CPG growth in 2025 is fast and unforgiving. Digital grocery platforms like Instacart move brands from limited visibility to national exposure in a short window. The Instacart Top 75 Fastest-Growing Emerging Brands show which companies were able to handle that jump without stumbling.
This list is not a popularity contest. It reflects which brands sustained growth once consumer scrutiny, retailer standards, and competitive pressure all increased at the same time. On a digital shelf, weak claims, confusing packaging, and brand conflicts surface quickly. Brands either adjust or stall.
Top Food Brands on the Instacart List—and What They Did Right
Below are five food brands from the Instacart 75 that illustrate how growth and discipline can coexist.
Oats Overnight
What worked
The brand kept its nutrition messaging narrow and factual. Ingredient disclosures and usage claims are clear, which reduces regulatory friction and builds trust with repeat buyers.
What to watch
Advertising and influencer content should continue to track closely with label language as sales volume increases.
Mid-Day Squares
What worked
Strong brand voice without leaning heavily on functional promises. The product proposition is easy to understand and easy to defend.
What to watch
Trademark enforcement and brand consistency as visibility expands across channels.
Magic Spoon
What worked
Clear nutrition positioning supported by consistent labeling and packaging. The brand’s maturity shows in how its claims are framed.
What to watch
Any formulation changes must be reflected carefully in marketing and labeling to avoid mismatch issues.
Belgian Boys
What worked
Simple product messaging and packaging that performs well in digital formats. Limited claims reduce exposure while supporting scale.
What to watch
Allergen disclosures and sourcing representations as distribution widens.
Sauz
What worked
Strong trade dress and straightforward quality messaging in a crowded category. The brand avoided exaggerated claims.
What to watch
Ongoing brand protection as copycats become more likely with increased recognition.
What the Fastest-Growing Brands Have in Common
The Instacart 75 are not uniform, but their growth patterns are. Several practical themes show up repeatedly.
- Claims were written to survive scrutiny, not just attract attention. Brands avoided broad health language and focused on specifics they could support. That reduced complaints, ad takedowns, and retailer pushback as volume increased.
- Brand identity was clear and owned early. Names, packaging, and positioning were distinct enough to stand out on a digital shelf and defensible enough to withstand imitation. This limited distraction as visibility increased.
- Operations were treated as a growth function, not a back-office task. Supplier agreements, formulations, and quality controls were in place before demand spiked. That allowed brands to scale without supply interruptions or corrective relabeling.
Finally, growth plans assumed scrutiny. These brands behaved as though regulators, competitors, and retailers would notice—and prepared accordingly.
Growth Brings Scrutiny
Rapid visibility brings closer attention from regulators, competitors, and consumers. Functional foods draw claim reviews. Successful brands attract imitators. Supply chains are tested as order volumes rise.
Brands that planned for these pressures early were able to keep scaling. Brands that did not often spent time correcting issues mid-growth.
Legal Readiness as a Practical Growth Tool
For emerging CPG brands, legal and compliance work is often delayed in favor of speed. The Instacart 75 show the downside of that approach. Clear claims, protected brand assets, and solid operating agreements make growth easier to manage, not harder.
In today’s market, legal readiness supports momentum by limiting avoidable risk.
Instacart’s Top 75 Fastest-Growing Emerging Brands (2025)
The table below lists all 75 brands included on Instacart’s 2025 Fastest-Growing Emerging Brands list, organized for easy reference. These companies span food, beverage, household, pet, and personal care categories, but share a common inflection point: national visibility arrived quickly.
Brand Category Nurri Functional Dairy Oats Overnight Functional Food Molly’s Suds Household Care Built Puffs Snacks Cymbiotika Supplements Zena Nutrition Supplements Fresh Press Farms Food Roots Farm Fresh Fresh Foods Dose Supplements Black Rifle Coffee Company Beverages Goodles Packaged Food Joyburst Beverages Fruit Riot! Snacks Blueland Household Care MaryRuth’s Supplements Righteous Felon Snacks Belgian Boys Bakery / Snacks Recess Beverages Scott & Jon’s Frozen Food Evergreen Food PRETZELIZED Snacks Drizzilicious Snacks Hero Bread Bakery IQBAR Functional Snacks Magic Spoon Cereal Aussie Bubs Infant Nutrition Somos Prepared Foods Ice Cream for Bears Frozen Desserts Humm Kombucha Beverages Solely Snacks LOVE CORN Snacks Sanzo Beverages JUNI Beverages Fishwife Specialty Foods Purely Elizabeth Functional Food Hiyo Beverages Amara Infant / Kids Nutrition Mid-Day Squares Functional Snacks Dude Wipes Personal Care The Good Crisp Snacks Nulo Pet Nutrition Graza Pantry Staples Rebel Beverages Cure Hydration Beverages Abbot’s Butcher Plant-Based Food SkinnyDipped Snacks wildwonder Beverages Power Up Snacks Archer Meat Snacks Protein Snacks Mighty Spark Meat Products Safe Catch Seafood Bloom Sparkling Energy Beverages Feastables Snacks Mike’s Hot Honey Condiments Actual Veggies Frozen Foods Carbone Fine Food Sauces Zena Gourmet Food Purely Pecans Snacks RIND Snacks Snacks LesserEvil Snacks Partake Foods Snacks Siete Foods Mexican-Inspired Foods Once Upon a Farm Refrigerated Foods
This table is designed to serve as a reference point for founders, operators, and advisors evaluating how growth intersects with compliance, branding, and operational readiness.
Frequently asked questions (fAQ)
How does Instacart define “fastest-growing”?
Instacart generally bases its fastest-growing designations on sales velocity and year-over-year growth trends across its marketplace. The list reflects performance driven by consumer purchasing behavior, rather than brand awareness, fundraising activity, or media exposure.
What risks do fast-growing CPG brands face as they scale?
Rapid growth increases exposure to labeling challenges, advertising scrutiny, trademark disputes, and supply-chain strain. These risks tend to escalate once brands gain national visibility and expand across multiple digital and retail channels.
Key Takeaway
Who made Instacart’s list of the top 75 brands in 2025 was not accidental. These companies paired consumer demand with structural discipline. As digital platforms continue to compress growth timelines, that combination is becoming less optional and more determinative.
