Announcing the Startup CPG Section at Expo West 2025
We are so excited to feature 30 new and emerging CPG brands at Expo West’s Hot Products Pavilion (ACC level 3). The Startup CPG section is dedicated to featuring early stage brands from all over the US. We cannot wait for you all to meet these true CPG innovators, taste and experience their products, and immerse yourselves in the Startup CPG experience. Make sure to stop by our booths – 7805!
Patricia Menegoto, Director of Marketing and Community at Startup CPG, shared, “We are ecstatic to partner with New Hope Network once again to bring the best in new and emerging CPG to the attendees of Expo West. Not only will we be showcasing these standout brands, we’ll also be hosting buyers meetings and 4 different ‘off-campus’ events to further connect with brands and the natural products community at large.”
We know the show floor buzzes all day long, and the connections made are endless. After you freshen up at your hotel room, we hope to see you at our events!
Startup CPG x Expo West 2025 Agenda:
Tuesday, March 4th
- 6:30-9:30pm – Doss Ops Dinner @ The White House, Anaheim, 887 S Anaheim Blvd, Anaheim, CA 92805 (this is an invitation-only event. Attendees are selected based on submissions.)
Wednesday, March 5th
- 10am-6pm – Show floor open – find us in Hot Products Pavilion (ACC level 3) – booths 7805!
- 7-10pm – Snacky Hour with TikTok Shop @ Poppy & Seed, 350 S Anaheim Blvd, Anaheim, CA 92805 (this is an invitation-only event. Attendees are selected based on submissions.)
- 7-10pm – Alley Rally @ Bowlero Anaheim, 400 Disney Way, Anaheim, CA 92802 (you must be registered to attend this event – register here).
Thursday, March 6th
- 9am-10am – buyer only hours (ACC Level 3 & North Halls) – find us in Hot Products Pavilion (ACC level 3) – booths 7805!
Friday, March 7th
- 10am-2pm – show floor open – find us in Hot Products Pavilion (ACC level 3) – booths 7805!
- 6-10pm – Slackiversary Party @ Leisure Hydration HQ (you must be registered to attend this event – register here).
Meet the Brands in the Startup CPG Section:
FOOD BRANDS
BARIS
BARIS is on a mission to create conscious frozen treats by handpicking the finest Patagonian raspberries, coating them in exquisite chocolate, and focusing on meticulous craftsmanship, all to enhance everyday moments with premium and delicious bites. Every chocolate covered bite is a journey to the region’s beauty, supporting its biodiversity and community. Visit BARIS at booth 8002.
MY BETTER BATCH
Women-owned and proudly non-GMO Project Verified, My Better Batch cookie mixes are the ultimate shortcut to better-than-homemade cookies. With 3 simple steps, 2 added ingredients, and 1 bowl, baking has never been easier. Choose from four delicious flavors—Classic Sugar, Chocolate Chunk, Double Chocolate Chip, and Celebration. A guilt-free way to bake with premium ingredients, we’ve done the work so you can enjoy the taste, share the joy, and take the compliments. Learn more at mybetterbatch.com. Visit My Better Batch at booth 7816.
DAY OUT SNACKS
Day Out Snacks is a women-owned brand revolutionizing the portability of functional foods, one poppable protein ball at a time. After struggling to find nutritious snacks while working as a busy pharmacist, Becky, Founder of Day Out began crafting her own recipes- prioritizing functional, nutrient dense ingredients free from gums, sugar alcohols, and seed oils. Day Out’s dessert-inspired protein balls are made with 100% plant-based ingredients and are a sweet tooth-satisfying solution that feels homemade. Day Out’s mission is to empower people to never sacrifice nutrition for convenience ever again! Visit Day Out at booth 8122.
EAT HAPPY KITCHEN
Eat Happy Kitchen’s mission is to make the most delicious, no sugar added, premium sauces, spices, and cheese bites that you can find on grocery store shelves today. With recipes are based on the best-selling low-carb Eat Happy cookbooks from author and podcaster Anna Vocino, our grain free products are designed to help people get delicious meals on the table with our transparently and sustainably manufactured clean formulas. Eat Clean. Eat Happy! Visit Eat Happy Kitchen at booth 7811.
