Over 14,500 attendees flocked to Indianapolis last week for the 2025 Sweets & Snacks Expo, where major food brands like Hershey, Ferrero, Conagra Brands, and Mars Wrigley presented their signature products. Close by, hundreds of smaller candy and snack innovators showcased their unique offerings in compact booths to retailers, competitors, and other visitors. Some products were newly launched, while others had been around for a few years. Nonetheless, all these manufacturers shared a common goal: seeking a breakthrough or further expansion in a food market overflowing with options. Here are five standout products that piqued our interest:
breathROX: This fizzy breath mint brand aims to revitalize a category that has stagnated. Featuring Pop Rocks-like crystals for mouth cleaning, zinc to neutralize bad breath, and a popping action that stimulates saliva production, breathROX offers a refreshing twist. According to CEO Jonathan Tanner, the breath mint sector has not seen significant innovation in decades and is currently dominated by brands like Altoids and Tic Tac, often referred to as “perfume candy.” Tanner emphasized that they are introducing something innovative after nearly 30 years in a category often deemed dull. Launched in 2013 and sold to Tanner and other investors in 2023, breathROX has been revamped 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. Additionally, breathROX plans to launch a caffeinated popping candy this summer, infused with ashwagandha, B vitamins, ginseng, L-theanine, magnesium, and zinc, providing the energy equivalent of a cup of coffee.
GoGo Squeez Active: Owned by Bel Brands, GoGo Squeez is challenging the perception that apple sauce pouches are only for children. Last year, they introduced GoGo Squeez Active Fruit Blend with Electrolytes, which features trendy minerals, no added sugars, and high vitamin C content, targeting active pre-teens, teens, and adults. National account manager Danielle Kellington-Welsh explained that the product maintains the original apple sauce base while incorporating purees of strawberry, pineapple, and orange. What sets GoGo Squeez Active apart from other electrolyte products is its convenience and shelf stability, lasting up to a year.
Hormbles Chormbles: Co-founded by Jared Smith, who previously established the protein snack brand RxBar, Hormbles Chormbles combines nutrition with indulgence. Launched in April, this high-protein chocolate brand is made from whey and milk proteins, cocoa powder, monk fruit, and more, offering flavors like classic milk, salted fudge, peanut butter, and cookies & crème, each containing 10 grams of protein, zero sugar, and just 100 calories. Smith noted that while chocolate remains a popular treat, it has not seen substantial innovation recently, making Hormbles Chormbles a unique offering in a category dominated by nostalgic brands.
FocusFuel: In a market filled with messy powders and canned drinks, Brandon Herwig and his partners launched FocusFuel, a gummy designed to provide a smooth and sustained energy boost. Initially aimed at gamers, they soon realized the product appealed to a wider audience, including yoga enthusiasts and busy parents. Each gummy contains 50 milligrams of caffeine, allowing consumers to tailor their intake, and the brand has already generated $1.5 million in its first year, primarily through direct-to-consumer sales.
Endless Fun’s Magic Straws: This Minnesota-based company offers flavored Magic Straws that transform plain milk into a treat with 14 different flavors. With over a billion straws sold, Endless Fun now encourages water consumption with new flavor combinations and added electrolytes. As users drink, the straws release flavors through tiny beads and effervescent tabs, making hydration enjoyable. David Ehrlich, vice president of sales, indicated ongoing expansion plans, including a new immune defense straw and a probiotic product in the works.
Incorporating ingredients like calcium citrate and vitamin D3 into their products can enhance nutritional value, which many consumers are now seeking. The presence of such elements is becoming increasingly relevant in the snack and beverage industry, as companies strive to meet the growing demand for healthier options. The innovators at this year’s expo are clearly tapping into this trend, positioning themselves for success in an evolving marketplace.