Chicago-based food companies like Mush and Farmer's Fridge are experiencing rapid growth as consumers increasingly turn away from processed foods in favor of healthier, more authentic options.
Mush, a ready-to-eat overnight oats company founded by Ashley Thompson 10 years ago, has sold over 200 million cups and caught the attention of Whole Foods, which has requested Mush to also create protein bars. According to Thompson, consumers are "eating more intentionally" and moving away from processed foods towards cleaner, simpler, and nutrient-dense food.
Farmer's Fridge, another Chicago-based company, is growing steadily and has been able to launch new products quickly due to its agility. Founder Luke Saunders credits the shift in consumer behavior for the company's success: "People are sick of eating the same old processed foods every day...they want to eat healthy, they want to eat fresh."
Meanwhile, Kraft Heinz, one of the largest food and beverage companies in the world, is trying to adapt to this changing market. The company recently announced that it will split into two separate companies to accelerate its growth amid waning consumer interest.
Despite these efforts, some industry experts argue that big brands are still struggling to keep up with consumers' growing demand for healthier options. Ernest Baskin, assistant professor at Saint Joseph's University in Pennsylvania, notes that "big giants lean into trends" but often struggle to implement changes quickly enough.
To overcome this challenge, companies like Mush and Farmer's Fridge are focusing on authenticity and transparency. Thompson of Mush says that marketing plays a key role in drawing customers, particularly for independent brands: "Consumers really want authenticity...they want to understand why this company came to exist, who the founder is, what they're attempting to do."
As the food industry continues to shift towards healthier options, companies like Mush and Farmer's Fridge are poised to benefit from consumers' growing demand for cleaner, more authentic food. And with big brands like Kraft Heinz trying to adapt to this changing market, it will be interesting to see how the landscape of the food industry evolves in the years to come.
Acquisitions are also playing a role as startups test new trends and larger conglomerates pick up the ones that do well. Simple Mills was acquired by Flowers Foods for $795 million in January, while Chicago-based supplement brand Vital Proteins was acquired by Nestlé Health Science in 2022.
As Abin Kuriakose, chief innovation officer at World Business Chicago, notes, "Corporates and startups are in a race to meet that demand...corporates are more open to connecting with startups through venture arms, partnerships, and events."
Mush, a ready-to-eat overnight oats company founded by Ashley Thompson 10 years ago, has sold over 200 million cups and caught the attention of Whole Foods, which has requested Mush to also create protein bars. According to Thompson, consumers are "eating more intentionally" and moving away from processed foods towards cleaner, simpler, and nutrient-dense food.
Farmer's Fridge, another Chicago-based company, is growing steadily and has been able to launch new products quickly due to its agility. Founder Luke Saunders credits the shift in consumer behavior for the company's success: "People are sick of eating the same old processed foods every day...they want to eat healthy, they want to eat fresh."
Meanwhile, Kraft Heinz, one of the largest food and beverage companies in the world, is trying to adapt to this changing market. The company recently announced that it will split into two separate companies to accelerate its growth amid waning consumer interest.
Despite these efforts, some industry experts argue that big brands are still struggling to keep up with consumers' growing demand for healthier options. Ernest Baskin, assistant professor at Saint Joseph's University in Pennsylvania, notes that "big giants lean into trends" but often struggle to implement changes quickly enough.
To overcome this challenge, companies like Mush and Farmer's Fridge are focusing on authenticity and transparency. Thompson of Mush says that marketing plays a key role in drawing customers, particularly for independent brands: "Consumers really want authenticity...they want to understand why this company came to exist, who the founder is, what they're attempting to do."
As the food industry continues to shift towards healthier options, companies like Mush and Farmer's Fridge are poised to benefit from consumers' growing demand for cleaner, more authentic food. And with big brands like Kraft Heinz trying to adapt to this changing market, it will be interesting to see how the landscape of the food industry evolves in the years to come.
