Freeze-Dried Candy Gains Popularity Driven by Social Media
Freeze-dried candy has emerged as a growing trend in the US over the past three years and is gaining interest in the UK, where consumers are advised to think of them as 'sweets.' This type of candy is produced via a vacuum-puffing process in a vacuum oven that chills, heats, and removes moisture to expand the candy. The resulting texture is crunchy with an interior resembling a malted ball, and flavors can be more intense due to the water removal.
Major brands including Hershey, Mars, and Ferrara have launched freeze-dried candy products alongside independent makers like Sow Good and TheFreezeDriedCandyStore.com. Demand is primarily driven by younger consumers under 45 and fueled by social media visibility, especially on TikTok.
The market size for freeze-dried candy is projected to grow significantly, reaching about $3.1 billion by 2034, up from $1.3 billion in 2024 according to Market.us. However, not all candies are suitable for the vacuum-puffing process; for example, Tic Tac lacks sufficient moisture to respond effectively. Packaging fragility and higher costs remain notable drawbacks for consumers.
Industry outlook is mixed, with some experts concerned it may be a passing fad, while others view the ongoing innovation and support from major brands as validation of its staying power.
