At the forefront of this change is freeze-dried sweets, a category that’s positioned to revolutionize how consumers experience candy, it continues.  

To learn more, we chatted with Ibrahim Sidat, founder of Langtins, who shares commentary on why freeze-dried sweets are paving the way in the industry.

Liz Parker Kuhn: What are some trends in freeze-dried candies right now?

Ibrahim Sidat: Freeze-dried candy has shifted from a niche novelty to one of the fastest-growing confectionery categories. Consumers are drawn to the unique airy texture, intensified flavor, and crunchy mouthfeel that freeze-drying brings—it turns familiar sweets into something new and shareable. The market is projected to grow significantly through the late 2020s as more brands and retailers enter the space, and innovations continue around flavor and experience.

Major trends include:

• Novel textures and ASMR (Autonomous Sensory Meridian Response) freeze-dried sweets offer a crunch and flavor burst unlike traditional confectionery—appealing to experience-driven eaters.
• Visual and  tasting experiences: Vibrant colors, dramatic textures, and playful formats are trending, especially at trade shows and retail launches.
• Health positioning: Some products are marketed with cleaner labels, fewer additives, or perceived as lighter alternatives.
• Retail and gifting appeal: Because they are novel and eye-catching, freeze-dried sweets are moving beyond impulse aisles into curated and gift-oriented segments.
  
  

LPK: How difficult is it to manufacture freeze-dried candy?

IS: Manufacturing freeze-dried confectionery is more complex than producing regular sweets. Freeze-drying requires specialized equipment that removes moisture under vacuum while preserving structure and flavor—the machines are capital-intensive and require careful calibration to avoid over-drying or texture loss. Although the process itself has been used in food sciences for decades, applying it at scale for confectionery—while maintaining consistent taste, texture, and shelf life—is a technical challenge and investment. Scaling up for retail involves mastering product stability, packaging and operational efficiency.

LPK: How has social media played a part in the popularity of freeze-dried candies?

IS: Social media has been massive for this category. Platforms like TikTok and Instagram have driven awareness through viral videos showing freeze-dried candy textures, crunch reactions, and ASMR-style content—it’s visually compelling and super shareable. Videos of the sweets crackling, popping and being tasted have racked up billions of views, turning freeze-dried sweets into a must-try trend and creating organic demand.

For us at Noomz, user-generated content and influencer sampling have played a big role in building early buzz.

LPK: Why should retailers stock these types of sweets?

IS: Retailers should stock freeze-dried sweets because they:

• Boost category excitement: They are differentiated and often drive impulse purchases.
• Appeal across demographics: Young consumers, experience-seekers, and gift buyers all respond well to the novelty.
• Have strong social shareability: Products that perform well on social media often convert to real-world sales.
• Extend shelf life: Freeze-dried products naturally resist moisture and spoilage, reducing waste compared to some conventional sweets.
• Grow market potential: With the freeze-dried candy segment expected to continue expanding in the next decade, stocking early gives retailers a competitive edge.

LPK: Can you talk a bit about your new product, Noomz? How long did it take to bring it to market?

IS: I’m proud to introduce Noomz, a range of freeze-dried sweets that takes beloved candy flavors and elevates them with more crunch, more intense flavor and an unforgettable texture.

Noomz launched after months of product development, consumer research, and testing. From refining freeze-dry cycles to selecting the right flavor profiles and packaging formats, it was essential to get both taste and sensory experience just right. While I can’t share exact timelines, bringing Noomz from concept to shelf was a focused effort spanning multiple product iterations, sourcing expertise and real-world feedback loops — because we wanted a standout range, not just a trend follower.

We put our heart and soul into Noomz and as we wanted it to be something that our friends and family could eat and be proud of too. Our sweets are great tasting but also great value for money compared to others on the market and we've refined flavors and texture to ensure we bring the best product to market that everyone will love.

LPK: Did you do any consumer testing?

IS: Yes, consumer feedback was key. We conducted tasting sessions with a variety of candy lovers, gathering insights on texture preferences, flavor intensity, and overall experience. This helped us refine formulations and ensure Noomz not only met expectations but exceeded them, with several flavors testing as crowd favorites before launch. Consumer insights continue to inform new releases.

LPK: What makes it different from others on the market?

IS: Noomz stands out because:

• Flavor-forward profiles: We carefully select and balance flavors that really pop once freeze-dried.
• Texture expertise: Our process gives a consistent, crunchy bite that’s light and addictive.
• Brand experience: Noomz isn’t just sweets—it’s a multisensory treat that customers want to share, expanding beyond traditional confectionery.
• Variety and creativity: From sour bites to fruit blasts and mini rocks, we offer diverse tastes and formats that appeal beyond typical gummy or hard candies.
• Value for money: With Noomz, you get almost double the quantity of other brands for half the price. This doesn't mean we've cut corners—we've made the best freeze dried sweets and made them accessible. 

LPK: What is your favorite freeze-dried sweet to enjoy?

IS: As the founder, I have to admit it’s tough to choose—but my go-to is definitely Berry Blast or Mini Rocks. The way freeze-drying amplifies those fresh, fruity flavors while keeping the crunch just right makes them hard to put down! 

Related: Mars introduces freeze-dried M&M's POP’d Caramel