With nearly two decades of experience in marketing and brand-building, Nils Knoop has worked with global brands like Nike, Ben & Jerry’s, and Seventh Generation, specializing in impact storytelling and sustainability-driven campaigns. As co-founder of Apollonia and an advisor for HEYHO, he brings deep expertise in ethical branding and social impact.

In this guest feature for vegconomist, Nils shares key insights from Natural Products Expo West 2025, where the focus extended beyond plant-based to purpose-driven innovation. From regenerative organic pioneers like SIMPLi to the rise of mycelium-based proteins and functional snacking, this year’s expo highlighted a shift toward sustainability, transparency, and health-conscious food solutions.

Natural Products Expo West 2025: A Glimpse into the Future of Plant-Based Innovation

Every year, Natural Products Expo West sets the stage for the latest innovations in the consumer packaged goods industry, bringing together brands, retailers, distributors, and investors to explore the future of organic food. The Anaheim Convention Center near Los Angeles once again buzzed with excitement as companies showcased groundbreaking products poised to disrupt the plant-based and natural foods market.

One of the most noticeable shifts at this year’s Expo West was the continuous blend between food and medicine further growing the plant-based and better-for-you category and the movement towards responsible sourcing and clean labels. 

Here are disruptive brands, innovative businesses and inspiring entrepreneurs that stood out for us: 

Meati, Prime Roots and Nature’s Fynd: The power of fungi

Meati, Prime Roots, and Nature’s Fynd are revolutionizing the alternative protein landscape by harnessing the power of fungi to create convincing meat substitutes without the processed ingredients common in many plant-based options. Meati, founded in 2019, uses mycelium—the root structure of mushrooms—to create whole-cut products that closely mimic chicken and steak with minimal ingredients and impressive nutritional profiles. Prime Roots employs koji, a Japanese fungal protein, to craft deli meats and seafood alternatives that deliver the umami and texture of animal products while remaining clean-label.

Nature’s Fynd has pioneered yogurt, breakfast patties and bites made from mycelium grown in vertical farms. These mycelium-based companies represent a significant shift away from highly processed plant proteins toward minimally processed, nutritionally complete alternatives that appeal to health-conscious flexitarians seeking cleaner ingredient lists and authentic culinary experiences.

Violife vs Nuts for Cheese: David vs Goliath in cream cheese

In the fiercely competitive plant-based dairy sector, the contrast between industry titan Violife and artisanal challenger Nuts for Cheese exemplifies the evolving vegan cheese landscape. Violife, owned by CPG behemoth Upfield, dominates retail channels with its coconut oil-based cream cheese alternatives available in over 50 countries and backed by substantial marketing resources.

Meanwhile, Nuts for Cheese, founded by Margaret Coons from Canada has carved out a growing niche with its premium, cashew-fermented offerings that appeal to discerning consumers seeking cleaner ingredients and artisanal production methods. During the Natural Products Expo West, Nuts for Cheese won the prestigious NEXTY award for their Dill Pickle Creamy Cashew Dip.

SIMPLi: Indigenous female founder drives regenerative organic

SIMPLi, co-founded in 2020 by native Peruvian and Indigenous Sarela Herrada and her husband Matt Cohen. In four years, they developed into a leading regenerative food company. The company emphasizes ethical sourcing by not only partnering directly with indigenous farming communities, but also processes its products like beans, quinoa and amaranth in the country of origin and thereby investing in their future.

SIMPLi’s commitment to sustainability and quality led to a collaboration with Patagonia Provisions, resulting in the launch of Organic Multiseed Crackers made with SIMPLi’s Regenerative Organic Certified® quinoa and chia from Peru.

Chimes Candy: Family tradition meets cacao and mushrooms

Chimes, a family-owned company rooted in Indonesia, has been crafting its signature ginger chews for over two decades. These chews are made using traditional recipes that highlight the robust flavor and health benefits of real Java ginger. In addition to their classic ginger chews, Chimes has recently introduced innovative products like the Calmer Cacao Adaptogen Ginger Chews. This variety combines dark cacao with adaptogenic herbs such as ashwagandha and reishi mushroom, aiming to provide stress-relief benefits alongside the natural zest of ginger.

