Flavors of the Summer Fancy Food Show: How Women Are Changing What We Consume

Thanks to the support of the Specialty Food Association, two of Enthuse's summer interns - Emma Beckerman and Laetitia Hagadone were able to attend the 2025 Summer Fancy Food Show at the Javits Center in New York City on June 30, 2025.

Here were their observations and comments. Check out our previous blog posts about the Fancy Food show, "Having a Clear Objective is the Key Ingredient for the Fancy Food Show," and "Fancy Foodapalooza - The Ultimate Summer Festival."

The 2025 Summer Fancy Food Show was packed with flavor, buzzy ingredients, and heat, but the true standout ingredient? Women-led brilliance. 

In between the crowded aisles and lively booths, women founders offered more than just innovative products; they shared stories, cultural pride, and a vision for the future of the food industry. From plant-based baked goods to kid-friendly sauces, these women aren't just involved in the industry; they're reshaping it.

Here are some women-owned brands that stood out to us:

Baba's

Co-Founders: Rana Kamal and Khalid Ansari

Baba's is an award-winning Arab American/Palestinian American-owned brand founded by second-generation Palestinian American siblings who sold their hummus out of a food truck in Minneapolis before opening a Middle Eastern restaurant. They now sell hummus, pita puffs, and dips nationally in addition to operating their brick-and-mortar location.

Bake Me Healthy

Founder: Kimberle Lau

After becoming a mom, facing food allergies and finding out she was considered high-risk for developing breast cancer, Kimberle wasn't just rethinking dessert; she was reimagining the entire baking aisle. Her solution? Bake Me Healthy is a line of upcycled plant-based, soy-free, dairy-free, and egg-free baking mixes that taste just as indulgent as they are wholesome. Her newest product line is pre-packaged, wrapped chocolate cookies - no baking needed.

Beyond The Bib

Founder: Jill Weissman

Making mealtime easier, healthier, and much more fun for little ones, Beyond the Bib is here for the next generation of foodies. With sauces made from fruits and veggies (no added sugar, salt, or artificial ingredients), this brand introduces global flavors to babies as soon as they start eating solids in the high chair. It's about creating joy at the table for kids and the grown-ups feeding them. Editor's note: Beyond the Bib won the 2025 Enthuse Foundation Amazon General Grant.

Kay's Curries

Founder: Kalpana Kethineedi

A just-add-water meal kit, Kay's Curries was created to make authentic, nourishing Indian cuisine effortlessly accessible by providing easy plant-based, gluten-free meal kits that unlock treasured family recipes and flavors without tedious ingredient prep or long cook times.

Josephine's Baking Co.

Co-Founders: Lydda "Mimi" Gonzalez and Andrea Uribe

Lydda, affectionately known as Mimi, embarked on her journey from Venezuela to Quincy, Massachusetts, driven by a simple yet heartfelt reason: a cookie. As a retired electronics engineer who turned into a passionate baker and pastry chef, she discovered a new purpose in life when her young nephew was diagnosed with a gluten allergy. The challenge? Most gluten-free cookies on the market tasted like cardboard, which made her determined to craft something better. Her recipes, made with simple, all-natural ingredients, quickly won over family and friends, becoming the heart of Josephine's Baking Co., which was named in honor of her mother. Starting a business wasn't just a creative change; it was a brave leap of resilience. After years of political unrest in Venezuela, Lydda and her husband had to uproot their lives and begin anew in the U.S., where she lovingly rebuilt her dream from the ground up with her daughter Andrea. Editor's Note: Lydda won the 2025 Enthuse Foundation Healthcare Grant sponsored by Cross Agency.  

This Girl Walks Into a Bar

 Co-Founders: Jordan Catapano and Jocelyn Dunn

California-cool meets cocktail culture in these organic, low-sugar mixers crafted by sister duo Jordan and Jocelyn. Inspired by a love of mixology and outdoor living, their brand combines expert bartending with thoughtful sourcing. Unfortunately, Jordan lost her home in the Palisades Fire that impacted parts of the Los Angeles community in January 2025. However, the sisters have persevered and in 2025, completed their Kickstarter campaign, launched into Total Wines throughout California, and received a fast pass to advance to a final round for new brands at the Walmart headquarters in Bentonville, AR. Editor's note: This Girl Walks into a Bar won the 2023 Enthuse Foundation Business Insurance Grant Sponsored by The Alera Group.

What we saw at the Fancy Food Show wasn't just great branding or clever flavors; it was a movement.

Here's why:

·      Health-Driven Formulations with Purpose. Whether stemming from personal health challenges or caregiving experiences, many founders are transforming their healing journeys into innovative products. From Bake Me Healthy's allergen-friendly baked goods to Beyond the Bib's focus on toddler nutrition, these aren't just healthy alternatives; they are purpose-driven food stories.

·      Cultural Identity as a Brand Foundation. Heritage isn't just referenced; it's celebrated. Josephine's Baking Co. incorporates Venezuelan traditions into every cookie. Additionally, Baba's pays homage to Rana and Khalid's baba and their Palestinian heritage.

·      Clarity with Style. Forget cluttered labels and confusing buzzwords. These women-owned brands are championing transparency through standout design. From Bake Me Healthy's straightforward ingredient lists to Kay's Curries ' minimal ingredient list and intentional portable on-the-go meal concept, the message is clear: know what you're eating and feel good about it.

Bottom Line:  What stood out at the 2025 Fancy Food Show wasn't just what was on display; it was who was behind it. Women-led brands showed up with more than just a product line; they brought purpose, perspective, and resilience. But visibility still depends on access, and that's where the trade plays a crucial role. Buyers, distributors, and retailers hold the power to elevate these brands from niche labels to national names by providing shelf space, strategic placement, and ongoing support. These women aren't waiting for permission. They're shaping the future of food. Now, it's up to the rest of the industry to meet them there.