Retailers, get ready for Natural Products Expo West 2025 with our essential guide to the trends and brands shaping the future of the natural products industry! Building on our 2025 CPG Trends Report, this guide highlights nearly 100 standout exhibitors that align with the year’s most impactful trends, from healthspan-focused innovations to sustainable kitchen solutions and emerging functional ingredients. While we couldn’t feature every incredible brand, this curated resource will help you navigate the show floors and discover the products that could be the next addition to your set.
IN THIS GUIDE YOU’LL LEARN:
- The layout of Expo West 2025 and a map of the convention center for easy navigation.
- The top trends to watch in 2025, from biohacking to plant-based breakthroughs.
- Nearly 100 brands to explore that exemplify these trends and are leading the way in innovation.
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Your guide to
NATURAL PRODUCTS EXPO WEST 2025
2025 TRENDS TO WATCH
Top Three Trends at Expo
Of the hundred of products featured and debuting at Expo, many of them focus on at least
one of these three trends:
Earlier this year we released our 2025 Trend
Predictions, check out this guide for our
take on some products aligned with these
trends and where to find them.
PREFERENCES WITH STAYING POWER
Products that resonate with a new generation of reliably health-focused, and values-oriented consumers – e.g.: healthspan.
FUNCTIONAL INGREDIENTS – WHAT’S NEXT?
Rising functional ingredients that are popular with consumers in the Vitamin & Supplements department that might see success in Food & Beverage
THE ART (AND SCIENCE) OF BEING READY
A rising imperative for sustainable innovation in the modern kitchen such as
elevating staples, exploring new textures and more.
HALL A ARENA
ACC NORTH 100 LEVEL
ACC NORTH PLAZA
ACC NORTH 200 LEVEL
HALL D
HALL C
HALL B
HALL E
ACC LOWER LEVEL
ACC LEVEL ONE
ACC LEVEL TWO
ACC LEVEL THREE
⬤ Natural & Specialty Foods ⬤ Organic ⬤ Lifestyle ⬤ Supplements ⬤ Hot Products
ARENA
21 4
1. AGRO POWER JERKY | #154
Plant-based jerky offering 10g per stick and 40% less sodium than traditional jerky and Zero cholesterol. Also have a flavor that contains caffeine!
2. HARRYS FAMOUS SAUCE | #223
Another celebrity brand, this time from award-winning actor
Harry Hamlin and his niece, chef Renee Guilbault. WBENC-Certified Women’s Business Enterprise, Certified Gluten Free, and completely Open Source meaning all ingredients and recipe are available for anyone to access. Also supporter of four different hunger-alleviating charities
3. STUZZI | #209
Hot sauce created in the Italian Alps using Calabrian chilies; uses just three ingredients and no preservatives, thickening agents, sweeteners, or artificial colors
4. VITAFUR | #225
Pet treats with just TWO ingredients: meat + sweet potato
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HALL A 1. UNIQUE SNACKS | #322
The company emphasizes using simple, high-quality ingredients, resulting in snacks that are non-GMO and free from artificial flavors. They also offer gluten-free options like “Puffzels,” which combine the lightness of a puffed snack with the crunch of a pretzel.
2. THE GRAIN ESCAPE | #464
The Grain Escape is a company specializing in
artisan-crafted, grain-free, and gluten-free baked goods. hese products are certified grain-free, gluten-free, paleo, low FODMAP, plant-based, and non-GMO.
3. PHILIPPINE BRAND | #388
Philippine Brand is renowned for its premium dried mangoes, made from the Philippines’ finest Carabao mango variety. These dried mangoes are lush, sweet, and rich in vitamin C.
4. NANCY’S FANCY GELATO | #879
Nancy’s Fancy is an artisanal gelato and sorbetto brand founded in 2015 by acclaimed chef Nancy Silverton. Produces small-batch frozen desserts using fresh, natural, and organic ingredients.
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HALL B 1. ARTISANA ORGANICS | #1309
Produces organic, raw nut butters and coconut products, emphasizing purity and sustainability.
