Independent retailers are generating more than £2,500 a month from selling freeze-dried sweets as social media fuels a surge in demand. TikTok began selling freeze-dried versions of popular confectionery on its in-app shop, prompting a craze where shoppers were attempting to get their hands on different lines. Freeze-drying involves removing water from sweets without heat, which retains their vitamins and minerals.
Store owners have described the demand from shoppers as “bigger than Prime”, and urged others to tap into the trend to benefit from margins of up to 50%. Sophie Williams, of Premier Broadway Convenience Store in Edinburgh, began stocking the products three weeks ago when her manager, Colleen, made the order.
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At first, she ordered 50 mixed bags from Exploded Sweets, for between £2.40-£3 each, and sold them for £5.99. “I wasn’t sure how they would sell,” she said. “We put them out at 3pm, and by the time we shut the shop, all the stock had gone. I ordered another 100 bags, and they sold out in two days.”
Freeze-dried sweet suppliers
| Suppliers | Minimum order requirements |
| Freeze Dried Sweets | £100 minimum order value |
| Exploded Sweets | No minimum order requirements |
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Williams said shoppers had travelled hundreds of miles to buy them after she uploaded a video about them on TikTok. “I’ve never seen a craze like this,” she said. “We are making roughly £600 a week. It’s more about helping our store become a destination because customers buy other things when they visit.”
Natalie Lightfoot, owner of Londis Solo Convenience in Glasgow, is awaiting her delivery from Freeze Dried Sweets, but has taken pre-orders from customers. “It’s clear the demand is there,” she said. “We need to make sure we price them right for our demographic.”
Customised branding
Retailers can either buy the products in pre-packed branded bags, or pay extra to have them delivered in clear packets. Fiona Malone, owner of Tenby Stores & Post Office in Pembrokeshire, opted for the latter to help strengthen her business’s reputation.
“It’s nice to have something with your store’s name on it,” she said. “My niece is a graphic designer and has created labels we are going to stick on. It’s important to think of ways in which crazes can increase loyalty and ensure your business is remembered.”
However, due to rising demand, Better Retailing understands retailers are experiencing delays with deliveries, with some having to wait an extra few weeks.
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