Trends and Takeaways from Newtopia Now 2025
- Lauren Ridgley
- 3 days ago
- 4 min read
I just got back from Newtopia Now in Denver, and it’s quickly becoming one of my favorite events in the natural products space.
The expo is the perfect size: large enough to spot meaningful trends, but small enough to have real conversations with founders and brand teams.
Between the Thrive Market sampling area, stoop talks with founders, gathering spaces, and the well-managed Connections Lounge for one-on-one meetings, it felt designed for connection.
After walking the floor for two days straight, I left both exhausted and inspired.
Here are the categories, brands, and insights that stood out this year:
Pet Wellness Everywhere
The humanization of pets is now fully entrenched in the natural products movement.
I saw supplements to help dogs and cats live longer, creative food toppers, and even walnut-shell cat litter.
One standout was Wholistic Pet Organics, a reminder that consumers expect the same clean-label standards for their pets as they do for themselves.
Mushroom Momentum
Mushrooms continue to dominate the better-for-you category.
Coffees, supplements, and functional fungi snacks were everywhere, reinforcing consumer interest in mushrooms for their adaptogenic and functional benefits.
Clean Protein Snacks
Portable protein was a clear theme, with meat sticks taking center stage.
Brands like Lorissa’s Kitchen and Vermont Smoke & Cure showcased allergen-friendly, clean-label options that fit squarely into the busy, on-the-go consumer lifestyle.
Dairy Innovation
The dairy category held its own with innovation that highlights both tradition and new ideas:
Painterland Sisters brought authenticity and family farming to the forefront.
Nancy’s Probiotic Foods continued to lead in the probiotic space.
Jubilee’s flavored milk with hidden veggies was one of my favorites — I tried strawberry cheesecake and banana cream pie, and I know my daughter would love it.
Dairy with a functional twist is a space to watch.
Plant-Based Evolution
Plant-based isn’t just about replacing animal products anymore — it’s about expansion and creativity.
Daiya Foods Inc. has grown into a broad portfolio, spanning cheese, pizza, mac and cheese, and more.
Rebel Cheese is leaning into an artisan, specialty positioning, offering a premium twist.
Notably, many brands with meat-based products also featured secondary vegetarian or plant-based lines, reflecting a “something for everyone” approach that widens their reach.
Sprouted & Functional Ingredients
Sprouted foods showed up across categories — seeds, grains, and formulations that emphasize digestibility and nutrition.
Food For Life Baking Co., Inc. was one standout continuing to innovate here.
Branding That Popped
Brand design felt elevated across the board this year. A few highlights:
Heaps, with packaging designed by Murmur Creative, which stopped me in my tracks.
Seattle Chocolate Company’s rebrand to Maeve, signaling a push beyond the Northwest with modern, consumer-friendly positioning.
Strong branding is no longer a nice-to-have; it’s a differentiator in crowded aisles.
Fun Discoveries
Some of the most memorable finds came from creative twists on familiar categories:
CARINARA – a carrot-based marinara sauce that lowers acidity without sacrificing taste.
Pork King Good – their white cheddar pork rinds were unforgettable.
Funky Fresh (a Palermo’s Pizza spin on spring rolls) and Tots on the Street — both fun, flavorful innovations that stood out as best bites of the show.
Feminine Health & Teen Beauty
I was encouraged to see more attention on women’s health and younger consumers:
Panic Panties: pre-washed, ready-to-wear leak protection available in drugstores.
Pixie: menstrual cups and accessories, with a booth where attendees could create their own period kits.
Just For Teens: skincare made specifically for teenagers, filling a gap between high-end Sephora products and affordable, everyday options.
With Gen Z driving so much of beauty and skincare, this category feels ripe for growth.
Beverages & Alternatives
Beverages continue to be a hotbed of innovation, especially around plant-based and functional offerings:
Teas in every imaginable ingredient profile.
Plant-based milks & creamers:
nutpods introduced new seasonal flavors (the pistachio was excellent).
MALK Organics rolled out a new coconut milk.
Pecan and macadamia milks added even more variety.
Functional drinks: Gelato Spring Water and good dirt® prebiotic soda — fungi-powered and well-branded — were both standouts.
Sessions That Stuck
The educational sessions complemented the floor experience.
The INFRA session on natural food shopper personas was especially impactful, breaking down how different consumer types influence everything from packaging choices to ingredient lists to marketing channels.
These insights reinforced what I was hearing from brands themselves: strategy has to be tailored not just to a category, but to specific shopper mindsets.
Conversations With Founders
The most inspiring part of Newtopia Now for me was speaking directly with founders.
Many asked variations of the same questions:
“When is the right time to advertise?”
“If I’m self-funded, where should I spend first?”
“How do you reach these audiences?”
“How do you measure if it’s working?”
Some founders were fluent in retail media networks and advanced advertising strategies, while others only knew Meta.
I love working with both ends of this spectrum — whether it’s helping seasoned brand managers refine multi-channel campaigns or guiding early-stage founders toward their first investment in advertising.
Final Thoughts on Newtopia Now
It might be smaller than some of the major expos, but its size is exactly what makes it so effective.
Newtopia Now allows for quality conversations, plenty of hands-on sampling, and the opportunity to discover brands that are reimagining categories in meaningful ways.
After two full days, I left with sore feet, a notebook full of connections, and renewed excitement for the natural products industry.
The combination of innovation, mission-driven founders, and products that truly surprise and delight is why I love this work — and why I’m already looking forward to next year.
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