By: Sarah Guerra
The 2025 Sweets & Snacks Expo delivered again, proving that when it comes to snacking innovation, no flavor is too bold, no food is too weird, and absolutely everything is better freeze-dried. As a retail media sales manager, I walked the expo floor (multiple times—steps were definitely counted) to bring you the most buzzworthy trends that’ll be hitting shelves—and ad units—soon.
Global Sweet Tooth: Dubai Chocolate Takes the Spotlight
One of the most crowd-gathering products? Dubai chocolate. Think pistachio cream, tahini, and a Middle Eastern flair so rich it should come with a passport stamp. This isn’t your grandma’s Hershey bar—unless your grandma is a jet-setting trendsetter.
Freeze-Dried Everything: If It Can Be Frozen, It Can Be Sold
It turns out nothing is safe from freeze-drying anymore. Candy, fruit, marshmallows, you name it—if you liked it chewy, you’re going to love it crunchy. Expect to see these airy, shelf-stable snacks popping up in endcaps and TikToks everywhere.
Bring the Heat: Spicy Candy and Tajín-Topped Treats
There was no shortage of fire—literally. Chili-dusted lollipops, spicy gummies, and savory snacks with a kick showed that sweet heat is here to stay. Tajín is not just for spicy margs anymore.
Protein-Packed, Please: Muscle Meets Munchies
Everything had protein in it—jerky, chips, even popcorn is trying to bulk up. If your snack doesn’t at least pretend to have functional benefits these days, is it even trying? The message is clear: gains, but make it tasty.
Meal-Flavored Snacks: Why Cook When You Can Crunch?
Meal-flavored snacks had a real moment. Mac and cheese popcorn? Check. Pizza jerky? You bet. Some booths were basically serving lunch in snack form, and honestly, I wasn’t mad about it. Look for these oddball mashups in your next campaign targeting comfort food lovers.
Pickle Everything: Peak Pickle Has Arrived
Pickle flavor is no longer a trend—it’s a movement. From chips to popcorn to candy (yes, candy), if it didn’t taste like brine, it probably wasn’t getting much buzz. Dill is the new ranch. You’ve been warned.
Candy Still Reigns: Because, Of Course
Despite the wild innovation, classic candy still brought the crowds. Some brands went nostalgic, others experimental, but all reminded us that sugar still sells—and we’re just here to tell its story through compelling ad placements.
Final Thoughts
The Sweets & Snacks Expo was a buffet of creativity and consumer insight. For retail media pros, it’s a reminder that shoppers crave novelty, nostalgia, and a little spice—sometimes all in the same bite. If it makes people stop scrolling or linger in the aisle a little longer, it’s worth leaning into. Bonus points if it’s pickle-flavored.
Let the snacking (and strategizing) begin.