ANAHEIM, CALIF. — Nearly 70,000 attendees and 3,200 exhibitors gathered in Anaheim from March 4-7 at the Natural Products Expo West trade show to highlight a bevy of innovative products.

Claims such as better-for-you benefits, plant-based formulations and protein marked some of the most frequent innovation trends among the products that debuted at the show.

Woah Dough, a maker of gluten-free, better-for-you cookie dough products, expanded its ready-to-bake line with brownie batter cookie dough. Formulated free from eggs, nuts, soy and dairy, the dough is safe to eat raw and may be baked into a cookie. Each serving contains 90 calories and 8 grams of sugar.

“Our cookie dough is crafted to meet the needs of those with celiac disease and those seeking versatile and better-for-you snacks,” said Todd Goldstein, founder of Whoa Dough. “This launch brings even more inclusivity and excitement to the Whoa Dough family.”

Impossible Foods unveiled its first plant-based steak innovation at the show, Impossible Steak Bites. The pre-cooked, pre-seasoned product is derived from soy protein isolate and offers 21 grams of protein. Impossible Steak Bites additionally contain no cholesterol and 80% less saturated fat than conventional animal-based steak, according to the company.

“It’s a real testament to our advancements in R&D,” said Peter McGuinness, president and chief executive officer of Impossible Foods. “Achieving the right balance of amazing taste and great nutritional value is what people want and need, whether you’re a meat eater or not.”

Bob’s Red Mill launched a convenient breakfast protein solution with overnight protein oats. The whole grain oats are aimed at the more than 70% of consumers seeking to increase their protein intake, according to the company, offering 10 grams of protein per serving. Varieties include blueberries and cream and vanilla almond.

“The introduction of overnight protein oats marries the great taste and high quality that Bob's Red Mill is known for with the convenience modern consumers crave,” said Daniel Barba, vice president of marketing at Bob’s Red Mill. “Stemming from the success of protein oats, we’ve expanded our protein-rich breakfast offerings to create the ultimate shortcut, focusing on new flavors and formats that meet the needs of longtime fans and new customers alike.”