Natural Products Expo West is the premier event for the natural and organic industry, bringing together the most innovative brands, retailers, and thought leaders to explore the future of health-conscious consumer products. As a longtime participant, Inmar was proud to return in 2025 with a renewed focus on empowering emerging brands, optimizing marketing strategies, and fostering meaningful industry connections.
At this year’s conference, we showcased how our Martech solutions across digital incentives and personalized media help brands navigate an increasingly competitive landscape. From our engaging booth experience to a highly anticipated panel discussion with Sweet Loren’s, Inmar reinforced its role as a strategic partner for brands looking to scale. By embracing data-driven marketing, omnichannel engagement, and culturally relevant partnerships, we demonstrated how businesses can break through the noise and connect with today’s conscious consumers in powerful ways.
EMERGING BRANDS: HOW SWEET LOREN’S USED INNOVATION TO INSPIRE
Inmar & Sweet Loren’s Panel Discussion at Expo West
One of the highlights of Expo West 2025 was Inmar’s collaborative speaking session with Sweet Loren’s, Emerging Brands: How Sweet Loren’s Used Innovation to Inspire. The panel featured Meghan Woods, Sales Director at Inmar Media, alongside Carmen Fadel, Director of Marketing, and Morrad Fadel, VP of Innovation and R&D at Sweet Loren’s.
Key Takeaways from the Discussion:
- The Power of Innovation & Cultural Relevance
Sweet Loren’s has achieved a remarkable feat—becoming the #1 natural cookie dough brand in the U.S. despite competition from industry giants. Their success underscores the critical role of product innovation and brand authenticity. Morrad Fadel highlighted how Sweet Loren’s continuously invests in R&D to stay ahead of trends, ensuring that new product launches align with consumer demand. - How the Barbie Partnership Became a Cultural Moment
The panelists discussed Sweet Loren’s Follow Your Heart campaign—a strategic collaboration with Mattel that introduced the brand’s new pink, heart-shaped cookie. Carmen Fadel shared that this partnership wasn’t just about capitalizing on a pop culture moment—it was a natural fit based on shared brand values of empowerment and joy.
The campaign’s omnichannel media strategy—executed in partnership with Inmar—leveraged a multi-touchpoint experience across DOOH (digital out-of-home) advertising, creator campaigns, and in-store activations that maximized reach and consumer engagement. - Lessons for Emerging Brands
To provide practical insights for brands looking to expand their market presence, Carmen, Morrad & Meghan summarized lessons learned from these key four areas of focus:- Authenticity Wins. Consumers connect with brands that stay true to their mission.
- Strategic Collaborations Matter. Partnering with culturally relevant brands can amplify visibility and drive trial.
- Data-Driven Media Strategy is Key. Inmar’s personalized targeting approach helped Sweet Loren’s reach allergen-free buyers, lapsed consumers, and brand loyalists, leading to a 26% increase in brand awareness.
- Omnichannel Execution Drives Results. By integrating DOOH, influencer activations, in-store promotions, digital media & PR executions, Sweet Loren’s maximized engagement across touchpoints—driving a 14.5% sales lift and 1 billion+ impressions.
The discussion concluded with a Q&A, where attendees engaged with the panelists on best practices for scaling their brands in a competitive marketplace.
PARTNER WITH INMAR TO ELEVATE YOUR BRAND
Expo West 2025 was a testament to Inmar’s commitment to empowering brands through innovative marketing, data-driven strategies, and strategic partnerships. Whether you’re an emerging brand looking to establish market presence or a CPG leader seeking to optimize your omnichannel engagement, Inmar has the expertise and technology to drive measurable impact.
LET’S CONNECT
Interested in learning how Inmar can help your brand succeed? Reach out to us today to explore solutions tailored to your business needs by emailing solutions@inmar.com.