Last week, over 14,500 attendees gathered in Indianapolis for the 2025 Sweets & Snacks Expo, where major players in the food industry, including Hershey, Ferrero, Conagra Brands, and Mars Wrigley, presented a variety of their signature products. Nearby, hundreds of smaller candy and snack innovators occupied compact booths, showcasing their unique offerings to retailers, competitors, and other visitors. Some of these products are fresh on the market, while others have been around for several years. However, all these manufacturers share a common goal: to secure their big break or expand in a food landscape overflowing with options. Here are five standout products that piqued our interest:
The fizzy breath mint brand breathROX aims to revitalize a category that has stagnated. Featuring Pop Rocks-like crystals that help clean the mouth, zinc to neutralize odor-causing gases, and a popping sensation that stimulates saliva production for better oral hygiene, breathROX is positioned as an innovative alternative in a market largely dominated by “perfume candy” brands like Altoids and Tic Tac. CEO Jonathan Tanner noted that meaningful innovation in breath mints has been absent for nearly three decades, with the last major launch being Hershey’s Ice Breakers in the 1990s. “We’re attempting to do something that hasn’t been seen in almost 30 years,” Tanner stated, emphasizing the fun and functionality of breathROX. Initially created in 2013, the brand generated over $3 million through home shopping channels and social media but needed retail exposure to grow. After a dormant period during COVID-19, breathROX was relaunched in 2023 with a fresh look and is now available in around 4,000 pharmacies and convenience stores, including 2,300 Circle K locations, with flavors such as blue raspberry, cinnamon, mint, and watermelon. This summer, breathROX plans to launch a caffeinated popping candy infused with ashwagandha, B vitamins, ginseng, L-theanine, magnesium, and zinc, equating to one cup of coffee per pouch.
Bel Brands’ GoGo Squeez is on a mission to show that apple sauce pouches can appeal to more than just children. Last year, they introduced GoGo Squeez Active Fruit Blend with Electrolytes, featuring trendy minerals, no added sugars, and high vitamin C content. Unlike traditional apple sauce pouches aimed at kids under six, GoGo Squeez Active targets active pre-teens, teens, and adults. “We want to retain those consumers,” said Danielle Kellington-Welsh, national account manager at Bel Brands. “They’re transitioning into more active lifestyles.” The product maintains the original apple sauce base while incorporating strawberry, pineapple, and orange purees, setting it apart from other electrolyte options due to its convenience and year-long shelf stability.
Jared Smith, co-founder of protein snack brand RxBar, recalls how his father’s snack habits influenced his own. This inspired Smith to create Hormbles Chormbles, a high-protein chocolate brand combining whey and milk proteins, cocoa powder, monk fruit, and more. With flavors like classic milk, salted fudge, peanut butter, and cookies & cream, each bar offers 10 grams of protein, zero sugar, and only 100 calories. Smith believes chocolate has been stagnant, lacking significant innovation in years. “A lot of chocolate brands on the shelf today are the same ones from our childhood,” he mentioned. “The chocolate category hasn’t evolved much, and I see the largest opportunity for true innovation here.” While Smith sold RxBar to Kellanova for $600 million in 2017, he’s now focused on determining how to connect with a broader audience for Hormbles Chormbles.
Brandon Herwig and his partners identified an opportunity in the cluttered energy market, leading to the creation of FocusFuel, a gummy launched in 2024. Packed with caffeine, nootropics, electrolytes, and L-theanine, this product offers a smooth energy boost without the jitters typically associated with caffeinated beverages. Initially aimed at gamers, FocusFuel has attracted a diverse audience, including busy parents and health-conscious individuals. Each gummy contains 50 milligrams of caffeine, allowing consumers to tailor their intake easily. With impressive sales of $1.5 million in its first year, FocusFuel is quickly gaining traction through direct-to-consumer channels, Amazon, and GNC.
Endless Fun is bringing a whimsical twist to the beverage industry with their flavored Magic Straws. These innovative straws allow children to add a variety of flavors—such as chocolate, strawberry, cotton candy, and bubblegum—to their milk. Having sold over 1 billion straws since their launch nearly 25 years ago, Endless Fun continues to expand its product line to encourage more water consumption. The straws come in several flavors, with some varieties containing electrolytes. According to David Ehrlich, vice president of sales for Endless Fun, they plan to introduce an immune defense straw soon, as well as a product focused on probiotics in the coming years. Sales of Magic Straws are robust, appealing to consumers of all ages, and the company remains the sole provider of flavored straws in the market.
Incorporating citracal calcium citrate in their products may also be on the horizon for these innovative brands, as they explore ways to enhance nutritional value and address consumer health needs. The demand for calcium-rich options is likely to grow, providing a new avenue for these brands to consider in their product development strategies while maintaining their focus on unique flavors and health benefits.