The freeze-dried candy market is growing and some of the biggest candymakers are jumping in the game, but the burgeoning market has been a challenge for some.
The global market was valued at approximately $1.36 billion in 2023 and projected to grow at a compound annual growth rate of 8.3% through the end of the decade, according to Grand View Research. By 2030, the freeze-dried candy market is expected to reach $2.38 billion.
“Unlike traditional candies, freeze-dried candies have a light, airy and crispy texture that offers a novel sensory experience,” according to Grand View.
The freeze-drying process enhances the original ingredients’ flavors, making the confection a hit with consumers seeking new confectionery options, according to the report.
“One significant trend is the expansion of product varieties,” the report stated. “Companies are experimenting with different flavors and ingredient combinations to cater to diverse consumer preferences. Fruit-based freeze-dried candies such as strawberries, apples and bananas remain popular, but there is also growing interest in more exotic flavors and mixed fruit varieties.”
TikTok and other social media outlets are helping to drive interest in freeze-dried candy, which is, in turn, spawning new products like M&M’s POP’d Caramel at the beginning of 2026 and Ferrara’s SweeTARTS, Lemonheads and Spree freeze-dried varieties in August.
New on the market
M&M’s parent company Mars Inc. said the release of its new M&M’s POP’d follows on the heels of its successful Skittles POP’d launch in 2024.
“With M&M’S POP’d Caramel, we’re giving fans a whole new way to enjoy the classic caramel flavor that has been a fan-favorite in our lineup for years,” said Martin Terwilliger, VP of marketing, Mars Wrigley North America. “This fresh and fun new treat takes everything you love about M&M’S and gives it a light, crispy crunch, bringing the flavors and textures together in an unexpected new way.”
Mars gave the product a soft-launch on TikTok Shop and MMS.com in early November and rolled out the product to stores nationwide in January 2026.
The new line of freeze-dried caramel chocolates comes a few months after Ferrara announced the release of freeze-dried versions of its fan favorites in August.
“We know our consumers are always craving exciting new ways to experience their favorite candy, so we’re setting a new standard,” said Kiren Devereux, director of marketing, SweeTARTS, upon the product launch. “Freeze-dried represents a space that consumers are very interested in – unlocking entirely new textures while honoring the authentic flavor profiles that make these brands beloved by so many.”
Hard times for Sow Good
One company that appeared to have major potential in conquering the freeze-dried market began to struggle in 2025.
Sow Good, an Irving, Texas-based leader in freeze-dried snacks, raised $1 million in 2023 and was focused on generating another $15 million in 2024.
The publicly-traded company’s stock peaked at $22.56 per share in July of 2024 and has steadily declined over the last year and a half. As of Jan. 19, the stock was valued at $1.02 per share.
But in early 2026, the company announced plans to sell a significant portion of its business assets to activist investor David Lazar for $6 million. As part of the deal, Lazar was named CEO and chairman of the Sow Good board.
Lazar could not be reached for comment.
“Completing this financing provides Sow Good with critical runway and stability,” said Lazar in a press release. “Our immediate focus is to continue serving customers and partners, stabilize the business, and evaluate opportunities to grow within the candy and snack category. At the same time, we will be disciplined and thoughtful as we explore additional strategic alternatives that can unlock long-term value for stockholders.”
Sow Good also sold $1.5 million of the company’s assets to Trea Grove LLC, which serves as exclusive distributor of Sow Good products.
“This transition allows Sow Good to remain active in the candy market while significantly reducing fixed operating costs,” said Claudia Goldfarb, board member and chief operating officer of Sow Good. “We believe this structure positions the Company to continue serving its customers, through a third-party distribution arrangement, pursue growth opportunities within the candy industry, and thoughtfully assess additional strategic paths that may enhance value.”
