Each year, Natural Products Expo West shines a spotlight on what’s hot and what’s next in food innovation—and 2025 was no exception. ROOT founder Kuvy Ax and industry expert Julie Zagars, the “Good Food Adventurers,” made the trip to Anaheim, CA where more than 64,000 attendees and 3,000+ brands gathered to showcase the brightest, boldest, and most buzzworthy natural products.
Here’s what stood out to us this year:
The Big Picture: More is More
“Both AND” is the Name of the Game
Consumers want it all! Creativity AND high tech, comfort AND adventure – not just organic, but organic AND regenerative.
Protein (Still!) Reigns Supreme
Protein showed up in everything from hot sauce to sandwich wraps. While powders and bars are still popular, protein-enhanced everyday foods and whole food sources—like mushrooms, legumes, tempeh, and even organ meats—are also gaining momentum.
Dr. Bronner’s “Purpose Pledge” & Label Launch at Expo West
At the 2025 Natural Products Expo West, Dr. Bronner’s used its booth not just to promote products but to make a statement about business ethics and sustainability. Known for its long-standing social impact initiatives, the brand unveiled updated, clearer labels for its iconic Pure-Castile soaps—now highlighting that all oils used are Regenerative Organic Certified. This small but intentional detail reflected Dr. Bronner’s ongoing commitment to ingredient integrity and transparency.
But they didn’t stop there. Dr. Bronner’s also co-launched the Purpose Pledge at the show, a new business community encouraging companies to lead with purpose and stakeholder values. Alongside partners like LIFT Economy and One Step Closer, the brand invited other businesses to commit to ten key principles, including ethical supply chains, climate action, and fair compensation. A lively industry happy hour celebrated the initiative, providing an opportunity for deeper dialogue around conscious business practices.
This activation worked because it seamlessly connected product storytelling with purpose-driven business leadership. Rather than simply promoting soap, Dr. Bronner’s invited the industry to reflect on the bigger picture—how brands can and should use their platforms to drive systemic change and hold themselves accountable.
Lush Cosmetics’ “Bloom a New Day”
Another standout activation at SXSW this year was from Lush Cosmetics. Lush has long positioned itself as more than just a beauty brand—its commitment to activism is woven into its identity. That dedication was on full display with the “Bloom A New Day” activation, created in partnership with Change the Ref, a nonprofit founded by Manuel and Patricia Oliver, whose son Joaquin was killed in the 2018 Parkland school shooting. More than just an awareness campaign, this activation was a powerful call to action, urging festivalgoers to consider the realities of gun violence, while offering a path toward meaningful change.
Visitors first encountered a U.S. map marking school shootings since Parkland, then stepped into a mock classroom filled with educational materials, interactive lockers, and Joaquin’s First School Shooting, a children’s-style book illustrating the impact of gun violence. The most haunting moment came when attendees sat at empty desks and dialed a phone number, hearing a chilling 90-second recording of an active shooter lockdown drill—an experience thousands of students endure regularly.
After the classroom, attendees entered a field of handcrafted paper sunflowers, a tribute to Joaquin Oliver, who was killed in the Parkland shooting. Here, they learned about The Lawsuit for Survival, a legal effort to strengthen U.S. gun policies, and had the chance to speak with Joaquin’s parents aboard their yellow school bus, a traveling hub for activism. To further the message, Lush launched the Sonflower Bath Bomb, inspired by Joaquin’s last gift to his girlfriend. With 75% of sales supporting gun violence prevention, the product served as both a conversation starter and a symbol of hope.
The “Bloom A New Day” activation was a masterclass in emotional storytelling and experiential advocacy. By immersing attendees in the unsettling reality of school shootings—while also offering them tangible ways to take action—it moved beyond passive awareness and ignited real conversations. The mix of interactive elements, personal narratives, and symbolic gestures made the experience unforgettable. Most importantly, it reinforced that change is only possible when awareness leads to action, proving once again that brands can be powerful forces in the fight for social justice.
This year’s standout CPG activations prove that experiential marketing is so much more than flashy booths and free samples— connection, creativity, and cultural relevance can create real impact. Whether through wellness-driven retreats, deeply personal advocacy campaigns, or purpose-led industry initiatives, these brands are showing how activations can inspire, educate, and build lasting consumer relationships.
As 2025 unfolds, we’ll continue to watch how brands lean into experience-driven storytelling to break through the noise and shape the future of CPG marketing.
Ready to discuss creative ways to tell your story? Let’s talk! Reach out to us at hello@rootmarketingpr.com.
If you liked this blog, check out Our Top Three Favorite CPG Activations of 2024.
Photo credit: Aveeno, Keelyn Costello, Lush Cosmetics, Dr Bronner’s, Muse by Clios
