What truly defines newstalgia for you? This captivating concept, best described as “a blend of our old and familiar past with elements of the new and groundbreaking,” significantly rose to prominence during and in the aftermath of the global pandemic. As a dynamic culinary trend and an enduring cultural phenomenon, newstalgia has firmly established its presence, a fact brilliantly showcased at this year’s highly anticipated Sweets & Snacks Expo. Held for the second consecutive year in the vibrant city of Indianapolis, the Expo once again proved to be the quintessential platform for unveiling the future of confectionery and snacking.
For many years, I have eagerly covered the Sweets & Snacks Expo (you can explore my previous insights here, here, here, here, and here). This event holds a special place for me, primarily due to the unparalleled opportunity it offers to engage directly with the brilliant creators and innovative businesses that form the backbone of an industry I deeply cherish. My continuous aim is to gain a profound understanding of the ongoing transformations, emerging technologies, and pivotal trends shaping the expansive world of sweets and snacks. From this unique vantage point, the Sweets & Snacks Expo stands as the perfect, indispensable resource.
2025 Sweets & Snacks Expo: Key Highlights and Impact
The 2025 Sweets & Snacks Expo truly outdid itself, solidifying its position as a global nexus for confectionery and snack innovation. This year’s event boasted an impressive turnout and scale, underscoring the industry’s vibrant health and forward momentum. With over 1,000 exhibitors gracing the show floor, including more than 300 exciting first-time participants, attendees were treated to an unparalleled array of new products and groundbreaking concepts. The Expo welcomed over 14,500 attendees, representing more than 85 countries, fostering a truly international exchange of ideas and business opportunities. Spanning a massive 250,000+ square feet, the show floor was a bustling hub of innovation and inspiration, where every corner revealed a new discovery. Beyond the vast product showcases, the Expo offered immense educational value through 40+ specialized sessions, covering critical topics such as retail strategy, merchandising best practices, and future-forward market insights. These sessions provided attendees with actionable knowledge to navigate the evolving landscape of the sweets and snacks industry.
Unveiling the Future: Top 2025 Trends in Sweets and Snacks
The 2025 Sweets & Snacks Expo served as the definitive barometer for upcoming consumer preferences, revealing key trends that will undoubtedly shape the market. Here are the top trends consumers can anticipate seeing on store shelves:
- Bold Flavors: An Adventurous Culinary Journey
Consumers are increasingly seeking adventure, and this trend is powerfully manifesting in the candy and snack aisles. Expect to encounter an exciting array of bold new flavors and innovative textures, drawing inspiration from diverse culinary traditions across the globe. From exotic spices to unexpected fruit combinations and savory infusions, these products are designed to tantalize the taste buds and offer a genuine sense of discovery. Manufacturers are pushing boundaries, transforming everyday snacks into global gastronomic experiences that cater to an adventurous palate.
An assortment of South Korean snacks, on display at the Expo
- Limited-Time and Seasonal Offerings: The Allure of Exclusivity
The desire for novelty and the thrill of exclusivity are powerful drivers in consumer behavior. Shoppers are actively looking for flashy, unique products – whether these are charming seasonal editions celebrating holidays and specific times of the year, or highly coveted limited-time offers that create a sense of urgency. The “get them before they’re gone” mentality fuels demand, making these products highly sought after. Brands are leveraging this trend by consistently introducing fresh, unique items that keep consumers engaged and eager to try the latest innovations.
Werther’s Original seasonal offerings
- Enhancing Special Moments & Occasions: Connecting Through Treats
Candy and snacks play an integral role in enriching life’s myriad moments, both grand and intimate. Candy excels at elevating special celebrations, from fostering cherished family traditions and enlivening social gatherings to marking joyous seasonal festivities. Simultaneously, snacks provide comfort and enjoyment, helping consumers to savor quiet moments and everyday indulgences. Companies are acutely aware of this profound connection and are responding with innovative new products and a versatile range of package sizes, meticulously designed to suit every imaginable occasion and consumer need. This approach ensures that there’s always a perfect treat for every mood and moment.
Lakrids by Bülow chocolate covered liquorice
Dubai Chocolate: The Quintessence of Newstalgia
As Carly Schildhaus, the National Confectioners Association’s Director of Public Affairs & Communications, insightfully highlighted, “Consumers’ favorite products are being reimagined with fun and unique textures and flavor combinations, and as more consumers turn to social media to share their favorite candy innovations, confectionery manufacturers are joining in on the fun.” This statement perfectly encapsulates the essence of newstalgia, and no product exemplifies this better than the viral sensation known as Dubai chocolate.
