Last week, team Seurat headed to Anaheim for a jam-packed two days of meeting founders, discovering challenger brands, sampling hundreds of products, and most importantly, scoping out the biggest trends set to define 2025. That’s right – we’re talking about Expo West 2025. The annual “brand land” grand slam of CPG did not disappoint, as starry-eyed first timers & Expo vets alike stormed the halls to try the latest innovation, meet buyers and distributors, and size up the competition. It was a year to remember with the protein arms race – emboldened by the rise of GLP-1s – continuing full force and CPG fanatics literally throwing punches over highly sought-after pink puffy giveaway bags.

Last year, we recapped the top 10 trends at Expo, organized by those most emerging to those most poised to scale. One year later, many of those trends we identified as ready to scale, have done just that (we’re looking at you, modern soda) and are now approaching their crest.

This year, we’ve organized trends based on adoption maturity —highlighting trends that are just beginning to gain traction and those that are more on their way to mainstream dominance. Let’s face it, not every brand at Expo is destined for widespread adoption, so our goal is to shine a light on the few and mighty that are poised for real growth.

#10 Mushroom Mayhem

Exhibitors of the fungal variety largely fell into two camps: mushrooms as food and mushrooms as medicine. On the food side, mushrooms—especially in jerky form—are carving out a niche as a nutrient-dense, umami-packed salty snack, though scalability remains limited. The real momentum is happening on the functional side, where mushrooms are being positioned as natural powerhouses for cognition, mood, gut support, endurance, and beyond. Within this space, two distinct branding strategies are emerging: some are tapping into the “magic mushroom” mystique with psychedelic-inspired names and graphics, while others are leaning into a more clinical, pharmacological approach. However, some companies are moving away from centering “mushrooms” in their branding altogether, recognizing the barriers to entry and consumer hesitation.

For example, Odyssey Elixir (a brand we featured last year), now emphasizes benefits like cognition & energy and lists ingredients like lion’s mane and cordyceps in place of the word “mushroom” on pack. Similarly, Everyday Dose embraces functional mushrooms in their product, but with a more mainstream name and approachable aesthetic. Despite the hype, trial, education, and perceived efficacy remain barriers to mass adoption—keeping this trend in its earlier stages of growth for now.

#9 Color Drenching & Dopamine Vibe Tribe

Brands that embrace ultra-bright, dopamine-inducing packaging—featuring bold fonts, saturated colors, and a distinct badge-value aesthetic—are resonating deeply with Gen Z. This trend, fueled by TikTok-dominant interior design aesthetics, taps into Gen Z’s craving for both simplicity and novelty. Having grown up in a world of constant digital stimulation (hello, iPhones from birth), Gen Z is accustomed to sensory overload. Color drenching—the use of bold, monochromatic color blocking—provides a visual break, offering an eye-catching yet cohesive look that stands out without feeling chaotic. It delivers boldness without clutter, making products feel both contemporary and easy to process. On the flip side, dopamine packaging leans into playful, high-energy visuals—think clashing brights, dynamic patterns, and nostalgic, Y2K-inspired motifs designed to spark joy. Beyond aesthetics, these approaches also deliver shelf standout.

Monochromatic packaging helps brands create strong, recognizable blocks, while dopamine-inspired designs foster an emotional connection, making products feel fun, expressive, and shareable. Regardless of the approach, both styles force brands to tighten their messaging, ensuring a clear and compelling value prop without unnecessary noise. In a world where Gen Z seeks products that are both visually satisfying and instantly recognizable, dopamine-drenched branding strikes the perfect balance between energy and clarity. Based on the graphics on display in everything from functional beverages and snacks to supplements and even salad dressing, we expect to see color drenching and dopamine-drenched branding creeping into more categories in the near future.

#8 Sweet / Savory Flavor Flip 

Consumers are craving unexpected twists on familiar flavors, fueling the rise of savory notes in sweet categories (black sesame lattes) and sweet infusions in savory ones (pancake-flavored popcorn). This shift is driven by flavor fatigue, global influence, and the appeal of contrast. Many cultures have long blurred these lines, from Japan’s miso desserts to Hawaii’s sweet-savory pairings. As Gen Z and Millennials seek bold, shareable flavors, brands are increasingly embracing this balance to create fresh, exciting, and craveable experiences that keep consumers coming back for more.
The sweet-savory mashup also taps into cravings, nostalgia, and a perception of balance—making indulgence feel both exciting and justifiable. The result is more emerging brands pushing the boundaries of flavor norms.

