Last week I had the chance to walk the show floor of the Sweets & Snacks Expo, one of the most important global trade events in the confectionery and snacking world. Hosted in Indianapolis, this annual gathering is where the industry comes to life—brands,buyers, retailers, and creators all converging to explore the launches, trends, and ideas that will shape store shelves (and social feeds) in the months to come.

And while many walked away with tote bags full of samples and photos of wild new flavors, what stood out to me was something deeper:

👉 Innovation today isn’t just about taste—it’s about technology, culture, and experience working together.

Here are my 5 signals that show what real innovation looks like in 2025:

1️⃣ 3D Tech Is Getting Chewy

From Bazooka’s Mystery Cube to Amos’ printed gummies, 3D candy is moving beyond novelty— offering personalization, interaction, and total sensory delight. Think: candy designed as an experience.

2️⃣ Flavor Fusion Is the New Frontier

The boundaries of sweet, savory, and sour are officially gone. At this year’s show, some of the most buzzworthy products were bold mashups like Hi-Chew Mango Chamoy, Juicefuls Fusions, and Blue Diamond Blueberry Almonds. These aren’t just flavor experiments—they’re cross-category innovations designed to surprise and excite.

3️⃣ Celebrity Collabs Are Getting Strategic

It’s no longer just about putting a name on a bag—today’s celebrity-backed snacks are strategically built for digital culture and backed by audiences in the tens of millions.

● MrBeast (426M+ total followers) teamed up with Jack Link’s to create protein-forward snack packs that speak to his loyal Gen Z and gamer fanbase.
● Khloé Kardashian (310M+ followers on Instagram) launched Khloud, a protein popcorn brand positioned at the intersection of wellness, indulgence, and lifestyle branding.
● Ryan Trahan (15M+ followers across YouTube, Instagram & TikTok) co-founded Joyride, a zero-sugar, clean-label candy brand built for a younger audience who wants fun and functional.
● Charli & Dixie D’Amelio (235M+ combined followers) debuted Be Happy Snacks, a better-for-you popcorn line designed to promote mental wellness and snackable positivity.

These collaborations aren’t afterthoughts—they’re purpose-built brands with storytelling, flavor, and format tailored for engagement, conversion, and emotional connection.

4️⃣ Rope Is the Format of the Year

From SweeTARTS Twisted Rainbow Punch Mega Rope to the finalist-worthy Sour Punch Filled Straws, brands are doubling down on long, filled, multi-texture products that stretch the imagination and deliver layered flavor experiences.

5️⃣ Experience Still Wins

For all the AI and tech in the world, nothing beats pure joy:

📸 We all took photos with our favorite brand mascots.
🎁 We peeled, dipped, squeezed, and shared.

Because ultimately, candy and snacks are emotional—and the brands that thrive are those that create something to remember.

🏆 2025 Most Innovative Product Highlights:

● Best in Show: Matcha Latte Popcorn – Belle’s Gourmet
● Most Innovative Gummy: Nerds Juicy Gummy Clusters – Strawberry Punch
● Best Non-Chocolate Candy: Juicy Drop Gummy Mystery Cube
● Best Savory Snack: Snak Club Ramen Flavored Snack Mix
● Small Business Innovator: Nomad Snacks Pad Thai Popcorn

At Bison Brands, we don’t just follow trends—we bring them to life across Europe with bold, flavorful, American-style experiences. Because in the end, snacking is about fun, flavor, and connection—and no machine can beat that.

As the Sweets & Snacks Expo 2025 made clear, innovation isn’t just about what’s in the bag—it’s about the story behind it, the community around it, and the experience it creates. From tech-enhanced formats to creator-driven launches, the future of snacking is bold, immersive, and deeply human. For those of us in the industry, it’s an exciting reminder that when taste meets tech and joy meets strategy, the possibilities are as limitless as the candy aisle itself.