BartlettBrands-Think-ExpoWest25-Cover

Expo West 2025 Trend Recap

Brain boosts. Portion Control. And Fighting for the last Pink Puffer Bag.

Another year, another Expo West—where the natural products world gathers to unveil what’s next in food, beverage and wellness. This year’s show was a feast for the future, packed with innovation that had us sipping, snacking and swooning over sexy packaging. From protein-packed everything to hydration hacks that go beyond plain old water, brands were innovating with purpose. Plus, the competition for swag bags was fiercer than ever. 

So, what’s really resonating in 2025? We’ve sifted through the noise, taste-tested (a lot) and decoded the must-know shifts shaping the industry. Let’s break it down.

Snack-Size Summary

  1. The swag was savage. You had to plank, pull and plinko your way to the good stuff—if you could get past security.
  2. Function is the new flavor. From brain-boosting bevs to GLP-1-friendly bites, every product had a purpose.
  3. Global got personal. Regional flavors took the spotlight, with bold, authentic stories and seriously snackable formats.
  4. Psychedelic vibes, sober minds. Functional mushrooms and nootropics dominated the wellness space—no trips required.
  5. Hydration leveled up. Clean formulas, adaptogens, and smart electrolytes made water anything but basic.

 

Whole Shabang

Leveled Up Prizes…at a Price

Swag wasn’t just handed out at Expo West 2025. You had to earn it. Brands leveled up their activations with games, challenges and interactive moments designed to capture attention (and Instagram followers). From spin-the-wheel setups and plinko boards, to claw machines, slots, and full-on fitness challenges, booths turned into mini game shows. The prize? Premium merch and social clout. 

NOTABLE BRANDS

  • Sweetly Mochi Ice Cream: Claw machine
  • Belli Welli: Photo booth
  • Make America Healthy Again: Fitness challenges
  • The Only Bean: Slot machine

Extreme Competition for Swag Bags

Forget product launches—this year, the real competition was for swag bags. Expo West 2025 saw an all-out frenzy for branded gear, with some booths turning into full-on battlegrounds. The Belgian Boys booth took it to the next level, with security guards stationed in front of their iconic pink puffer bags as fans fought for a chance to grab one. 

NOTABLE BRANDS

  • Belgium boys: Pink puffer bag
  • Proper Foods: Different bag each day
  • Yumi Snacks: Fanny Pack
  • Everyday Dose: Massive mushroom bag

GLP-1 Support

The rise of GLP-1 and the return of weight loss culture in the U.S. is driving consumer demand for smaller portions and products with metabolic support. Brands that didn’t previously target GLP-1 users incorporated messaging around benefits like “supports appetite regulation” and “promotes healthy glucose levels,” responding to the growing interest in metabolic health. Many brands introduced bite-sized products, catering to the demand for smaller portions while tapping into GLP-1’s role in weight management. 

NOTABLE BRANDS

  • Supergut: Gut-boosting, prebiotic-rich drinks designed to support digestive health and overall wellness.
  • It’s Skinny Pasta: Low-calorie, high-fiber noodles made from konjac for a healthier pasta option.
  • Good Idea: First of its kind sparkling water clinically proven to enhance energy metabolism and reduce post-meal blood sugar.

Mainstreamed Global Flavors

Global flavors took center stage with fresh, modern looks as brands brought consumers authentic ingredients and culinary traditions from around the world. This year, brands dove deep into regional specialties, spotlighting bold spice blends, fermentation techniques and street food-inspired eats. Think West African suya spice rubs, Filipino ube innovations, and the rise of Indian pani puri kits designed for the at-home experience. 

It’s not just about inspiration—it’s about representation, and these flavors are finally getting their moment in the mainstream.

NOTABLE BRANDS

  • Maazah: Elevated global flavors with West African-inspired sauces and spice blends for bold, authentic taste.
  • Immi Eats: Surprisingly healthy ramen with plant-based ingredients and bold, global flavors.
  • BEZI: Creamy, delicious labneh that’s high in protein, low in tang, and ready to party.

Brain Health

Brain health had a serious moment with functional food and beverage brands zeroing in on memory, focus and cognitive performance. Products featuring nootropics like lion’s mane, L-theanine and citicoline popped up across categories from sparkling drinks to snack bars and boosted nut butters. 

NOTABLE BRANDS

  • Mosh: Brain-boosting protein bars made with nootropics and adaptogens to fuel mind and body.
  • Cerebelly: Science-backed nutrition for growing brains, with veggie-packed baby food tailored to early developmental needs.
  • Mind Garden: Mood-balancing drink blends with adaptogens and nootropics to support calm, clarity, and mental wellbeing.
  • Avro Hydration: Intelligent hydration with plant-powered blends designed to optimize wellness and hydration.

Psychedelic Adjacent

As curiosity around psychedelics grows, brands tapped into the aesthetic and allure—delivering brain-boosting benefits with none of the legal gray areas. Brands leaned into spotlighting functional mushrooms and nootropics that promise mental clarity, calm and creativity (without crossing into psychedelic territory). Lion’s mane, reishi, cordyceps and other adaptogens were everywhere—infused into beverages, snack bars, and daily supplements. The vibe? Consciousness-enhancing, not consciousness-altering. 

NOTABLE BRANDS

  • Mud/Water: Coffee alternative crafted with functional mushrooms and adaptogens for a natural energy boost.
  • Magic Mind: Productivity-boosting shot with nootropics, adaptogens and matcha to enhance focus and energy.
  • Reprise: Wellness solutions powered by superfoods to optimize metabolic health and boost vitality.
  • Four Sigmatic: Superfood-infused products featuring mushrooms and adaptogens for enhanced focus, immunity and overall wellness.

Hydration Innovations

Hydration is evolving beyond basic bottled water, with brands introducing optimized electrolyte blends, functional ingredients and cleaner formulations. From enhanced waters and hydration powders to on-the-go electrolyte shots, consumers are seeking smarter ways to stay refreshed and replenished.

NOTABLE BRANDS

  • Local Weather: Hydration reimagined with adaptogens, nootropics, and 6g natural sugar in eco-friendly aluminum.
  • Superoot: Hydrating wellness with organic roots and nourishing adaptogens. 
  • Avro: Intelligent hydration with plant-powered blends designed to optimize wellness and hydration.

Alternative Ingredient Innovation

Hot ingredients emerging at Expo West 2025 included dates as a healthier, whole-food sweetener, offering natural sweetness with fiber and antioxidants in everything from snacks to smoothies. Mushrooms were transformed into plant-based jerky, providing a protein-rich, umami-packed snack alternative. Eggs (real, plant-based and lab-made) saw major innovation—with poached vegan eggs and egg white chips offering new ways to enjoy the breakfast staple.

NOTABLE BRANDS

  • Moku: Plant-based jerky made with mushrooms for a sustainable, protein-packed snack.
  • Datefix: Fresh fruit nutrition, anytime, anywhere, with the natural sweetness of dates.
  • Yo Egg: Plant-based poached eggs with a runny yolk and zero chickens involved.

 

Conclusions

Smarter products. Savvier marketing. Smaller portions. And sexier merch. Expo West 2025 proved that wellness is evolving. See you next year for more trends, more tastings and more tote bags. 🙂