The Epicurium Watchlist: Top Brands to Drive Profits in 2025
At Epicurium, we pride ourselves on keeping on top of trends and securing must-have products for retailers looking to offer a point of difference. We do the hard work in market analysis, so our customers do not have to.
This time of year, we see many of our retail customers stocking new products and evolving their ranges by reflecting key trends. While cash tends to be tighter for consumers in January, February sees customers with a bit more disposable income to give something new a try.
“We use January and February as an opportunity to play around with our store, try new products and get new PoS in too,” says Vidur Pandya, owner of Kislingbury Mini Market in Northamptonshire.
Here, we review our exclusive data and identify the key brands and trends that could provide valuable profit drivers for your store this year.
2025’s Emerging Health Brands
One of the biggest opportunities retailers need to watch in 2025 is consumers’ increased understanding of fibre and gut health. The Gut Stuff is a high-fibre range of snack bars that are lower in calories. Currently, it is recommended that people consume 30g of fibre a day – The Gut Stuff’s bars contain a third of this – and with nine in 10 people in the UK not getting enough, this could be a future bestselling product for your store.
At Epicurium, we’ve seen The Gut Stuff’s sales grow by +226% year-on-year (YoY). We stock it in five delicious flavours – Peanut Butter, Raspberry & Coconut, Cocoa & Hazelnut, Apple & Cinnamon and Sea Salt & Caramel.
Family Secret is also going from strength to strength by focusing on quality and health. Its Proppadoms brand – a range of vegan and low-calorie poppadoms – had a +134% YoY sales increase in the past year.
The flavours we stock include Original, Garlic & Red Chilli, Sriracha, Turmeric, Chilli & Ginger and Duck & Plum.
Away from fibre, protein demand isn’t going anywhere, but what were bestsellers in previous years might not be right for you now. The Curators could be the next must-stock product. In the past year, the brand’s sales have gone up +145% here at Epicurium. Among its range is the Original Beef Biltong, which is gluten-free and contains 15g of protein. If you’re looking to expand your protein snack range, consider the brand’s Pork Puffs Original Salted, which contains 16g of protein.
If that doesn’t meet your shopper demographic, the high-protein Veggie Puffs might. We stock two flavours – Cheese and Barbecue.
What are the Challenger Drinks of 2025?
In the drinks category, Shaken Udder saw a dramatic sales growth of +524% between October and December 2024.
More specifically, its Strawberry flavour was responsible for around a third of this growth, with its Chocolush variety also a strong performer.
Energy drinks are another area of innovation and while the likes of Monster and Red Bull will continue to own the category for the most part in independent stores, there are challenger brands that will appeal to shoppers who would not typically buy from the category.
C4 Energy, for example, is increasing growth and presence in retail, proven by the YoY sales increase we’ve seen at Epicurium – up by +196%. With more than six flavours to choose from, retailers have access to a broad range to meet their shoppers’ tastes. Available in cases of 12 at an RRP of £1.99, retailers can get a profit on return of more than 40% with each sale.
What are the Must-Stock Treat Lines from Epicurium?
There are plenty of lines growing in demand at Epicurium that could bolster the premium end of your treat range. Probably the most recognisable brand is Tony’s Chocolonely.
The range generated a +109% YoY sales increase between 2023 and 2024. We stock a wide range to cater for your customers, which includes Chocolate Cookie Chip, Pecan Caramel Crunch and Milk Chocolate, Caramel, Almond, Pretzel & Sea Salt bars.
You can also purchase the brand’s Littl’ Bits bag range from us in three flavours: Dark Chocolate Orange Choco Cookie, Milk Caramel Sea Salt Biscuit Mix and Milk Marshmallow Biscuit Mix. This range can help you trade up big-night-in shoppers. They are available in cases of eight and have an RRP of £3.10 and a POR of 32.5%.
What are Retailers Backing?
“Huel and gluten-free products will be big this year,” Pandya says. “We’re also going to be introducing the GetPro range from Danone.”
Pandya has created a ‘health-themed’ chiller to see if it helps sales. The Kislingbury Mini Market team will monitor any new products introduced, analyse sales, and delist ones that haven’t performed as expected.
“We also plan to focus on evening meal deals. We already have a freezer meal, but we will expand on what we’re already offering to help meet the value shopper need,” Pandya adds.
Meanwhile, Priyesh Vekaria, owner of One Stop Carlton Convenience in Salford, says his focus will be on brands from the core manufacturers, but that doesn’t mean upcoming names don’t have a place.
“The likes of Danone and Biotiful will be our key brands this year. The theme in food this year is health, and it’s about more than just offering protein, but alternative snack options that will meet a broader range of health requirements,” he says.
Are you interested in stocking fast-growing upcoming brands this year?