CHICAGO – The recent 2025 NACS Show, held at McCormick Place in Chicago, drew more than 23,000 convenience retailing professionals from all over the globe. The show floor reflected how the convenience store channel is evolving to meet the demands of GLP-1 medication users seeking satiating, lower-sugar options, and Gen Z consumers who value novelty.
This year’s exhibits demonstrated that better-for-you innovation is accelerating across both food and beverage categories. A few noteworthy trends stood out; let’s examine closer.
Four Convenience-Store Trends to Watch
1. Cleaner Labels
The “Make America Healthy Again” (MAHA) movement is driving ingredient reformulation even in the convenience channel. As U.S. regulators push food companies to replace artificial dyes such as Red No. 40 and Yellow No. 5 with natural alternatives by 2027, major players are proactively simplifying ingredient decks.
At a private event ahead of the show, PepsiCo previewed “naked” versions of Cheetos and Doritos, made with no artificial colors or flavors. The company also announced plans to remove artificial flavors and colors from all core Lay’s U.S. products by the end of 2025 and update packaging to more prominently feature potatoes with a new “Made With Real Potatoes” claim. Lay’s Baked will be reformulated with olive oil, while Lay’s Kettle Cooked Reduced Fat Sea Salt will be made with avocado oil.
Jack Link’s showcased its Simply 3 Ingredients Jerky, made with grass-fed beef, vinegar, and salt – proof that even legacy snack brands are leaning into simplicity.
Cleaner ingredient statements were a visible differentiator across categories, signaling that “transparent indulgence” has entered the C-store mainstream.
2. Protein Galore
Protein was omnipresent – no longer confined to bars and shakes, but now embedded in snacks, baked goods, and clear beverages. Exhibitors positioned protein as both a wellness driver and a satiety solution for GLP-1 users.
PepsiCo spotlighted its expanding protein portfolio, including Muscle Milk (both the Muscle Milk Pro 42g and 26g varieties are made with ultra-filtered milk and contain no artificial flavors), Propel Clear Protein powder sticks (22g whey protein, 3g fiber) targeted toward GLP-1 users, and Starbucks Ready-to-Drink Protein Coffee (22g protein).
Protein waters were another highlight, led by Ready Nutrition’s Clear Protein Water with 20g whey isolate and electrolytes. Carbonated protein beverages also stood out: Barebells launched its lightly carbonated Protein Soda (10g clear whey protein, 200 mg caffeine).
On the bakery side, Redefine Foods sampled its SKIPPY Oatmeal Protein Pie (15g protein, 10g fiber) and Dippin’ Dots Birthday Cake Protein Donut (15g protein, 2 g sugar).
3. Caffeine 2.0
Caffeine innovation extended well beyond traditional energy drinks. The next wave centers on right-sized doses and hybrid benefits that merge hydration, focus, and recovery.
Coca-Cola previewed BODYARMOR Flash I.V. Caffeine Zero Sugar, an electrolyte drink with 95 mg caffeine in Pineapple Passionfruit and Watermelon Punch. The company also plans to relaunch Pibb Xtra under the Mr. Pibb name, featuring 30% more caffeine (54mg per serving), with a bolder flavor.
Tropicana Brands Group unveiled IZZE SPARK, a sparkling juice drink with 40mg caffeine and B vitamins, while Ghost Energy previewed two new flavors: Strawberry Watermelon and Original Colada, available exclusively in its smaller 8.4-oz can format with 100mg caffeine.
Collectively, these launches illustrate how beverage makers are segmenting caffeine for new consumption occasions – from gentle morning energy to performance hydration.
4. Multi-Texture Treats
Indulgence continues to be valued, especially for Gen Z shoppers who crave sensory variety.
Mars Wrigley drew crowds with its first freeze-dried M&M’s POP’d Caramel featuring a crispy and airy twist on M&M’S Caramel, while Ferrara Candy introduced freeze-dried SweeTARTS, Lemonhead, and Spree, offering a light, airy crunch with nostalgic flavors. Mondelez’s Sour Patch Kids Strips added a chewy ribbon-style format in five fruity flavors.
PIM Brands joined the textural trend with Welch’s Juicefuls Fusions, soft fruit snacks that pair one flavor on the chewy outside with another in the juicy, bursting center. Each pack includes three fusions made with natural flavors and colors from natural sources.
These tactile, multi-texture products highlight how the candy aisle is merging indulgence with novelty – keeping the fun factor alive even as ingredient and sugar scrutiny grow.
About the author: Virginia Lee is an F&B trendspotter and founder of The Curious Foodie LLC, helping CPG brands, research agencies, and global food companies understand what’s next. She has advised companies on innovation and market-entry opportunities in CPG at Euromonitor International, Innova Market Insights, and Brightfield Group.
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