Weekly Pickups: Newtopia Now Edition ✨
Another CPG trade show for the books!
Welcome back to Weekly Pickups!
We just returned from Newtopia Now 2025, a new trade show for natural consumer goods run by the same organization that puts on the famous (and much larger) Expo West in Anaheim.
This was the show’s second run in Denver, and we had an absolute blast connecting with industry pals, enjoying the show’s small and approachable format, cheering on brands in Naturally Network’s pitch competition, and interviewing some of our favorite founders on the show floor!
After hitting our step goals wandering the aisles (and probably canceling them out with samples), we've officially recovered and are ready to share what this show revealed about the latest in natural CPG.
Themes from the Show
As always, we’re more interested in “themes” than “trends”—which, to us, are fleeting. While protein remained a heavy-hitter (of course), a few other, more prominent themes emerged.
Here’s what we saw →
🛀 Clean-label everything.
“Clean-label” has moved from differentiator to baseline expectation.
Brands led with what they didn't have: no seed oils, no artificial ingredients, no dyes, no sugar alcohols, no “junk”. We saw it across every category, from plant-based to full-on carnivore products. There was a clear focus on simplicity: short ingredient labels, “made with avocado oil” callouts (evidently, the preferred oil), and inclusion of “real” sweeteners like cane sugar + “real” protein from animal products (more on that below).
At one point, we sampled a product advertised as “clean,” and Jenna (being the skeptic I am…) asked the brand representative, “What makes this ‘clean’?” This riveting dialogue ensued:
Rep: Well, it has none of the bad stuff.
Jenna: What’s “bad stuff?”
Rep: You know, none of that fake stuff.
Jenna: *Patiently waits for any semblance of further explanation.* *Receives none.*
…fin.
Needless to say, "clean-label" might be more of a vibe than a technical standard. But regardless of the exact definition, the direction is clear: fewer, simpler, more recognizable ingredients across the board (and chemphobia is alive and well).
Standout brands: Pura Soda, Drippy (pre-launch queso dip with real cheddar cheese), Lorissa’s Kitchen (top 9 allergy free meat sticks), Roots Farm Fresh (avocado oil frozen fries and tots)
🐄 Dairy is chic again.
After years of plant-based alternatives dominating the conversation, traditional dairy has returned with newfound confidence.
Dairy brands are proudly showcasing their simplicity and taste. We saw dairy products from yogurts to queso to ice cream reign supreme with short ingredient lists and excellent flavor profiles. Plant-based options were still present—including MALK and, somehow, two different pecan milk brands—but the overall plant-based presence felt noticeably smaller than previous years.
Standout brands: Painterland Sisters (flavored organic skyr yogurt), Jubilee (shelf-stable, flavored milk for kids with hidden veggies and no added sugar), Chara (frozen Greek yogurt).
🥩 Animal protein + byproducts.
Similarly, animal fats and proteins showed up in more products than we've seen in recent years. Tallow appeared in chips, skincare, and even snack bars. Bone broth has expanded beyond soups into portable snacks and beverages. This seems connected to carnivore diet trends, a broader interest in whole-animal usage, and the “clean label” trend, as tallow and bone broth are deemed “cleaner” than seed oils and protein powder, respectively.
Standout brands: Singing Pastures (beef sticks infused with bone broth for collagen), HOL (protein bars made with chicken broth), Beefy’s Own (beef tallow potato chips), My Neighbors Tallow (beef tallow skincare).
⚡️ Caffeine (beyond coffee).
In a shock to no one (or at least, certainly not us), caffeine was prominent at the show this year. It showed up in innovative new RTDs, lower-caffeine energy drinks, and even alongside protein.
Standout brands: RMBR (kombucha with an added kick of caffeine from green tea), Clean Simple Eats Clear Protein + Energy (RTD with 20g of protein and 100mg caffeine), Huxley (lower-caffeine energy drinks made with real fruit juice and caffeine from cascara, the husk of coffee fruit), Slacka, which uses an ingredient called paraxanthine—a metabolite of caffeine.
And now, some of our favorite finds of the show! Let’s get into it →
Nate’s Finds
There are so many good products at these shows, it’s always hard to pick. But here were a few standouts!
unwaffle - A high-protein, gluten-free frozen waffle that was just as fluffy and tasty as a normal waffle.
Tierra Negra - All of their flavors were top notch, but this dark salsa took the crown for me.
Liquid Salad - Greens powder in RTD pouch form. I have to say: we were skeptical at first, but this was some damn good liquid. I’d have this over greens powder any day of the week.
The Flavorsmith - Again, all their flavors are top-notch, but this Chipotle Maple BBQ Syrup changed my life.
Drippy - This pre-launch queso could put Tostitos to shame. I feel that right now there is only Tostitos queso and cashew queso, nothing in between. And this fits right in the middle of that spectrum
Chara - Makes me nostalgic for Pinkberry, in such a good way. All the flavors are perfection.
Jenna’s Finds
Keya’s - Black Salt Potato Chips - Didn’t think kettle chips could still surprise me, but here we are. Bold, delicious Indian flavor + the crunchiest chips + seriously standout packaging = a win all-around.
Huxley Superfruit Energy Drink - Tastes like real fruit juice (because it is) but packs in 90mg of caffeine (from upcycled coffee husks) plus l-theanine for a calmer focus. Love the lower caffeine content, real fruit flavor, and thoughtfulness around every part of this brand.
Heaps Peanut Butter - Drizzle - Insanely delicious, natural peanut butter made with yummy, warm spices like cinnamon + nutmeg, in a squeeze bottle!!! How did we not think of this sooner.
Chara Greek Frozen Yogurt - Plain Tarte - I swear, Nate and I did not confer here 🫣 But the fact that this made both of our short lists is a prime indicator: this is a good product. As someone who regularly mourns the loss of self-serve froyo places, this is my dream product. Creamy, thick, tart + sweet, and naturally high-protein. A+.
Carinara - This is so innovative: Marinara sauce made from carrots instead of tomatoes and super simple ingredients. Tastes just like “real” marinara sauce, but friendly for us acid reflux girlies :)
If you want to share a brand you’re loving for us to review, or if you have the perfect special guest in mind, email us: nate@expresscheckout.co and jenna@expresscheckout.co :)