# Branded Freeze-Dried Candies Skittles Pop'd Respond to Demand for Freeze-Dried Treats By Michael Hemsworth | Published 2024-08-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/skittles-popd References: [instagram](https://www.instagram.com/snackolator/p/C_LsdaHJ04D/) & [skittles](https://www.skittles.com)  Freeze-dried candy has gained popularity on social media platforms like [TikTok](https://www.trendhunter.com/trends/bebeto-freeze-crunchy) in recent years, which is seeing brands respond with new products like [Skittles Pop'd](https://www.trendhunter.com/trends/mms-caramel-popd). The new version of the classic candy from [Mars Wrigley](https://www.trendhunter.com/trends/skittles-drinks) 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. ## Trend Insights (Trend Hunter) - Score: 7.6/10 - Popularity: 99% | Activity: 100% | Freshness: 28% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **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. - **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. - **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. ### Sectors Adopting This - **Confectionery:** The confectionery industry is seeing a surge in innovation as brands introduce new textural experiences to capitalize on changing consumer preferences. - **Social Media Marketing:** Brands are navigating the booming social media landscape to generate viral trends and directly influence product development and marketing strategies. - **Food Manufacturing:** Adopting in-house production methods is transforming the food manufacturing industry by fostering greater agility, cost-effectiveness, and product differentiation. ## Related on Trend Hunter - [Social Media-Inspired Candies](https://www.trendhunter.com/trends/bebeto-freeze-crunchy.md) - [Exploded Chocolate Candies](https://www.trendhunter.com/trends/mms-popd.md) - [Freeze-Dried Halloween Candies](https://www.trendhunter.com/trends/skittles-popd-creepy-crunch.md) - [Crispy Candy Contracts](https://www.trendhunter.com/trends/legally-acknowledge-the-crunch.md) - [Crispy Freeze-Dried Hard Candies](https://www.trendhunter.com/trends/jolly-rancher-freeze-dried.md) - [Revamped Freeze-Dried Candies](https://www.trendhunter.com/trends/sweetarts-1.md) - [Freeze-Dried Caramel Chocolate Candies](https://www.trendhunter.com/trends/mms-caramel-popd.md) - [Freeze-Dried Candy Donuts](https://www.trendhunter.com/trends/poptastic-donut.md) - [Crispy Freeze-Dried Candies](https://www.trendhunter.com/trends/astrofreeze.md)