Updates from Expo West 2025 - Juris Law Group, P.C.

By Pejman Javaheri Event Recaps Food News Intellectual Property March 14, 2025

Natural Products Expo West 2025, held at the Anaheim Convention Center from March 4-7, 2025, brought together innovators and leaders in the natural and organic products industry. The event gathered brands, entrepreneurs, and experts focused on advancing health, sustainability, and responsible consumerism.

Spotlight on Startup CPG Brands

One of the most exciting areas of Expo West 2025 was the Startup CPG section in the Hot Products Pavilion (ACC Level 3). Featuring 30 emerging brands from across the United States, this space highlighted fresh ideas and innovative approaches to consumer packaged goods (CPG). These startups exhibited passion and creativity, offering products ready to make a significant impact on the industry.

Notable Brands and Innovations

The expo was filled with innovative products across various categories. Among the standout launches:

Bloom Pop by Bloom Nutrition: A functional soda with low calories and low sugar while promoting gut health, reflecting the growing interest in beverages that provide both enjoyment and health benefits.
Minor Figures’ Oat Lattes and Hyper Oat: Featuring oat-based products like Mocha and Cinnamon-flavored lattes, emphasizing high-quality plant-based beverages with sustainability and ethical sourcing at the core.
Death Wish Coffee Co.’s Premium Canned Lattes: Bold coffee flavors like vanilla and mocha in a ready-to-drink format, catering to consumers seeking an extra caffeine boost.
My Better Batch: A women-owned startup offering simple, non-GMO cookie mixes for convenient at-home baking.
Supergut’s GLP-1 Boosters: A new line of supplements designed to naturally boost GLP-1 levels, supporting weight management and metabolic health.
BARIS: Frozen treats made with premium Patagonian raspberries and fine chocolate, supporting sustainability and biodiversity.
Olli Salumeria’s Preservative-Free Salamis: Clean-label, preservative-free salamis meeting the demand for simpler, more natural ingredients in meat products.
Unreal’s Chocolate-Covered Snacks: Healthy snacks with up to 51% less sugar and no artificial dyes, aligning with the trend of indulgence with cleaner ingredients.
Laurel’s Coffee Organic A2 Dairy Lattes: Organic lattes made with regenerative A2 dairy, appealing to environmentally-conscious consumers.
Tosi’s Refined Sugar-Free Snacks: Treats sweetened with organic coconut nectar, catering to those seeking lower-refined-sugar alternatives.

First-Time Exhibitors and Emerging Brands

Expo West 2025 welcomed numerous first-time exhibitors, showcasing fresh perspectives in the natural products industry. New brands made their mark with innovative offerings and sustainable approaches:

Earthside Farms: Specializing in naturally flavored nuts, Earthside Farms focuses on mindful snacking with products like Banana Bread Walnuts and Coconut Caramel Cashews.
Blume Supply Inc.: Producers of superfood beverage powder blends, Blume aims to connect with new and existing buyers at the expo.
Root & Rise Kombucha: A small-batch kombucha brand offering unique flavors such as Ginger Hibiscus and Mango Turmeric.
Harvest Provisions: Emphasizing regenerative agriculture, this brand offers organic dried fruit blends and seed-based energy bites.
Eden Pure Skincare: Committed to clean beauty, Eden Pure provides plant-based, chemical-free skincare solutions.
TrueBrew Adaptogen Coffee: Combining adaptogens with premium coffee, TrueBrew creates functional, health-enhancing beverages.
Nourish Kitchen Meals: Dedicated to providing organic, nutrient-dense, ready-to-eat meals for busy consumers.

Emerging Trends: Global Flavors and Functional Beverages

Expo West 2025 highlighted key trends shaping the future of natural products:

Global Flavors: As consumers seek diverse culinary experiences, brands increasingly incorporate international inspirations, like BARIS’ Patagonian-inspired treats.
Functional Beverages: Beverages with added health benefits—such as adaptogens, probiotics, and natural energy boosters—were widely showcased. Products like Bloom Pop and Minor Figures’ oat-based beverages exemplified this trend.
Regenerative Agriculture: Many brands emphasized sustainability through regenerative farming practices, ensuring responsible sourcing and positive environmental impact.
Minimal-Ingredient and Clean Label Products: Consumers are demanding fewer artificial ingredients, leading brands to focus on transparency and simplicity in their formulations.

