#ExpoWest was pure chaos - more products, more brands, more people. As the dust and my over-sampled stomach settle, these are a few of my takeaways from this years show:
?? No Protein to be Found.
Just kidding—protein was in everything. Protein bread, chips, pretzels, popcorn, dips, fortified nuts, yogurt, pasta, pasta sauce, mac & cheese, energy drinks, and even water. Protein is being pushed into every corner of CPG in an effort to reinvent and disrupt.
?? Soda's About to Pop
Olipop and Poppi skipped the show, but their presence was felt everywhere. New-age sodas flooded the floor—Slice made a comeback, Spindrift launched a soda, Sparkling Ice debuted Popwell, and Bloom jumped in. The soda bubble is here - will it burst like plant-based meat?
?? Over-Functioned
Many beverage brands are mimicking supplements, stacking multiple functions or offering several different functions within a product line as a means of innovating. The result? A lot of consumer confusion IMO. While hydration + energy or beauty + focus might sound compelling, most successful beverage brands win by owning a single, clear benefit.
?? The Next Big Certification
ROC (Regenerative Organic Certified) is on the rise and was all over the show: Ice cream, coffee, cheese, jerky, fruit, tea. Unlike standard organic certification, ROC prioritizes soil health, biodiversity, and farmworker fairness - and appears headed for greater growth.
??? Sauce Surge
The condiment craze, fueled by Bachan, Truff & Sriracha, continued with bacon-blended hot sauce, tangy sauerkraut sauce, danish mustard, tahini dressings and Caribbean-Vietnamese Hot Sauce. Flavortown is everywhere.
???? Tariff Tensions
Tariffs were on the tip of many tongues, frustrating many in a global economy. It's also leading some to tout their American made/grown/sourced products. Beyond US dairy, meat and eggs, we saw CatSpring Yaupon promote "America's only native caffeine." Lookout for more USA.
?? Radical Rebrands & Color
There were some major branding overhauls this year— Back to Nature, Archer, Glutino, Simply Protein, Unbun, Chameleon Cold Brew and more went all-in on rebrands. Many of those embraced full color-shifting packaging to better lead with flavor, maximalism branding and category disruption, creating a rainbow across every aisle.
?? Wild Innovation
Weird, wild and imaginative innovation was hiding throughout the show:
- Dates coated in wild candy flavors like sour watermelon, cola and PB
- "Chocolate" made from Mesquite
- "Caviar" made from chia seeds
- Dairy-free egg yogurt from upcycled, pasture-raised eggs
- Protein charged almonds enrobed in collagen peptides
- Chickpea Oatmeal with more protein than oats
Other nods:
?? Pickle/Dill flavor profiles everywhere!
?? Continued rise of mushrooms-fortified products
?? Brain benefits across beverage and bars
?? Non-alc continues to expand (Bero, Best Day, De Soi, Jas)
?? Amazing global foods/flavors with minority/BIPOC founders
What stood out to you?
