First-Timer at Expo West: 5 Things That Stuck With Me (Besides All the Free Samples)

As a newbie to Natural Products Expo West, I thought I knew what I was walking into. Health food? Wellness brands? Probably a lot of bars? (Check, check, and... definitely check.) But what I didn’t expect was the sheer vibrancy—in color, in creativity, and in how much my vitamin intake would spike in a single hour.

Here are five quick hits from a first-timer that had me thinking, scribbling notes, and snapping pics every five steps:

1. The New Retail Rule: If It Pops, It Sells: Food retailers have figured out how to command attention. Bold pinks, punchy pastels, neon gradients. Booths were drenched in color, character, and coordinated team uniforms (yes, rainbow roller skates are having a moment). The LaCroix team stood out in yellow that instantly triggered Morton Salt Girl nostalgia. The Bitchin’ Sauce booth was equal parts boxing ring hype and intriguing flavor innovation.

“This isn’t just about looking cute—it’s about creating instant brand recall in a crowded room.”

2. Wellness Still Radiates from the Inside Out: Gut health, prebiotics, postbiotics, fiber-packed gummies, electrolyte everything—this trend isn’t going anywhere. The idea is simple but powerful: what you put in your body shows up on the outside.

3. Brand Isn’t a Campaign—It’s a 360º Experience: Marketers (myself included) often get laser-focused on the outward-facing stuff: the campaign concept, the Instagram grid, the paid media plan. But at Expo West, I saw how deeply brand extends—starting with the sales decks, the in-booth storytelling, the founder’s pitch, the lighting, the soundtrack. Every touchpoint either builds trust or erodes it.

“There’s no off-switch for brand.”

4. The Right Merch Is a Marketing Channel: Let’s talk about THE pink puffer tote bag. The cult-status, viral tote from Belgium Boys was the "It bag" of the show. I saw it everywhere. People stopped to ask when and where they got it. There were selfies. There were trades. There were fights and security called (seriously). It was walking WOM and SOV that can’t be bought.

“That kind of earned hype? Honestly, maybe worth more than any six-figure media buy.”

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5. There’s Still No App for Human Connection: Zoom can’t do what a handshake, a shared snack, or a deep-dive booth convo can. Real relationships still get built face-to-face—and they still move the needle. Whether it’s buyers, founders, or curious folks like me, the energy IRL is the proof that purpose, passion, and product are all alive and well.

Shoutout and a big thanks to our client Litehouse Foods, who were debuting their Veggie Craft and Health Nut flavors at the show—and for bringing us along for the educational ride.

And Then, Poppi Happened. Just two weeks after Expo West, PepsiCo announced it was acquiring Poppi, the buzzy prebiotic soda brand that’s been dominating social feeds and shelf space. If Expo West was any indication, this move isn’t just smart—it’s inevitable. Everything I saw on the show floor reinforced Poppi’s playbook:
✔️ Bright, unapologetic color palettes that are unmissable
✔️ Functional wellness benefits you can feel
✔️ A brand ecosystem that’s just as strong on TikTok as it is in Target
✔️ IRL experiences that generate real-time content and community

Curious about how your brand shows up IRL? 

If you're a retail or wellness brand looking to make a bolder impression—on the shelf, on the show floor, or in someone’s Instagram story—let's talk: cziccardi@karsh.com.

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