In a world chasing disruption, the Sweets & Snacks Expo 2025 reminded us that sometimes, the smartest move is to bring the past forward. Forget futuristic gimmicks — this year, it was all about familiar flavors, retro branding, and products that hit the emotional sweet spot.
We saw a show floor buzzing with brands that leaned into familiarity, fun, and format-first thinking. Exhibitors dialled up the nostalgia, doubling down on retro favorites, bold visuals, and sensory storytelling. The result? A crowd that was deeply engaged, driven by both memory and curiosity.
As category leaders, innovators, and flavor chasers from around the globe gathered under one roof, a few clear patterns emerged — and they weren’t just passing trends. They’re signals of where consumer attention is shifting, and where smart brands will be playing next.
Our team: from the left Hasib Khan, our Head of Operations, Irine Gujabidze our Head of Marketing, Bobby Patel, our Founder and Wayne O'Connor, our Business Development Manager
Here’s what stood out.
1. Nostalgia Isn’t a Trend — It’s the Strategy
This year’s show was dominated by products that triggered a sense of déjà vu — but in the best way possible. From the return of 90s branding cues to licensed treats inspired by pop culture and Saturday morning cartoons, nostalgia became currency. Shoppers aren't just buying sweets; they’re buying a feeling — and they’re craving the comfort of the familiar.
This atmosphere played perfectly into the success of our Dippin' Dots, ICEE and Toxic Waste products, whose visual identities and brand stories already do a great job tapping into this emotional space. But it wasn’t just about looks — it was about recognition, trust, and a spark of joy.
Our Dippin' Dots milk straws on display.
2. Sour Power and Flavor Extremes Take Centre Stage
One of the most noticeable flavor trends at this year’s show was the ongoing obsession with sour, bold, and extreme taste experiences. Sour candy continues to hold strong appeal, especially among younger consumers, with brands pushing intensity levels further to stand out on social media and shelf alike.
But while the appetite for bold flavor remains high, we also saw a flood of me-too products — particularly in the chewy candy segment.
The lesson? Demand is high, but differentiation is everything. Brands that lead with distinctive flavor twists, original concepts, and standout packaging are the ones most likely to cut through.
Our Toxic Waste drinks on display.
3. The Functional Frontier Keeps Expanding
While indulgence led the headlines, functionality quietly stole the show. In every aisle, gummies, drinks, and powders promised more than taste — they promised results.
Key growth areas included:
- Sleep, focus, and gut health supplements (mainly in gummy or dissolvable formats).
- Probiotic sodas and zero-sugar drinks in bold, modern packaging.
- Mini wellness shots packed with adaptogens, collagen, or botanicals.
- Functional powders (protein, collagen, mushroom blends) marketed as food “superchargers”.
The takeaway? Consumers aren’t just snacking for pleasure anymore. They're looking for snacks that do something — boost energy, balance hormones, or support a wellness goal.
4. Low Sugar, Cleaner Labels, and the ‘No Nasties’ Mindset
There was a clear shift toward cleaner, simpler ingredient lists and low-sugar alternatives. While not all of it screamed “health food,” there’s a definite move away from synthetic ingredients, high-fructose sweeteners, and anything that feels too chemical.
Many brands took a more subtle approach to wellness, focusing less on buzzwords and more on how products make you feel — light, energised, focused, happy. Gut-friendly messaging was also on the rise, along with “free from” claims (GMO-free, gluten-free, etc.).
The result is a new era of guilt-free indulgence: treats that satisfy but still align with modern values.
Here are our Human Nature plant-based snacks in the Featured Products display at the entrance of the show.
5. Snacks Are Getting Bolder — in Size, Shape, and Shelf Impact
Forget the dainty. Bold flavor profiles were everywhere: dill pickle, jalapeño cheddar, buffalo, Himalayan salt. And the packaging matched — from oversized chip bags to mini multipacks, everything was designed for maximum impact.
Packaging cues leaned heavily into:
- Vibrant colors
- Pop culture fonts and graphics
- Clear, benefits-led messaging
- Minimalist retro styles with strong shelf visibility
Multipacks and stackable formats were popular, especially those that could double as floor-standing display units.
Format-first thinking clearly won over show attendees — and will likely win in-store too.
5 x 5 Pitch at the Show
One of the standout moments from the show was seeing our Head of Marketing Irine Gujabidze take the stage at the 5x5 pitch session, presenting our Human Nature snack range to a panel of industry experts.
The session featured key decision-makers from across the retail landscape — including Kathryn Douglas (Paradies Lagardère), Leslie Edmiston (Wawa), and Tabitha Sewell (KeHE) — all known for spotting what’s next in the snacking world.
The feedback? Unanimously positive. The panel praised our flavor profiles, brand positioning, and the clean, modern appeal of the range. It was a proud moment — and a clear sign that Human Nature is hitting the right notes with the right people.
A Taste of America — Beyond the Expo
Our time in the US wasn’t just about business — it was about immersing ourselves in the culture, energy, and everyday flavor of the American market.
We kicked things off with a proper American experience: courtside at a basketball game — a well-deserved treat for the team and a perfect intro to the bold, expressive spirit that defines this market.
Bobby Patel, Wayne O'Connor and Hasib Khan at Gainbridge Fieldhouse.
A trip to Chicago gave us a glimpse into the city's retail landscape (and some serious deep-dish pizza). We explored local stores, experienced real-world shelf execution, and tasted what the city had to offer.
Final Thoughts: The Power of Play Meets Purpose
This year’s Expo reminded us that the real magic in sweets and snacks isn’t just about innovation — it’s about connection. The products that stood out weren’t always the flashiest or the most technical, but the ones that made people smile, pause, or say “remember this?”
One of our favourite moments was watching Irine pitch Human Nature during the 5x5 session — quick, sharp, and right on point. The key takeaways? Buyers want GMO-certified products, stackable, ready-to-display shippers, and they clearly see potential for our range with distributors like UNFI and KEHE.
Beyond the buzz of the show floor, this trip gave us the chance to soak in the US culture — from an NBA game to proper Chicago deep-dish, to store visits to simply spending time together as a team.
We came home energised, inspired, and more confident than ever in our belief that snacking can be fun, meaningful, and full of purpose.