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A behind-the-scenes look at the 2025 NEXTY Awards
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In this episode of The Natural List, co-host Adrienne Smith is joined by New Hope Network’s Douglas Brown and Nancy Coulter-Parker for a behind-the-scenes look at the 2025 Natural Products Expo West NEXTY Awards preliminary judging.
During the preliminary round, the New Hope Network team samples and deliberates over several days and hundreds of products to select finalists in each category based on the three Is: innovation, inspiration and integrity. With more than 1,000 products spanning 35 categories in the running, the judges share highlights from the first days of judging, noteworthy trends and a few early favorites.
This year’s submissions reveal exciting shifts, including cleaner frozen desserts, low-sugar snacks and sustainable packaging. Dietary supplements are leaning into the GLP-1 revolution, while protein-packed foods dominate. During this episode, judges share what made certain nominations standout, from stellar storytelling and consumer education to research-backed details about health benefits and clear narratives around a product’s purpose and impact. Tune in for insights on the trends shaping the natural and organic products industry and what it takes to stand out in the NEXTYs.
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