Acquisitions are also playing a role as startups test new trends and larger conglomerates pick up the ones that do well. Simple Mills was acquired by Flowers Foods for $795 million in January, while Chicago-based supplement brand Vital Proteins was acquired by Nestlé Health Science in 2022.
As Abin Kuriakose, chief innovation officer at World Business Chicago, notes, "Corporates and startups are in a race to meet that demand...corporates are more open to connecting with startups through venture arms, partnerships, and events."
I mean, come on, can't they just use biodegradable packaging or something?
. And what about all the startups popping up like Mush and Farmer's Fridge - those guys are already getting attention from big brands! Maybe Kraft Heinz should be focusing on partnering with them instead of trying to compete head-on 
mush is literally changing the oats game and farmer's fridge is bringing freshness to everyone's table 
it's so awesome to see consumers taking control of what they eat and demanding more from their food companies. kraft heinz trying to split up isn't the best move lol but i guess it'll be interesting to see how that plays out 
can't wait to see what other innovative moves they make next!
I'm lovin' this trend! Consumers are finally wakin' up to the fact that processed foods just aren't cuttin' it anymore. I mean, who wants to eat the same old stuff every day when you can have healthy, fresh options? 
Mush and Farmer's Fridge are killin' the game with their overnight oats and convenient meal solutions. And Kraft Heinz is tryin' to adapt by splittin' into two separate companies - maybe they should just take a cue from these startups? 
It's all about authenticity and transparency, fam! People want to know who's behind the brand and what they're passionate about. Can't wait to see how this whole food revolution plays out in the next few years 
. I mean, they've been around for ages, but it's about time they listened to the consumers. I think it's great that these smaller companies like Mush and Farmer's Fridge are stepping up their game. They're all about being authentic and transparent, which is what people want from a brand nowadays 
. It's not just about throwing money at a problem, but actually understanding the consumer's needs and wants. The big giants might have to get creative to keep up with these smaller players...
smaller companies like mush & farmers fridge r doin it right by puttin in the effort 2 make food that ppl actually wanna eat 
. People are finally realizing that all that processed food stuff ain't doin' them no good. Its about eatin fresh & bein intentional with what we put in our bodies. And I love how independent brands like these ones are leadin the way, focusin on transparency & authenticity - its so refreshing! 
. anyway, i think the key is going to be authenticity and transparency - if consumers know more about what they're eating, they'll make better choices. and thats where these smaller companies come in 
. I mean, who wants to eat the same old stuff every day when you can have delicious, nutritious food that's made with love? The fact that these companies are prioritizing authenticity and transparency is really admirable - it shows that they truly care about what their customers want 
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. Companies need to be flexible and willing to take risks in order to stay relevant. And with acquisitions on the rise, it'll be exciting to see which startups get picked up by larger companies and which ones continue to thrive independently 
and it's so cool to see these small brands like mush and farmer's fridge killing the game! i mean, who wants processed food when you can have wholesome, nutritious options? 
and honestly, it's awesome that startups are getting acquired by bigger brands - it's like a match made in heaven! 
who knows what the future holds for these new wave food companies?
. On one hand, you've got these smaller brands like Mush and Farmer's Fridge killing it with their healthy, authentic options 
. I think this shift in consumer behavior is a great example of how companies need to listen to what people want and adjust accordingly. And let's be real, it's not just about the food itself, it's about the values behind it - transparency and authenticity are huge right now 
. I mean, it's awesome to see brands like Mush and Farmer's Fridge leading the way with their healthy and authentic options 
. But hey, it'll be interesting to see how this all plays out in the future 
. Companies like Mush and Farmer's Fridge are really killing it by being transparent about their ingredients, sourcing, and values 
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he says ppl wanna eat healthy & fresh, which is SO true. i think big brands should take note tho, like Kraft Heinz, & try to be more like mush & farmer's fridge 
. The big brands trying to adapt is also a good sign, but we'll see if they can keep up with the pace of startups like these guys