Marketing

The hallowed halls of Natural Products Expo West 2025 all officially open today in Anaheim, Calif. Our coverage of the event kicks off with the latest from Harken Sweets, Rustic Bakery, Seattle Chocolate, Bubbies Ice Cream and RedBud Brands.

To help you prepare for a full week of firsts and to best tackle the show fueled by new food and beverage discoveries, we’ve gathered up some insight on five first-time exhibitors to check out.

A slow and steady growth strategy is Dress It Up Dressing’s secret sauce as it works to capture the “sleepy” salad dressing category, said founder and CEO Sophia Maroon.

Back to Nature has reconstructed the basics of its operations while rebuilding its team and refining its approach to the better-for-you snack category two years after B&G Foods sold it to Barilla without a single team member.

Robert Broome created chilled oat bar brand Mooski three years ago as a fresh take on granola bars using a formulation inspired by his family’s muesli recipe. He didn’t realize then that he had developed the perfect product for skiers and snowboarders, an avid community of consumers seeking slope-worthy snacks that don’t harden in frigid temperatures.

In this week’s notable new products roundup, organic açai bowl franchise OAKBERRY makes its supermarket debut, Japanese food tech company BASE FOOD launches in the U.S. and Daily Harvest reimagines its Bites line.

New sales channels don’t emerge often, but when TikTok Shop hit the scene two years ago, entrepreneurial CPG brands knew it was something worth paying attention to. However, as the platform has evolved, some growing pains have begun to pop up.

Olyra turned its discontinuation from Publix into an insight engine, enabling the brand to rechart growth in the natural channel while better aligning its retail aspirations.

How is General Mills bulking up its innovation pipeline? A new brand by the conglomerate – Lofty Eats – appeared to be gearing up to launch a full set of protein-enhanced foods made from a handful of natural-leaning ingredients.

Will the rising adoption of weight loss drugs dent snack sales on Super Bowl Sunday? According to survey data, chances are slim. Retail insights firm Upside polled Americans and found that people with weight loss goals are still likely to indulge on game day as much as – if not more than – anyone else.