2. AMYLU FOODS | #2005
Produces gourmet sausages and meatballs made from high-quality ingredients without artificial additives.
3. BEYOND GOOD | #1563
Sustainable chocolate and vanilla sourced from Madagascar.
4. STONEWALL KITCHEN | #1590
Known for its premium products such as jams, chutneys, grill sauces, cooking oils, and mustards.
5. RUMIANO CHEESE COMPANY | #1825
Specializes in producing organic and artisanal cheeses, including varieties like Gouda, Mozzarella, Havarti, and Cheddar. They source milk from multi-generational, grass-fed dairy farms in Northern California, ensuring their products are non-GMO, gluten-free, and American Humane Certified.
6. PASTIFICIO DI BARI TARALL’ORO SRL | #1311
They emphasize the use of high-quality, locally sourced ingredients and traditional production methods, such as bronze die extrusion and slow drying processes, to ensure authentic taste and texture. Their product range includes various pasta types, baked goods, ready-made sauces, and organic specialties.
7. NEOLEA TRADING COMPANY | #2193
Specializes in modern Mediterranean food
products. Their offerings include extra virgin olive oil, hand-harvested sea salts, and balsamic vinegars. The company emphasizes sustainability and quality, sourcing ingredients from Greece.
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7
HALL C 1. MOO ELIXIR | #2571
Moo Elixir is a skincare brand focused on unlocking the full potential of beef tallow with carefully selected, all-natural emollients by including them in their products.
2. BADGER | #2905
Badger is a second-generation family business making organic skincare since 1995. Their mineral sunscreen with 80% organic
ingredients is a growing fan favorite
3. CYMBIOTIKA | #3053
Cymbiotika’s liposomal supplement products that target areas like healthspan and cognitive health are seeing strong growth as consumer interest in these health focuses continue to grow
4. BRIXY | #2969
Brixy’s bar products – shampoo, conditioner, etc. are seeing strong consumer interest as they gravitate towards products with less plastic and are sustainable
5. OHY | #2698C
Sparkling water infused with hydrogen for a gentler effervescence. It also contains magnesium, a functional ingredient that is seeing strong consumer growth
6. WILD SOL FOODS | #2688
Salsa made with a splash of tequila (don’t worry there isn’t any alcohol in the end product). The tequila and unique ingredients bring a new flavor to the shelf stable salsa space
7. REEL | #3028
Toilet paper made with bamboo wood pulp and recycled paper that is soft and sustainable
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HALL D
1. ANCIENT NUTRITION | #4333
Ancient Nutrition offers a range of health supplements
that blend traditional wisdom with modern science.
Their products often incorporate organic plant and wild
ocean omega fatty acids, providing a comprehensive
spectrum of omega-3s, including ALA, DHA, ETA, and
EPA. This unique combination supports various aspects
of health, including brain function and cardiovascular
wellness.
2. BEANSTALK BRANDS | #3999C
BeanStalk Brands specializes in plant-based snacks and
foods that cater to health-conscious consumers. Their
products are known for being non-GMO, gluten-free, and
rich in protein and fiber, offering nutritious alternatives
to conventional snacks.
3. DRYWATER INC. | #4295
DryWater offers a unique beverage experience by
providing flavored water with zero calories and no added
sugars. Their drinks are infused with natural fruit
essences, delivering a refreshing taste without the guilt
associated with sugary beverages.
4. HUEL, INC | #3895
Huel specializes in nutritionally complete meal
replacements in both powder and ready-to-drink forms.
Their products are designed to provide a balanced mix of
proteins, carbohydrates, fats, fiber, and essential
vitamins and minerals, catering to individuals seeking
convenient and healthy meal options.
5. HUMANN | #3931
humanN focuses on supplements that support nitric
oxide production in the body, which is vital for
cardiovascular health. Their flagship product,
SuperBeets, utilizes non-GMO beetroot powder to
promote healthy blood pressure and energy levels.
