Etelka Named Winner of 2026 Fairway Find Competition

Fairway Market and Naturally New York selected the protein-rich cottage cream brand as this year's top emerging product.

Updated on Oct. 9, 2026 in Organic Food

Etelka Named Winner of 2026 Fairway Find Competition

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Fairway Market has named Etelka Cottage Cream the winner of its 2026 Next Fairway Find competition. The victory secures the brand a place among the retailer's featured offerings after competing against seven other emerging consumer brands.

Why it matters

Fairway Market hosts this annual competition to identify high-potential emerging food brands and provide them with a direct pathway to reach customers. The program creates a platform for smaller businesses to gain visibility and retail shelf space in the competitive food industry.

Etelka Cottage Cream features 18 grams of protein per serving and is available in Original and Hungarian Vanilla varieties. The winning brand was selected from a field of eight finalists competing for the title.

The players

Fairway Market

This grocery chain operates multiple retail locations and maintains a partnership with Naturally New York to host its innovation program.

Naturally New York

This organization serves as an industry group that identifies and supports emerging consumer packaged goods brands.

Etelka

The winner of the 2026 competition, this brand produces high-protein cottage cream in Original and Hungarian Vanilla flavors.

The details

The competition required participating brands to pitch their products directly to Fairway leadership and buyers. Naturally New York helped identify the finalists by selecting emerging products from its community of consumer packaged goods brands.

The Next Fairway Find competition took place in 2026.

Culture Shift

This event reflects the broader shift where major retailers actively seek out niche, health-conscious startups to refresh their inventory. By bypassing traditional distributors, chains like Fairway can directly tap into changing consumer preferences for functional, high-protein foods.

New York City shoppers can expect to see Etelka Cottage Cream appearing on store shelves in the near future. This win provides local consumers with easier access to a new, high-protein snack option that was previously identified as a standout in the industry.

The takeaway

Retail innovation programs offer a unique glimpse into the next wave of functional foods reaching grocery aisles. Consumers interested in high-protein diets should monitor upcoming shelf additions to sample these emerging brands.