Note: This product is currently in Aldi. It exemplifies how SenseMaxxing is being played out. These are “frozen” ice cubes that are “crystal clear,” “ultra pure” and “slow melting.” This four-pack sells for $4.99.
It’s finally here: IFT FIRST: Annual Event and Expo.
Welcome to my lovely home city of Chicago. I was born and raised on the northwest side and am now living closer to Wrigley Field. Go Cubs, Go! Bummer that they are away this weekend. The White Sox have a day game on Saturday and Sunday, if you find yourself looking for something to do before IFT kicks off Sunday night. Chicago in the summer is the best! Welcome and enjoy!
This year’s IFT FIRST expo floor will be maxxed out. It’s the buzz word of the year and comes with many qualitative descriptors.
By now you’ve heard of protein maxxing, the social media movement of consuming very high amounts of protein to boost muscle, metabolism and satiety. Then there’s fiber maxxing, which must be cautiously done, as too much fiber can wreak havoc on the gastrointestinal system. (Be careful with how many fiber-infused products you sample on the expo floor. Trust me. I know from years past.)
What I’m excited about are two other maxxings: sense and nutrient.
ATTENDING IFT FIRST? VISIT LYCORED AT BOOTH S2225.
I first reported on the term SenseMaxxing after attending the Winter FancyFaire hosted by The Specialty Food Association (SFA) in January. The SFA identified SenseMaxxing as the “it” trend of the year. (Clearly Aldi is on board with its pricey ice cubes.)
SenseMaxxing embraces experiential intensity, where every bite and sip cranks up the volume on sensory saturation. In the current cultural moment, when technology and AI are encroaching on our personal and professional lives, it’s a reminder of our unique human senses, senses that are precious, powerful and worth leaning into. SenseMaxxing says goodbye, boring beige and hello, full-on feeling.
Amid the “numbness” of modern life, consumers are demanding friction, brightness and truth, not smooth neutrality. They want experiences that make them feel alive; those that are imperfect, loud and deeply human. If a product doesn’t punch through the noise in terms of taste, texture, aroma or make you feel something visceral, it simply won’t break through in 2026. SenseMaxxing is all about sensory saturation so intense that it verifies reality, where consumer appetites really hit their apex. It’s sourness that makes us squint, crunch engineered for maximum acoustic impact, bubbly drinks that wake us up, visuals that prompt a double-take and a multi-sensorial symphony designed to provoke a reaction and affirm the human ability to feel. Think mouth-puckering, freeze-dried citrus fruit inclusions in a side compartment for yogurt or swicy shell coatings on an ice cream bar.
It’s all about taking color and texture to the next level, naturally. It can be done and I cannot wait to see the prototypes on the expo floor.
Then there’s nutrient maxxing, which has to do with fortification and enrichment. Dairy’s inherent nutrition, coupled with ingredient technology to boost protein, add fiber and layer in other nutrients and functional ingredients makes it a desirable food group to today’s consumers who want more out of every dollar they spend on food and every calorie they consume.
Expect to see many prototypes with functional ingredients that support active aging, a movement that has people taking control of their health and refusing to be defined by age. It’s a proactive measure to maintain muscle mass and bone strength, build immunity, reduce inflammation, support cognitive function, among other wellness attributes.
Power Life High Impact Protein powder is a perfect example of nutrient maxxing. The mix is designed to help support muscle strength, recovery, lean muscle preservation and overall vitality. Available in both plant-based and whey-based formulas, the mix combines protein with clinically studied ingredients, including hydroxymethylbutyrate, a compound derived from leucine that helps increase muscle mass. It also includes digestive enzymes for better absorption, and essential nutrients like vitamin D3 and chromium to support metabolism and overall health.
Many of these ingredients support gut health, which is paramount to active aging. Scientists have learned that there’s a correlation between the microbiome that live in the human gut and overall wellbeing, as a healthy gut supports proper nutrient absorption. It also promotes the production of neurotransmitters like serotonin, which influence energy and mood, and it boosts the body’s natural defenses to better handle stress, irregular sleep and busy days. The correlation between gut health and overall wellbeing is known as the gut-brain axis.
“One of the most important conversations you participate in on a daily basis is the one you never hear out loud. It’s one that exists between your gut and brain every second of the day, 365 days a year,” says Julie Smolyansky, president and chief executive officer of Lifeway Foods. “While these two systems used to be thought of as separate entities with their own set of functions, we now know they depend on each other and communicate regularly to operate optimally and help us feel our best.”
The company recently introduced Muscle Mates, a ready-to-drink functional beverage that pairs 20 grams of protein with 5 grams of creatine and Lifeway’s 12 live and active probiotic cultures.
“Muscle Mates is an exciting step forward in functional nutrition,” says Smolyansky. “Our goal is to bring together the best of performance and wellness by offering support for strength, recovery, focus and gut health in one convenient and great-tasting format. We see opportunities to serve a wide range of consumers, from athletes and fitness enthusiasts to those simply looking to support their overall well-being. I am particularly eager to highlight creatine’s emerging relevance for women, as more are exploring its potential role in energy, performance and healthy aging.”
Looking forward to seeing many of you at IFT FIRST. Safe travels.
ATTENDING IFT FIRST? VISIT LYCORED AT BOOTH S2225.
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