08 May 2025 The freeze-dried candy trend

Freeze-dried confections are increasingly popular among candy enthusiasts worldwide, thanks to their unique texture and bold flavour profiles.

Companies are responding to this trend by introducing their own takes on classic sweets, as well as more unconventional creations like ice-cream sandwich treats.

Social media has played a significant role in boosting the appeal of freeze-dried candy. The global market, valued at approximately $1.36-billion in 2023, is projected to grow to $2.4-billion by 2030, according to Grand View Research.

Meanwhile, TikTok’s hashtag #freezedriedcandy has amassed over 4.7 billion views and counting, highlighting the widespread consumer interest.

The novelty element is one of the main reasons behind the trend. The freeze-drying process involves removing moisture from products, a technology that has been used in industrial food production since the 1950s. NASA contributed to its development in the 1960s, initially to create long-lasting, lightweight, and shelf-stable foods for astronauts.

Although originally developed for preservation, freeze-drying has since evolved into a way to craft a new sensory experience. Unlike traditional chewy or hard candies, freeze-dried versions offer a light, crispy texture combined with concentrated, intense flavours due to their moisture removal.

For example, US-based Sow Good has expanded into freeze-dried treats, including candies and innovative ice-cream sandwiches. These boast a two-year shelf life and a texture that’s crunchy initially, then creamy, melting in the mouth without melting on the hands.

Leading brands and retailers are capitalising

In August 2024, Sow Good introduced a range of freeze-dried candies such as sweet squares, sour bites, rainbow bites, peach-flavoured treats, crunchy bears, and gummy worms.

Following suit, Skittles launched a line called Skittles Pop’d in October 2024, featuring freeze-dried versions of its classic candies in both regular and sour flavours.

In early 2025, Australian supermarket chain Coles released Coles Freeze Dried Sour Rainbow Crunch, priced at A$5 (€2.89) for a 114-gram pouch. Flavours include strawberry, lemon, blueberry, and apple.

Meanwhile, Jolly Ranchers, a Hershey-owned brand, introduced freeze-dried candies in March 2025, offering flavours like blue raspberry, watermelon, and green apple — an effort driven by research indicating a market demand for new textures and taste experiences.

Also in March, UK-based United Food Brands launched Tasty Vibes, a product line available in around 2 000 stores across the UK, featuring both sweet and sour varieties.

Opportunities for brands

While the candy aisle is currently capitalising on freeze-dried confections, the potential for this technology extends further. Mintel’s 2025 food and drink trend report highlights “rule rebellion”, with consumers seeking innovative and unconventional eating experiences — precisely what freeze-dried products offer.

Another trend identified by Mintel is “fundamentally nutritious”, which presents opportunities for brands to incorporate healthful ingredients into freeze-dried snacks, appealing to consumers looking for better-for-you options.

As more companies enter the freeze-dried candy scene, adding functional ingredients could be a key strategy for brands aiming to differentiate themselves.

Source: Ingredients Network