Flavour innovation has long been the driving force in the snack industry. However, a recent shift in consumer behaviour reveals that texture is now emerging as the new frontier in snack selection.
Research shows that 71% of consumers now say texture determines how much they enjoy a snack, highlighting a key evolution in how shoppers choose products.* As we move into 2026, texture is set to become a primary driver of consumer loyalty and repeat purchases in the confectionery sector.
At the forefront of this change is freeze-dried sweets, a category that’s positioned to revolutionise how consumers experience snacks. Confectionery brand Langtins is leading this innovation with its Noomz brand, offering retailers an exciting opportunity to capitalise on this growing trend.
Ibrahim Sidat, founder of Langtins, shares commentary on why freeze-dried sweets are paving the way in the industry:
Freeze-dried sweets: The TikTok sensation
Freeze-dried sweets have quickly become a social media sensation, with TikTok leading the charge in spreading their popularity. The unique texture of these sweets – a light, airy crunch that transforms familiar candy – is a hit among consumers, especially Gen-Z, who are known for seeking out new sensory experiences. TikTok has played a key role in driving awareness, with creators sharing ASMR-style taste tests that emphasise the satisfying crunch of these treats.
One viral TikTok video featuring a freeze-dried sweet gained 53.4 million views and over 3.9 million likes, with comments like, “This is the candiest candy I’ve ever seen,” and “My mouth is watering so bad.” In fact, 167.8k views on another post sparked comments such as, “I’ll crave food just for the texture,” and “Crunch is so satisfying.”
This explosion in popularity underscores the importance of texture in the snacking experience, signalling to retailers that freeze-dried sweets are no passing trend but a new category consumers are actively seeking. Retailers should take note: the demand for textured treats is growing rapidly, and staying ahead of the trend could be the key to capturing a new, engaged audience.
Why retailers should stock freeze-dried sweets
For retailers, freeze-dried sweets offer a compelling advantage over traditional confections. They’re not just a novel product; they’re also in high demand among trend-driven, younger consumers who are looking for new experiences. Noomz sweets are uniquely different, offering a variety of shapes and textures that other brands simply can’t match.
As the popularity of freeze-dried sweets continues to rise, the time for retailers to jump on board is now. With an ever-expanding range of confectionery products already in circulation, retailers have the opportunity to differentiate themselves by stocking the products that consumers are increasingly seeking. This is an innovation that delivers both the novelty factor and the consumer buzz, positioning retailers to stand out in a crowded marketplace.
We’re seeing a shift in how shoppers explore the sweet industry. They’re drawn to products that feel new, playful, and worth talking about. Freeze-dried sweets tap into this desire, offering something fresh while aligning with current consumer trends.
Currently, Noomz are stocked in over 250 stores across the UK, some of which include retailers such as EG on the move, Valli Forecourts, Rontec and Brookfield Group.
At Noomz, we provide retailers with a visually innovative and texture-driven product that is in high demand. Our consistency and stock reliability ensure that retailers can depend on us to meet their needs for long-term ranging and sustained sales. The more retailers stock the hottest products, the more footfall they’ll attract.
Noomz: The future of confectionery for retailers
The confectionery category is becoming increasingly saturated, and retailers are under growing pressure to offer products that genuinely differentiate them from the competition. This is where Noomz comes in. Backed by the British confectionery business Langtins, Noomz offers retailers access to a fast-growing category with significant consumer buzz.
Retailers want innovation that earns its place on the shelf. Noomz gives them that access, offering a unique product that captures the texture-driven snacking trend, with the reliability and repeatability needed for long-term success.
The brand is at the forefront of texture innovation, providing retailers with a fast-growing category that generates significant excitement. Noomz’s striking, high-impact packaging further enhances its appeal, making it ideal for impulse-buy environments, such as convenience stores and supermarkets.
It’s not just about having the latest products. Retailers need to offer something that gives consumers a reason to stop, try, and return for more. Freeze-dried sweets are the future, and Noomz is leading the way.
*Industry research from BakeryAndSnacks.com
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