Shinsegae Food's 'You What You Eat'... Participates in the US Largest Natural Food Expo

"Accelerating US Expansion with Localized Customization Strategy"
Developing Additional Products like Plant-Based Nuggets and Luncheon Canned Ham

Better Foods, a subsidiary of Shinsegae Food specializing in alternative foods, showcased its plant-based alternative brand ‘You Are What You Eat’ at the world’s largest natural products expo, the Natural Products Expo West (NPEW), as it expands into the U.S. market.

NPEW is a natural and health food expo held in Anaheim, California, on the U.S. West Coast, and is a leading exhibition where global natural food trends can be identified.

Since the 12th, Better Foods, a plant-based food subsidiary of Shinsegae Food, has been introducing alternative meat products and menus using them to visitors at the 2024 Natural Products Expo held at the Anaheim Convention Center in California, USA.

At NPEW, held from the 12th to the 16th, Better Foods introduced the You Are What You Eat brand along with more than 10 types of alternative meats and plant-based convenience foods developed so far. They also expanded their distribution channel presence through on-site tastings and buyer consultations featuring cold cuts, sausage patties, meatballs, and minced meat products that can be immediately utilized in the U.S. market. Approximately 2,000 visitors per day visited the Better Foods exhibition hall. A Better Foods representative said, "Unlike existing U.S. companies’ alternative meats, which are mainly launched based on raw materials, there was significant interest in the versatility of Better Foods’ alternative meats that can be used in various cooking methods."

Better Foods plans to accelerate its entry into the U.S. market by reflecting global alternative food trends and implementing a localized strategy through participation in NPEW. In addition to the plant-based alternative meat products showcased at NPEW, Better Foods is developing various alternative foods such as plant-based nuggets, luncheon canned ham, and luncheon slices that reflect U.S. consumer demand. They are also focusing on recruiting dedicated personnel with experience in leading alternative food companies to expand local sales channels.

A Better Foods representative stated, “Through participating in this NPEW, we were able to confirm the global market potential of plant-based alternative foods using healthy ingredients,” adding, “We will actively expand our presence by conducting marketing targeting local consumers using various alternative foods.”