The D’Amelio family—Dixie, Marc, and Heidi—made waves at the Natural Products Expo West on March 6, celebrating the launch of two exciting new flavors for their Be Happy Snacks popcorn brand: Birthday Cake and Sweet & Salty. The highly anticipated debut took place at the largest CPG food and beverage trade show of the year, drawing an eager crowd of fans, industry professionals, and fellow exhibitors.
This launch aligns with a major industry announcement—Innovative Snacking Leader SNAX-Sational Brands and D’Amelio Brands have entered into a groundbreaking licensing agreement for Be Happy Snacks. The newly formed partnership, revealed ahead of Expo West, will leverage SNAX-Sational’s expertise in the sweet and savory snack sector to expand Be Happy Snacks into new markets.
The D’Amelio family was joined at the event by SNAX-Sational CEO Mike Hagan and co-founder Frank Florio, marking a new chapter for the fast-growing popcorn brand.
A Game-Changing Collaboration in the Snack Industry
SNAX-Sational Brands, known for its innovative popcorn lineup—including Cookie Pop, Cereal Pop, Candy Pop, and the newly introduced PB&J Pop—is taking its snack game to the next level with Be Happy Snacks. With this partnership, SNAX-Sational becomes the exclusive licensing partner for Be Happy Snacks, positioning the brand for mass-market expansion and continued innovation in the better-for-you snacking space.
Mike Hagan, CEO of SNAX-Sational Brands, highlighted the collaboration's strategic significance: “This partnership merges the D’Amelio family’s unmatched social influence with SNAX-Sational’s industry expertise, creating an exciting opportunity to expand Be Happy Snacks across major retail channels domestically and internationally. The overwhelmingly positive response at Expo West confirms that Be Happy Snacks is poised to become a global brand.”
Marc D’Amelio, CEO of D’Amelio Brands, echoed the sentiment, stating: “The D’Amelio family has always been passionate about bringing happiness into people’s lives, and Be Happy Snacks is a perfect reflection of that mission. SNAX-Sational’s innovative approach makes them the ideal partner to take Be Happy Snacks to new heights.”
Frank Florio, Co-Founder and Chief Innovation Officer of SNAX-Sational Brands, also expressed his enthusiasm: “As the founder of Cookie Pop and Candy Pop, I’m thrilled to collaborate with the D’Amelio family on this incredible snack line. We’re excited to develop new Be Happy snack products that will delight snack lovers everywhere.”
A Star-Studded Event at Expo West
Be Happy Snacks’ presence at Expo West was a major highlight of the event. The D’Amelio family’s booth drawn a massive crowd of fans, influencers, and industry insiders. Attendees had the chance to sample the new popcorn flavors and snap selfies with the social media stars.
The expo floor was buzzing with energy, featuring appearances by well-known personalities, including Gianluca Conte (the ‘Shirtless Chef’), Oliver Trevena and Vanessa Hudgens (Caliwater), Jennifer Garner, Maria Shriver, Alex Rodriguez (Arod), Gary Vaynerchuk, Chrissy Teigen, Top Chef Spike Mendelsohn, and producer David Weintraub with his daughter Stevie Weintraub. The D’Amelio family’s presence further solidified Be Happy Snacks as a must-watch brand in the evolving snacking landscape.
The Future of Be Happy Snacks
With SNAX-Sational Brands now overseeing production, distribution, and retail expansion, Be Happy Snacks is set for significant growth in the coming months. The D’Amelio family will remain actively involved in marketing and storytelling, ensuring the brand stays true to its core values of happiness, flavor, and authenticity.
Follow @behappysnacksco on social media for updates and visit www.behappysnacks.com to learn more about the brand’s latest offerings.