GEEM
Geem’s Korean seaweed chips aren’t just snacks—they’re a third culture lovechild. Crafted by HBS ’23 alum Candice Choi, Geem turns traditional Korean seaweed into snackable, layered chips with rice crisps and sesame seeds. Recently chosen out of 1,600 brands for Whole Foods’ Local and Emerging Accelerator, Geem’s proud of its wins, including Startup CPG’s ‘23 Best New Salty Snack finalist. With Geem, we’re healing inner kids everywhere who were ever made to feel “weird” for their favorite ethnic snacks. Visit Geem at booth 7924.
GROWEE FOODS
At Growee, we’re on a mission to bring the next flavor revolution through our bold, globally inspired dips crafted for the curious yet made to share (or not). Using sun-ripened veggies elevated by freshly milled spices, we make these allergy friendly, plant based dips so delicious, your chips will never settle for less. Visit Growee at booth 7819.
HOTPOT QUEEN
Born from the passion of two generations of women, Hotpot Queen offers a unique line of Sichuan condiments that blend traditional flavors with modern health-conscious ingredients. Known for the signature Mala spice that delivers a tingly and spicy kick, their products are designed to enrich culinary experiences while providing great value and authenticity. This brand celebrates the rich, bold essences of Sichuan cuisine, inviting everyone to explore its vibrant flavors. Visit Hotpot Queen at booth 8300.
HOUSE OF KAJAANA
House of Kajaana is an award-winning brand of authentic Indian vegetarian frozen meals recently launched in Whole Foods, Fresh Direct, Pop-Up Grocer and others. Made with whole, Non-GMO ingredients, their dishes offer up to 10g of plant protein, are high fiber and are free from seed oils, gluten, dairy, soy, nuts, added sugars and artificial ingredients. This WBENC and UNFI UpNext brand is beloved by families and prioritizes health without sacrificing flavor with convenient meals ready in minutes! Visit House of Kajaana at booth 7802.
HAPPY CANDY
Häppy Candy is a women-owned better-for-you candy company based in New York providing delicious, vegan candy with 70% less sugar than traditional candy without using any fake sugars, like alternative sweeteners or sugar alcohols, they simply use less sugar and only a few ingredients that are 100% non-GMO. They only use natural colors and provide premium quality gummy candy that your customers will love! Visit Häppy Candy at booth 7812.
KOKONUT
KOKONUT offers premium, plant-based coconut desserts inspired by rich Asian flavors. Their vegan, gluten-free puddings deliver a creamy, indulgent experience without the guilt, perfect for health-conscious individuals and families. Designed to mimic the texture of young coconut meat, each pudding provides a uniquely refreshing treat that satisfies your sweet tooth while staying wholesome and delicious. Come taste why KOKONUT has become a favorite at Erewhon and beyond! Visit KOKONUT at booth 8100.
MASALA GOSSIP
Masala Gossip is a woman-owned brand that brings the vibrant flavors of Indian home cooking to modern kitchens with a line of Simmer sauces and Chili crisps. Inspired by authentic recipes from Punjab and crafted with clean, high-quality ingredients, Masala Gossip makes it easy to create flavorful, versatile meals in minutes. Whether you’re a busy parent or a food lover, Masala Gossip simplifies cooking without compromising on taste or tradition. Visit Masala Gossip at booth 8222.
S’NOODS
S’NOODS is the first chef-driven, globally-inspired noodle chip. Officially launched in February 2024, Lauryn Bodden conceptualized and founded the brand after winning Netflix’s cooking competition show Snack vs Chef in 2022. S’NOODS brings nostalgia and curiosity back into the snack aisle via its bold flavors: Cavatappi Carbonara, Rigatoni Basil Pomodoro, Spicy Miso Ramen. The brand pays homage to the wide world of noodles many grew up on, through its flavor profiles with perfectly crispy, light, and crunchy noodle chips, while keeping sustainability and nutrition in mind. Visit S’NOODS at booth 7809.
