Attending Natural Products Expo West 2025 was like stepping into a colorful, flavorful microcosm of innovation, community, and creativity in the world of wellness. After years of attending this iconic trade show—roughly 15 times, though I’ve lost count—this year’s event in Anaheim felt familiar, energizing, and refreshingly human.
If you’ve ever wondered what it’s like to walk the convention floor sampling hundreds of snacks, chatting with passionate founders, and trying to capture that one standout brand, this epiosode will take you there. Whether you’re a wellness enthusiast, a CPG insider, or simply curious about what’s trending in the natural products world, here’s a peek inside my experience, along with some of my favorite discoveries.
🌟 Standout Brands from Natural Products Expo West 2025
After days of walking the convention floor, sampling, chatting, and soaking up stories, here are the brands that stood out—whether for their flavor, innovation, founder energy, or mission-driven roots.
☕ TAMAR (Date-Based Coffee)
This date-sweetened coffee had a beautifully balanced flavor—naturally sweet, but not overwhelming. What really won me over, though, were the founders. Warm, kind, present, and connected. As someone who’s highly sensitive to energy, that matters deeply. When a brand is led by people who show up with enthusiasm and care, I remember it—and I’ll talk about it for years.
🧃 ōku Conscious Energy™ Gummy Snacks
These gummies weren’t even being exhibited at the show—just carried around by the founder herself, who I ended up chatting with. The flavors are vibrant, the energy boost is real (think green tea, yerba mate, and goji berry), and the packaging is gorgeous. They’ve quickly become my go-to desk snack when coffee’s not cutting it. My friend Amy already ordered a box!
💛 Live Love Pop
Even though I couldn’t fully enjoy the product due to my corn sensitivity, this was one of the most heartfelt founder conversations I had all weekend. Lauren, the CEO, dropped into a genuine, human-to-human moment with me—no agenda, no influencer pitch, just connection. Her story, rooted in family and mission, stuck with me. That kind of authenticity radiates through a brand—and it’s why I’ll recommend Live Love Pop to anyone, anytime.
🌿 Better Than Butter
This might be the best vegan butter I’ve ever had—and I’ve had a lot. It might even rival (dare I say… surpass?) Miyoko’s, which is saying something.
The flavor, texture, and branding were all on point. I’m not sure how widely available they are yet, but if you spot it at a specialty store or can get it shipped, don’t hesitate.
🥨 The Greater Knead
Cinnamon sugar pretzel nuggets that are gluten-free, top 9 allergen-free, and absolutely addictive. I kept circling back for samples and may have blocked out any guilt. What a delightful, inclusive snack!
🍿 Captain Danny Corn-Free Rice Popcorn
As someone who’s super sensitive to corn, this was an exciting discovery. This Taiwanese brand makes popcorn-like snacks using rice instead of corn, and they nailed the flavor and texture. It’s not exactly popcorn, but it’s close enough to satisfy—and might just become a staple in my snack rotation.
🌮 Coyote Brand Tortillas
Cassava-based, gluten-free, soft and chewy perfection. Every time I see Coyote at the show, I fall in love with them all over again. They’re usually sold frozen at stores like Whole Foods, and I’m not exaggerating when I say I crave them constantly.
🧀 Papa Mountain
Vegan cheese bread rolls. Yes, really. These cassava-based Brazilian-style pão de queijo are one of my longtime loves at Expo. They come in both vegan and dairy versions, and the vegan ones are every bit as satisfying. If you see them, grab them—I wish they were in more stores.
☕ Belmio
This Belgium-based coffee company makes fully recyclable, fair-trade espresso pods compatible with Nespresso machines. I brought home the hazelnut flavor and it’s smooth, rich, and delicious. Their presence was small but impactful—and I love supporting sustainable coffee done well.
🍫 Lindt Oat Milk Truffles
Not certified vegan, but marketed as “non-dairy”—these oat milk truffles were a nostalgic delight. While not exactly like the original pre-vegan Lindt chocolates I grew up on, they came close. They contain almond, which I’m sensitive to, so I probably won’t repurchase, but I’m still thrilled these exist for dairy-free folks.
Natural Products Expo West is about the stories. It’s where I meet founders who are deeply committed to their mission, explore what’s new in plant-based innovation, and feel inspired by the diversity of products and people shaping this industry. One of the biggest takeaways I’ve had over the years is how crucial the people behind a brand are. A great conversation with a founder or team member can elevate the entire experience of a product. Kindness, warmth, and enthusiasm leave a lasting impression.
Oh, and this year, I stayed at the Hilton right next to the Anaheim Convention Center (a.k.a. “on campus”) for the first time. That small shift in logistics made a massive difference. I could easily run up to my room to take a break, refuel, or simply rest—an underrated luxury at a high-energy event like this.
Natural Products Expo West is always a whirlwind—but it’s one of the few events that leaves me physically exhausted and emotionally recharged at the same time. This year’s discoveries reminded me why I keep coming back: for the people, the passion, and the possibility of what’s next in wellness.
If you’re building a brand, dreaming of attending, or simply curious about the future of food and health, I hope this recap gives you a taste of what’s possible.
