Expo West 2025 was another fantastic show filled with excitement and innovation. What really stood out this year were products and brands that emphasized authenticity and transparency. Protein is the biggest theme this year that spanned across categories. There has been a clear shift towards embracing natural goodness, brands are no longer hiding sugar or ingredients. Rather, they are opting for cane sugar, honey or coconut sugar and moving away from sugar substitutes like stevia and monk fruit which have dominated the market over the past few years.

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This year transparency, family connections and product journey were key. Brands are sharing more about farming practices and consumers are demanding more honesty in both the operations and what goes into their food.  

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The Expo West 2025 demonstrated that the industry is moving towards a much more balanced approach towards health , where consumers can enjoy their favorite comfort foods, knowing exactly what’s going in them and not sacrificing on taste.  

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