Expo West 2025: Startups Revolutionizing Food & Beverage

Emerging Trends in Food & Beverage

The food and beverage industry is undergoing a rapid transformation. Key drivers behind this evolution include shifting consumer preferences, rising sustainability demands, and groundbreaking advancements in food technology. Over 60% of consumers now seek functional foods that support gut health, energy, and overall well-being. This growing interest in health-conscious eating is propelling the global healthy food market, which is projected to reach $2,264.1 billion by 2035.^[1]

Innovators at Expo West: A Peek into the Future

Few places showcase these trends more prominently than Expo West, often referred to as the 'Super Bowl' of the food and beverage industry. Earlier this spring, Beau Bergman, VentureFuel Director of Innovation & Partnerships, and Katrina Zheleznyak, Senior Manager of Innovation, attended the show and hosted a private Innovators Dinner. During this exclusive event, they engaged with entrepreneurs, venture capitalists, and corporate executives to discuss the key technologies, trends, and startups to watch in 2025.

This conversation at Expo West revealed a vibrant landscape of innovation where startups are leading the charge. These companies are not only responding to current consumer demands but are also anticipating future trends. Check out the exciting list of ventures discussed and keep an eye on these emerging brands as they shape the future of consumer preferences. 

Mighty Smooth: Integrating Augmented Reality with Nutrition

One of the standout startups discussed at Expo West was Mighty Smooth, a company that is redefining children's nutrition through an innovative use of augmented reality (AR). Mighty Smooth offers a line of protein-packed, nutritious yogurts made with 100% real fruit, no added sugars, and live active cultures for a wholesome boost. (As a note, they were also a member of the 2024 Real California Milk Incubator cohort).  

What sets Mighty Smooth apart is its flagship product, which transforms snack time into an interactive educational experience. By scanning the packaging with a smartphone or tablet, children can access AR-based games, stories, and content that teach healthy eating habits in an engaging way. This approach not only addresses childhood obesity but also leverages technology to resonate with tech-savvy younger consumers.

A Better Treat: Elevating Pet Health with Natural Snacks

As consumers become more health-conscious, their concern for the well-being of their pets is also growing. A Better Treat is a startup that aims to meet this demand by offering healthy, natural pet treats. These products are designed to provide better snack options for pets, focusing on high-quality, natural ingredients that promote pet health.

A Better Treat is part of a larger trend where pet owners are increasingly seeking out products that mirror their own health and wellness values. By focusing on natural ingredients and transparent sourcing, A Better Treat is capturing the attention of pet owners who want the best for their furry friends.

Millennial Flavor Town: Elevated Culinary Convenience

The demand for convenient yet high-quality food options is rapidly growing. Consumers are no longer willing to sacrifice taste and nutritional value for the sake of convenience. This shift has given rise to a new trend: gourmet convenience foods. Enter Millennial Flavor Town. 

Millennial Flavor Town was founded with a mission to provide consumers with versatile, high-quality ingredients that make cooking easier and more enjoyable. Their commitment to excellence is evident in every aspect of their products, from the sourcing of the finest ingredients to carefully craft their plant-based meatless wagyu, to the meticulous preparation process. By focusing on quality and convenience, Millennial Flavor Town is meeting the needs of today's discerning consumers.

Goodles: Reinventing Nostalgic Classics for the Modern Consumer

Goodles is revolutionizing comfort food with its nutrient-packed, irresistibly delicious mac and cheese. The brand combines indulgent flavors with a health-conscious twist, offering pasta enriched with essential nutrients like protein, fiber, and prebiotics. With a focus on bold, creative flavors such as Dreamy Creamy, Thrilled Cheese, and Queso Tell Me More, Goodles caters to both classic mac fans and adventurous eaters. 

What sets Goodles apart is its commitment to quality and innovation. The company has reimagined traditional mac and cheese by "noodling on the noodle" to create a better-for-you option that doesn’t compromise on taste. Customers rave about its rich flavors and ability to satisfy even the pickiest eaters, making it a favorite among families and food enthusiasts alike.

Green Girl Bake Shop: Guilt-Free Goodness

Green Girl Bakeshop specializes in creating delicious icebox sandwiches and gelato with a focus on simple, clean, and easily recognizable ingredients. Every treat is dairy-free, gluten-free, grain-free, soy-free, and paleo-friendly, ensuring that those with dietary restrictions or specific health goals can indulge without worry.

The bakery's mission is to bake the best nutrient-dense, plant-based, allergy-friendly desserts that nourish the mind, body, and soul, support overall health and wellness, and respect both the environment and all living beings. According to their website, Green Girl Bakeshop is committed to providing tasty and wholesome options for everyone.

GoodSport: Revolutionizing Hydration with Dairy-Based Sports Drinks

GoodSport is another innovative startup making waves in the food and beverage industry. Specializing in natural sports drinks made from dairy, GoodSport offers a unique hydration solution that leverages the inherent benefits of milk. Unlike traditional sports drinks that rely on artificial ingredients, GoodSport provides a natural alternative that supports hydration and recovery.

This dairy-based approach not only offers health benefits but also aligns with the growing consumer preference for clean-label products. GoodSport's commitment to natural ingredients and functional benefits makes it a key player to watch in the evolving sports drink market

TIM TAM TUMMY: Trailblazing with Probiotics & Positivity 

A group of parents, aunts and uncles started TIM TAM TUMMY, the first ever kombucha for kids, to give children the best of nutrition, fizz, flavor & fun! They believe that the future is functional. Their goal is to trailblaze a better-for-kids beverage, and the world is taking notice. 

The name TIM TAM TUMMY came from a tummy-rubbing rhyme in one mom's song to soothe a sad stomach. That same creativity and play is infused in each of their flavors, so they can 'spread TIM TAM TUMMY smiles with each Kid-Sized Can.'

Arber: Transforming Plant Wellness

Arber is the world's first plant wellness company dedicated to helping both the planet and its people thrive. Their premier line of biologicals safely and efficaciously sustain all greenspaces; while their products benefit plants, and soil.

Although not stricly F&B, this startup builds upon consumers' desire to contribute positively to a more sustainable world and minimize their exposure to artificial ingredients in food, beverage, plants and gardens (including the occasional home vegetable patch!). 

Their value proposition is to offer 'safe and effective solutions for healthier plants,' by harnessing powerful, naturally occurring substances such as bacteria, microbes, and plant extracts that prevent plant diseases, control unwanted pests, and promote unparalleled growth and abundance, all while, "doing good for the earth." 

How Startups Are Shaping Consumer Preferences in 2025

The startups highlighted at Expo West are not just meeting current consumer demands; they are actively shaping the future of consumer preferences. By focusing on health, sustainability, and technology, these companies are setting new standards and creating products that resonate with consumers to integrate seemlessly into a modern lifestyle.