From Expo West: What You Missed (and What’s Next)

Coming out of this year’s Natural Products Expo West, we wanted to share a few standout moments and why they matter for where brands—and innovation—are headed next.

A Defining Conversation on the Future of Nutrition

We start with a curated, invite-only experience:

“Bitter is Better — Living in a Sugar Society”
Presented by TCI and supported by UNPA

Hosted at House of Blues Anaheim, the event brought together industry leaders, including a keynote from internationally recognized expert in the fields of dietary supplements, herbal medicine, women's health, and natural medicine, Dr. Low Dog,  to explore what’s next across functional ingredients, metabolic health, and next-gen delivery systems.

Key themes that emerged:

• The growing role of bitterness in balancing sugar-heavy diets

• Acceleration of GLP-1 aligned innovation

• Breakthrough technologies like duo-chamber delivery systems

• The shift toward science-backed, efficacy-driven products

Watch the highlight recap here:

Once Upon A Coconut: Breakout Momentum

Once Upon A Coconut continues to build serious traction on the Expo floor—reinforcing its position as one of the fastest-growing brands in the hydration space. From strong buyer engagement to expanding retail conversations, the brand is clearly resonating at the intersection of:

• Functional wellness

• Lifestyle-driven branding

• Purpose-led storytelling

For a deeper take on where things are headed, check out this recent conversation featuring our very own Marc Sampogna on The Ad Podcast with Dylan Conroy:

Where We Go From Here

If Expo West reinforced anything, it’s this: The brands that win next will be the ones that bridge science, story, and speed to market.

Canopy Brand Group Named Agency of Record for High Limb Cider

New York, NY — January 9, 2026 — Canopy Brand Group announced it has been named Agency of Record (AOR) for High Limb Cider, coinciding with the debut of the brand’s new strategic positioning, visual identity, packaging system, and website.

This milestone follows a deep partnership between High Limb and Canopy that reimagined the brand from the ground up—transforming it from a regional, under-the-radar favorite into a bold challenger poised to disrupt the national hard cider category.

At the heart of the relaunch is High Limb’s new brand platform, “Bite Into Bold”—a confident, flavor-first expression designed to bring energy, personality, and modernity to the craft cider space. The “Bite Into Bold” platform—developed by Canopy in 2025—reintroduces High Limb with a vibrant, modern look and a confident point of view: craft cider should be as bold as the people who drink it. The platform comes to life through:

“Canopy didn’t just help us change the way we look—they helped us change the way we show up in the world,” said Colin Geoffrey, CEO of High Limb Cider. “Their strategic clarity and creative craft gave us a brand that reflects who we truly are and where we’re headed. Naming them our Agency of Record was not just the right decision—it was the only decision.”

As Agency of Record, Canopy Brand Group will lead ongoing brand-building initiatives, including:

• National campaigns across digital, social, and media

• Content creation, community, and storytelling

• Packaging updates and portfolio innovation

• Retail activation and trade marketing strategies

• Experiential and collaboration programs

• Long-range strategy and brand ecosystem development

“High Limb is a standout product in a category ready for disruption,” said Marc Sampogna, Managing Partner and Chief Creative Officer at Canopy Brand Group. “We built ‘Bite Into Bold’ to give the brand cultural swagger, distinctiveness, and unstoppable energy. As AOR, we’re excited to amplify that vision across every consumer touchpoint.”

The brand’s redesign ushers in the next chapter of growth for High Limb, supported by phased expansion plans, a robust flavor portfolio, and a visual identity system tailored for national scale. The new website—also created by Canopy—showcases High Limb’s bold personality and delivers a refreshed digital experience built for discovery, education, and commerce.

About High Limb Cider
High Limb Cider is a craft cider company rooted in quality and driven by flavor. Known for its smooth profiles and bold taste expressions, High Limb produces a diverse lineup of premium hard ciders made with real ingredients and a fearless approach to flavor.

About Canopy Brand Group
Canopy Brand Group is a strategic branding, creative, and innovation agency with offices in New York and California. The agency partners with ambitious brands to build platforms, designs, and campaigns that accelerate growth and drive lasting cultural and commercial relevance.

A JOINT EFFORT: Growing The Agriculturalist with Canopy

At Canopy, we love helping brands find their voice. Our work with The Agriculturalist, a new cannabis dispensary in Massachusetts, proves that when creativity meets strategy, the results are highly impactful.

We developed their brand positioning — “Thoughtful cannabis, for the people.” and extended it across every touchpoint:

• Consumer segmentation to understand and connect with audiences

• Digital advertising & social media content/management

• Collateral, merchandise & signage that bring the brand to life

• A podcast concept, “Toke of Genius,” designed to spark meaningful conversations in cannabis culture                              

“Partnering with Canopy wasn’t just about branding — it was about shaping an identity that feels authentic, thoughtful, and enduring. The Agriculturalist is proof of what happens when strategy and creativity work hand in hand.”

— Colin Geoffrey, Founder & CEO, The Agriculturalist