From Protein Everything to Sour Candy: The Trends That Took Over Expo West 2026
A look at the biggest flavors, functional trends, and standout brands our Hummingbirds team spotted while walking the Expo West show floor.
Expo West is sensory overload in the best possible way.
New flavors. Big launches. Packed booths. Thousands of people who are just as obsessed with food, wellness, and innovation as we are.
Our Hummingbirds team hit the Expo West 2026 show floor with one mission: spot the trends shaping what’s next in food and wellness and shout out the brands doing it best.
Before we get into the trends, one thing was crystal clear this year.
IRL > URL.
Being together in person just hits different. The conversations, the tastings, the spontaneous run-ins with partners and founders. The energy was undeniable. The vibes were high, the halls were buzzing, and it reminded us why moments like this matter.
Alright, let’s get into it!!
The Trends That Defined Expo West 2026
Health Is the Headliner
If Expo West had a central theme this year, it was simple. Health is everywhere and it is getting more specific.
We saw a huge focus on women’s health, heart health, gut health, and functional ingredients that support everyday wellness. Consumers are not just looking for “better for you” anymore. They want products that solve something.
Some brands leading the charge:
O Positiv continuing to build momentum around women’s health
HUMANN focused on cardiovascular health
Grüns making greens easier (and tastier) through superfood gummies
Goli, expanding well beyond their iconic apple cider vinegar gummies
Even everyday snacks are becoming wellness vehicles. The line between supplements and food keeps getting blurrier, and brands are embracing it.
Protein Everything
Protein is officially having its “put it in everything” era.
At Expo West, we saw protein showing up in places that would have felt surprising a few years ago. Yogurt, ice cream bars, chips, beverages. You name it.
A few standouts:
Cocojune debuted a new protein yogurt
'ndulge launched protein ice cream bars that felt more dessert than functional food
Hippeas rolled out protein tortilla chips
Chomps introduced new chicken meat sticks with bold flavors like Nashville Hot and Breakfast
Protein is no longer just for gym culture. It is becoming a baseline expectation across categories.
Sour Is Having a Moment
Sweet is classic. But sour is stealing the spotlight.
Brands leaned into tangy, punchy flavors across candy, frozen treats, and even gum.
Some of the standouts we spotted:
GoodPop launched Fruit Sours popsicles
Joolies debuted Date Sours, bringing tart candy energy to fruit-based snacks
PUR Gum rolled out sour gum flavors
Be Love beverages leaned into bright, tart flavor profiles
And if there was one flavor quietly dominating the sour category?
Green apple. It was everywhere.
The Frozen Aisle Is Heating Up
Frozen food has officially shed its “convenience only” reputation. The frozen aisle was packed with brands proving it can also be clean, premium, and incredibly delicious.
Some of our favorites:
Each of these brands is pushing frozen beyond basic. They are bringing restaurant-level flavor and better ingredients into the category.
Fiber, GLP-1, and the Gut Health Boom
Gut health is not slowing down. Neither is the conversation around GLP-1 support and fiber-forward foods.
Brands are responding with products that make it easier to add fiber to everyday routines.
A few that stood out:
Fiber is becoming the quiet hero ingredient. It supports everything from digestion to blood sugar balance.
Dates Are the New Sweetener
One ingredient we saw everywhere was dates.
Not just as a snack, but as a full-blown alternative sweetener showing up in candies, bars, and functional treats.
Brands embracing the date renaissance:
Freakin’ Wholesome, crafting candy bars sweetened with dates
Consumers are looking for simpler ingredient lists and natural sweetness, and dates are perfectly positioned to deliver both.
Animal-Based Wellness & Healthy Fats
Another noticeable shift was the rise of animal-based wellness and healthy fats.
We saw a lot of love for ingredients like bone broth, tallow, and avocado oil, alongside brands highlighting nutrient density and traditional food philosophies.
Some notable players:
Jackson’s Chips, cooked in avocado oil
Jesse & Ben’s, leaning into nourishing ingredients
Bone broth-based products across multiple booths
Healthy fats are back in the spotlight.
Dairy Is Back
For a while, plant-based alternatives dominated the conversation. This year, real dairy is making a strong comeback.
Brands are leaning into high-quality dairy products with clean ingredients and indulgent flavor.
A few highlights:
Chobani, continuing to innovate in yogurt
And speaking of dairy innovation, Ellenos introduced a new Pistachio Cream yogurt that was easily one of the most memorable bites of the show.
Brands We’re Still Thinking About
Beyond the big trends, Expo West always delivers incredible discoveries. Here are a few brands that made our list of memorable finds:
Sunshine Buns (the new Strawberries & Cream flavor is worth seeking out)
Chino Valley Ranchers with their cult-favorite Jammy Egg
Cedar’s Garlic Dill Tzatziki (seriously good)
Proper Good Jamaican Jerk Chicken Soup
Until Next Year, Expo West
Walking the Expo West floor always leaves us energized (and a little hungry)!
The biggest takeaway this year is that consumers want food that works harder. More function, more flavor, more real ingredients. Brands are rising to the challenge in creative ways.
Seeing this innovation up close also reinforced something we believe deeply at Hummingbirds. Real connection drives real growth.
When creators and brands show up in the real world, whether that is in stores, at events, or in communities, the impact goes far beyond a social post.
If you are a brand looking to drive shelf-level awareness and retail momentum through everyday creators, we would love to talk.
At Hummingbirds, we help brands run creator-powered retail activations. We match you with the right creators, activate them in-store and in-market, and deliver the content and results back to your team.
We are proud to work with brands like Banza, Graza, Hippeas, Goodles, and many more!
If Expo West reminded us of anything, it is this. The best brand moments happen IRL.
Let’s build more of them!!!
