This is a product found at the Winter Fancy Food Show sponsored by the National Association for the Specialty Food Trade, Inc. Look for more new products uncovered by The Food Channel!

What is it about vanilla these days? For Nielsen-Massey, it’s a matter of fact that vanilla seems to be gaining respect and recognition. After all, they’ve been believing it in for 103 years.

We spoke with Beth Nielsen, Chief Culinary Officer for the company and one of the family members (along with her two brothers) who continues the chain of personal commitment to the products they carry. “Vanilla is being used more universally,” she says. “Now it has made its way onto the savory side, as well as being used in body products.”

Nielsen pointed out that vanilla is “an enhancer—not just a flavor on its own.” And, she credits its popularity with the move toward “pure, natural products that are healthy.”

One of the new products Nielsen-Massey showcased is its new Vanilla Sugar. The vanilla extract is dry sprayed onto pure cane sugar, making it great to put in coffe or tea, or to use in cooking and baking. Nielsen says the quantities stay the same as if you were using regular sugar—it’s a straight substitute.

“It’s great on a sugar cookie,” she says. “Drizzle it on and bake for another minute. It caramelizes and gives an awesome crunch.”

We liked this product for its versatility and for helping to energize an “old” flavor into something new and exciting. Watch our interview to find out more:

Here is the link to Episode III which includes The Smoked Olive, Josuma Coffee Company and Nielsen-Massey Vanillas.

Here is the link to Episode II, which includes Sheer Bliss, Slow Cow, and Hagensborg Chocolates.

Here is the link to Episode I of our Product Showcase, featuring FruitziO, RealSalt, and MetroMint.

To purchase Nielsen-Massey Vanilla, see our Food Channel Marketplace.