We’re still walking on Cloud 9 after experiencing all that Expo West 2025 had to offer. We came, we sampled, and we celebrated. If you attended, you know that the energy was high, the tote bags were THE status symbol, and brands pulled out all the stops to capture attention. From ingredient wars to over-the-top activations, here’s everything that had the show floor talking—and what’s about to hit grocery aisles near you.
The “It” Bag of Expo West: Belgian Boys’ Puffy Pink Tote
If Expo West had a fashion show, the Belgian Boys tote bag would’ve taken top prize. This pink puffy tote was the must-have accessory of the event, turning heads and sparking serious FOMO. Unlike traditional branded totes, Belgian Boys played it cool—keeping their logo on the inside, making it feel more like a trendy travel bag than a grocery store freebie. The hype was so real that security had to step in to manage the demand. Lesson learned? Sometimes, less branding = more buzz; and investing in something every conference-goer needs is a secured win.
Booths That Brought the Hype
Sampling is a given at Expo West, but in 2025, brands went BIG with experiential activations that made their booths stand out (and kept attendees lingering just a little longer). Here are some of the most memorable moments:
- St. James Spin Wheel – A chance to win White Lotus-themed merch? Say less. St. James nailed the email capture game with a giveaway that tapped into pop culture fandom.
- Grillo’s Pickles Mechanical Pickle Ride – Think mechanical bull, but make it pickled. A brilliant way to draw a crowd (and probably some hilarious TikTok content).
- BelliWelli & Rudi’s Photo Booths – Branded photos made easy? These booths proved that simple, shareable moments are still a win.
- The Only Bean Raffle Slot Machine – Edamame fanny packs were the prize to win, proving that a little gamification goes a long way.
- Tony’s Chocolonely Claw Machine – Arcade nostalgia + chocolate = a crowd-pleaser.
- Jukebox Custom Patches – A truly personalized experience where attendees picked out patches and had them steamed onto their bags in real time.
- Royal Giveaway: A Trip to India or Thailand – If there was ever a raffle worth waiting for, this was it.
The takeaway? The brands that created memorable, interactive experiences—not just samples—were the ones attendees couldn’t stop talking about.
Trending Ingredients: What’s Hot in 2025
Of course, ingredients make a BIG impact at Expo West. A few oldies have continued their stronghold as a primary focus in Expo West while some surprising newcomers joined the ranks as well:
- Mushrooms: Last year, they were all about wellness. This year? They’re cool, edgy, and rocking bold, vibrant packaging to attract a younger audience. From Everyday Doze Coffee to Fungies Gummies, mushrooms are popping up in snacks, drinks, and even protein bars.
- Dates: Remember when we called them the “it” ingredient last year? They’re still going strong! From Date Better to Joolies, brands continue to showcase dates as the go-to natural sweetener, proving that this trend has serious staying power.
- Pickles: Apparently we’re not the only ones who are obsessed with pickles. The pickle renaissance is happening! The Grillo’s x Hippeas collaboration and Caulipower’s pickle pizza turned heads with unexpected flavor mashups that had people asking, “Wait, does this work?” (Spoiler: It does!)
The Soda Wars Rage On
The battle for the better-for-you soda crown is fiercer than ever. Poppi and Olipop have led the charge, but this year, a wave of new brands entered the ring with their own prebiotic, probiotic, and functional sodas. Here are some of the challengers looking to shake up the market:
- Bloom Pop – A floral-infused soda aiming to blend botanicals with gut-friendly benefits.
- Daytrip Prebiotic Soda – Bringing a wellness-focused take on bubbly refreshment.
- Liquid Death’s Soda-Flavored Water – Because Liquid Death never does anything quietly, their new soda-inspired flavors had everyone curious.
With consumers looking for more from their beverages—whether it’s digestive benefits or just a healthier take on soda—the fight for shelf space is only getting more competitive. Who will reign supreme in the functional fizz category? We’ll be watching.
Final Thoughts
Expo West 2025 didn’t just showcase new products—it showed us how brands are innovating, engaging, and capturing attention in fresh ways. Whether it was the cult-status tote bag, the carnival-style booth experiences, or the unexpected ingredient pairings, this year was all about creativity, surprise, and a little bit of friendly chaos.
As always, we’ll be keeping a close eye on which of these trends makes the biggest splash in stores. What caught your eye at Expo West this year? Drop us a comment on Instagram or LinkedIn—we’d love to hear your thoughts!