#7 Asian Frozen Feast

Boy, has this category leveled up. Frozen still carries some lingering sodium-and-preservative baggage, but the stigma is fading fast—thanks to a wave of high-quality brands proving that frozen can mean fresh, flavorful, and clean-label. Trader Joe’s set the stage over the last 5–7 years with its affordable frozen hits like soup dumplings and bulgogi beef, and now a new class of premium, restaurant-quality brands is taking things even further. From Korean to Chinese to Indian cuisine, these frozen flavor bombs are redefining what easy, at-home global eats can be.

Many have built out large & growing DTC businesses with digitally native shoppers. The rise of foodie culture plays a key role—younger consumers crave bold, global flavors but don’t always have the disposable income to regularly dine out. At the same time, the perception of frozen food is shifting, fueled by brands using higher-quality ingredients, fewer additives, and chef-driven recipes (last year we featured Kevin’s a ready-to-heat brand that has gained widespread distribution since its acquisition by Mars). The result? A new generation of frozen meals that deliver an authentic experience for a fraction of the cost. While price point remains a factor, growing demand and economies of scale will help bring costs down—paving the way for these flavor-packed, better-for-you options to become a freezer staple.

#6 Little Trend Setters 

More premium adult brands are expanding into the ripe-for-disruption kids market, launching everything from DHA-fortified oat milk to collagen jelly. Traditional kid brands have long packed their products with sugar and additives, leaving parents searching for healthier, high-quality alternatives.
Now, a new wave of brands is rethinking kids’ food—not just by cleaning up ingredients, but also by blurring the line between what kids and adults eat. Some brands take a simple approach, scaling down pack sizes and adding playful designs, while others tweak flavors (hello, chocolate drizzle!) or develop entirely new sublines tailored for child development. Beyond just better nutrition, these products bring generations closer together, making mealtime a shared experience rather than a compromise. The result is a major glow-up for the kids’ aisle—where products cater to both parental concerns and kid-friendly appeal, while seamlessly fitting into the broader family table.

#5 Fruit – Front & Center

Whole fruit snacks were everywhere at Expo West this year, from freeze-dried fruit crunches to fruit jerky and even fruit spaghetti. Brands are tapping into the demand for all-natural, fruit-based innovations, formulating with just pure fruit and fruit juice to deliver cleaner, real-food options. The rocket success of TruFru has likely served as a catalyst, aiding investment into fruit-based forms and snacks.

This surge in whole fruit snacks is also a reaction to the rampant fortification in shelf-stable snacks, where traditional categories are being stretched and redefined with added protein, fiber, adaptogens, and beyond. As more products lean heavily into plussed up benefits, fruit snacks stand out by embracing simplicity and purity—offering real, recognizable ingredients without the extra “boosts”. Whether driven by a desire for back-to-basics simplicity or shifting dietary habits, whole fruit snacks are having a moment.

#4 Even Energy 

Last year, we highlighted how the energy landscape was shifting as consumers looked for cleaner ingredients to power their day. This year, the focus has evolved further—not just on clean energy, but on sustained, balanced energy that fuels moments without the dreaded crash. Glucose regulation has taken center stage in the health world, with figures like @glucosegoddess (5M followers on Instagram) driving awareness around glucose spikes and their impact on overall health. A growing number of non-diabetics are even wearing glucose monitors to better understand how their bodies process sugar, fueling demand for products that support stable energy levels.

Consumers are thinking beyond just caffeine or carbs—they’re seeking B12 for natural energy, L-theanine to smooth caffeine release, and formulations designed to avoid the spike-and-crash cycle of traditional sugar-bomb energy drinks (or even their morning coffee). Energy is no longer just about the jolt—it’s about stability, endurance, and smarter fuel for the day ahead.

#3 Mocktail Mojo

Last year was all about non-alc spirits for DIY mocktails. This year, brands are making it even easier with canned, craft RTD mocktails that take out the guesswork and actually taste amazing. While this category has been around for a while, it’s now exploding with bold, eye-catching packaging (think sleek multi-serve glass bottles and vibrant single-serve cans) and diverse value props.

Some brands are packing in functional ingredients, while others lean into premium flavors and craft techniques to stand out. With nearly half of Americans aiming to drink less alcohol in 2025 and 1 in 4 adults reporting they were alcohol-free in 2024, the demand for elevated, alcohol-free options is skyrocketing. The reality is, holding a plain bubbly water at a party doesn’t hit the same as sipping from a thoughtfully designed slim can. RTD mocktails aren’t just an alternative anymore—they’re becoming the main event. TLDR: The sober-curious movement isn’t slowing down, and RTD mocktails are officially the life of the party. Keep an eye on this space—it’s only getting buzzier (minus the buzz).

