Sweets & Snacks: Popcorn Pops It Like It’s Hot, Dubai Chocolate-inspired Treats Abound

The Indiana Convention Center transformed into a real-life Candyland during the past three days of the Sweets & Snacks Expo 2025. With 14,500 attendees and over 1,000 exhibitors, we saw everything from Cheez-It branded basketball arcade games to an abundance of mascots, including HI-CHEW’s Chewbie, Haribo’s Gold Bear and more. But on the floor, discussions ranged from injecting new life into classic snack categories to addressing looming tariffs.

Popcorn Pops Off

The popcorn category was piping hot at Sweets & Snacks. Emerging brands showcased globally-inspired flavors while established players highlighted new brand collaborations and formats. The global popcorn market was estimated at $6.53 billion in 2024 and is projected to grow at a CAGR between 2025 and 2023, according to market researcher Grand View Research.

The D’Amelios, a.k.a. “The First Family of TikTok,” were onsite showcasing Be Happy Snacks, their line of better-for-you, ready-to-eat popcorn in four flavors: Sweet & Salty, White Cheddar, Cotton Candy and Birthday Cake. According to Marc D’Amelio, the family had long considered “doing something on the food side,” and this project was a way to ensure everyone could be involved.

“We want to tell a story and talk to people about why we started the brand, why we’re passionate about it and tell them that we’re not just stamping our name on something we’ve done,” he said. “Dixie has been involved in meetings with Walmart, and we’re all hands-on. We’re rolling up our sleeves, literally, and getting our hands dirty.”

In March, the brand inked a licensing agreement with SNAX-Sational Brands (which owns Cookie Pop, Candy Pop, Cereal Pop & PB&J Pop) through which SNAX-Sational oversees the production, distribution and expansion of Be Happy Snacks. Frank Florio, co-founder of SNAX-Sational, told Nosh the company enhanced the flavor profiles of the products to ensure they were up to its standards.

“The D’Amelios decided to use our expertise [in popcorn], while they brought a lot of marketing and promotion to the product. With [CEO] Mike Hagan running SNAX-Sational, us manufacturing Be Happy Snacks, and the D’Amelios promoting the brand, that combination should succeed,” said Florio.

Meanwhile, SNAX-Sational highlighted its newest creation, the aforementioned PB&J Pop. The new offering includes JIF peanut butter and Smucker’s Grape and Strawberry jelly flavors, marking Smucker’s first licensing deal in over 100 years, per Florio.

The new snack, which went through nearly 10 iterations before securing the Smucker family’s approval, is available at Costco locations across the Pacific Northwest (Grape, 24 oz. bag) and Stop & Shop and Winn-Dixie (Grape, 5.25 oz. bag). Both Grape and Strawberry will soon be available at Burlington and Five Below.

Looking ahead, the company said it’s developing some “great stuff” that’s “really going to be a game changer.” Additionally, SNAX-Sational is eyeing the microwave popcorn category to diversify its product assortment and provide more value to consumers.

“The challenge is that we have a [great] reputation in the industry, particularly in semi-indulgent popcorn. We have every major brand and company coming to us wanting to do [collaborations], and we have to decide because only so many products can go on a shelf, there’s no shelf stretcher in brick-and-mortar,” said Hagan, noting the company tracks emerging and consumer trends through syndicated data as part of its decision-making process.

Elsewhere, globally inspired popcorn maker Nomad Snacks added two new flavors to its lineup: Pad Thai and Parmesan and Pepper. The former features tasting notes of lime, soy, herbs and a hint of chili, while the latter is inspired by the Italian classic Cacio E Pepe. The new snacks join the brand’s flagship Chimichurri and Ramen flavors.

Forty-year-old Pop Secret, which was acquired by Our Home in 2024, entered a new format with its ready-to-eat line featuring Movie Theater Butter, Double Cheddar and Homestyle Sea Salt flavors. The new line will launch at Sam’s Club in June with Movie Theater Butter, followed by a national rollout with Kroger in August with Movie Theater Butter and Double Cheddar.

Jackson’s Enters New Category

Jackson’s – the fastest-growing national chip brand, per SPINS data – has ventured beyond chips, unveiling its new Super Veggie Straws. Available in three flavors at launch – Sea Salt, Cheddar and Ranch – the extruded snack is crafted with just four ingredients: yellow peas, brown rice, cassava and sweet potato.

“Since the beginning, our brand has been creating snacks made from better ingredients, and we feel we’ve redefined what a sweet potato chip means not only for consumers, but retailers, too,” said Stephanie Wysocki, VP of marketing at Jackson’s. “We saw an opportunity to reinvent the veggie straw with real ingredients and create something consumers are looking for.”

Like the rest of Jackson’s portfolio, Super Veggie Straws are fried in avocado oil as part of the brand’s “crusade against seed oils.” The new snack will be available nationwide starting in June via the brand’s website and at select retailers.

TikTok Does It Again

First, it was freeze-dried candy. Now, it’s “Dubai chocolate.” After a TikTok video went viral showcasing the traditional treat – a milk chocolate bar filled with pistachio cream and kadayif – confectionery and snack makers got to work replicating the flavors.

• • Confectionery company Monark showcased its new Dubai Style Chocolate Spread, sold under its Mattigan’s brand. The new offering features pistachio cream swirled with chocolate hazelnut cream and kadayif.
  • Belle’s Popcorn introduced Dubai Chocolate Gourmet Popcorn – a kettle corn coated in pistachio butter, drizzled with milk chocolate and topped with crispy kadayif.
  • Even legacy brands are capitalizing on the trend, as evidenced by the upcoming launch of Lindt Dubai Style Chocolate crafted with pistachio and kadayif.

Good2Grow Talks Tariffs

Tariffs are currently top of mind for nearly every packaged food and beverage brand, and good2grow is no exception.

The nearly 26-year-old brand sources its distinctive IP-driven bottled tops, which feature characters ranging from Moana to Spiderman, and its apple juice from Asia and China. According to Edzra Gibson, VP of marketing at good2grow, the brand has been partnering with key stakeholders to figure out how to manage costs “without damaging the relationships we have with consumers.”

“You have to manage your P&L, but it’s important to maintain the momentum. We’re continuing to drive front-end displays, which drive our brand, because we’re an impulse brand,” he said, adding that good2grow turns as fast as Red Bull and Coke from a dollar standpoint in front-of-store displays.

Additionally, frequently introducing new franchises (like Mattel’s Monster Trucks) drives more lift and incremental volume than the product does on discount for both good2grow and its retailers. This results in lift and incremental household penetration on full-margin products.