Opening its doors this week, the National Confectioners Association’s (NCA) annual Sweets & Snacks Expo unveils the leading industry trends and product innovations in 2025.
In 2025, the US NCA’s annual Sweets & Snacks Expo, which has been going for almost 30 years, will see more than 1,000 exhibitors showcase their products to more than 14,000 attendees across 250,000 square feet of show floor. Many sweet treat brands leverage the event to learn about hotly-tipped trends and display new and novel products emerging in chocolate, candy and gum.
Top trends for 2025
Bold flavours, limited-time and seasonal offerings, and ways to enhance special moments and occasions are the top trends emerging from this year’s Sweets & Snacks Expo.
In 2025, consumers want to access adventure within their confectionery purchases. Manufacturers will prioritise developing bold new flavours and textures, taking inspiration from global influences to harness novel, interesting and sought-after taste profiles.
Shoppers also want notable and moment-worthy products that stand out on supermarket shelves. Limited-edition and seasonal offerings satisfy this consumer need for must-purchase items. Seasonal goods—those purchased during Valentine’s Day, Easter, Halloween and Christmas—make up a significant number of total confectionery sales in the US. According to recent NCA statistics, seasonal confectionery buys amounted to 62% of all confectionery purchases in 2023, accumulating $5.5 billion in sales.
Brands will also tap into boosting special moments and occasions through their confectionery launches. A key trend for 2025, the NCA’s Sweets & Snacks Expo states that candy enhances family traditions, social gatherings and seasonal celebrations. New and novel products in various package sizes to suit all occasions are a leading priority on formulators’ research and development (R&D) pipelines.
Winners at Sweets & Snacks Expo 2025
The event’s Most Innovative New Product Awards (MINPA) winners embody these big-for-2025 confectionery trends. Confectionery brands submitted over 400 products across the chocolate, candy and gum categories ahead of this year’s event. Announced at the show, these product formulations are among the most exciting newcomers to the confectionery space.
The NCA added the gummy candy category to the MINPA this year, demonstrating the rising popularity of the soft, chewy candy type.
● Belle’s Gourmet Popcorn Matcha Latte Popcorn took home the coveted Best in Show prize.
● Nomad Snacks Pad Thai Flavoured Ready-to-eat Popcorn was named Small Business Innovator.
● Nuts were celebrated in the chocolate category, with Pop & Sol Coconut Flaked White Chocolate Covered Cashews taking the top spot.
● breathROX Popping Breath Mints in Blue Raspberry was awarded as the leader in the gum and mints space.
● Gummy Candy, a new award for 2025, saw Nerds Juicy Gummy Clusters in Strawberry Punch named as the number one product in its category.
● Juicy Drop Gummy Mystery Cube 5oz in its original flavour was announced as the top product in the non-chocolate candy category.
● Ezee Freezee Freeze-n-Peel Strawberry Pop won the top spot in the novelty/licensed space.
● Music-in-a-lollipop innovation Amos Tastysounds Jingle Pop Graffiti, took home the award for best seasonal product.
A snapshot look at new launches
Numerous confectionery brands use the US NCA’s annual Sweets & Snacks Expo to leverage their new product developments (NPDs), learn about evolving trends and capture confectionery insiders’ attention for the year ahead.
● Smarties releases new mixed fruit flavour
Smarties Candy Company expands its existing soft candy Squashies product line up with its new mixed fruit flavour. The tangy and chewy candy brand’s newest SKU features an eclectic and flavourful mix of orange, pineapple, lemon, lime, cherry and blackcurrant flavours.
Designed to offer a fruit, summer-inspired flavour profile, Smarties hopes its follow-up to its Raspberry & Creme release in April 2025 will provide a playful and fruit-forward mix. Popular with TikTok users, the brand wants to repeat the same success by showcasing new textures and stand-out, unique flavours.
● Ferrero releases new chocolate and mint SKUs
With a focus on supercharging its growth in North America, the region’s Ferrero brand will launch two new confectionery products at this year’s Sweets & Snacks Expo.
The company’s chocolate and hazelnut brand, Ferrero Rocher, will release its new chocolate squares product. Releasing its latest SKU in a new shape and stand-up bag, the brand hopes to appeal to consumers’ love of sharing occasions. The new square-shaped confectionery contains crunchy hazelnuts and a creamy filling in a tasty chocolate shell. Available from September 2025, the latest product comes in Milk Hazelnut, Dark Hazelnut, White Hazelnut, Caramel Hazelnut and Assorted varieties.
Ferrero’s mint brand Tic Tac will also unveil a new flavour at the NCA’s annual event: Dr Pepper. Teaming up with the sweet soft drink brand, Tic Tac will combine its small, hard mint texture with the renowned Dr Pepper flavour to release its new SKU in Fall 2025.
● Conagra Brands releases new SKUs across categories
North American food company Conagra Brands will debut several new products at this year’s Sweets & Snack Expo, spanning several confectionery categories.
First up, its new Snack Pack recipe will centre on chocolate. Partnering with Dove Chocolate, the company has developed a premium confectionery and dessert collaboration. Its Snack Pack DOVE Dark Chocolate Pudding Cups come in a pack of six 3.25 oz cups. They will feature a new flavour and three cocoa types, designed to create an indulgent chocolate taste profile and a smooth, silk-like texture.
Tapping into the gluten-free snacking space, Conagra will launch its latest wafer confectionery in two bold new flavours. The Glutino brand will debut its new bite-sized wafer format in Chocolate Peanut Butter and Pink Lemonade flavours.
The company’s popcorn brand, Angie’s BOOMCHICKAPOP, unveils two new flavours at this year’s event. Appealing to the sweet heat trend in snacking, Angie’s new Mango Habanero flavour strives to create an interesting fusion of hot and sweet seasonings. Its Cinnamon Churro aims to offer a sweet cinnamon taste with a fried dough flavour.