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The Event

Newtopia Now 2027 Rosemont, Illinois · September 14–16 2027

Newtopia Now describes itself as a new event in conscious consumer packaged goods, built around deepening the connection between buyers and brands rather than around a conference programme. The 2027 edition runs at the Donald E. Stephens Convention Center in Rosemont, Illinois, in the Chicago metro area, with the show floor open on 15 and 16 September.

This is a venue move. The show has left Denver for Rosemont, which puts it within reach of a different set of Midwest buyers and a different travel calculation for anyone who went before.

View event site → What this means for EU expansion
Event Profile Newtopia Now 2027
DateSeptember 14–16 2027, show floor 15–16 September
VenueDonald E. Stephens Convention Center, Rosemont, IL
FormatTrade Show
Attendance350+ brands participating (organiser figure); no attendee figure published
CostNot published

The Room

Who's expected at Newtopia Now 2027

The organiser puts 350+ brands on the floor and pairs them with retail buyers, investors and service providers. The stated purpose is discovery and partnership rather than education, so the format is weighted towards meetings and product sampling over stage time. Emerging brands sit alongside established ones, which is unusual and makes the floor readable in a way a larger show is not.

Among the retailers the organiser shows attending are Whole Foods Market, Sprouts, Walmart and Albertsons. That tells you the level the buying conversations pitch at.

Emerging CPG brands Established CPG brands Natural and grocery retail buyers Supplement and wellness brands Investors Service providers

 

For a growing brand seeking the next step up, is Newtopia Now 2027 a good fit?


If your priority right now is landing US retail distribution, this is a strong venue for it, with a buyer list that reaches national grocery. If your priority is Europe, it is a weaker one, and you should go in knowing that. The value for a Europe-minded brand is diagnostic rather than commercial: the range you are pitching in Rosemont is the range whose European classification you will need settled, and in this category classification is the whole game. A product sold as a supplement in the US can be regulated as a medicine in parts of Europe, which changes the route, the timeline and sometimes the formulation.

Emerging CPG brands

The group the format is built around. Smaller teams using the show to find their first meaningful retail accounts, and often the ones for whom a second country is a genuine live option.

Retail buyers

The organiser shows retailers including Whole Foods Market, Sprouts, Walmart and Albertsons among those attending. Grocery and natural channel buying, at a scale that sets the standard for how a product needs to be presented.

Supplement and wellness brands

The most regulated part of the room once you look beyond the US. Permitted ingredients, dosages and health claims differ market by market across Europe, so this is where the European homework is heaviest.

Investors and service providers

Present as a delegate category in their own right. Useful if the question you are trying to answer is how to fund or staff a second market rather than how to sell into the first.

Programme

What's on at Newtopia Now 2027

The show is organised around buyer and brand connection, product discovery and partnership, with the floor open on 15 and 16 September. The tracks below follow those themes, and the session titles under them are indicative rather than a published agenda.

01 Buyer and brand connection

The organiser's stated centre of gravity, and the reason most people come. For a brand thinking past the US, the useful thing to notice is what buyers press hardest on: sourcing, claims and documentation. Those are the same three questions a European retailer or marketplace will ask, in a stricter form.

  • What grocery buyers ask before they take a new brand
  • Substantiating claims when the standard changes by market
  • Building a retail story that holds outside the US
02 Product discovery

Sampling and floor discovery across conscious consumer packaged goods, from food and drink through supplements to personal care. Worth walking with a European eye: ingredient panels, dosage statements and packaging formats are the exact places where a US range and an EU range diverge.

  • Reading an ingredient panel the way a European regulator would
  • Where personal care lines cross into cosmetics rules
  • Packaging formats and what they trigger in the EU
03 Partnerships and investment

Investors and service providers are named delegate categories here, not incidental attendees. If a second market is on the table, this is the part of the show where the question of how it gets funded and operated can actually be put to people who do it for a living.

  • Funding a second market without stalling the first
  • Choosing between a distributor and your own operation
  • What a European launch costs before the first sale

Live Intelligence

What's being said about Newtopia Now 2027

Below are the themes running ahead of the 2027 edition, taken from gathered intelligence, and this block updates as coverage develops nearer the show.

The show has moved to the Chicago metro area

ORGANISER SITE · SEP 2026

Newtopia Now has left Denver. The 2027 edition runs at the Donald E. Stephens Convention Center in Rosemont, Illinois, confirmed on the organiser's own site. Anything you read that still places the show in Colorado is out of date, and the change alters both the travel maths and which regional buyers are likely to walk the floor.

350+ brands, framed around conscious CPG

ORGANISER SITE · SEP 2026

The organiser puts 350+ brands on the floor and positions the event as a new one in conscious consumer packaged goods, spanning emerging and established names. No attendee figure has been published, so the brand count is the only hard number available. Judge the scale on that rather than on an assumed footfall.

