Freeze-Dried Candies Gain Popularity Through Social Media and Major Brand Adoption
Freeze-dried candies are produced via a vacuum-puffing process that freezes internal moisture and then removes it, turning soft gummies into crunchy snacks with intensified flavor. The process involves freezing moisture into ice crystals, transferring the candy to a vacuum chamber, and expanding due to air bubbles; at the glass transition point, ice converts to vapor, resulting in a crispy interior and stronger flavors. Not all candies are suitable for this process: Tic Tac and jellybeans have too little water content, while chocolate melts under heating. The packaging can also be fragile, leading to crushing and higher costs.
This trend originated mainly in the United States and gained popularity through social media platforms, particularly TikTok, attracting a consumer base largely under 45 years old motivated by novelty. Falling costs of large freeze-dryers have lowers barriers to entry for new firms, enabling both major confectionery brands such as Hershey, Mars, and Ferrara, as well as smaller players like Sow Good in Texas and TheFreezeDriedCandyStore.com in Missouri, to launch freeze-dried candy products.
The market projections estimate the freeze-dried candy market will reach $3.1 billion by 2034, up from $1.3 billion in 2024 (Market.us). However, experts are divided on the trend's longevity; some see ongoing demand driven by innovation, while others fear it could be a passing fad. Adoption by big brands may help bolster its long-term viability.