6. LIVING ALCHEMY | #4177
Living Alchemy utilizes a unique fermentation process to
create whole food supplements. Their products combine
traditional herbs with live cultures, aiming to enhance
bioavailability and support digestive and immune health.
7. MARYRUTH’S | #4015
MaryRuth’s is known for its liquid vitamins and
supplements, providing an alternative to traditional pill
forms. Their products are often organic, non-GMO, and
free from common allergens, catering to a wide range of
dietary needs.
8. NUTRAMELTZ | #4657
NUTRAMELTZ offers fast-dissolving supplement tablets
that provide convenience and rapid absorption. Their
product line includes vitamins and minerals aimed at
supporting various aspects of health, from immune
support to energy metabolism.
9. TRIBE ORGANICS | #3975
TRIBE ORGANICS is a Certified B Corporation dedicated
to creating premium herbal supplements inspired by
ancient traditions to meet the demands of modern living.
Their products are organic and free from artificial
additives, focusing on natural ingredients. Their
“Nootropic Duo,” combines Ashwagandha KSM-66 and
Lion’s Mane mushroom to enhance cognitive health,
brainpower, and mental agility.
10. TROOMY NOOTROPICS | #4671
Troomy Nootropics specializes in organic mushroom-
based gummy supplements designed to support health
and wellness. Crafted from functional mushrooms
known for their bioactive properties, they offer benefits
such as improved cognitive function, enhanced mood,
reduced stress, and strengthened immune support.
Their “Daily: 14 Mushroom Blend Gummies” combine
mushrooms like reishi, chaga, cordyceps, and lion’s
mane to provide comprehensive daily support.
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10
HALL E 1. ARROYA KITCHEN/LITTLE JASMINE | #5796
Specializes in Asian-inspired sauces and condiments
made with natural ingredients.
2. BLUE BOTTLE COFFEE | #5412
Specialty coffee roaster known for single-origin
beans and a focus on freshness and quality.
3. ACETAIA LEONARDI SRL | #5259
An Italian company specializing in traditional
balsamic vinegars produced through natural
fermentation processes.
4. BEFORE THE BUTCHER | #5511
Develops plant-based meat alternatives aimed at
replicating the taste and texture of traditional meats.
5. BELGIAN BOYS | #5164
Offers European-style breakfast treats and desserts,
including waffles and cookies, with clean ingredient
labels.
6. VUUM | #5499B
VUUM is a protein drink you’ll actually want to drink.
The first-ever sparkling plant protein drink that’s light
and fruity paired with clean caffeine to give you the
boost without the crash. VUUM is packed with
minerals, vitamins, and zero artificial sweeteners. It’s
vegan and stomach friendly
7. MUSH – PROTEIN BARS | #5606
Known for their overnight oats, MUSH returns with
their oat-based protein bars featuring 15g protein
and nothing artificial
8. SUNNIE | #5479
Better-for-you back-to-school snacks/lunches for
kids like flatbread pizza dippers and more that are
gluten-free and made with avocado oil
9. MILA | #5190
Typically you can only get soup dumplings at a dim
sum restaurant but MiLa brings it into the freezers of
your very own homes. Expanding beyond dumplings,
they also have products like braised beef noodles.
10. FROOT THIEF | #5170
Better-for-you candy that’s perfect for back-to-
school snacks/lunches. The very best of apples,
berries and a splash of apple juice whipped into fun
fruit spaghetti. No added sugar and only 70 calories.
11. PETIT POT | #5037, F113
Petit Pot continues to innovate, bringing their familiar
indulgent dessert that are typically sold in glass jars
to papar-based pints, allowing for different
merchandising opportunities
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11
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10
ACC LEVEL 3
1. A BETTER TREAT | #8608
They use a freeze-drying process to
retain nutrients and emphasize the
nutritional benefits of raw food.
2. BUBLUV INC. | #7815
Boba with Benefits, teas have no
added sugar, no artificial ingredients,
and less than 50 calories per bottle.
3. CHICHI FOODS | #8503
High protein, low sugar oatmeal made
from chickpeas
4. HAPPY CANDY | #7812
I set out to develop a clean, low-sugar
alternative with natural flavors, no fake
sugars, and 100% vegan goodness.
