Every year, the Sweets & Snacks Expo somehow manages to feel less like a traditional and bloated trade show and more like a live-action internet feed rendered in 3D.
In one aisle, we were likely to be greeted by nostalgia-heavy comfort foods getting proteinmaxxed or retro-fiber-fitted, while the next was built entirely around TikTok silliness and holographic packaging. Wander down another, and you would likely stumble upon freeze-dried crunchies and candy engineered specifically for ASMR-heavy content, complete with clacking fingernails.
This year, however, brands weren’t just competing on flavor. Instead, what was on display was pushing spectacle, personality, texture, and scroll-stopping packaging. Wins could be counted by whether someone would immediately pull out their phone after trying some new-fangled goodie. Somewhere between beef tallow fries, reflective candy bags, Swedish potato chips, and probiotic chocolate bites, the line between snack brands and entertainment IP got as fuzzy as a gummy bear dropped on a dog bed.