Uglies: Reducing food waste with rejected potatoes

Uglies chips, established in 2017 by Dieffenbach’s Potato Chips, pioneered the upcycled snack category by transforming “rejected” potatoes into premium kettle-cooked chips. The brand saves approximately 1.5 million pounds of potatoes annually that would be discarded solely for cosmetic imperfections.

Despite entering a crowded market, Uglies’ sustainability model allowed them to price their products 15% below competitors while maintaining higher profit margins. This innovative approach has attracted strategic partnerships with major sustainability-focused retailers like Sprouts Farmers Market and Whole Foods looking to meet emerging ESG commitments in their supply chains and reduce food waste.

Groundwork Coffee: Cold brew from responsible sourcing since 1990

Groundwork Coffee Co., established in 1990 in Venice Beach, California, has grown from a small-batch organic coffee roaster into a prominent name in the specialty coffee industry. Founded by Richard Karno, a former filmmaker with a passion for sustainable practices, the company has consistently comitted itself to environmental stewardship and social responsibility. In recent years, Groundwork has continued to innovate within the coffee sector.

Notably, they launched the world’s first Regenerative Organic Certified® coffee, sourced from partnerships with cooperatives like Cooperativa Sacaclí in Nicaragua. This certification emphasizes farming practices that restore and maintain soil health, promote animal welfare, and ensure fair labor conditions. Building on this initiative, Groundwork introduced the first Regenerative Organic Certified® Cold Brew, offering consumers a convenient and responsible coffee option. In 2025, they won the NEXTY award for their Organic Cold Brew Coconut Latte.

Functional Snacking: The Only Bean, Seven Sundays, 2fit and Gimme

The Only Bean, Seven Sundays, 2fit, and Gimme all demonstrate a commitment to functional, plant-forward snacking, but diverge in their specific focuses. All four brands prioritize minimally processed ingredients and cater to health-conscious consumers, with The Only Bean specializing in single-ingredient, high-protein bean-based snacks and pastas, Seven Sundays focusing on whole-grain, nutrient-dense breakfast options, 2fit targeting active lifestyles with protein-packed performance snacks, and Gimme leveraging the nutritional benefits of seaweed for a unique, mineral-rich offering.

While they share a dedication to clean labels and purposeful ingredients, their varied product lines reflect distinct approaches to addressing diverse nutritional needs within the evolving plant-based market.

Kids: Functional bites and drinks fuel the conscious consumer

The kids snack landscape is rapidly evolving, with Better Sour, The Wellness Company, Once Upon a Farm, and Pumpkin Tree leading a charge towards purpose-driven bites. Better Sour reimagines the candy experience, delivering low-sugar, probiotic-enriched chews that satisfy sweet cravings while supporting gut health—a novel approach to functional confectionery.

The Wellness Company, pivoting from broader wellness, now offers on-the-go snack pouches filled with adaptogenic blends, targeting stress relief and sustained energy within a convenient format. Once Upon a Farm, renowned for its organic, cold-pressed children’s food, has expanded into adult-focused snacking, offering pouches and bars packed with whole fruits and vegetables, delivering fresh, minimally processed nutrition. Pumpkin Tree focuses on the power of seeds, crafting snack mixes and bars that highlight pumpkin seeds and other nutrient-dense ingredients, providing a crunchy, satisfying snack that delivers protein and essential minerals.

With these evolving brands, the kids’ category sees an influx of better-for-you options, including kombucha by Timtamtummy and oat milk by Willa’s as well as several fruit-based snacks, and gut-friendly products, signaling a growing emphasis on child-focused health and wellness. This ties into a broader industry shift toward food as medicine, where brands are integrating electrolytes, probiotics, and adaptogens into everyday products.

Expo West 2025: From plant-based to purpose-driven

The Natural Products Expo West 2025 painted a vibrant picture of the plant-based future, where innovation isn’t just about novel ingredients or flashy packaging, but about a fundamental shift towards ethical, regenerative organic, and health-conscious consumption.

Upcoming companies exemplify this evolution, demonstrating that businesses can thrive by prioritizing transparency, responsible sourcing, and the well-being of both consumers and the planet. As the lines between food and functional wellness continue to blur, these pioneering brands are not just riding the wave of change, they are shaping it, proving that the future of food is not just plant-based, but purpose-driven.