Overview
United Food Brands has introduced its new Tasty Vibes brand, aiming to capitalize on the freeze-dried candy trend popularized by Gen Z shoppers. Launching with Sweet Mix and Sour Mix variants, these halal-certified sweets are positioned as a convenient, on-the-go snack with an intense, crunchy flavor profile. By partnering with a global freeze-drying site and handling repacking in-house, United Food Brands aims to deliver high-quality products at competitive prices, transitioning the trend from niche to mainstream.
Detailed Findings
Product Details:
Tasty Vibes Sweet Mix & Sour Mix: Priced at £3 for a 70g pouch.
Halal-certified and packaged in resealable pouches for convenience.
Positioned as intensely flavorful and crunchy.
Manufacturing Approach:
Partnership with a leading freeze-drying site for production.
In-house repacking ensures control over UK manufacturing and supply chain, enabling economies of scale.
Market Context:
Competitors like Bebeto and Skittles have already entered the freeze-dried candy market:
Bebeto Freeze Crunchy: Includes Peach Rings, Watermelon, and Marshmallow Twist, priced at £2 for 35g.
Skittles Pop’d: Launched DTC via TikTok Shop in the US.
TikTok Influence:
Freeze-dried candy has become a viral trend on TikTok, attracting Gen Z shoppers with its unique crunchy texture.
Key Takeaway
United Food Brands is leveraging the growing popularity of freeze-dried candy to introduce Tasty Vibes, focusing on affordability, convenience, and quality to transition this TikTok-driven trend into the mainstream snack market.
Main Trend
Freeze-Dried Candy Evolution
Description of the Trend
The Freeze-Dried Candy Evolution reflects the growing consumer fascination with innovative textures and bold flavors. Freeze-drying transforms traditional sweets into crunchy, flavorful snacks, appealing to Gen Z's appetite for novel, shareable food experiences amplified by TikTok and social media.
Consumer Motivation
Consumers, especially Gen Z, are motivated by:
Novelty: Unique textures and intense flavors.
Social Media Influence: Participating in viral trends.
Convenience: Portable, resealable packaging for snacking on the go.
What is Driving the Trend
TikTok Trends: Viral videos showcasing freeze-dried candy have driven demand.
Gen Z Preferences: A desire for unique, experiential snacks that are shareable and fun.
Flavor Innovation: The intense flavor and texture appeal of freeze-dried sweets.
What is Motivation Beyond the Trend
Beyond novelty, consumers are motivated by:
Cultural Inclusivity: Halal-certified offerings cater to diverse dietary needs.
Quality Assurance: Products perceived as high-quality and innovative.
Description of Consumers Article is Referring To
Age: Primarily Gen Z and younger millennials.
Gender: Appeals equally across genders.
Income: Middle-income groups seeking affordable, trendy snacks.
Lifestyle: Social media-savvy, adventurous eaters looking for shareable and portable snack options.
Conclusions
The freeze-dried candy trend is evolving from niche to mainstream, driven by Gen Z’s fascination with viral food trends and unique snack experiences. United Food Brands’ Tasty Vibes capitalizes on this opportunity with quality, affordability, and convenience.
Implications for Brands
Tap into TikTok Trends: Actively engage with viral food trends to capture Gen Z’s attention.
Focus on Convenience: Resealable, portable packaging enhances consumer appeal.
Diversify Offerings: Include options catering to dietary inclusivity, such as halal certification.
Implications for Society
Cultural Representation: Halal-certified snacks reflect growing inclusivity in product offerings.
Sustainability Considerations: Freeze-drying aligns with efficient manufacturing practices, potentially reducing food waste.
Implications for Consumers
Enhanced Snacking Experiences: Freeze-dried candy offers a unique, playful way to enjoy traditional sweets.
Affordable Indulgence: Positioned as an accessible treat for adventurous snackers.
Implications for Future
The success of freeze-dried candy will likely inspire broader applications of freeze-drying technology in the snack and confectionery industry, expanding into more inclusive and innovative product categories.
Consumer Trend
TikTok-Driven Snack InnovationSnacks like freeze-dried candy thrive in the spotlight of viral social media trends, appealing to younger consumers who crave novelty and shareable experiences.
Consumer Sub Trend
Texture-Focused SnacksThe unique texture of freeze-dried sweets highlights the growing consumer interest in sensory-driven food experiences.
Big Social Trend
Snack PersonalizationConsumers are drawn to snacks that cater to diverse lifestyles, dietary needs, and adventurous tastes, reflecting an era of personalized indulgence.
Worldwide Social Trend
Digital Food InfluenceSocial media platforms like TikTok are reshaping global food trends, creating instant demand for novel, visually appealing, and shareable products.
Social Drive
Cultural and Sensory ExplorationConsumers seek snacks that offer new sensory experiences while aligning with their cultural and dietary preferences.
Learnings for Brands to Use in 2025
Leverage Social Media: Engage influencers and create content that showcases product uniqueness.
Highlight Convenience and Inclusivity: Promote resealable, halal-certified features to broaden appeal.
Innovate with Texture and Flavor: Keep exploring new sensory experiences that captivate younger audiences.
Strategy Recommendations for Brands to Follow in 2025
Engage with TikTok Creators: Collaborate with influencers to showcase the crunch and bold flavors of freeze-dried candy.
Expand Product Lines: Introduce new flavor combinations and inclusive certifications (e.g., vegan, kosher).
Enhance Retail Presence: Transition from boutique to mainstream through partnerships with major retailers.
Focus on Packaging Innovation: Ensure packaging appeals to on-the-go consumers and aligns with sustainable practices.
Final Sentence (Key Concept)
The Freeze-Dried Candy Evolution combines sensory innovation, social media influence, and inclusivity to redefine snacking for the modern, trend-driven consumer.
What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It
Brands should embrace TikTok-Driven Snack Innovation by leveraging social media to amplify the uniqueness of freeze-dried products, expanding flavor options to cater to adventurous palates, and emphasizing inclusivity through certifications like halal or vegan. Investing in eye-catching, resealable packaging and scaling production through strategic partnerships will enable brands to transition from niche to mainstream while staying aligned with consumer expectations.
Final Note
Core Trend:
Freeze-Dried Candy Evolution
Detailed Description: Freeze-drying transforms traditional sweets into crunchy, intensely flavored snacks that resonate with adventurous consumers.
Core Strategy:
Social Media Engagement and Inclusivity
Detailed Description: Utilize TikTok and other platforms to create buzz while catering to diverse dietary needs.
Core Industry Trend:
Texture-Driven Snack Innovation
Detailed Description: Focus on bold textures and sensory experiences to drive consumer interest.
Core Consumer Motivation:
Novelty and Shareability
Detailed Description: Younger consumers seek unique, Instagrammable snack options that stand out from the norm.
Final Conclusion
By tapping into the Freeze-Dried Candy Evolution trend, brands can create exciting, inclusive, and shareable snacking experiences that align with Gen Z’s appetite for novelty and sensory innovation. Social media-savvy marketing and a focus on quality will ensure these products thrive in both niche and mainstream markets.
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