Rise of Freeze-Dried Candy: A Crunchy Trend Driven by US Market and Social Media
The rise of freeze-dried candy, primarily driven by the US market, has seen both independent and major manufacturers releasing various products over the last three years. This trend, popularized through TikTok and other social platforms, mainly appeals to consumers under 45. The process, often misunderstood as actual freezing, uses a vacuum-puffing technique where a vacuum oven removes moisture and puffs the candy to create a crunchy texture.
Brands like Sow Good and TheFreezeDriedCandyStore.com offer freeze-dried versions of peach rings, gummy worms, and even ice cream. Major companies including Hershey, Mars, and Ferrara have also launched their own freeze-dried candy lines. The market is projected to reach $3.1 billion by 2034, up from about $1.3 billion in 2024 (roughly £2.4 billion).
Not all candies are suitable for the vacuum-puffing process; for example, Tic Tac is noted to lack sufficient moisture and does not respond well. The removal of moisture tends to intensify flavors, but challenges such as fragile packaging and higher prices exist. Industry opinions vary on the longevity of this trend—while some consider it a fad, the involvement of big brands and demand for novelties may help sustain interest.