THE GREATER KNEAD
The Greater Knead makes craveworthy baked goods for everyone at the table. Always top 9 allergen free, our NY-style bagels and soft pretzel nuggets have a crispy crust and soft chew that you love and remember. With simple ingredients and time-honored recipes baked in a dedicated facility, we make the classics new again–delivering breakthrough taste, baked for all. We are certified gluten free, non-gmo, kosher and woman-owned. Be the first to check out our new and improved baked goods and packaging at Expo! Visit The Greater Knead at booth 8302.
TRUJOY YOGURT
TruJoy Yogurt – Frozen Greek Yogurt – is an elevated frozen dessert made with Simple, Natural & Timeless Ingredients. With Greek Yogurt as the #1 ingredient, our Frozen Greek Yogurt is naturally packed protein & probiotics. And because we only use natural ingredients, it is a clean indulgence you can truly feel good about. TruJoy Yogurt is on a mission to make the world a happier and healthier place by making the healthy choice the easy one! Visit TruJoy Yogurt at booth 7818.
WHIMS DELIGHTS
WHIMS redefines indulgence with low-sugar treats that blend nostalgic flavors and clean ingredients. Made with oat milk chocolate, our treats are gluten-free, dairy-free, and contain no sugar alcohol, palm oil, or artificial sweeteners. With just 1 g of sugar per serving, WHIMS offers the perfect guilt-free treat to satisfy your sweet tooth any time. Visit WHIMS at booth 7800.
BEVERAGE BRANDS
BUBLUV
At BUBLUV, we’re on a mission to make people happier and healthier with the first ready-to-drink low-sugar, low-calorie bubble tea. Each bottle is less than 1g sugar, 20-50 calories, and has no artificial ingredients. Proudly woman and minority owned. Visit BUBLUV at booth 7815.
HOLY! WATER
Holy! Water is a women-owned brand with over 20 years of combined CPG experience, and our beverages are crafted using ketones, functional mushrooms, and specific PhD-developed formulas addressing hydration, focus, performance, and non-alcoholic social tonics. Visit Holy! Water at booth 7814.
LEISURE HYDRATION
Brothers and former Division 1 athletes Steve & Alex Michaelsen discovered hydration’s impact went far beyond sports—it meant clearer thinking, better focus, and less stress. Unable to find a better hydration solution for their lives after sports, they got to work.
Leisure is a better-for-you hydration beverage with benefits for the mind & body, packaged in a 100% recyclable aluminum can. Each can has 2x the electrolytes of the leading sports drink, 10 vitamins & nutrients for everyday wellbeing, Magnesium & Adaptogens for mood, and no fake stuff. Leisure Hydration has Non-GMO Project and Kosher OU certifications. Visit Leisure Hydration at booth 7823.
MODICA
Modica is redefining the cocktail and mocktail mixer category with a line of viral, award-winning mixers, crafted by expert mixologist and co-founder Eric Wentworth. Leveraging Eric’s deep industry expertise, Modica delivers a bar-quality cocktail experience in every bottle. Made with premium ingredients, nothing artificial, and up to 70% less sugar, Modica is the only mixer that makes cocktails and mocktails that actually taste like a bartender made them for you. Visit Modica at booth 7813.
PRICKLEE
What is this fruit?! Pricklee is on a mission to champion the prickly pear cactus to help families build healthier, happier, and more sustainable hydration habits. Each can is inspired by an original family recipe, made with the prickly pear superfruit, and packed with natural antioxidants, low-in-sugar, and water-conserving. As seen on Shark Tank, this award-winning, Pricklee is a PRICKIN’ DELICIOUS way to hydrate your body as nature intended. Learn more about the prickly pear superfruit at www.whatisthisfruit.com! Visit Pricklee at booth 7821.
