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Jolly Rancher, a Hershey’s-owned US confectionery brand, has expanded its range with the addition of Jolly Rancher Freeze-Dried.

The new line is described as a 'bold new twist' on the brand's familiar fruity-flavoured confectionery, now offering an 'airy, melt-in-your-mouth crunch'.

Freeze-dried confectionery is becoming a fast-growing food trend, with the market projected to soar from $1.36 billion to nearly $2.4 billion by 2030, thanks to its popularity on social media platform TikTok.

Using freeze-drying technology, Jolly Rancher has transformed its signature flavours, including Green Apple, Blue Raspberry and Watermelon, into light, crunchy and flavourful bites that puff up in size. The innovative process removes moisture while intensifying flavours, Jolly Rancher said.

"Jolly Rancher Freeze Dried isn’t just a new way to snack, it’s a total flavour revolution," said Vivek Mehrotra, senior manager of equity and activation at Jolly Rancher. "It’s an entirely different way to experience Jolly Rancher – unexpected, playful and, of course, impossibly fruity."  

Jolly Rancher Freeze Dried is available now in a 3.1oz pack at retailers across the US.