Exploring the Popularity of Freeze-Dried Candies

Upon her first encounter with freeze-dried gummies, Savannah Louise West found herself captivated. The Toronto resident expressed her fascination, stating, “The crunch is incredibly satisfying, and it’s intriguing to enjoy a familiar candy that offers a completely different texture.”

This description captures the essence of a candy innovation that has been steadily making its way into both online and brick-and-mortar stores over the last three years. While this trend has primarily taken off in the United States, it’s worth noting that our UK audience would refer to these as sweets.

Traditionally, candy is often chewy or hard, but by applying a unique process to well-known treats like Skittles, these confections can be transformed into a crunchy snack reminiscent of crisps, while intensifying their sweet or tangy flavors.

The Process Behind Freeze-Dried Candy

The transformation involves a specialized oven that cools the product, applies heat, extracts moisture, and causes the candy to puff up. The market gained traction largely due to TikTok influencers showcasing their favorite varieties of freeze-dried treats.

Zachry Barlett, a partner at TheFreezeDriedCandyStore.com, an online retailer based in Missouri, noted, “Our primary customers are individuals under 45, many of whom have discovered this candy trend through TikTok or other social media platforms and are eager to sample something that’s currently viral.”

He further explained that freeze-dried fruit has been a popular snack for ages, and the industry has become increasingly accessible as the prices for large freeze dryers have decreased.

Market Growth and Major Brands’ Involvement

The popularity of freeze-dried candy has prompted major confectionery brands like Hershey, Mars, and Ferrara to roll out their own iterations. As a result, market analysts predict that this segment could reach a staggering $3.1 billion by 2034, a significant rise from the anticipated $1.3 billion in 2024.

Despite the name, freeze-dried candy is somewhat misleading, as manufacturers do not actually freeze the candy. According to Rich Hartel, a food engineering professor at the University of Wisconsin-Madison, most candies contain minimal freezable water. He suggests that a more accurate term would be vacuum-puffing, where the candy expands, dries, and hardens as it exits the vacuum oven.

By eliminating moisture, the resulting candy adopts a crispy texture with an interior similar to that of a chocolate malted ball, and the absence of water can lead to a more concentrated flavor experience.

Challenges in the Freeze-Drying Process

Claudia Goldfarb, CEO of Sow Good in Texas, which also produces freeze-dried candies, explained, “Imagine making lemonade and removing the water, leaving just sugar and lemons.” However, she cautioned that not all candies are suitable for the freeze-drying process; for instance, Tic Tacs lack sufficient moisture and primarily consist of crystals that do not interact well with the vacuum oven.

Three years ago, Professor Hartel observed a surge in smaller companies entering the freeze-dried candy arena, but now larger brands are vying for a stake in this popular trend. He expressed concern that smaller businesses may struggle to compete with these corporate giants.

Future Outlook and Consumer Sentiment

For industry players like Goldfarb and Barlett, the interest from larger corporations serves as validation for their innovative efforts. Barlett remarked, “It’s encouraging to witness major brands embracing something so unprecedented, and we aim to compete with them by continually innovating and refusing to settle for mediocrity.”

Professor Hartel, who instructs students in candy science, pondered whether freeze-dried candy would become a fleeting trend or if long-term customers would embrace this new texture, despite having previously preferred traditional chewy versions.

However, for devoted enthusiasts of this crispy candy, there exists a notable drawback. Much like crisps and crackers, the packaging plays a crucial role. West noted, “The fragility of these candies often leads to them being crushed in their bags, which can be disappointing. Additionally, they tend to be on the pricier side.”

Goldfarb remains optimistic about the future of her company and its competitors, stating, “Consumers are eager for innovation within the candy market; they seek out fun and novel experiences, which truly resonates with them.”

This article was updated on 9 December to provide further clarification on the freeze-drying process.