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Crunchy candy trend takes off
Toronto resident Savannah Louise West discovered freeze-dried gummies three years ago and was immediately hooked. "The crunch is so satisfying," she says. "It's fascinating to experience a familiar candy in a completely new texture."
How the process works
Unlike traditional chewy or glossy sweets, freeze-dried candy undergoes a specialized treatment. The process starts with freezing the product to turn internal moisture into ice crystals. It's then placed in a vacuum chamber, where rapid drying causes air bubbles to expand, transforming soft gummies into crispy, airy snacks.
Rich Hartel, a food engineering professor at the University of Wisconsin-Madison, clarifies that the term "freeze-dried" is somewhat misleading. Most candies contain little freezable water, making "vacuum-puffing" a more accurate description.
"When the candies dry, the air bubbles expand, turning gummies from soft to hard," Hartel explains.
Social media fuels growth
The trend gained momentum after TikTok influencers began showcasing freeze-dried candy. Zachry Barlett, a partner at Missouri-based TheFreezeDriedCandyStore.com, notes that his customer base skews under 45-consumers who likely discovered the product through viral social media posts.
"People have long enjoyed freeze-dried fruit, and now the candy version is becoming just as popular," Barlett says. "The industry is accessible because large freeze dryers have become more affordable."
Big brands jump on board
The market's rapid expansion has attracted major confectionery companies. Hershey, Mars, and Ferrara have all launched their own freeze-dried products. Industry projections estimate the market will grow from $1.3 billion in 2024 to $3.1 billion by 2034, according to a Market.us report.
Claudia Goldfarb, CEO of Texas-based Sow Good, describes the process as creating a "mini weather system" inside massive chambers. "When the product reaches the glass transition point, ice crystals turn to vapor instantly," she says. The result is a crispy texture with intensified flavors.
Challenges and limitations
Not all candies are suitable for freeze-drying. Products like Tic Tacs or jellybeans lack sufficient moisture and air bubbles to expand, while chocolate melts too easily under heat. Packaging also poses a challenge-freeze-dried candy is fragile and often arrives crushed.
"The biggest barrier for me is how easily they break in the bag," West says. "They're also quite expensive."
Future of the trend
Hartel questions whether freeze-dried candy is a passing fad or a lasting innovation. "Will customers keep coming back to a texture they didn't originally enjoy?" he wonders.
Goldfarb remains optimistic. "People want novelty and fun in their snacks," she says. "That's what makes this trend resonate."
For now, small businesses like Barlett's are embracing the competition. "Big brands validating our work is encouraging," he says. "We'll keep innovating to stay ahead."
