Natural Products Expo West 2025 brought together the brightest and boldest in the natural products industry, and Airlite Plastics was proud to be right in the middle of the action in Anaheim.
This year’s show didn’t just highlight the next wave of functional snacks or sustainable beverages; it marked a turning point in how brands use packaging to tell a rich, intentional story about their products.
From nutrient-dense innovations to rustic, whole-food simplicity and deep, meaningful origin stories, we connected with brands who are transforming today’s consumer landscape and reimagining their packaging to match.
A Hub for Emerging Brands & Big Ideas
The energy at our booth was unmistakable as we met with a great mix of emerging brands and long-time partners ready to elevate theirpackaging and launch new flavors and formats. It’s an industry surging back with a mission and an understanding of the growing and critical role packaging plays. It doesn’t just help tell a story; it helps build trust, spark curiosity, and connect with consumers seeking out substance.
Nutrient Dense: Feeding Function with Every Bite
Protein and fiber aren’t just for bars anymore. We saw innovation everywhere! From sparkling waters and pretzels to yogurts and meal replacements, we saw products focused on high-impact nutrition without compromising on taste or experience.
As brands reformulate to cater to wellness-focused consumers, packaging plays a crucial role in clearly and quickly communicating function, ingredients, and benefits. Whether it was high-protein skyr yogurts or fiber-packed sparkling drinks, these products demand packaging as thoughtful and intentional as the formulas inside.
Rustic & Real: Simplicity You Can Taste, and See
There’s a renewed respect for minimally processed, clean-label food made with ingredients you can actually pronounce. Think pasture-raised meats, overnight oats, and dairy with nothing artificial. The products capturing hearts (and carts) were simple, honest, and visually appealing.
This “back to basics” trend calls for packaging that reflects authenticity and trustworthiness, something Airlite understands deeply. Brands are looking for materials, formats, and labeling that let their products shine naturally, because when your product is that clean, your packaging should be too.
Origin Stories: Ingredients That Speak Volumes
Heritage brands are redefining the grocery aisle, bringing global flavors to the forefront and using design to highlight traditions and tell deeply personal stories. For Maazah, an Airlite partner, that story begins in the kitchen of Afghan-American sisters Yasameen and Sheilla Sajady, inspired by their mother’s bright, herbaceous chutney.
Originally launched with playful ingredient illustrations, the brand’s packaging evolved to reflect its cultural roots more boldly. Today, Maazah’s label features illustrated versions of the sisters framed by arches and adorned with a palm tree, elements drawn from Islamic architecture and Afghan art. A symbolic tree on the label represents family, with the moon at its center honoring their mother.
The name Maazah, meaning “flavor” and “joy” in Farsi, reflects the sisters’ desire to reclaim their cultural narrative and celebrate the vibrant flavors of Afghanistan. Their packaging and their product offer more than taste; they invite connection, pride, and curiosity.
Airlite is proud to help brands like Maazah bring those rich narratives to life through in-mold labeled packaging that’s as intentional as the ingredients inside.
Looking Ahead
Natural Products Expo West 2025 confirmed what we’ve long believed: packaging is more than a container; it’s a communicator. From nutrient-dense innovation to rooted, rustic authenticity and locally-sourced storytelling, brands need packaging partners who can help them stand out while staying true to their values.
At Airlite Plastics, we’re honored to collaborate with the changemakers, ingredient innovators, and passionate entrepreneurs, building a healthier future through premium, sustainable food packaging that stands out on the shelf.