Freeze-dried sweets have recently surged in popularity across the UK, captivating consumers with their unique textures and intensified flavours. This confectionery trend, propelled by social media platforms like TikTok, has transformed traditional candies into novel, crunchy delights.
Understanding Freeze-Dried Sweets
Freeze-drying, or lyophilisation, is a preservation method that removes moisture from products by freezing them and then reducing the surrounding pressure to allow the frozen water to sublimate directly from solid to gas. This process retains the original structure and flavour of the sweets, resulting in a light, crispy texture that offers a new sensory experience compared to their original chewy forms.
The Social Media Influence
The rise of freeze-dried sweets can be attributed mainly to their viral presence on social media platforms, particularly TikTok. Users share videos showcasing the transformation of familiar candies into expanded, crunchy versions, generating curiosity and demand. As of August 2024, there were 122 million TikTok posts on freeze-dried sweets, highlighting the significant online engagement surrounding this trend.
Retailers Capitalising on the Trend
Recognising the growing consumer interest, UK retailers have swiftly incorporated freeze-dried sweets into their product offerings. In October 2024, SPAR became one of the first UK supermarkets to stock Bebeto’s range of freeze-dried candies, featuring flavours like peach rings and watermelon slices. This move aimed to meet the increasing demand for innovative, on-the-go treats.
Similarly, Aldi introduced Bebeto’s Freeze Crunchy sweets in January 2025, becoming the first UK supermarket to offer these viral TikTok treats. The range is priced at £1.99 per 35g bag and includes popular flavours such as peach rings and watermelon slices.
Independent Retailers and Market Impact
Independent retailers have also benefited from the freeze-dried sweets phenomenon. Sophie Williams of Broadway Convenience Store in Edinburgh reported that her initial stock of freeze-dried sweets sold out within hours, prompting her to double subsequent orders. This surge in demand has been likened to previous trends, with some retailers generating over £2,500 a month from these products.
Consumer Appeal
The allure of freeze-dried sweets lies in their distinctive texture and intensified flavour profiles. The freeze-drying process not only preserves but also amplifies the taste of the original candy, offering consumers a novel and enjoyable snacking experience. The visual transformation of these sweets, often doubling in size and adopting a puffed appearance, adds to their appeal, making them a popular choice for social media content creators and consumers seeking new taste sensations.
Health and Nutritional Considerations
While freeze-dried sweets offer a unique snacking experience, their nutritional content must be considered. The freeze-drying process removes moisture but retains the sugar content of the original sweets, potentially leading to a more concentrated sugar experience. Consumers are advised to enjoy these treats in moderation, especially those mindful of their sugar intake.
Future of Freeze-Dried Sweets in the UK
The rapid rise of freeze-dried sweets in the UK market indicates a shift towards innovative confectionery experiences driven by social media trends and consumer curiosity. As major retailers and independent stores continue to embrace this trend, the variety and availability of freeze-dried sweets will likely expand, offering consumers an even broader range of flavours and textures to explore.
