[Expo West Series] The Rise of Purpose-Driven Food Brands

The future of food is being shaped less by trends and more by intention — what we feed our bodies, where ingredients come from, and how products actually support everyday life. So what does it look like when founders prioritize function, family roots, and real nutrition over empty hype?

At Expo West, that shift is everywhere. From baby food brands reimagining early nutrition with protein and healthy fats instead of sugar-heavy fillers to founders launching products rooted in generations of farming and food production, there’s a renewed focus on substance over shortcuts. Functional beverages are also evolving, with clean hydration drinks featuring natural electrolytes and adaptogens instead of artificial blends. And even indulgent categories are getting a rethink, with candy brands delivering bold, custom flavors alongside benefits like low-sugar, high-fiber, and plant-based ingredients. Across the board, these brands are proving that better-for-you doesn’t have to mean boring — it can be thoughtful, flavorful, and deeply personal.

On this episode of the Firebelly Social Show, Duncan Alney is at Expo West connecting with founders who are building purpose-driven food and beverage brands. From nutrient-dense baby meals to family-founded food companies, functional hydration, and modern better-for-you treats, this episode highlights how today’s CPG innovators are redefining what it means to create products that truly serve people.

Here’s a glimpse of what you’ll learn: 

• [0:42] Serenity Kids’ mission to empower littles through better nutrition
• [1:38] The family behind San Miguel Family Foods’ brand debut
• [3:01] LEVL’s ultra-clean hydration drink with natural electrolytes
• [4:14] LEVL’s TikTok strategy and marketing growth plans
• [5:07] Better Sour’s high-fiber, low-sugar vegan candy

About Serenity Carr, Jose Pablo Madrazo, Patricio Madrazo, Matthew Kemper, Isabella Hughes:

Serenity Carr is the Co-founder and CEO of Serenity Kids, a brand transforming the baby food aisle with nutrient-dense, protein-forward products. She co-founded the company to challenge the norm of sugar-heavy, low-nutrition options and instead prioritize healthy fats and balanced macronutrients for early development. Through Serenity Kids, she is on a mission to help raise healthier children by redefining what quality nutrition looks like from the very beginning.

Jose Pablo Madrazo and Patricio Madrazo are the Co-founders of San Miguel Family Foods, a brand rooted in generations of farming and food production. Having grown up working closely with food at its source, they bring deep agricultural knowledge and hands-on experience into building their company. Their mission is to translate their family heritage into high-quality products that connect traditional food practices with today’s market.

Matthew Kemper is the Founder of LEVL, a clean hydration brand focused on natural electrolytes and functional ingredients. He created the company to offer an alternative to artificial sports drinks by using simple, effective components like Himalayan salt, adaptogens, and organic fruit. His work centers on delivering balanced hydration that supports everyday performance and wellness.

Isabella Hughes is the Co-founder and Chief Revenue Officer of Better Sour, a modern candy brand reimagining sour gummies for today’s consumer. Alongside her co-founder, she built the company around a shared love of bold, unique flavors and a desire to create a better-for-you indulgence. Better Sour combines playful taste experiences with thoughtful ingredients, including low-sugar, high-fiber, and plant-based formulations.

Resources Mentioned in this episode

• Duncan Alney on LinkedIn
• Firebelly Marketing
• Serenity Carr on LinkedIn
• Serenity Kids
• Jose Pablo Madrazo on LinkedIn
• Patricio Madrazo on LinkedIn
• San Miguel Family Foods
• Matthew Kemper on LinkedIn
• LEVL: Website | TikTok | Instagram
• Isabella Hughes on LinkedIn
• Better Sour: Website | Instagram

Quotable Moments:

• “We pack our products with protein and fat so that those babies can grow up big and strong.”
• “We’ve been growing up, growing food, making products for our whole lives.”
• “We make sour gummy candy for flavor seekers and foodies. All our flavors are custom-made just for us.”
• “We are not about empty carbs. That’s what the baby food aisle looked like before we started our company.”
• “LEVL is functional hydration, super clean hydration, all-natural electrolytes.

Action Steps: 

1. Prioritize nutrient-dense product development: Focusing on balanced macronutrients like protein and healthy fats supports better long-term health outcomes for consumers.
2. Build products rooted in authentic experience: Leveraging personal or family backgrounds in food can create more credible, differentiated, and meaningful brands.
3. Embrace clean and functional ingredients: Using natural electrolytes, adaptogens, and simple formulations meets growing consumer demand for transparency and wellness.
4. Innovate within indulgent categories: Reimagining treats with better-for-you attributes like low-sugar and high-fiber expands appeal without sacrificing enjoyment.
5. Invest in brand visibility and growth channels: Expanding into retail and scaling marketing efforts, including social media, is essential for driving awareness and sustained sales.

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