Sometimes, all it takes is a spoonful of soup to dream of a better world.
At Cupster, we truly believe this — and last week, we had an experience that reaffirmed we’re not alone in that dream.
We visited London to attend the Natural & Organic Products Expo (NOPEX) — one of Europe’s largest trade fairs dedicated to natural and organic products. And although we only spent a few days there, we returned home with more inspiration than we ever imagined.
Where the Flavours of the Future Come Together
From the very first moment, we knew this expo would be different. NOPEX wasn’t about flashy ads or superficial buzz — it was about authenticity. We met brands that take sustainability, health, and clean ingredients seriously — and live by those values every day.
Here are just a few trends that caught our attention:
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Sustainable packaging made from recycled materials
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Next-generation plant proteins with new textures and tastes
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Guilt-free desserts that are just as joyful as they are nutritious
- And a shared passion for making food that truly matters
Walking through the halls, we realized we weren’t just browsing products — we were witnessing a movement. A global shift toward mindful eating, conscious living, and delicious innovation. And we were proud to feel at home in that space.
Cupster on the International Stage
This was especially meaningful for us because it was the first time our Cupster soups and pastas had been introduced to such a wide international audience.
People stopped by our booth, asked questions, smiled — and tasted. For many, it was their first encounter with a Hungarian, plant-based instant soup. The feedback? Open-minded, curious, and enthusiastic:
💬 “Simple, but clever.”
💬 “Finally, something quick that doesn’t sacrifice health.”
💬 “Is this what the future of convenience food looks like?”
We smiled — because we believe the answer is yes. The future is plant-based. And it tastes amazing.
A Dream Come True: On the Shelves at Whole Foods
After the expo, we visited a Whole Foods Market in London. And there, on the shelves, we saw it:
Cupster — in real life.
It was a moment we’ll never forget.
Because behind every idea, every trial batch, every late-night recipe tweak, and every setback — this moment was always the dream: to see our soups not just in our hands, but in the world.
What Did We Bring Home?
We came back with fresh ideas, new motivation, and a deep sense of purpose.
We don’t want to copy — we want to learn. To observe what works, what excites, and how we can do even better. Whether it’s packaging, flavours, sourcing, or the customer experience — this journey is just beginning.
And we want to take that journey with you.
Over the next few weeks, we’ll be sharing:
- the most inspiring brands we discovered,
- ideas we’re developing,
- and how we envision the future of Cupster and Eden Premium — both in Hungary and beyond.
