Freeze-Dried Candy Trend Expands from US to UK with Big Brands Joining Market
Freeze-dried candy, a trend originating in the US around three years ago, is expanding into the UK market, establishing itself as a new sweets category. The process, known as vacuum-puffing, involves removing moisture from candy after chilling and heating, causing the candy to expand, dry, and harden, resulting in a crunchy texture and intensified flavor. Despite its name, this is not true freezing.
The market size for freeze-dried candy is projected to grow significantly, reaching $3.1 billion by 2034, up from $1.3 billion in 2024, according to Market.us. Major confectionery brands including Hershey, Mars, and Ferrara have launched their own freeze-dried candy products, signaling big-brand validation and ongoing innovation in the industry.
Key players in this sector include Sow Good, led by Claudia Goldfarb, and TheFreezeDriedCandyStore.com, managed by Zachry Barlett. Academic insights are provided by Rich Hartel of the University of Wisconsin–Madison. The primary consumer base comprises those under 45 years old, driven largely by viral social media platforms like TikTok.
However, not all candies are suitable for freeze-drying; for instance, Tic Tac lacks sufficient moisture for the process. Some drawbacks of these products include fragile packaging prone to crushing and a relatively high cost. Industry experts consider the possibility of the trend being a fad, but loyal fans are expected to persist as the product category evolves.
This article was published on 5 December 2025 and updated on 9 December 2025.
