Trends, Highlights, and Hot Takes
Expo West, the largest annual North American trade show for natural, organic, and sustainable products, gathered over 3,500 consumer packaged goods (CPG) exhibitors and more than 85,000 attendees in Anaheim, California, this month. Industry leaders, emerging innovators, and major retailers connected over several days, showcasing products across food and beverage, beauty, wellness, household items, and supplements.
As always, Sandbox Studios was there—connecting with founders on the floor, our Friends of the Fund at the bar, and even randomly catching Third Eye Blind from the front row at the Bitchin’ Sauce concert.
Event Highlights:
- Giannuzzi Lewendon Breakfast Panel: Founders from Koia, Promix, Lemon Perfect, and Wilde Chips spoke candidly about perseverance and the realities of startup life. Christopher Hunter, Founder of Koia, shared our favorite piece of memorable wisdom: “Face reality—you don’t always need a ton of money to grow. Most people just don’t want to put in the work.”
- Discovering Katie’s Pizza: This St. Louis-based brand offers literally the best frozen pizza on the market. Trust me—I tried them all, and I’m not even an investor. It’s genuinely that good.
- JP Morgan Happy Hour: Exceptional steak, enough said.
- ForceBrands Founders Social: Accidentally matching the entire Absorption Company team’s black-and-white attire—perfectly on-brand 👇
In terms of overall trends, while ongoing themes from previous years persisted—such as increased protein offerings driven by the rise of GLP-1 medications, the globalization of food, and bolder branding—the absence of significant innovation felt more pronounced this year. This sets the stage for our Top 3 Trends from Expo West 2025:
Top 3 Trends at Expo West 2025:
- Brand Extensions Over Innovation
Brands heavily favored product line extensions over new innovations, reflecting caution in the face of ongoing economic challenges. Venture capital funding for consumer brands declined sharply—down nearly 30%, from $2.7 billion in 2023 to $1.9 billion in 2024. Reduced capital availability prompted brands to lean into safer, established product lines rather than risky new ventures.
2. Vanilla’s Moment
Vanilla emerged surprisingly dominant, with roughly three times more vanilla-centric products and exhibitors than in 2024. Amid economic uncertainty, consumers gravitate toward comforting, familiar flavors, making vanilla a natural standout. The continued growth in plant-based dairy alternatives further amplified vanilla’s popularity across snacks, beverages, protein bars, ice creams, and even beauty and wellness products.
3. Aloha from Hawaii
Hawaii had a major presence, showcasing the islands’ unique ingredients, sustainability efforts, and vibrant culture. Tropical snacks, beverages with Hawaiian botanicals, and wellness products using traditional remedies resonated widely. Consumers seem increasingly drawn to products that offer a sense of escape, relaxation, and authenticity—qualities deeply embedded in Hawaiian brands.
Sandbox Studios’ Portfolio Highlights
All Sandbox Studios’ CPG portfolio brands participated at Expo West in various capacities:
- Most of our brands actively walked the floor, connecting strategically with retailers and investors.
- Some brands hosted dedicated suites for focused retail meetings on performance, velocity, and resets.
- Others surveyed competitors and monitored category trends to stay ahead of the competition.
None exhibited formally—a decision we secretly loved. In the current economic environment, especially for early-stage brands, investing heavily in exhibiting isn’t always capital-efficient. For brand founders considering exhibiting at Expo West in the future, we strongly recommend reading De Soi CEO Scout Brisson’s insightful LinkedIn breakdown (read here).
Scout transparently shares the true costs and returns, answering the pressing question: “Was it worth it?” Visiting De Soi’s booth, we witnessed Scout’s strategic execution firsthand—it stood out impressively in a crowded marketplace.
Without fail, Expo West 2025 offered critical insights that will guide our support for brands navigating the evolving landscape this year and beyond. It also lays the framework of how we will look to innovate across the upcoming portfolio through our investment strategy.
Hope to catch you on the floor next year!