When you think of trade shows, booth design and samples are the first things that come to mind. But when it comes to making an impact, it’s the small, thoughtful details that truly help brands stand out in a big way. Trade shows like Natural Products Expo West are one of the few times brands get to engage with customers face-to-face, explain their brand story, and receive real-time reactions to their products. That’s why the most memorable activations go beyond the basics—they create experiences.

At this year’s Expo West, brands stepped up their game with creative marketing that we can’t stop thinking about. From interactive giveaways to immersive activations, here are the top trends that defined Expo West 2025:

1. Spin Wheels Brought the Hype

Who doesn’t love free stuff? Brands like LaCroix used spin wheels to draw huge crowds with premium giveaways like custom hats, lapel pins, tumblers, T-shirts, and full-sized product samples. Other brands like ESW Beauty and Natural Value also joined in the fun, with some taking things a step further by offering gift cards, cash offers, and exclusive discounts. This tactic was especially effective for beauty and home brands, where full-sized samples are harder to come by—turning these giveaways into highly coveted prizes.

2. The Friendship Bracelet Takeover

Swifties would be proud—friendship bracelets made their way to Expo West, bringing a fun, nostalgic element to brand activations. Sun Lovin’ Foods was among the brands giving away cute, collectible friendship bracelets, which became a social and shareable moment on the show floor.

3. Swag Bags Became the Ultimate Status Symbol

Each year, swag bags become THE must-have item at Expo West. This year was no exception, with some brands going above and beyond to make their bags bold, stylish, and buzzworthy:

• Belgian Boys: The oversized pink bubble bag turned heads everywhere, from the show floor to LAX—where we spotted attendees using them as carry-ons.
• Impossible Foods: Their “It’s Giving Steak” bags were cheeky, trendy, and the perfect way to hype their new plant-based steak launch.
• O Positive: Their oversized hot pink bags were bright, bold, and practical—making them a standout piece.
• Sun Lovin’ Foods: Their pink/clear bags, plus their sunnies and friendship bracelets? A+ marketing.
• Love & Chew: Their “Expensive Grocery Bag” combined sustainability with branding—ensuring Superfood Cookies stayed top of mind.
• Royal Basmati: They transformed their 40 lb woven rice bags into premium swag with a zipper, making them feel like collector’s items rather than just giveaways.

4. Raffles That Made an Impact

Some brands took giveaways to another level with raffles that truly wowed attendees. Royal India held a massive giveaway for two round-trip tickets to India, drawing huge crowds and ensuring their booth was the talk of the show.

5. Keepsakes That Made a Lasting Impression

A freebie is great, but a custom keepsake is even better. Brekki offered engraved spoons for eating their overnight oats—personalized on-site by a local calligrapher. These thoughtful touches elevated the brand experience and made attendees remember the moment long after the show.

6. Immersive Activations That Drove Engagement

More brands are turning booths into experiences, creating interactive spaces that invite attendees to play, explore, and connect with the brand.

VioLife built out a mirror room and asked booth visitors to “Dish Out Your Creamy Confessions” in exchange for a free tote bag. Guests filled out confession stickers with prompts like:

• Who do you spill the tea to after your first date?
• What’s something you won’t compromise on?
• Pledge to break up with dairy
• Once completed, they placed their stickers on floor-to-ceiling mirrors, turning the booth into a collective art piece.
• Impossible Foods brought the diner aesthetic to life with a vintage-inspired café setup, complete with red neon “It’s Giving Steak” signage.

Kodiak Cakes created an outdoor-inspired “Camp City”, featuring a life-sized bear in a sheriff’s hat, picnic tables, coolers, and tents—making it one of the most immersive booths of the show.

Grillo’s Pickles tapped into childhood nostalgia with their “Free Pickle Rides”, giving fans the chance to literally ride a giant pickle. We couldn’t resist.

Vita Coco served their new coconut-based treats—including Orange Cream and Strawberry Cream beverages—alongside cocktail hour tastings, proving that boozy samples still drive major engagement at trade shows.

Califia Farms leaned into the “creamy” trend, launching their new Organic Almond Creamers and building a full espresso bar, where guests could sample mini cupcakes, juice refreshers, and lattes featuring flavors like Pistachio, Brown Sugar, Vanilla, and Lavender.

7. Nootropics, Adaptogens & Brain Health Are Here to Stay

Functional beverages continued to shine, proving that brain-boosting ingredients aren’t going anywhere.

Melting Forest showcased their Mushroom-Based Functional Beverages, packed with adaptogens and nootropics like Lions Mane, Cordyceps, and Senactiv® for mental clarity, focus, and endurance—without the jitters.

The brand also embraced the Orange Cream trend with their Orange Cream Energy Drink.

In a move we hadn’t seen before, Melting Forest opened their booth up to CPG Vibes for a live recording of their podcast—interviewing CPG founders and industry experts live on the Expo West floor. This was seriously creative and also showed that the brand is plugged into the industry.

Final Thoughts: Expo West Showed Us the Future of CPG Marketing

This year’s Natural Products Expo West left us energized and inspired about the future of CPG. Brands aren’t just showcasing products—they’re crafting experiences that capture new customers and secure those coveted retail placements.

From creative swag bags to immersive activations and functional wellness innovations, the creativity at Expo West proves that brands willing to push boundaries and engage consumers in unique ways will be the ones that win big.

We can’t wait to see what next year brings!

*If you’re looking for expert PR support to help your brand stand out at industry events like Expo West, HYPH PR can help craft compelling narratives and amplify your presence. Click button to connect with them for an introduction.