In my estimation, Dubai chocolate stands as a paramount example of newstalgia in action. It ingeniously takes the universally beloved and comforting treat of chocolate and reimagines it with innovative recipes, often incorporating distinct flavors and textures. Sometimes presented as highly desirable limited-time offerings, these creations elevate a classic confection into a contemporary marvel. The underlying magic of Dubai chocolate lies in its fusion of the familiar warmth of chocolate with unexpected elements, creating a sensory experience that is both comforting and exhilaratingly new. This trend showcases how manufacturers are adeptly responding to consumer desires for both nostalgia and groundbreaking innovation.
Throughout my extensive years of covering the Sweets & Snacks Expo, I genuinely do not recall witnessing a social media-fueled concept gaining such widespread and prominent feature. Dubai chocolate was everywhere, dominating discussions and displays. From luxuriously crafted full chocolate bars and delightful bite-sized treats…
…to ingeniously stuffed wafer cones that offered a delightful textural contrast…
…and even innovative popcorn varieties that carried the distinctive Dubai chocolate flavor profile…
…the key components of this phenomenon, namely pistachios and kataifi, were omnipresent. They appeared not only as raw, high-quality ingredients ready for culinary application…
…but also prominently featured in a stunning array of finished products across numerous booths. Manufacturers enthusiastically showcased their current or future Dubai-inspired offerings, with some exciting launches scheduled well into the future, indicating the long-term impact of this trend.
Indeed, the compelling nature of this newstalgic, Dubai-inspired trend was emphatically underscored by two of this year’s prestigious Most Innovative New Product Awards winners. Mattigan’s Dubai Style Chocolate Spread triumphed in the Gourmet/Premium Confections Category, offering a decadent twist on a pantry staple. Similarly, Belle’s Gourmet Popcorn Dubai Chocolate Popcorn captured the top honor in the Salty Snacks Category, proving that this innovative flavor profile transcends traditional boundaries. Why indeed “settle” for your everyday chocolate spread when you can indulge in a Dubai-styled, elevated version? And why consume your regular popcorn when you can experience its thrilling, Dubai-reimagined counterpart? This trend doesn’t just offer new products; it redefines expectations and possibilities in the world of treats. You can explore the complete roster of this year’s deserving winners here.
Further Demonstrations of the Newstalgia Trend
Beyond the Dubai chocolate phenomenon, numerous other innovations at the Expo perfectly embodied the spirit of newstalgia, reimagining beloved classics with a contemporary twist. Cookies, for instance, are timeless crowd-pleasers, and their reinvention with innovative ingredients only enhances their appeal and deliciousness. Consider the remarkable example of Molly Bz Cookies, whose groundbreaking Bobadoodles/Trashy Gourmet Shortbread Cookies with Mini Strawberry Boba deservedly clinched The Most Innovative New Product Award in the Baked Goods Category. This product perfectly fuses the comforting familiarity of shortbread with the playful, modern delight of mini strawberry boba, creating a truly unique and memorable experience.
In a similar vein, Chunk Nibbles garnered recognition in the Sweet Snacks Category for their irresistible Toffee Sweet & Salty Clusters. These clusters masterfully blend contrasting flavors and textures – the richness of toffee with a satisfying sweet and salty crunch – offering a sophisticated and newstalgic reimagining of traditional snack mixes. This innovative approach elevates a simple snack into a gourmet experience that caters to diverse palates.
Evie’s Texas Pecans also stood out as an excellent representative of the pervasive newstalgic trend. Their innovative Cinnamon Churro flavor beautifully marries the earthy, buttery notes of pecans with the warm, spicy, and sweet essence of a classic churro. This delightful combination transforms a traditional nut snack into an exciting and familiar yet novel treat, appealing to those seeking comforting flavors with an adventurous twist. Mmm, the irresistible allure of cinnamon churro!
And what about the enduring popularity of Swedish candy, particularly its recent resurgence as a social media phenomenon? This trend exemplifies newstalgia by taking beloved, familiar candy and reimagining it with a healthier profile. By utilizing wholesome ingredients and eschewing artificial flavors or colors, these products offer a guilt-free indulgence that resonates with health-conscious consumers. It’s a brilliant idea that blends the joy of traditional confectionery with modern dietary preferences, proving that indulgence can indeed be mindful.
Bring on newstalgia, I enthusiastically say! This trend is not just about looking back; it’s about creatively building on cherished memories to craft exciting new experiences.
Exciting New Discoveries at the Expo
One of the aspects I most cherish about the Sweets & Snacks Expo is the constant thrill of discovering innovative new products and forging valuable connections. This year was no exception. I was particularly delighted to sample the truly delicious protein balls from Simply Fuel and to personally meet its visionary owner, Mitzi Dulan. Her commitment to nutritious yet flavorful snacks is truly inspiring.
