UNFI Show Turns Innovation into Opportunity: How Emerging Brands Help Grocers Differentiate
July 15, 2026 | 3 min to read
Today’s shoppers head to their local grocery stores to discover new products that go beyond familiar favorites. With hundreds of emerging and new-to-market brands in the company’s supplier network, UNFI is helping grocers differentiate their assortments and create stand-out shopping experiences.
Held four times per year, UNFI’s seasonal selling shows offer a unique opportunity for retailers to see real-time innovation in action. During this week’s Holiday and Winter Selling Show in Las Vegas, more than 1,100 grocery retail representatives explored nearly 2,200 brands and planned their shelf strategies for the fall selling season.
“When today’s shoppers walk into a store, they’re often searching for discovery – whether that’s a product they saw on social media, a unique flavor, or an emerging wellness trend,” said Meagan Kessel, VP, SRM Strategic Partnerships. “At UNFI’s selling shows and beyond we connect retailers with innovative brands that can help them meet shoppers’ evolving needs and create a differentiated shopping experience.”
Innovation on Display
Curated experiences throughout the show, including the Innovation Hive, highlighted brands that deliver on evolving shopper expectations – from better-for-you snacks and functional beverages to specialty wellness products, like sunscreen and colostrum.
The Innovation Hive featured nearly 15 hand-selected, innovative products aligned with consumer trends – such as protein-rich foods and functional wellness items. The experience created opportunities for retailers to discover UNFI-vetted products and engage directly with suppliers advancing innovation across key categories. Featured brands included Magic Chocolate, the world’s first regenerative chocolate brand, and Wild Fox Foods, a brand that makes trail mix and snacks with no seed oils.
“Finding those trend-forward products early helps us create excitement for our shoppers and reinforces our role as a destination for discovery,” said Saj Khan, Vice President of Grocery Operations and Purchasing at Nugget Markets. “Working with UNFI and attending these shows has helped us identify products that expand and diversify our assortment and meet growing demand for wellness-focused products.”
Building a Pipeline of Emerging Brands
The UpNext aisle highlighted brands participating in UNFI’s UpNext Supplier Development Program. The program, which now includes around 300 emerging brands, helps founders build brand awareness while giving retailers early access to innovative products that can set their stores apart.
Four featured brands, Narra, Projo, Molten Tallow, and Ginsa, participated in the UpNext Pitch Slam competition, presenting their stories and products to a live audience of retailers and industry partners.
“Winning Pitch Slam was a tremendous validator for our brand,” said Lumen Co-Founder & CEO Yasir Hashim, last year’s winner. “The opportunity to connect directly with retailers, share our story, and build relationships through UNFI helped us expand our reach and introduce our product to new shoppers and markets.”
UNFI’s partnership with Startup CPG also gave retailers the opportunity to discover 70 emerging brands poised for growth. Attendees voted for their favorites, helping award one standout supplier the opportunity to join UNFI’s UpNext Program and gain distribution across the company’s network.
Extending Discovery Beyond the Show
While the Selling Show provides a platform for in-person discovery, UNFI is also expanding access to emerging brands year-round through Endless Aisle, its digital shopping platform. Launched last October, Endless Aisle gives retailers an easier way to differentiate their product assortments through a seamless online ordering process, while helping suppliers expand the reach of their brands.
Creating Connections that Support Differentiation
As consumer preferences continue to evolve, emerging brands are an increasingly important source of differentiation for retailers looking to stay ahead of trends and deliver unique shopping experiences.
Through both seasonal selling shows and year-round programs, UNFI is helping retailers identify what’s next while creating meaningful opportunities for emerging brands to build awareness and scale their growth.