Sweets & Snacks Expo Preview
The Sweets & Snacks Expo is a vital gathering for professionals in the confectionery and snack industries, offering opportunities for networking, learning about product launches and exploring trends that could click with their shoppers. With the Expo returning to the Indiana Convention Center in Indianapolis from May 13 to May 15 and a pre-show day on May 12, attendees can expect a packed schedule filled with exhibits, sessions and activities.
Outside of exploring new products, our team “always looks forward to education sessions, the Women’s Breakfast, immersive experiences, transaction zone solutions and meeting with new suppliers,” said Robyn Gettleson with United Pacific.
“I’m really looking forward to seeing all the global-inspired confections this year, especially with our new ‘Taste of the World’ monthly display program coming together,” said Lauren Boothe with The Fresh Market. “It’s a great chance to find those unique flavors and textures from different cultures that can really make our assortment stand out. It’s exciting to see how international flavors are making their way into everyday treats!”
“Outside of checking out all the new products, I’m really looking forward to connecting with people across the industry again—there’s just something energizing about being around others who are just as passionate about the candy category,” Boothe continued. “And of course, I’d be lying if I said I wasn’t also looking forward to just walking the floor and sampling some sweet treats!
“I will be looking for small scale chocolate manufacturers that specialize in private label,” said Lyndsey Smith with The North West Company.
“I am looking for trends, flavor trends we can explore in other areas of our food business,” said Kaylea Dees with BPS/Bass Pro. “Looking for long term partners that we can grow this. I have a heavy focus on private label, so I am looking for partners that are open to this conversation.”
“One of the best parts of the show for me is what I happen to stumble upon that wasn’t on my radar at all—there are always some surprises!” said Nicole Krenzel with Binny’s Beverage. “Often, it’s opportunities for items similar to something we have, but that offer a greater value. Last year it was a seasonal and colored tortilla chip from a brand not carried by any of my distributors. With everything going on these days, identifying alternatives is top of mind.”
“I look forward to the new items, but I also look forward to discovering other new items from vendors outside the traditional ones,” said Brayde Rothe with MFA Oil Company who is attending the show for the first time. “I feel like there’s an untapped opportunity to work with other smaller vendors as this category is always changing.”
Also attending for the first time, Jean-Sebastien Lowe with Sobeys said, “I’m looking for innovative products in chocolate, candy and ice cream. However, I’m attending the show to be ahead of trends and bring back innovations to the Canadian market.”
“As a first timer, I attend Sweets & Snacks Expo to connect with new vendor partners and other category managers and directors from other channels in the USA,” Lowe continued. “The goal is to understand what is done in the USA that we could bring back to Canada.”
Attendees have a clear idea of which types of suppliers and distributors they hope to engage and connect with during the show.
“I would really like to see more private label supplier opportunities. There are not many at this show or those that show their capabilities for private label,” Gettleson with United Pacific said.
“I’m really hoping to connect with suppliers who bring something fresh to the table—whether that’s unique global confections, innovative formats or exclusivity options,” Boothe with The Fresh Market said. “It’s always exciting to find those hidden gems that haven’t hit the mainstream yet but have huge potential. At the end of the day, I want to build relationships with people who are passionate about their products and open to collaboration—those conversations often spark the best ideas.”
“I’m hoping to connect with the main suppliers I’m already working with while also working closer with Ferrero and other smaller suppliers,” Rothe with MFA Oil Company said.
Regardless if they are new to the show or returning, are laying the groundwork to have a successful and production show experience.
“We’re excited to introduce our brand to a larger retail and distributor audience, highlight the uniqueness of our farm-to-snack pecans and connect with key decision-makers in the industry,” said Evie’s Snacks Founder Eve Ackerley who is exhibiting there for the first time.
“We keep coming back because it consistently delivers quality connections, valuable market insights and exposure to key decision-makers in the American snack industry,” said Greg Hardam, Export Key Account Manager for DJ&A. “It’s one of the few events where innovation and category growth are truly on display and it aligns perfectly with our global vision for DJ&A.”
“There is no other show in the country that has the buyer and networking reach that Sweets & Snacks provides,” Brad Cocklin, Founder of Chunk Nibbles. “With it being located in the Midwest, it allows buyers from all over the country a central point to come together and explore the innovation the industry has to offer. Our team loves networking with buyers and showcasing our innovative products while also exploring the show floor to what’s new and exciting.”
“We have to be there as a growing snack company,” said Monti Van Brunt, Sales Director for T.M. Albert & Associates, which produces the Julio’s Seasoning & Corn Chips brand, whose team is returning for its fifth year. “Julio’s has had year over year growth going on seven or eight years now.”
“Initially, the Expo was held in Chicago, so it made sense to pursue the opportunity,” said Lemenager, who oversees international marketing for the Illinois Department of Agriculture (IDOA). “We have a large number of candy and snack companies within our state and they have expressed interest in additional opportunities to showcase their products. We saw positive results the first few years and Illinois companies found tremendous value in the event. As the years progressed, company interest increased and naturally our booth space as well. The show is very well organized and has a large international following with both exhibitors and attendees.”
“This is our first year presenting Häppy Candy at Sweets & Snacks Expo and we’re thrilled to be here!” said Founder and CEO Maxi Heidenblut. “As a fast-growing, women-owned better-for-you gummy brand, we’re excited to connect with retailers, buyers and fellow innovators in the confectionery space. We are at booth #2355—and we couldn’t think of a better stage to showcase our mission and products.”
