This special display houses products that exhibitors launch at the Show. Browse the Showcase to see new products that will wow your staff and customers alike. Jot down your favorite products and head to the exhibitors’ booths afterward to ask questions, place orders, and stock your shelves with exciting products for the year ahead.  

**Companies that enter a product in the New Product Launch Showcase are also eligible to win an award for best new product!**

The 2024 ATA Show will feature revamped New Product Launch Awards, consisting of additional categories, including: