Last week, the Spoiler Alert team packed up our green shirts and headed to Expo West, the biggest natural products trade show of the year. And let’s just say, if there were an award for Most Enthusiastic About SLOBs, we would’ve won it.
For those unfamiliar, SLOBs—slow-moving and obsolete inventory—are our bread and butter. While some see excess inventory as a headache, we see opportunity. And based on the conversations we had at Expo West, we’re not the only ones.
To prove our enthusiasm for SLOBs we walked around the expo floor in our bright green Spoiler Alert t-shirts with “We ♥️ SLOBs” on the back:
Big Takeaways from Expo West
Innovation is Everywhere
From startups to household names, brands continue to push the boundaries of product development. Whether it’s a new take on a classic category or an entirely new format, one thing is clear: innovation is still a key growth driver.
But innovation alone isn’t enough—brands also need to get distribution right. With retailers being more selective about shelf space, getting a product launched is just the first step. Building velocity early is becoming more critical than ever.
Protein, Protein, Protein
If there was a theme song for Expo West, it would be: “More Protein, Please.” It’s showing up in everything—from snack bars and chips to functional beverages and even desserts. But with innovation cycles moving so quickly, brands will need a plan for what to do with excess inventory when trends shift.
Better-for-You Soda & Functional Hydration Are Taking Over
The days of soda being just sugar and fizz are long gone. Gut health, electrolytes, nootropics, and adaptogens are becoming standard in new beverage launches. Consumers are looking for more than just hydration—they want a reason to pick one drink over another.
But for beverage brands, innovation brings complexity. Reformulations—whether for cleaner labels, sugar reductions, or functional ingredient swaps—are happening at a rapid pace. That means a single product SKU might have multiple iterations within a short time frame.
And reformulations don’t just affect product development—they impact everything from labeling regulations to retailer compliance to how a brand markets the change to customers. Brands need to strike a balance between improving formulas and maintaining consumer trust (because no one wants another “New Coke” situation).
Rebrands Everywhere—And the Challenges They Bring
It felt like half the brands at Expo West had a new look—some subtle, some drastic. Bright colors, bold fonts, minimalist designs…everyone is trying to stand out in the crowded grocery aisle. The problem? A rebrand often means excess inventory of the “old look” that needs to move—fast.
Tariffs & Supply Chain Uncertainty Impact Pricing
Beyond the flashy booths and product samples, tariffs and supply chain challenges were a major talking point. Ingredient costs, transportation delays, and shifting trade policies are making it harder for brands to maintain consistent pricing.
For some, it’s leading to smaller pack sizes to keep price points approachable. For others, it’s a renewed focus on local sourcing and vertical integration to reduce dependency on global suppliers. Either way, brands are being forced to get more strategic about cost management.
Net-Net: Execution is Everything
The themes at Expo West were clear: Innovation is high, competition is fierce, and execution is what separates winners from the rest.
And yes, we definitely had some fun along the way—especially with our “We Love SLOBs” shirts.
Until next year, Expo West! Let’s keep the conversation going.