#2 Honey, It’s Date Night!  

Honey is having a moment as the new, better-for-you sweetener. Natural, pure, and with a more moderate glycemic index, it’s stepping in as a go-to alternative to sugar alcohols and overly processed options. But here’s the twist: bees—which are more abundant than ever—are crucial to our food supply, pollinating up to 90% of what we eat. So, honey is not just sweet—it’s regenerative and sustainable, driving halo perception as a better for the planet alternative. Additionally, as concerns over honey adulteration rise, consumers are increasingly seeking out pure, authentic honey, with a growing interest in its storytelling and provenance—much like wine. The rise of hot honey as a condiment and honey’s expanding role in food and beverages reflects a larger trend of moving toward recognizable ingredients in healthier, more transparent products.

In a similar vein, dates are shining right now thanks to this shift back to wholesome, recognizable sweeteners. Long used as a staple ingredient in BFY snacks, dates are now emerging as a standalone treat—whether packaged as a midday puree, a salty chocolate-covered snack, or a drizzle of rich date syrup. Packed with fiber, potassium, and magnesium, dates bring maximum flavor with minimal processing while offering a naturally sweet, nutrient-dense alternative to refined sugar. Expect to see even more honey & date-based products popping up as demand for natural, nutrient-dense ingredients continues to rise.

#1 Great Animal Revival

Guess who’s back, back, back—back again (!!!)? That’s right, dairy—and now, real meat, too! For the 
first time in years, animal products made a major comeback at Expo West, reclaiming space after a decade dominated by plant-based alternatives. So, what’s fueling the shift? Ongoing research and consumer sentiment suggest that for those who can tolerate it, real dairy and high-quality meat are often healthier than their ultra-processed plant-based counterparts, which can be packed with additives and artificial ingredients.

This year, full-fat dairy took center stage, from indulgent, premium options like jalapeño butter to RTD craft lattes made with A2 milk. Meanwhile, real meat brands doubled down on quality and sourcing, with grass-fed, regeneratively raised, and minimal-ingredient options making a strong showing. As consumer preferences shift toward authentic, whole-ingredient foods, both dairy and meat are 
poised for a long-term resurgence across the industry. Buckle up—real animal products are back in 
the spotlight.

The trends most likely to scale are those that are easy to understand and immediately accessible. The less work required by consumers to “get it,” the better

The trends that break through unexpectedly often have a viral moment that propels them into the mainstream (remember #TinnedFishTok?). These are the surprise hits that capture consumer attention and turn more niche categories into cultural phenomena

The price value equation must be optimized to drive wider adoption & repeat purchase. Some shoppers may be willing to try $20 granola once, but they’re unlikely to routinize

For a product to truly break through, its functional benefits must be felt or at least believed by consumers. If it doesn’t live up to its promise, it won’t build the trust needed to scale

The in-store space crunch is a crucial factor 
for scalability. With crowded categories (like functional beverages) and limited facings, 
brands that can creatively find their retail space—whether in unexpected aisles or by thinking outside the box—are more likely to make it big. After all, who’s going to fill all those empty 
egg shelves?

Curious how your business can get in on these trends? As always, we welcome conversation at [email protected]!

It’s no secret the changing dynamics in the CPG space have made it increasingly difficult for brands to break through. A precarious financial environment (elevated interest rates, limited funding, inflation price pressure, etc.) coupled with a crowded and fiercely competitive landscape has forced Challenger Brands to evolve their value equation and their offerings to survive and thrive. While 10 years ago we saw a landscape emerging with disruptive Challenger Brands, we now see more and more closures as consumers, retailers and investors alike continue to raise the bar for what it takes to succeed in this environment. With that comes fewer, larger players offering highly unique and differentiated solutions.

This evolved environment demands more from Challengers to achieve broad appeal and durable success. This year’s report goes beyond the sweeping changes in the Challenger Brand space to explore what will enable the next phase of Challenger Brands to thrive. Challenger 2.0 will explore key strategies that have enabled Challengers to flourish in this new context: reframing health & wellness, leveraging digital connections, evoking human emotion, and inviting accessibility.

Source

The genesis of Challenger Brands in many consumer spaces was in reimagining and redefining traditional categories through “Better-for-You” (BFY) alternatives (e.g., improved ingredients or physical health benefits). While Challenger Brands are still celebrated for this today, the new wave of brands is redefining what “BFY” truly means by expanding its scope. These brands still hold better ingredients and physical health benefits central to their value propositions yet now integrate calls to indulgence and mental wellness in their offerings, creating a more comprehensive, balanced, and relatable approach to health and wellness.

