There is never a shortage of innovation at the Summer Fancy Food Show, and 2026 was no exception. While new products filled every aisle, one message rang louder than any other: we are still not over protein.

If there was any lingering question about whether the protein craze has reached its peak, the answer is a definitive no. “Protein” continues to be one of the loudest words on packaging. Brands are now identifying whitespace within the category—finding new formats, occasions, and ways to deliver it.

Protein snacking is one category that is clearly on the rise. While Wilde’s Chicken Chips helped pioneer the category, a wave of newcomers is quickly following. Buffs introduced freeze-dried beef puff bites in multiple flavors, while Rodeo Snacks showcased dried beef crispy steak chips. Rumor also has it that David Protein is preparing to launch a Dorito-style protein chip, proving there is still plenty of room for innovation in the snack aisle.

Other new notable protein-forward brands included Wani Cakes, high-protein, low-calorie cake cups, and Boostcous, a protein-packed couscous made from chickpeas and lentils (a natural evolution of the Banza playbook). Also like David Protein, Nymbl has entered the ice cream space with a high-protein treat, reimagining classic flavors with an added protein boost.

Other brands that weren’t protein-focused reflected a broader shift happening across CPG. Food is expected to do more than simply taste good. Today’s products are increasingly expected to deliver a functional benefit. For a deeper dive into our perspective on where CPG is headed, read more here. Whether that’s protein, hydration, gut health, focus, or sleep, consumers are asking not just what is it? But what does it do for me?

Field Goods, founded by the daughter of Mrs. Fields founder herself, perfectly captures this evolution. Rather than simply making cookies, the brand has reimagined the category with varieties formulated for Focus, High Protein, and Sleep. Cookies have become vehicles for function.

Other brands are blending functionality with broader consumer trends. Dirty Vigro merges non-alcoholic cocktails with electrolytes, delivering hydration for just 35 calories. More than just a win-win, its a triple win! Pickle Juice transforms pickle brine into concentrated electrolyte shots designed to help stop muscle cramps at the source. Lastly, Good Greed gives gummy candy a functional makeover with low-sugar, gut-friendly gummies that contain no artificial ingredients and are backed by dietitians. Why settle for traditional candy when you can choose options that offer added benefits?

Nostalgia also remains a powerful driver, with brands reinventing childhood favorites for today’s consumer. Bagelverse reimagines the classic pizza bagel with flavors ranging from Big Cheese and Lil-Roni to Spicy Vodka. Mad Mutz takes mozzarella sticks beyond the freezer aisle standard with varieties like Grilled Cheese, Cacio e Pepe, and Lucifer. Ripi gives frozen ravioli a premium update with fillings such as Beef Short Rib, Chicken Parm, and Cacio e Pepe.

One of the more emerging themes this year was texture—specifically, crunch. Consumers aren’t just looking for flavor; they’re looking for foods that add contrast and excitement to every bite.

Conza has built its entire brand around that idea. After launching with its signature Sourdough Crunch, essentially a modern take on breadcrumbs, the company expanded into “Crunchy Seasonings,” a line of flavored nuts and seeds designed to top salads, grain bowls, and other everyday meals. Little Latke approaches crunch from a different angle, transforming traditional potato latkes into crisp, chip-like snacks available in flavors ranging from Classic to Garlic Parmesan and Spicy Honey Dijon.

Convenience also continues to evolve beyond frozen dinners and microwave meals. Consumers still want quick solutions, but they now wan restaurant-quality flavors and better ingredients.

Korean Bros embraces this shift with easy-to-prepare tteokbokki, udon, and soba dishes wrapped in playful, ’80s-inspired packaging that makes weeknight cooking feel fun rather than stressful. Nomie is applying the same philosophy to children’s meals with “Just Add Water” products like Butternut Mac & Cheese, Zucchini Pesto Pasta, and Black Bean & Veggie Rice.

Finally, global flavors continue to push beyond familiar international cuisines, introducing consumers to dishes they may have never encountered before. Chenzi showcased traditional Fuzhou-style potato balls from China, while Red Fox Spices launched Injera Club, a new brand bringing Ethiopian cuisine to the modern pantry. Products include Misir Wat, an Ethiopian red lentil stew, and Qulet, a versatile berbere simmer sauce that makes regional cooking more approachable at home.

If there was one overarching takeaway from the 2026 Summer Fancy Food Show, it’s that consumers no longer want products that fit neatly into a single category. They want foods that work harder. Foods that deliver nutrition, function, convenience, excitement, and global discovery all at once. Protein may still be leading the conversation, but it’s becoming just one piece of a much larger movement redefining what food is expected to do.