Intriguing Events and Key Discussions

Expo West 2025 featured a lineup of thought-provoking discussions and events that shaped the industry dialogue:

Keynote: The Future of AI in Natural Products: Industry leaders discussed how artificial intelligence is revolutionizing product development, supply chain optimization, and consumer engagement.
Climate Day: A full-day event dedicated to sustainability initiatives, featuring talks on carbon-neutral packaging, climate-friendly farming, and corporate responsibility.
Natural Products Business School: An educational session for emerging brands, covering go-to-market strategies, branding, and funding opportunities.
Retailer Roundtable: A discussion with major retailers about the evolving consumer preferences for health-conscious and sustainable products.
Brand Storytelling in the Digital Age: A panel on leveraging social media, influencer partnerships, and digital marketing for brand growth.
Purpose Pledge Launch: A commitment from major industry players to prioritize sustainability, transparency, and ethical sourcing.

Intellectual Property Discussions

Intellectual property (IP) and trademark management were major discussion points at Expo West 2025. With an increasing number of new products and companies entering the market, IP protection is essential for sustaining innovation in the natural products industry. Key discussions included:

Legal and Regulatory Update: A session titled The Legal and Regulatory State of the Food, Drug, and Cosmetics Industry explored federal and state legislation, AI’s role in product development, and the rise of class-action lawsuits, emphasizing the need for strong IP protections.
Trademark Enforcement in a Competitive Market: Discussions centered on the importance of securing trademark rights early to avoid conflicts and ensure long-term brand protection.
Navigating International IP Markets: Strategies for protecting trademarks in global markets were explored, particularly in regions prone to counterfeit goods.
Supply Chain and IP Management: Ensuring IP protection at all levels of production and distribution to prevent costly infringements was a key focus.
Brand Protection in a Digital Age: The impact of e-commerce on trademark enforcement and digital brand protection strategies was discussed.
FDA and FTC Compliance for IP: Regulatory compliance in product claims and trademarks was explored to help businesses avoid legal pitfalls.
Emerging Trends in Trademark Law: Topics included managing trademark portfolios in a rapidly changing market and the role of social media in brand identity.
IP and Sustainability: The intersection of sustainability and IP, particularly regarding environmental claims and certifications, was highlighted.
The Role of AI in IP Protection: Discussions covered how businesses can protect AI-driven innovations and trademarks within existing IP frameworks.

Conclusion

Expo West 2025 featured an impressive lineup of first-time exhibitors, including Earthside Farms, Blume Supply Inc., Root & Rise Kombucha, Harvest Provisions, Eden Pure Skincare, TrueBrew Adaptogen Coffee, and Nourish Kitchen Meals, all of whom showcased their commitment to innovation, sustainability, and consumer health. Expo West 2025 showcased the innovation and dynamism that define the natural products industry. The event highlighted key trends, emerging brands, and products pushing the boundaries of sustainability, health, and conscious consumerism. Alongside these innovations, discussions on intellectual property and trademark protection were crucial in ensuring that businesses can grow, thrive, and protect their innovations in an increasingly competitive marketplace. As the industry evolves, the role of IP remains vital in fostering creativity, securing brand identities, and navigating complex regulatory landscapes.

A full list of all first-time exhibitors at Natural Products Expo West 2025 is below.
100% Organic New Zealand (https://springbankhoney.com/)

24×7 Packaging (https://247packaging.com/)

365 Vertical (https://www.365vertical.com/)

A+ Berry (https://aplusberry.com/)

Advance Pet Product (https://advancepetproduct.com/)

Agrofirma Pole Ltd (https://agropole.com.ua/)

AL WAHAB RICE MILLS PVT LTD (https://www.alwahabrice.com/)

Alter Eco (https://www.alterecofoods.com/)

Amerasia LLC (https://amerasiausa.com/)

AMLEY FOOD CORPORATION (https://www.amleyfood.com/)

ANELA FRUITS (https://www.anelafruits.com/)

Arizone International LLP (https://arizoneinternational.com/)