5. HERITAGE KULFI | #8720
Kulfi is a dense, creamy frozen dessert with different ingredients mixed in
6. HUZZY SMART SIPS | #8812
Created to protect & repair your liver, support gut health and give you a
“buzz without the next day fuzz.” All of our Smart Sips are formulated
with our proprietary “euphoric elixir” of natural nootropics & mood
altering adaptogens and are vegan, non gmo, low calorie, low carb,
caffeine free, no refined sugar, artificial colors or flavors.
7. JANE FOODIE | #8610
Flash frozen options, that preserve the texture and taste.
8. KERWELL | #8120
Support every individual journey to optimal wellness by offering premium
remedies that are both natural and effective
9. LUNAR LIFTS NUTRITION | #8311
Grass-fed whey protein classic milk tea boba tea protein powder
10. S’NOODS | #7809
S’NOODS is the first chef-driven, globally-inspired noodle chip brand
11. STURDY SAUCE | #7918
World’s First High Protein Pasta Sauces. All-natural, shelf-stable, no
added sugar, and 20g of protein per serving in a delicious sauce.
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1 9
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11
NORTH HALL 100
1. BOLLYGOOD | #N1206
Indian-inspired sparkling lemonade & limeade.
Modern twist on classic Indian beverage Nimbu
Pani. Non-GMO Project Verified, Certified Minority
Owned (NMSDC) and Certified Women-owned
(WBENC)
2. GOODSPORT | #N1108
Sports drink with over 1600mg of electrolytes, 0g
added sugar (33-50% less sugar than conventional
sports drinks). Scientifically proven to hydrate
better, faster, longer than competitor brands. No
artificial flavors, sweeteners, or dyes. Good source
of B Vitamins
3. GOTHAM GREENS | #N117
Fresh produce company that builds and operates
sustainable greenhouses in urban areas so greens
are harvested and delivered as fresh as possible.
Each facility is powered by solar and wind powered,
and hydroponic greenhouse technology allows for
less land, water, or energy use and results in less
pollution and waste
4. JUST ICE TEA | #N883
Former Honest Tea creators re-teamed to launch
Just Ice Tea, a Fair Trade Certified , USDA Organic
tea with simple, clean ingredients. Founders are
using this second wave of success to invest in
nonprofits that promote & expand access to
climate-friendly foods – $1.25M donated in just 3
5. NOT BEER | #N906
Sparkling water brand high in electrolytes
6. SALTVERK | #N415
Sea salt sourced from iceland, produced with
100% geothermal energy meaning zero carbon
footprint and maximum sustainability
7. SANG | #N240
A modern take on the traditional Vietnamese Iced
Coffee (East Asian food trend alert) . Non-GMO
Verified
8. SIMPLYFUEL | #N518
Protein Balls with 8g protein per serving and
balanced with the optimal ratio of protein, carbs,
and health fats for sustained energy – perfect for
preworkout athletic needs. Made famous after
being adopted by the Kansas City Royals on their
way to winning the 2015 World Series 1
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8
NORTH HALL 200
1
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6
7
1. AKI FOODS JAPAN | #N2311, N2313
Umami Shoyu – Soy Sauce Yuzu Kosho Flavor
2. BOBELO | #N1837
Self-carbonating drink mixes that contain electrolytes and support a variety of health focuses.
3. CARBE DIEM FOODS | #N2031
Carbe Diem is a 100% wheat-based pasta with 55% less carbs than traditional pasta.
4. GIADZY | #N2334
Boutique line of italian food products (pasta, sauce, olive oil, tomatos, herbs) from celebrity chef Giada De Laurentis complete with subscription option for member discounts on products, exclusive recipes, and Italian travel tips. Next evolution of celebrity CPG involvement – Goop but for food
5. GO ENERGY FOODS, INC. | #N2148
Healthy protein, healthy fat, and healthy carbs. There is no need for artificial stimulants in our energy cubes because real energy comes from real food. E3 contains up to 50% of your daily fiber needs for the day.