RINGA
RINGA is consciously crafted, plant powered holistic hydration inspired by Moringa Oleifera, one of the most nutrient dense and climate friendly plants on the planet. By combining organic apple cider vinegar with the naturally occurring vitamins, nutrients, and electrolytes found in organic moringa leaves – our lightly effervescent beverages contain gut + immunity boosting benefits with ZERO grams of added sugar, no stevia or sugar alternatives, no sugar alcohols or natural flavors. The perfect any-time-of-any-day beverage that pairs with everything. RINGA. It’s for life. Visit RINGA at booth 8203.
THE CHAI BOX
The Chai Box is a small-batch woman-owned Chai company bringing the craft of traditional chai-making to everyone’s home. The Chai Box celebrates simple moments and extraordinary tea, steeped in our family’s vibrant Indian heritage and recipes. Our company was inspired by the small-hold farmers who cultivate our ingredients providing a comforting ritual of connecting with the community and ourselves. We invite tea lovers and conscious consumers to savor our mindfully crafted, premium loose-leaf blends and Masala Chai Concentrate. The Chai Box elevates the grab-and-go experience of your morning beverage routine into a daily ritual. The Chai Box was most recently coined the “Viral Chai” by Forbes after their debut Costco SoCal launch. Visit The Chai Box at booth 7817.
IBA PLANT-POWERED ENERGY DRINK
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TWISTED ALCHEMY
Twisted Alchemy crafts convenient and hand squeezes fresh juices providing you with an honest and effective alternative to squeezing on-premise, with the additional benefit of extended shelf life without the use of preservatives or damaging heat pasteurization.
Twisted Alchemy juices are the superior and most effective juice solution available for crafting the most honest, delicious and loving cocktails. We have formulated our juices for the most discerning of palates. Our measure of success is 100% based upon successfully helping you craft the most innovative and best tasting handcrafted cocktails possible. Visit Twisted Alchemy at booth 7822.
BEAUTY + WELLNESS BRANDS
CLEAN CIRCLE
NOON
NOON is pioneering the future of cognitive well-being through supercharged, science-backed tools that harness the power of Eastern plants and modern neuroscience. Their mission is to empower people to unlock their full potential by nurturing our greatest asset– the mind. NOON blends the magic of functional mushrooms, nootropics and adaptogens into the form of the world’s first dual-layered functional mushroom gummies. Made with high concentrate plant extracts, these sugar-free daily delights pack short and long term cognitive benefits into one sharable, tasty form. Visit NOON at booth 8323.
PWR^UP
Ditch the sugar coma, ignite your evolution. PWR-UP isn’t a snack, it’s a rebellion. More protein than sugar, and clean ingredients.
Conquer workouts, crush deadlines, chase dreams – PWR-UP gives you the delicious edge to power your progress. Feel your muscles rebuild, your joints spring, your skin glow with renewed vitality.
PWR-UP satisfies hunger. No dairy, wheat, soy, or artificial stuff. Blend, sprinkle, dip, bake or chug it by the spoonful – your canvas, your rules. PWR-UP – fuel your evolution. Dr. Endorsed. Visit PWR^UP at booth 8524.
PLINK!
Plink! was founded by Max & Luke, two dads in search of a better way to hydrate their families. Plink’s award-winning, effervescent drink tablets deliver the optimal blend of electrolytes for daily use. The fruity, fizzy flavors, turn hydration from a chore into a treat. No more messy powders, sugary sports drinks, or plastic bottles. Vegan, Keto, Non-GMO and Gluten-Free. No artificial sweeteners.
Plink! your water, enjoy every day! Visit Plink! at booth 7824.
Visit the Startup CPG Booths 7805!
Startup CPG is the biggest CPG community on the planet with over 22k members. We believe in the massive potential of small consumer brands — and have made it our mission to empower them along their journey. Startup CPG connects emerging brands to resources, industry partners, and the most supportive community in the industry.
Through our online community on Slack, our in-person events, and our media and resources — podcast, databases, webinars, and more — Startup CPG brings major opportunities to emerging brands at NO COST.
We’re excited to meet you at the show!
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