Consumers are craving heat – but not just in their food; in branding.

From viral spicy noodle challenges to prebiotic sodas, the fastest-growing brands of 2024 reveal bold, dynamic consumer desires heading into 2025. From spicy sensations to wellness revolutions, here’s what made waves last year – and how you can learn from them!

1. Melinda’s Hot Sauce

Category: Condiments
Melinda’s was named the fastest growing brand of 2024, and there’s no sign of cooling down. This unique heat brand reflects a growing consumer obsession with bold, adventurous flavors. But what makes the brand special? For starters, it might be their playful and direct brand voice. A brand’s voice is one of the first touchpoints a consumer will interact with. Melinda’s has a carefully crafted, adventurous tone. Want a taste for yourself? 

• The first message you see on their website declares, “We have the hots for fresh ingredients.” 
• The description for one of their best-selling sauces states, “Superb in Bloody Mary’s and bloody well everything.” 
• Their iconic tagline is, “Set your mouth on flavor.” 

Takeaway: Melinda’s success shows the power of differentiation. Develop a unique personality within your category and market it boldly to stand out. For example, Melinda’s, with its cheeky and approachable messaging, positioned itself as both bold and friendly. How can your brand achieve a similar balance?

2. Huy Fong Foods (Sriracha)

Category: Condiments
If you’re even mildly into spicy foods, you’ve probably heard about the Sriracha shortage that began in 2016. A household name, Sriracha dominated the hot sauce market without ever spending a dollar on advertising or updating its packaging. Huy Fong Food’s sriracha was brought to the United States in the 1980s. The trouble started in 2016 when a dispute with their chile supplier put Huy Fong’s production at risk, turning Sriracha into an endangered hot sauce.

But today, they’re back in action. With a solid new supplier, they’ve reclaimed their spot near the top of the hot sauce pyramid. In fact, Instacart reports that Huy Fong is now the most-ordered hot sauce in 31 states.Takeaway: Staying power comes from consistency. Huy Fong has never rebranded or spent money on advertising. Instead, they’ve relied on their cult following and brand loyalty. If your product is beloved, focus on scaling thoughtfully and staying reliable, rather than reinventing the wheel.

3. Samyang (Spicy Noodles)

Category: Packaged Foods
In keeping with our spicy sensations, up next is Samyang! Samyang’s Buldak noodles became a TikTok sensation in 2022, and have been gaining traction even since, proving that spice and social media are a recipe for success. 

Originally a viral eating challenge due to the spicy level, it gained mainstream appeal after endorsements from South Korean boy band BTS and Cardi B, whose TikTok videos amassed millions likes. Recently, the brand made history by being served at an official presidential dinner in Seoul, solidifying its status as a cultural and economic phenomenon. Takeaway: Embrace the culture of shareability and social media! Whether it’s a challenge or simply an Instagram-worthy product, creating digital experiences that consumers want to participate in can amplify reach far beyond traditional marketing.

4. Poppi

Category: Beverages
The better-for-you beverage movement is thriving, and Poppi is leading the charge. What started as a homemade apple cider vinegar drink turned into a Shark Tank success story in 2018. With bold branding, vibrant packaging, and a strong digital presence (especially on TikTok) Poppi has made gut health approachable, driving mass adoption and securing shelf space in major retailers.

Takeaway: Consumer education drives adoption. Poppi simplifies the science behind prebiotics with fun, digestible (😉) marketing. If your brand introduces something new, focus on making it engaging and easy to understand!

5. Olipop

Category: Beverages
Olipop is redefining soda by blending classic flavors with functional benefits. Launched in 2018, it offers a gut-friendly alternative packed with prebiotics, botanicals, and fiber—without the sugar crash. Unlike many health drinks, Olipop leans into nostalgia, mimicking the taste and design of traditional sodas while offering a better-for-you twist. With wide retail distribution and a strong influencer presence, it’s won over both health-conscious and mainstream consumers.

Takeaway: Meet consumers where they are. Olipop doesn’t just sell health—it sells a tasty, classic soda with benefits. If your brand challenges an existing category, focus on bridging the gap between familiarity and innovation.

6. Stem Cider

Category: Beverages
Stem Cider is redefining the cider market with a focus on craft, quality, and innovation. Founded in 2013, the brand has built a reputation for dry, fruit-forward ciders that appeal to a more sophisticated palate. By emphasizing real ingredients, minimal sugar, and creative flavor profiles, Stem has carved out a niche among craft beverage enthusiasts and those seeking an alternative to beer and wine. According to the Food Institute, cider is the next craft beer movement – so Stem is taking over at the perfect time! Takeaway: Craft and premium brands resonate with today’s consumers. Whether in beverages, snacks, or services, highlighting quality, authenticity, and expertise can elevate your brand perception.

7. Miss Vickie’s Chips

Category: Snacks
Once primarily known as a sandwich-shop side, Miss Vickie’s has successfully stepped into the spotlight as a premium standalone snack! With its signature kettle-cooked crunch and high-quality ingredients, the brand has positioned itself as a more elevated alternative to mainstream chips. Through retail expansion and a rebrand in 2016 that emphasizes craftsmanship, Miss Vickie’s has transformed from a deli staple to a snack aisle favorite.

Takeaway: Reinvention can breathe new life into preestablished products. By repositioning itself for a broader audience, Miss Vickie’s proved that brand perception is everything. Is there an untapped market for your product?

8. Chomps

Category: Snacks
Chomps has been on the market for over a decade, and its marketing strategy played a pivotal role in transforming it from a small startup into a leading competitor in the on-the-go snack industry. While most beef jerky and meat-based snack brands traditionally target men, Chomps saw an untapped opportunity: clean, filler-free meat snacks for women.

Trusting their instincts, they strategically positioned their brand within popular dietary trends like Paleo, Whole30, and Keto, appealing to health-conscious women looking for high-quality, protein-rich snacks (Or, as they put it, “All the Stick Without the Ick”).Takeaway: Go against the grain! If you have a hunch that your product might be better-suited by blazing its own trail in the market, it might be worth looking into. Think of how Stanley developed a new strategy to market towards women… To call that a success is an understatement.

FINAL THOUGHTS

From spice to wellness to nostalgia, these successful brands show us that consumer trends are a mix of innovation and emotional connection.

With that being said, your top eight fastest-growing brands of 2024 are (probably) here to stay.

Do you expect to see any on 2025’s list?

As we move deeper into the year, expect these brands to continue pushing boundaries and potentially inspiring a new wave of category disruptors.

Pssst… Did you enjoy this overview? We really enjoy talking about branding and how it can maximize marketing.
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