6. MEZETE FOOD PRODUCTION | #N1602
Tahini Sauce offerings in a pourable
format; rich, creamy dressing made from premium sesame seeds. With its nutty flavors and velvety texture, these sauces have the power to elevate the taste of anything.
7. UNLIMEAT | #N1307
Asian offerings such as Kimbap, Jumukbap and more made from upcycled plants turned into plant-based meats.
TRENDS DEEP DIVE Preferences with Staying Power
Biological Age (Maintaining/Health Span)
Biohacking (Making small, strategic changes to improve cognitive function, weight management, etc)
Nutrition Density Skincare & Healthcare Personalization
JANE FOODIE 8610 Huzzy Smart Sips 8812 A Better Treat 8608 MaryRuth’s 4015
Ancient Nutrition 4333 Blueshift Nutrition 3473 Carbe Diem Foods N2031
AquaOmega 3898A Codeage 4773 ChiChi Foods 8503
humanN 3931 Cymbiotika 3053 Go Energy Foods, Inc. N2148
Kerwell 8120 humanN 3931 MUSH – protein bars 5606
Longevity by Nature, Inc. 3580 Longevity by Nature, Inc. 3580 Sturdy Sauce 7918
MaryRuth’s 4015 Natural Stacks 4217
Nutrameltz 4657 oHy 2698C
Silicium Laboratories LLC 3656 The Grain Escape 464
Tribe Organics 3975 Tribe Organics 3975
Troomy Nootropics 4671
TRENDS DEEP DIVE Functional Ingredients – What’s Next?
Linking Functional Foods & Ingredients to Health Trends
What’s Emerging in Supplements Health Focus in Supplements Anti-Aging & Cellular Health in
Supplements
Ancient Nutrition 4333 Ancient Nutrition 4333 Agro Power Jerky 154 A Better Treat 8608
Bobelo N1837 GoodSport N1108 Cymbiotika 3053 Ancient Nutrition 4333
Carbe Diem Foods N2031 humanN 3931 DryWater Inc. 4295 ChiChi Foods 8503
Codeage 4773 Longevity by Nature, Inc. 3580 Go Energy Foods, Inc. N2148 Codeage 4773
humanN 3931 MaryRuth’s 4015 GoodSport N1108 Cymbiotika 3053
Huzzy Smart Sips 8812 Not Beer N906 Lunar Lifts Nutrition 8311 Longevity by Nature, Inc. 3580
Kerwell 8120 Silicium Laboratories LLC 3656 MaryRuth’s 4015 Lunar Lifts Nutrition 8311
Koia 3599 SimplyFuel N518 Not Beer N906 MaryRuth’s 4015
Living Alchemy 4177 Tribe Organics 3975 oHy 2698C Natural Stacks 4217
Longevity by Nature, Inc. 3580 Troomy Nootropics 4671 Silicium Laboratories LLC 3656 oHy 2698C
Lunar Lifts Nutrition 8311 TruLabs 4762 SimplyFuel N518 Silicium Laboratories LLC 3656
MaryRuth’s 4015 Vuum 5499B Tribe Organics 3975 Sturdy Sauce 7918
Mezete Food Production N1602 Troomy Nootropics 4671 Tribe Organics 3975
Nancy’s Fancy Gelato 879 TruLabs 4762 Troomy Nootropics 4671
Natural Stacks 4217 Winged 2827 WhatIF 8405
Philippine Brand 388
Sturdy Sauce 7918
Tribe Organics 3975
Troomy Nootropics 4671
Unique Snacks 322
Vuum 5499B
TRENDS DEEP DIVE Functional Ingredients – What’s Next? (cont.)
