One of the perks for attendees at the Sweets & Snacks Expo is the chance to discover trends and flavors before they hit retailers’ shelves. This year was no exception, with more than 1,000 exhibitors showcasing their innovations to 14,000 show-goers.
Nostalgia and decadent
One of the recurring trends at the 2025 expo is nostalgia. Whether bringing an iconic candy back into production – Certs mints and gum – or putting memory-inducing flavors into time-tested products, nostalgia was a top reaction across the show floor.
Flavors such as peanut butter and jelly combinations were seemingly everywhere, highlighting the simplicity of the time-honored sandwich popular among parents.
“Peanut butter and chocolate is the No. 1 pairing flavor combo,” said Mike Gilroy, Mars’ VP of trade development and sponsorship.
“All the chaos that’s around us, all the uncertainty that’s around us, [makes consumers] just want this little treat for a minute … and peanut butter just takes us back [to that time]. It represents simplicity, and I think people gravitate toward it.”
Another word found on the tips of exhibitors’ mouths was the phrase “decadent.” Uncertainty and inflation are stressing consumers, so they are turning to products that provide a sensation of calm and luxury.
Products rich in chocolate layers offer an elevated experience, highlighting an opportunity to expand upon occasion-based snacking moments.
Freeze-dried
Freeze-dried snacks and candy are having a popular moment, becoming a major trend at the 2024 and 2025 shows. While such items have been around since the 1980s, the process was revived online through TikTok, with users freeze-drying Mars’ Skittles.
David Rotman, CEO and COO for Freeze Nums, noted that freeze drying has been around for years, comparing it to military Meals, Ready-to-Eat (MREs).
The benefit of freeze-dried snacks, he said, is that it’s a “different take on the consistency, the flavor profile and how it looks visually” without taking away any of the nutrients or vitamins found in the original products.
Skittles Pop’d is a “big deal this year” for Mars Inc., Gilroy noted. Such a big deal, in fact, that the company gave the product its own booth at the expo.
The newest innovation from Skittles, Skittles Original and Sour Pop’d provide a crunchy, crispy way to enjoy fruity flavors.
[RELATED: Mars Wrigley Executive: C-Store Shoppers Seeking More Variety]
Flavor trends
Dill pickle and ranch are two flavors well-highlighted across the show floor again this year. Innovations such as the Wonderful Pistachios’ Dill Pickle nuts are finding space among other popular profiles.
Orange was another flavor touted at the expo, evoking feelings of nostalgia and childhood and with many brands hoping to capitalize on those.
Orange pairs well with chocolate, vanilla and other spices (cinnamon or chili), as well as savory elements, leading to some new snack offerings.
While enjoyable year-round, orange can also be particularly appealing during certain seasons, evoking the taste of citrus in warmer months or festive associations during the fall and winter (such as spiced orange).
One trend that seems to have sprung out of thin air is Dubai Chocolate.
Thanks to its popularity through a viral TikTok challenge in 2023, the flavor has been recognized as a finalist – and winner – in multiple categories at the Most Innovative New Product award ceremony May 12.
[RELATED: NCA Celebrates Innovative Products During Awards Ceremony]
The blend of Middle Eastern flavors, inspired by the knafeh dessert, with the taste of chocolate offers a multisensory experience for consumers.