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By: Abby Kmetz, Head of Customer Success SMB
Have you ever picked up a product and thought, “How did these two brands not collaborate sooner?” That was the exact sentiment buzzing through Expo West this year as attendees discovered some of the most exciting brand partnerships in food and beverage. From unexpected flavor mashups to cross-category innovations, these collaborations weren’t just about co-branding—they were about mutual growth, expanded audiences, and shaking up the market.
As a first-time attendee, I had no idea just how massive Expo West actually was. Wandering through the endless halls, I racked up thousands of steps, sampled more products than I could count, and met some of the friendliest people in the industry. But what really got me excited? The brand collaborations. Ithaca Hummus x Graza Olive Oil? Genius. Chobani Creamer x La Colombe Cold Brew? A no-brainer. These brands didn’t just pair up—they proved that strategic partnerships are a winning formula for innovation.
Why Strategic Brand Partnerships Are Key to Growth
Brand partnerships are more than just a trend—they’re a power move for growth. They give brands a chance to break into new markets, reach fresh audiences, and add serious value to their products. At Expo West 2025, the collaborations on display proved that these pairings aren’t just clever marketing plays—they’re smart, strategic moves that help brands build lasting connections and stay ahead of the competition.
Complementary Ingredients Create Elevated Experiences
One of the buzziest collabs at Expo West? Ithaca Hummus x Graza. Take Ithaca’s fresh, tangy hummus, drizzle it with Graza’s rich, single-origin olive oil, and you’ve got a match made in foodie heaven. This partnership worked because both brands are all about top-notch ingredients and health-conscious consumers—and together, they created something even better than the sum of their parts.
The takeaway? When brands with complementary flavors or values team up, they can deliver a next-level experience that stands out in the market while giving consumers something uniquely delicious and high quality. With Suzy’s Flavor & Ingredient Testing, brands can test different ingredient combinations with their target audiences before launching a partnership. Using TURF Analysis, Suzy helps brands determine which flavors, claims, and ingredient combinations have the highest appeal and purchase intent, reducing the risk of an unsuccessful launch.
Cross-Category Collaborations Expand Market Reach
Another collab that had everyone talking? Grillo’s Pickles x Boulder Canyon Chips. They took the bold, tangy punch of Grillo’s pickles and packed it into a perfectly crunchy kettle-cooked chip. The result? A snack that’s as addictive as it is genius.
This kind of cross-category mashup is a game-changer. It helps brands break out of their usual retail aisles, reach new consumers, and create fresh snacking occasions. For fans, it’s a whole new way to enjoy a familiar flavor—just in a crunchier, more convenient form. This kind of cross-category mashup is a game-changer. It helps brands break out of their usual retail aisles, reach new consumers, and create fresh snacking occasions.
Suzy empowers teams to quickly test concepts, packaging, and positioning in real-time. With consumer feedback at your fingertips, you can identify which product attributes resonate most, optimize formulations, and ensure your innovation is retail-ready before launch.
Empowering the At-Home Barista
These days, consumers want café-quality drinks without leaving home, and Chobani’s acquisition of La Colombe and their co-branded exhibition at Expo West nailed it. By pairing Chobani’s dairy expertise with La Colombe’s premium coffee, they created a beverage that feels like a coffee shop experience at home—no barista required.
But this collaboration is about more than just great taste. When two trusted brands team up, it builds instant credibility. Consumers already love these brands separately, so they’re more likely to try (and trust) their combined effort—which is a huge advantage in crowded categories like coffee and dairy.
Suzy helps companies validate acquisitions like this by providing real-time consumer insights before, during, and after a deal. With Suzy’s agile research platform, brands can assess brand equity alignment, test consumer appetite for co-branded products, and predict market fit. Post-acquisition, Suzy helps track sentiment shifts, identify potential challenges, and ensure that the new product positioning resonates with consumers—helping companies maximize their investment and accelerate growth.
Expo West 2025 made one thing clear: brand partnerships are no longer just a marketing tactic—they’re a strategic growth engine. From elevating ingredient quality to expanding category reach and creating new product experiences, collaborations allow brands to innovate while staying true to their identity.
For companies looking to break through the noise, the lesson is simple: align with a partner who shares your values and strengths, and create something truly unique together. With Suzy’s powerful insights and research solutions, brands can validate, optimize, and execute partnerships with confidence.
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