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Why is freeze-dried candy taking off in 2025?

Freeze-dried candy, with its novel texture and intense flavour, is captivating candy lovers across the globe. Brands are listening, launching freeze-dried twists of classic products, and even the more bizarre, like ice-cream sandwiches.

Thanks, in part, to social media, freeze-dried candy has captured the attention of consumers and brands alike. The global market, estimated at $1.36 billion in 2023, is expected to reach $2.4 billion in 2030, according to Grand View Research, while the hashtag #freezedriedcandy on TikTok has received over 4.7 billion views and counting.

Novel texture and intense flavours

There are various reasons why freeze-dried candies have surged in popularity in 2025, one of them being novelty.

The process of freeze-drying removes moisture from a product. Freeze-dried industrial food has been around for decades, becoming popular in the 1950s. NASA, in the 1960s, had a role to play in the rising popularity too. After identifying the need for long-lasting, shelf-stable, light, and easy-to-prepare food options NASA began experimenting with freeze-dried foods for astronauts.

While freeze-dried foods were initially developed as a method of preservation, the process has since evolved into a way to create a novel eating experience for consumers. Candies are typically chewy or hard, but the freeze-drying process offers a novel sensory experience for consumers. The absence of moisture results in a texture that’s both light and crunchy, and an intense and concentrated flavour.

Major brands and retailers are jumping on board

Major brands and retailers are embracing the trend, launching their own freeze-dried candy products.

US-based Sow Good, a candy and treat brand, has taken freeze-dried treats to extremes with its innovative line of candies and ice-cream sandwiches. Sow Good’s ice-cream sandwiches have a two-year shelf life, which the brand says is “freeze dried into a delightfully crunchy-then-creamy treat that melts in the mouth and not on the hands”. In August 2024, the company launched a line of freeze-dried candy, which includes sweet squares and spheres, sour bites, rainbow bites, peach perfect, crunchy bears, and sweet worms.

In October 2024, Skittles decided to get in on the action, debuting its Skittles Pop’d, a freeze-dried range of the brand's classic candy. The line comes in two flavours, classic and sour.

In February 2025 Australian supermarket retailer Coles also came aboard the freeze-dried bandwagon, launching its home-brand Coles Freeze Dried Sour Rainbow Crunch, retailing at A$5 (€2.89) per 114 gram pouch. The candy comes in strawberry, lemon, blueberry, and apple flavour.

In March 2025 Jolly Ranchers, a confectionary brand owned by The Hershey Company, launched its freeze-dried candy. The candy comes in Jolly Rancher's signature flavours, including blue raspberry, watermelon, and green apple. According to the press release, internal research highlighted an unmet demand for unique texture experiences and flavours.

Also in March, but over in the UK, United Food Brands unveiled its brand Tasty Vibes. The brand’s product line, which will be available in 2000 stores across the UK in April/May, will include both sweet and sour varieties.

Opportunities for brands: Functional freeze-dried snacking

While freeze-drying has made its mark in the candy aisle, its potential extends beyond this category.

Mintel identified rule rebellion as a top food and drink trend for 2025. Freeze-dried candy, with its novel texture, intense flavour, and unconventional food experience exemplifies this trend.

Another Mintel top trend, fundamentally nutritious, creates opportunities for brands to take their freeze-dried innovations a step further, by tapping into consumers’ desire for better-for-you options. As more brands launch freeze-dried candies, incorporating functional ingredients may be an avenue to stand out against the rest.