Freeze-dried candy has gained popularity on social media platforms like TikTok in recent years, which is seeing brands respond with new products like Skittles Pop'd. The new version of the classic candy from Mars Wrigley sees the brand taking a direct approach to freeze-dried candies by making it in-house as an easier option for consumers to pick up. This comes in response to conventional freeze-dried Skittles that are often purchased from third-party shops and retailers.
Skittles Pop'd candies are reported to have a crispy and crunchy texture that sees the inside expand out of the sides with the colored shell visible on the top and bottom. This gives them a distinct appearance when compared to the originals for consumers to explore upon picking up a pouch.
Branded Freeze-Dried Candies
Skittles Pop'd Respond to Demand for Freeze-Dried Treats
Trend Themes
1. Social-media-inspired Snacks - Brands are leveraging the popularity of viral content on platforms like TikTok to create trendy new snack products that cater to consumer desires for unique and shareable experiences.
2. In-house Production - Companies are streamlining production processes by creating their snack innovations in-house, thereby reducing reliance on third-party manufacturers and ensuring quality control.
3. Texture Innovation - The development of new snack textures, such as the crispy and crunchy freeze-dried Skittles, is giving traditional candy products a novel twist that can attract adventurous eaters.
Industry Implications
1. Confectionery - The confectionery industry is seeing a surge in innovation as brands introduce new textural experiences to capitalize on changing consumer preferences.
2. Social Media Marketing - Brands are navigating the booming social media landscape to generate viral trends and directly influence product development and marketing strategies.
3. Food Manufacturing - Adopting in-house production methods is transforming the food manufacturing industry by fostering greater agility, cost-effectiveness, and product differentiation.