High Protein Snacking Functional Beverage Ingredients Hemp, Cannabis and Euphorics Clean & Sustainable Ingredients
A Better Treat 8608 Aki Foods Japan N2311 Kerwell 8120 A Better Treat 8608 Huzzy Smart Sips 8812 Agro Power Jerky 154 Ancient Nutrition 4333 ACETAIA LEONARDI SRL 5259 JANE FOODIE 8610
Ancient Nutrition 4333 Bobelo N1837 Amylu Foods 2005 Just Ice Tea N833
BeanStalk Brands 3999C BUBLUV Inc. 7815 Ancient Nutrition 4333 Kerwell 8120 ChiChi Foods 8503 GoodSport N1108 AquaOmega 3898A Koia 3599
Chunk Foods 4399 Huzzy Smart Sips 8812 Arroya Kitchen/Little Jasmine
5796 Living Alchemy 4177
Go Energy Foods, Inc. N2148 Kerwell 8120 Artisana Organics 1309 Lunar Lifts Nutrition 8311
Huel, Inc 3895 Lunar Lifts Nutrition 8311 Auric 4455 MaryRuth’s 4015 Koia 3599 Not Beer N906 Badger 2905 Moo Elixir 2571 Lunar Lifts Nutrition 8311 oHy 2698C BeanStalk Brands 3999C Neolea Trading Company 2193 MUSH – protein bars 5606 WhatIF 8405 Before the Butcher 5511 Reel 3028
SimplyFuel N518 Beyond Good 1563 Rumiano Cheese Company
1825
Sturdy Sauce 7918 Bobelo N1837 Saltverk N415
Vuum 5499B Bollygood N1206 Sturdy Sauce 7918 WhatIF 8405 Brixy 2969 Sunnie 5479
BUBLUV Inc. 7815 The Grain Escape 464 ChiChi Foods 8503 Tribe Organics 3975 Chunk Foods 4399 Unlimeat N1307 Go Energy Foods, Inc. N2148 Vitafur 225 GoodSport N1108 WhatIF 8405 Gotham Greens N117 Happy Candy 7812 Heritage Kulfi 8720
TRENDS DEEP DIVE The Art (and Science) of Being Ready
Essential Space Understanding Everyday Staple Elevation Packaging Pivots
Bollygood N1206 ACETAIA LEONARDI SRL 5259 S’NOODS 7809 JANE FOODIE 8610
Froot Thief 5170 Aki Foods Japan N2311 Sang N240 Bobelo N1837
Happy Candy 7812 Arroya Kitchen/Little Jasmine 5796 Stonewall Kitchen 1590 Petit Pot F113
JANE FOODIE 8610 Belgian Boys 5164 Sturdy Sauce 7918 Trade Fixtures 4294
Just Ice Tea N833 Blue Bottle Coffee 5412 Stuzzi 209
Not Beer N906 Bollygood N1206 Vitafur 225
Sang N240 BUBLUV Inc. 7815 WhatIF 8405
Stuzzi 209 Carbe Diem Foods N2031 Wild Sol Foods 2688
Vitafur 225 ChiChi Foods 8503
Giadzy N2334
Go Energy Foods, Inc. N2148
Happy Candy 7812
Harrys Famous Sauce 223
Heritage Kulfi 8720
JANE FOODIE 8610
Mezete Food Production N1602
Pastificio Di Bari Tarall’Oro Srl 1311
TRENDS DEEP DIVE The Art (and Science) of Being Ready (cont.)
Finding Flavor Ante (Eliminating the ethnic aisle & redefining the notion of fusion)
New Textures
Aki Foods Japan N2311 A Better Treat 8608
Arroya Kitchen/Little Jasmine 5796 ChiChi Foods 8503
Bollygood N1206 Heritage Kulfi 8720
BUBLUV Inc. 7815 MiLa 5190
Heritage Kulfi 8720 S’NOODS 7809
JANE FOODIE 8610 Unlimeat N1307
Kerwell 8120
Lunar Lifts Nutrition 8311
Mezete Food Production N1602
S’NOODS 7809
Sang N240
Stuzzi 209
Unlimeat N1307
WhatIF 8405
Hall A | Booth 616
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We hope you enjoyed the SPINS Expo West show guide—we hope to see you there!
Questions? Reach out to us at [email protected]
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