As consumers become more digitally native, they expect brands to do the same. Challenger Brands are finding innovative ways to connect with consumers online and on social media platforms – both delighting consumers and combatting the realities of limited retail shelf space. While digital outreach has existed for years, it was often more general and one-size-fits-all. Today, Challengers are reshaping the dynamics of the digital brand-consumer relationship by leveraging the interactive nature of social media and employing tailored meaningful engagements; the result is highly personalized and authentic communication. Through this, brands make consumers feel as though brand participation is akin to supporting a friend or contributing to their community.

In today’s fast-moving world, people crave more than just products; they want a more meaningful experience. They’re looking for ties that go beyond transactions, not only with each other but also with the brands they support. Nostalgia plays a powerful role in this, tapping into emotions and shared memories that create a bridge between the past and the present, making experiences feel both personal and universal. Brands that tap into emotionality -whether by evoking a specific mood, or championing a mission rooted in fostering connection between others (pets included!) — amp up the consumer experience while creating powerful, enduring loyalty.

Challenger Brands succeed by daring to be different, standing out with unique offerings that break away from the mainstream. But there’s only so much room to grow when you’re operating within a narrow niche. That’s where 2.0 Challengers are changing the game—by tapping into high penetration categories, they stay relatable & accessible. They embody inclusive accessibility through multiple avenues—from making seemingly intimidating categories easier to understand and engage with, or increasing access (both in availability or affordability).

Challenger 2.0: Our Top 10 brands that embody this next generation of category disruption

Goodles. Mac and Cheese is the ultimate comfort food. However, traditional options often target kids with simple flavors and character-driven packaging, leaving adults out of the equation. Goodles is changing the game with boxed mac and cheese made for adults to enjoy. Packed with impressive ingredients and nutrition, Goodles combines fun and nostalgia with vibrant, 90s-inspired packaging and playful names like Cheddy Mac and Shella Good. The impact speaks for itself: with one box sold every second and recognition as the #7 fastest-growing brand in U.S. grocery, Goodles proves that modernizing nostalgic products and providing a more permissible way into an indulgent classic is a recipe for success. (Source 1, Source 2)

Hot Take. Hot Take is inspiring consumers to “change the way they think about and eat dessert”. What truly sets Hot Take apart is its unapologetic embrace of true indulgences, made better – crafted with premium, clean ingredients like grass-fed butter and fair-trade chocolate. While many brands lean into low-calorie or vegan trends, Hot Take took a bold stand, redefining wellness by championing the emotional joy of savoring a real treat over obsessing about macronutrient counts. Adding to its appeal, the founders – a sister duo – take fans along for their journey as small business owners across social media channels. These viral videos include moments such as seeing their products in stores for the first time, and more casual, conversational late-night baking sessions to authentically foster a supportive community. (Source)

Masa. Frustrated by the widespread use of seed oils in processed foods, founder Steven Arena set out to create a chip that wouldn’t leave him feeling sluggish. His solution was to revive traditional methods, frying hand-made corn tortillas in grass-fed beef tallow—an animal-based fat used for centuries in cooking and skincare—and preparing them with an ancient Aztec technique that preserves the corn’s nutrition. The result is a chip that not only delivers incredible flavor but also leaves consumers feeling great, as evidenced by countless testimonials. By prioritizing high-quality ingredients and embracing “old-fashioned” methods, Masa Chips has become Erewhon’s number—one chip brand, proving that rediscovering traditional practices can pave the way for modern innovation. (Source)

Smalls. Smalls is a pioneer in the world of human-grade cat food, setting a new standard for quality and convenience (voted the #1 healthy cat food brand!). By combining a personalized omnichannel approach with innovative features like tailored quizzes and a 24/7 text line, Smalls connects deeply with cat parents, making it easier than ever to understand and meet their feline friends’ needs. “Cat concierges” work with cat parents to ensure the transition to Smalls is as seamless as possible, leading to an incredibly high retention rate. With a seamless direct-to-consumer subscription model, Smalls offers a user-friendly experience that has fed over 100,000 cats, redefining what cat food can and should be. (Source)

Jukebox. Jukebox elevates the shower from a daily routine to a moment of self-expression and self—connection, blending better ingredients with a playful approach. By crafting soap with natural ingredients and a cold-process method, Jukebox delivers “really, real soap” that nourishes and cares for the skin. At the same time, the brand embraces fun with playful product names and scents—like “Gettin’ Figgy With It” and “Mango No. 5″—and joyful messaging that encourages creativity and delight. Head of Jukebox, Emily Woods, explains, “While women’s face products are everywhere, they only cover 3.5% of the skin. Jukebox covers the other 96.5%.” Jukebox is making its joyful shower experience accessible to even more women. (Source)

