I went into the 2025 edition of Expo West with one goal: find the trends. I wanted to discover what was happening in CPG on both the micro and macro levels. Protein, of course, was a macro trend; I couldn’t escape it in any aisle. But what surprised me on a micro level was that I stumbled upon two brands with olive oil packaging wrapped in gold foil. 

One of these brands was Katie’s Pizza’s Extra Virgin Olive Oil, and the other was Giadzy’s Extra Virgin Olive Oil. We’ve seen squeeze bottles, obviously, but the gold foil concept was new to me. Both brands independently—and proudly—informed me that their olive oil originates from Liguria, Italy.