samples, and a notebook full of ideas. Safe to say we’ll be thinking about those Roaring Fork cookies, the tube of honey, and a few more standout brands for a while.