Native Pet. Native Pet understands that when it comes to your pup, “their health is your happiness.” That’s why they’re committed to creating the highest-quality products in pet nutrition with supplements that make a real difference. Through creator collaborations and their “Dog is our Native Tongue” campaign, the brand has built a tight-knit community of dog lovers who educate one another on this emerging category. Additionally, their unique ambassador program helps the brand feel more authentically connected to the pet community, leveraging trusted pet influencers (and their pets) as a vehicle for education and brand awareness. (Source 1, Source 2)

The Real Cereal. The Real Cereal is bringing this breakfast staple back to its glory days. With only two ingredients, The Real Cereal delivers a refreshing return to simplicity, away from the artificial additives and ingredients that have flooded today’s cereal aisle. And the simplicity of its ingredients isn’t the only nostalgic touch – the brand’s retro packaging and classic SKUs, ‘Corn Flakes’ and ‘Rice Crispies’, are straight from the 70s, delighting consumers with a moment of nostalgia in every bowl. The brand is making strong inroads, having tripled its distribution footprint over the past year. (Source 1, Source 2)

Graza. Before Graza, the olive oil category was split between low-quality basics and over-priced premium brands. Graza changed the game with high-quality, accessible oils wrapped in playful, modern packaging. They made olive oil approachable, even helping people understand its diverse use cases with intuitive, fun “sizzle” and “drizzle” names. With a strong social media presence, Graza turned olive oil from a mundane kitchen staple into a Gen Z status symbol. They’ve also partnered with larger brands in other categories to bring upscale olive oil pairings right to consumers – whether that’s a cranberry, chocolate, & olive oil yogurt bowl in partnership with Chobani, or an olive oil cake at Partner’s coffee shops. Their debut SKUs sold out within hours, and the brand hasn’t slowed down—expanding into refillable bottles, chips, and even “Grazola.” (Source)

Nature Fresh Farms. Nature Fresh Farms is shaping the future of produce with innovative greenhouse farming, setting new standards for sustainability and accessibility. As climate change disrupts traditional farming methods and consumers expect fresher, year-round produce, retailers are turning to indoor-grown produce to ensure a steady supply. This approach provides fresh, high-quality, clean, and value-add items year-round, making it easier for consumers to maintain healthier diets. Nature Fresh Farm’s proprietary “Greenhouse Clean” promise underscores their commitment to delivering clean, pure produce, and makes it easy for consumers to recognize the immediate benefits of choosing indoor-grown options. Beyond meeting today’s needs, Nature Fresh Farms was recently recognized for its innovative use of AI to enhance the efficiency and affordability of its greenhouse farming model, driving accessibility for even more consumers. (Source 1, Source 2)

Olive & June. Meet Olive & June, the brand transforming the at-home manicure experience. Originally launched as a nail salon, its 2019 pivot to an at-home product line cemented Olive & June as a leader in the nail care industry. Founder Sarah Tuttle’s “obsession with community” has been key to its success, pairing high-quality products with unmatched consumer engagement. From brochures and YouTube tutorials to Instagram Live boot camps and Zoom masterclasses, Olive & June’s educational approach has cultivated a loyal following of DIY beauty enthusiasts. Through these tools and easy-to-use products, Olive & June empowers consumers to take their manicures into their own hands (literally!), making having well-polished nails an experience accessible to all. In 2023, it became the fastest-growing nail brand and was recently acquired by Helen of Troy for $240 million. (Source 1, Source 2, Source 3)

These 2.0 strategies are not only the domain of emerging Challenger brands, they are harbingers for breakthrough, durable growth as evident by the success of more established brands:

3. MAGNUM
Magnum Ice Cream, owned by Unilever, is elevating the nostalgia of classic ice cream novelties with its new “Mood Food” line, featuring three emotion-inspired flavors: Euphoria, Wonder, and Chill. Each flavor is carefully crafted with unique tastes and textures designed to bring these emotions to life. The “Mood Food” line taps into the growing trend of emotional eating, inviting people to savor moments of self-care, celebration, or mindfulness—all through the magic of ice cream.

We’ve identified 4 strategies characterizing how this next wave of Challenger Brands is successfully breaking through in this ever-more competitive landscape.

They have one thing in common, an acute attention to delighting their consumers – the tried-and-true way that Challenger Brands will still disrupt category leaders in the Challenger 2.0 world. As always, we want to hear from you! If you’d like more information on any of our challenger brand studies, or want to share a brand of your own, please reach out at [email protected].