Freeze-drying is the latest tech-driven trend shaking up the sweet world – and it’s not just for astronauts anymore. This playful, science-backed process is helping confectioners reimagine candy with bold flavours, surprising textures and serious TikTok appeal. As consumer demand for crunchier, punchier sweets grows, brands are using advanced freeze-drying methods to create next-level treats that look as good on social as they taste in real life.
The size of the market potential is huge. According to Grand View Research in 2024, the freeze-dried candy market is expected to grow to almost €2.2bn ($2.4bn) by 2030, close to double its current value of €1.2 bn ($1.36bn).
Social savviness creates sweet success
Freeze-dried candy’s popularity stems from a strong social media presence, creating powerful sales records and trajectories. Personalised short video platform TikTok has had a particularly big influence on the rise of freezable candy. To date, the hashtag #freezedriedcandy has received 4.7 billion views on TikTok while in August 2024, there were 122m freeze-dried sweet posts.
Confectionery consumers are celebrating the candy type for its multilayered crunch, amplified taste and unique freeze-drying process. Famous influencers like US chef Nick Digovanni are posting content on the freeze-dried candy craze, helping to contribute to the growth of its fanbase.
TikTok isn’t just a useful marketing platform. It plays an influential role in confectioners’ product development enabling brands to gauge consumer interest in the freeze-drying trend along with popular flavours, formats and freeze processes. It also allows brands to identify and update their formulations to reflect current expectations for the popular freeze-drying craze.
With consumers engaging in their own freeze-drying efforts at home and intrigued by the development of innovative techniques and results, manufacturers’ methods are getting an upgrade in 2025. Confectioners are advancing their freeze-drying processes to support innovative research and development to create new sensorial sweet treats.
Hershey jumps on freeze-drying sweets
Global confectionery giant Hershey identified freeze-dried candy as one of 2025’s hottest confectionery trends and has since launched its new product, Jolly Rancher Freeze Dried, to appeal to consumer demands for the growing texture craze. On March 12, 2025, Hershey told snack lovers to “brace yourself”, announcing the freeze-dried variety of its Jolly Rancher hard candy.
The freeze-dried SKU has a bold twist on fruity flavours with an airy, melt-in-your-mouth textured crunch. Describing its latest product as a taste explosion, Hershey aims to appeal to consumer calls for multisensory confectionery experiences by combining sought-after flavour profiles with interesting and multilayered textures.
“Jolly Rancher Freeze Dried isn’t just a new way to snack – it’s a total flavour revolution,” says Vivek Mehrotra, senior manager of equity and activation at Jolly Rancher. “It’s an entirely different way to experience Jolly Rancher – unexpected, playful, and, of course, impossibly fruity,” he adds.
The multinational company’s innovative freeze-drying process removes moisture while increasing Jolly Rancher’s bold fruit flavours. Hershey’s New Jolly Rancher Freeze Dried sits alongside the company’s other chocolate and confectionery brands, including its namesake Hershey’s, Reese’s, Kisses, Kit Kat, Ice Breakers and Shaq-a-licious.
Meet the latest freeze-drying confectionery launches
● In January 2025, United Food Brands announced it was entering into the freeze-drying candy segment with the release of its Tasty Vibes brand. The 20-year-old company will launch its latest textured product in two crunchy and flavour varieties: sweet mix and sour mix.
● Mars-owned Skittles brand unveiled its Pop’d freeze-dried candy in October 2024. Designed to provide a crispy and crunchy twist on the brand’s ‘taste the rainbow’ chewy candy, Skittles Pop’d comes in original fruity flavours and new sour flavours. The brand’s original collection comes in strawberry, lemon, lime, orange and grape flavours. Skittles’ Pop’d Sours are available in new flavours: sour lemonade, sour blue raspberry, sour strawberry, sour watermelon and sour cherry.
● As it says in its name, freeze-dried candy brand AstroFreeze seeks to elevate the candy-eating experience with its reformulated crispy and airy texture. The brand launched its two freeze-dried candy flavours in 2024: Choco Rocks and Lava Rocks cinnamon bites.