Registration for 2027 has not opened yet

ORGANISER SITE · SEP 2026

The organiser is running a notify-me list rather than open registration, and no pricing has been published for the 2027 edition. Dates and venue are settled; cost and access are not. If the show is in your plans, join the list early, because a floor built on scheduled buyer meetings tends to fill by invitation before it fills by ticket.

A US supplement is not automatically a European one

EVENTS INTELLIGENCE · SEP 2026

This is the sharpest compliance issue in the category and it is a classification problem, not a paperwork one. Some products classed as supplements in the US are treated as medicines in parts of Europe, which puts them on an entirely different regulatory route. Permitted ingredients, dosages and health claims also vary country by country, so a single European launch plan rarely survives contact with the second market.

The bigger picture

In wellness, Europe asks what your product even is

Most categories cross the Atlantic with their identity intact. A jacket is a jacket in Berlin. Wellness is different. The first European question is not how you will ship it or who will register the packaging, it is what the product is classified as, and the answer is not guaranteed to match the US one. Get that wrong and everything built on top of it, the listings, the claims, the label, the route to market, has to be rebuilt. Get it right early and the rest is ordinary expansion work.

  • Classification comes first. A product sold as a supplement in the US can be treated as a medicine in parts of Europe, which changes the route entirely and is a common, costly trip-up.
  • Permitted ingredients, dosages and health claims vary country by country across the EU, so one compliant label does not clear the whole bloc.
  • Anything in the range that counts as a cosmetic is notified through the Cosmetic Products Notification Portal (CPNP) in the EU and the SCPN in Great Britain. Two regimes, two Responsible Person appointments, and no CE marking, which is prohibited on cosmetics and food supplements.
  • Underneath that sit the standard obligations: VAT (value-added tax) registration wherever you hold stock, and packaging registration under Extended Producer Responsibility (EPR) rules country by country.

Expandly starts wellness expansions with the classification question rather than the logistics one, then sequences the registrations, the Responsible Person appointments and the fulfilment behind it using the Global Expansion Pathway (GEP™). 2,000+ brands run their expansion with us on that basis.

Brands on the floor

The organiser's figure for participating brands across the show, spanning emerging and established conscious CPG. No attendee figure published.

350+ brands participating
Classification varies

Supplement in the US, medicine in parts of Europe. Ingredients, dosages and claims are set market by market, so the European answer has to be checked country by country before anything is listed.

Per market not one EU rule
Classification first, then logistics

Classification, claims, a Responsible Person, VAT and our Netherlands warehouse, ordered so the expensive questions are answered before the cheap ones.

GEP™ Global Expansion Pathway

Good to Know

Questions about Newtopia Now 2027

When and where is Newtopia Now 2027?

Newtopia Now 2027 runs from 14 to 16 September 2027 at the Donald E. Stephens Convention Center in Rosemont, Illinois, in the Chicago metro area, with the show floor open on 15 and 16 September. This is a venue move: the show has relocated from Denver.

Who exhibits and who buys at Newtopia Now?

The organiser reports 350+ brands participating, spanning emerging and established conscious consumer packaged goods, alongside retail buyers, investors and service providers. Retailers the organiser shows attending include Whole Foods Market, Sprouts, Walmart and Albertsons. No overall attendee figure has been published.

Is registration open for Newtopia Now 2027?

Not yet. The organiser is running a notify-me list rather than open registration, and no ticket pricing has been published for the 2027 edition. The dates and the venue are settled, so you can plan around 14 to 16 September in Rosemont while cost and access are still to be confirmed.

Can I sell US supplements and wellness products in the EU?

Supplements and health products are tightly regulated and rules differ by country. Permitted ingredients, dosages, and health claims vary across the EU, and some products classed as supplements in the US are treated as medicines in parts of Europe. Check classification and claims per market before listing, as this is a common and costly trip-up.

What extra rules apply to selling beauty and cosmetics in the EU?

Cosmetics face specific EU rules on top of general compliance: each product must be notified through the Cosmetic Products Notification Portal (CPNP), hold a safety assessment, and name an EU Responsible Person. Ingredient and labelling rules are strict. These sit alongside VAT (value-added tax) and packaging registration, so beauty brands should confirm the cosmetics-specific set early.

What are the main compliance requirements for selling in the EU?

The main pillars are: product safety and an EU or UK Responsible Person, packaging registration under Extended Producer Responsibility rules, VAT (value-added tax) registration, and correct labelling. Requirements vary by product category, so what applies to cosmetics differs from electronics or food. Getting the applicable set confirmed before launch avoids expensive corrections.

Make Your Move

Rosemont in September is a good time to ask about Europe

Three days built around buyer meetings will sharpen how you present your range. For a brand with European expansion somewhere on the roadmap, it is also the last comfortable moment to find out that the range may not be classified the same way over there.

Ahead of the show we can run your products through the European classification question first, then the claims, the labelling, the Responsible Person appointments and the market-by-market registrations that follow from the answer. Afterwards, we can turn the buyer feedback you collect in Rosemont into a European entry sequence that starts with the markets where your formulation actually clears. If Europe is a question rather than a plan right now, that is exactly the right time to talk.

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