Emerging Brands
APPLICATIONS OPEN
JOIN THE 2026 EMERGING BRANDS COMPETITION
Each year, a select group of emerging consumer brands earns the opportunity to showcase their products at the Nourishing Change Conference. If your innovation is redefining how people eat, feel or live well, this is your moment to get in front of Kroger, Hy-Vee and the industry leaders who influence what reaches consumers nationwide. Applications close January 31, 2026.
Get featured in the Product Pavilion
Sample your product to conference attendees
Meet industry decision-makers
Compete to win retail distribution opportunities with Kroger and Hy-Vee
A Launchpad for Innovators
What is the Emerging Brands Competition?
The Emerging Brands Competition is a curated program within the Nourishing Change Conference where selected brands showcase and sample their products, gain real-time feedback from attendees, and participate in a live competition experience, where standout brands are selected as winners and earn the opportunity to advance their distribution.
Meet Last Year's Winners
Seize the Opportunity
WHY APPLY
The Emerging Brands Competition is your chance to break through. The Nourishing Change Conference brings together innovators, retailers, and health leaders who shape what reaches consumers nationwide. If you’re ready for meaningful visibility and the opportunity to earn retail distribution, this is where your next stage of growth begins.
Showcase Your Brand
Create meaningful visibility with retailers, health leaders and innovators who attend the conference looking for what’s next. Your kiosk in the Product Pavilion gives your product a dedicated space to be experienced and remembered.
Stand Out Through Innovation
Attendees sample, compare and vote giving breakthrough brands a clear signal of market excitement. Winners gain a platform on the conference stage to share the story behind their innovation.
Product Distribution With Kroger & Hy-Vee
Three brands will be selected by Kroger, three by Hy-Vee, with one additional joint Nourishing Change Conference winner. Winning brands may receive distribution in up to 500 Kroger stores or up to 150 Hy-Vee stores, with final store counts determined by category and retailer.
Who Should Apply?
The Emerging Brands Competition is designed for consumer brands improving everyday health and well-being outcomes — including food, beverage, functional products, supplements, OTC, personal care, diagnostics, and other wellness categories.
To qualify, brands must meet all the following criteria:
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Sold in two or fewer Kroger divisions
- Sold in fewer than 30 Hy-Vee stores
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Able to attend in person in Des Moines, Iowa (June 2–4, 2026)
- Be prepared to scale production and distribution if selected
How Do I Apply?
Complete the form below, and we will be in touch to let you know if your company has been selected. There is no cost to apply. A $2,000 participation fee is only required if your brand is selected. For any questions regarding your entry, please contact us at [email protected].
Don’t miss this chance to break through and
connect with industry leaders
Become an Emerging Brand
Meet Our 2025 Emerging Brands Winners
Meet Our 2025 Emerging Brands