“The Sweets & Snacks Expo is the premier event for confectionery and snack innovation, perfectly aligning with Evie’s Snacks’ mission of bringing thoughtfully sourced, better-for-you snacks to market,” Ackerley said.
“Sweets & Snacks Expo is uniquely focused on our core category,” Hardam said. “It attracts buyers and partners who are specifically looking for innovative, better for you snacks exactly where DJ&A excels. The scale and focus of this show give us a strong platform to showcase our products, build brand awareness and identify emerging trends in the US market.”
“The main reason driving our attendance is the depth of attendees from all the different sales channels we are interested in expanding,” Cocklin said. “There are minimal other opportunities to find that many decision makers walking the same show looking for items to add incremental growth to their categories.”
“Sweets & Snacks Expo is industry specific to our category, while it is not ‘cheap’ to do, it makes more sense than Fancy Food or Expo West. It has always been a good show for us,” Van Brunt said.
“While IDOA participates in a wide range of food related trade shows, Sweets and Snacks Expo sets the bar for this industry,” Lemenager said. “It is important for us to have a presence as it gives Illinois companies an opportunity to promote within the industry and stay up to date on new products and trends.”
“Sweets & Snacks Expo is the industry event for confectionery and snack brands, attracting exactly the kind of partners we want to grow with—retailers who are looking for premium, better-for-you options and distributors who understand the power of taste and quality,” Heidenblut said. “Unlike general food or wellness shows, this expo gives us direct access to decision-makers in our category, making it a strategic investment for brand exposure and partnership development.”
Evie’s Snacks’ objectives are to: “Introduce Evie’s Snacks to a wider network of retailers, distributors and buyers. Secondly, secure new retail and distribution partnerships. And finally, build brand awareness and strengthen industry connections ahead of upcoming product launches,” Ackerley said.
Hardam said: “Our primary goals this year are to: 1) Strengthen relationships with existing retail buyers and distribution partners; 2) Introduce our newest product lines to the American and global audience 3) Identify new business opportunities, particularly in the health conscious, better for you and plant based snacking segments and 4) Stay ahead of category trends through in person engagement and competitor benchmarking.”
“Our team has some exciting updates to debut at the show,” Cocklin said. “We have launched our upgraded packaging, expanded our flavor offerings, improved our ingredient panel, introduced new perimeter-ready display cases and a robust sampling program to drive trials in-store. We are ready to get our snacks in front of buyers and then through their registers!”
“Year over year, our objectives stay very consistent,” Lemenager said. “Our goal is to promote Illinois food companies and their products on an international level. We work closely with both small and large businesses to promote Illinois products as a whole and having a presence at this show allows a suitable platform for the crafters we work with. Sales, trade leads and industry knowledge are the key takeaways from this event.”
Heidenblut said: “Our main goals are to: 1) Expand our retail footprint across key US markets by meeting with national and regional buyers 2) Build relationships with distributors and brokers who specialize in quality candy products 3) Increase brand awareness within the candy and snack ecosystem and 4) Gather feedback from customers and retail buyers to continue refining our product and positioning.”
“We’re also excited to introduce our brand to a broader audience and highlight what makes Häppy Candy different: real ingredients, no fake sugars and 70 percent less sugar—without compromising on taste,” she added.
“We will measure success through: New retail placement opportunities secured within six months and Increases in brand engagement across media and social platforms following the show,” Ackerley said.
Hardam said: “We evaluate success through both short and long term KPIs, including: 1) Number and quality of new leads generated; 2) Volume of follow-up meetings or product sample requests post-show 3) Conversion of leads into new business partnerships within 3–12 months and 4) Brand visibility and feedback received during the show from buyers, media and peers.”
“All relationships start as a conversation,” Cocklin said. “Leads are great and can be used to track the level of success from the show, but it’s the months after that where those leads translate into opportunities and orders, then we see the results of how effective our show presence was.”
“It is both immediate and long term metrics that we use to benchmark a successful show,” Van Brunt said. “While we do not really need to use metrics, we do gain a few customers at each show and there are some opportunities which come about in the following years.”
“We have a positive working relationship with our exhibiting companies and this allows us to better gauge the success of an event,” Lemenager said. “When participating in a project with IDOA, companies are required to follow an evaluation process. We collect various metrics, both short and long term, that aggregate into an event-based total.”
Heidenblut said: “We look at a mix of short- and long-term indicators, including: 1) Number and quality of leads, especially meetings with key retailers and distribution partners 2) Follow-up conversion rate, such as how many leads turn into active opportunities or onboarding discussions 3) Feedback received from buyers and industry experts, which helps us assess product-market fit and 4) Sales lift or new accounts gained within 3–6 months of the sho2. Ultimately, a successful show for us means stronger visibility, deeper relationships and a clear pipeline for growth.”
In addition to the product showcases, the Expo typically features educational sessions, panel discussions and networking opportunities that allow participants to connect with peers, industry leaders and experts. This environment not only helps businesses discover fresh ideas and strategies, but also fosters partnerships that can lead to increased sales and market share. One key draw for manufacturers and retailers competing within the snacks and confectionery categories is that attending the Sweets & Snacks Expo presents an unmatched opportunity to stay ahead of the curve and implement strategies that resonate and connect with existing and potential consumers.
Overall, the Sweets & Snacks Expo is a must-attend event for anyone looking to enhance their presence and competitive edge in these rapidly evolving industries and capitalize on opportunities for growth and innovation.