It was also a pleasure to uncover the exquisite chocolates from Bedré, a brand that exemplifies rich heritage and exceptional quality…
…and to explore the distinctive creations by Wild West Chocolates, whose unique offerings truly stood out…
…Another highlight was connecting with the dynamic husband and wife team, Matthew and Jasmin von Teichman, whose Purplesful popcorn has been taking the snacking world by storm with its innovative flavors and quality.
After virtually connecting with Katjes vegan gummies on Instagram earlier this year, I was absolutely delighted to meet their team in person at the Expo. Sampling their yummilicious and health-conscious treats was a truly gratifying experience, affirming their commitment to delicious, plant-based confectionery.
Reconnecting with Established Favorites
I am profoundly humbled by the robust connections and enduring friendships I’ve cultivated at the Sweets & Snacks Expo over the years. It’s always a genuine pleasure to reunite with my “old” friends and colleagues, and to catch up on their latest product developments and innovations. This year, I thoroughly enjoyed reconnecting with the team from Vermont Smoke & Cure, whose savory and satisfying snacks I have previously reviewed here. Their dedication to quality and flavor remains exceptional.
It was equally delightful to engage once more with JOJO’s Chocolate, a brand celebrated for its commitment to “better-for-you” chocolate, which I reviewed here. Their innovative approach to creating delicious yet health-conscious treats continues to impress.
Another cherished reunion was with Chocxo Chocolate, known for its high-quality, lower-sugar chocolate creations, a brand I explored in detail here. Their consistent dedication to premium ingredients and balanced indulgence is commendable.
My visit also included a pleasant stop at the Alter Eco booth, a brand synonymous with ethically sourced and organic chocolate, which I previously highlighted here. Their commitment to sustainability and exceptional taste continues to be a standout feature.
And, of course, no Expo experience would be complete without a visit to Sally’s Nuts, whose unique flavor profiles and commitment to quality always make for a memorable tasting experience.
Highlights from the Expo’s Notable Events and Educational Sessions
Beyond the impressive showcase of products, the Sweets & Snacks Expo truly excels in providing top-tier educational content and invaluable networking opportunities. I was particularly thrilled to attend the Women’s Leadership Breakfast, a truly empowering event where Mel Raines, the esteemed President and COO of Pacers Sports & Entertainment, shared invaluable wisdom. During an inspiring Q&A session, she offered profound advice to attendees, with her #1 recommendation resonating deeply: “Say YES more often!” This powerful message emphasized embracing opportunities, stepping out of comfort zones, and seizing new challenges – a sentiment that perfectly aligns with the dynamic and innovative spirit of the Expo itself. You are encouraged to delve deeper into her insights by checking out an in-depth interview with Mel Raines here.
I also thoroughly enjoyed attending the State of Treating presentation, an essential session for anyone interested in the pulse of the industry. During this insightful address, Anne-Marie Roerink, a principal and founder of 210 Analytics, provided exceptionally in-depth information and analysis on recent developments and emerging trends within US confectionery sales. Her expertise offered a critical understanding of market dynamics and consumer purchasing habits.
I could barely contain my excitement upon meeting the one and only Giada De Laurentiis! The acclaimed chef joined Loacker in celebrating their momentous 100th anniversary, a truly special occasion. For the celebration, she expertly prepared a delectable cake featuring Loacker raspberry-yogurt wafers, a delightful culinary showcase that perfectly honored the brand’s century of excellence.
I had even brought one of Giada’s cookbooks with me to Indianapolis, hoping for an autograph, but in my excitement, I regrettably forgot it back in my hotel room (oh, the missed opportunity!). Despite not getting her signature, meeting her in person was undoubtedly one of the Expo’s brightest and most memorable moments, a true highlight for any culinary enthusiast.
And how better to conclude the best Expo experience than with an exhilarating showcase of speed? On the final day, participants of the Sweets & Snacks Expo were extended a special invitation to an official Indy 500 practice session. This unique finale provided an electrifying contrast to the world of sweets and snacks, yet perfectly encapsulated the energy and innovation of the event.
I captured breathtaking photographs and videos of the incredibly speedy cars, all while soaking up the magnificent views and enjoying the warm sun. It was the perfect, high-octane conclusion to an otherwise wonderfully exhilarating and insightful Expo experience, leaving attendees with lasting memories and a sense of awe.
Looking ahead, the Sweets & Snacks Expo is set to head west next year, making its new home at the Las Vegas Convention Center from May 19–21, 2026, with the pre-show activities kicking off on May 18. While my travel plans to Las Vegas are still uncertain at this juncture, what I do know is my deep desire to uphold my tradition of reporting on this truly exceptional trade event. The question remains: Love sweets, will travel? We shall eagerly await to find out!
*Disclaimer: I confirm that I was not financially compensated by any of the companies mentioned or featured in this post. All opinions and observations expressed herein are solely my own and reflect my genuine experience at the event.