Skittles Pop’d brings freeze dried candy to a larger audience

Eating the rainbow has just taken a different turn. The new Skittles Pop’d is the Mars Wrigley's take on the freeze dried candy trend. Ready to get a taste of the sweet yet curious texture candy.

Food trends excite people for a variety of reasons. Bold flavors can bring a flush to people’s cheeks. Curious textures can captivate. When a brand can combine the two categories into a single offering, the concept will instantly find a fan base.

Skittles has always innovated its candy line. The rainbow has included sweet, juicy, fruity, sour and even the slightly spooky zombie seasonal offering.

While flavor gets people excited, texture is equally important. Skittles Gummies offer that chewy, softer bite. The blend of familiar and new makes people want to try another bite.

With the new Skittles Pop’d, the Mars Wrigley candy brand offers its take on the popular freeze dried candy trend. Available in both Original and Sour, it is a taste of familiar and new.

For anyone who has not tried freeze dry candy, it is the texture that is quite unique. As seen in the visual, the candies have “popped” its shell. That somewhat chewy center become light, airy, and almost melt in your mouth feel.

While many social media accounts and food brands, like The Candy Closet from Gordon Ramsay’s Food Stars, have made a big business out of the concept. People are curious how the change of texture appears and tastes. Some candies are successful and others are better as the original.

Skittles has been a favorite in the freeze dried candy world. Disney showcased the idea in its desserts at food festivals. Those little candies topped shakes and cakes. People could not get enough of the brightly color, curious looking candies.

Now that Mars Wrigley has brought the concept to a larger audience, everyone can get a taste of Skittles Pop’d. Whether eaten by the handful, used as a topping on a cake, or enjoyed however people please, the new offering will sell out quickly.

It is smart that Skittles includes its Sour candies. Given that sour remains a popular choice with a younger audience, it is vital to have both flavors in the mix.

To kick off this new food launch, Mars Wrigley will sell the new candy via its TikTok Shop. Given the number of freeze dried candy fans on that platform, it is a smart move for the company. Most likely, the candy will sell out.

More importantly, the choice to launch on TikTok could be spark a new trend for food brands. Given the influence of the social media platform, it might be leveraged more in the future. Hopefully, the store shelf will not become obsolete for the older crowd.

Skittles Pop’d goes on sale starting October 21 via the brand’s TikTok shop. It will arrive in select retail stores starting this fall with a larger rollout in 2025.