Bebeto is hoping to capitalise on the viral TikTok trend for freeze-dried sweets by launching its own dedicated range.
Freeze Crunchy will debut with three variants: Peach Rings, Watermelon and Marshmallow Twist (rsp: £2/35g).
Billed as offering a “fun, sensory experience like no other”, the halal-certified range is intended to tap the growing demand among younger shoppers for freeze-dried candy.
The freeze-drying process sees food being placed in a special vacuum cabinet. It is frozen and then a process called sublimation occurs, where the water gets removed.
Freeze-dried food became a staple for soldiers and astronauts in the 20th century, thanks to its lighter weight and longer shelf life.
However, the process has recently piqued the interest of Gen Z shoppers, thanks to the highly concentrated flavour and crunchy texture it affords to their favourite sweets.
The hashtag ‘freezedriedcandy’ had been attached to 187.1k posts on TikTok by the time of writing. Meanwhile, a video posted to TikTok by DTC sweets business Poppin Candy, depicting giant cola bottle sweets being freeze-dried has been liked 195.9k times.
@poppincandyofficial 😧😳These are HUGE!!!😳😧 #freezedriedcandy #freezedried #candy #giant #cola #yum #asmr ♬ Lo-fi hip hop - NAO-K
Skittles this week unveiled a freeze-dried spin-off, Pop’d, which will launch DTC via TikTok shop in the US later this month.
However, Bebeto claims to be the “first UK mainstream brand to produce its own freeze-dried sweets in house”, having purchased its own freeze-drying factory.
The sweets will roll into Spar, Co-op Scotland and Parfetts Cash & Carry at the end of the month.
“We’re incredibly excited to be leading the way in freeze-dried confectionery,” said Bebeto commercial director Phil Hulme.
“The trend started on social media, but we’ve elevated it by taking full control of the freeze-drying process.
“We’re proud to offer a product that is innovative, premium, and accessible.”
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