What’s driving confectionery texture innovation? Summary
- Texture is becoming central as consumers seek heightened multi‑sensory indulgent experiences
- Viral formats like freeze‑dried sweets (candies) deliver dramatic visuals and novel crunch
- Chocolate innovation surges with globally inspired textures gaining rapid social traction
- Clean‑label expectations boost appeal of minimally processed textural techniques like freeze‑drying
- Brands using storytelling around unique textural methods create stronger consumer engagement
Great confectionery relies on two things – delicious taste and the perfect texture.
And while taste might get all the glory, texture is what defines the bite – the snap of a chocolate, the chew of a gummy, the melt of a caramel.
Get it right and consumers might not even think about it, get it wrong and they’ll notice immediately. In fact, in many ways, texture has long been confectionery’s unsung hero.
Until now.
Texture in chocolate
“The texture of chocolate is attracting growing attention,” says Honorata Jarocka, associate principal at industry analyst Mintel.
This shift, she explains, stems from a growing consumer desire for “a more indulgent, multi‑sensory experience” – one that isn’t just about flavour but about the feel of chocolate in the mouth, the sound it makes when it snaps, and the sensations it creates as it melts or crunches.
You only need to look at the meteoric rise of hyper‑textural treats like Dubai chocolate and Angel Hair chocolate to see just how powerful that desire has become.
And manufacturers have noticed the shift, with Mintel data showing the share of global chocolate launches specifying texture has increased over the past five years – crunchy, smooth, and chunky proving to be the most popular descriptors.
Now, the hunt for the next big textural sensation is underway, with Tokyo-style chocolate (white chocolate with a mix of strawberry and green tea) and Abu Dhabi chocolate (salted caramel chocolate base, layered with soft halva, sticky date paste and crunchy filo dough) vying to be the next confectionery craze.
But it isn’t just unusual formats that are resonating. Storytelling around texture is becoming increasingly influential too. Japanese confectionery giant Meiji is a prime example. Its latest launch – Nama no Toki Shittori Milk – uses a patented production technique known as the Nama‑Neri Method, which kneads cacao and milk together to create an unusually soft, almost velvety texture. The product’s appeal lies not only in the experience itself but in the narrative behind it. This texture‑driven story is capturing consumer imagination and translating directly into stronger sales.
Texture in sweets
Texture is just as, if not more, important in sweets (candies).
Consumers increasingly want products that taste good AND feel exciting, driving brands to experiment with new formats, novel crunches and unexpected contrasts.
Within this, freeze‑drying has surged in popularity as one of the most transformative methods available to confectioners.
“Using freeze-dried ingredients elevates the multi-sensory appeal of confectionery,” says Mintel’s Jarocka.
Why?
Because beyond adding an indulgent, ultra-light, almost aerated crunch, freeze‑dried ingredients carry strong associations with minimal processing. They’re perceived as natural, clean-label and ‘closer to the original ingredient’ – attributes that matter more than ever as the debate around ultra‑processed foods continues to intensify.
A texture that feels innovative paired with a process that feels inherently ‘clean’ is a powerful combination.
This consumer perception is prompting manufacturers to rethink both product development and processing methods. Some are switching entirely to freeze‑drying or incorporating freeze‑dried elements to boost textural interest. Skittles has become one of the most high‑profile examples, with freeze‑dried Skittles going viral thanks to their radically transformed shape and an almost meringue‑like crunch, that’s worlds apart from the original chewy format.
“Brands big and small have capitalised on this trend, following the viral success of freeze-dried sweet content on platforms like TikTok, with the hashtag #freezedriedsweets gaining widespread popularity,” says Jarocka. The social-media-driven appeal is significant – the dramatic ‘puffing’ effect of freeze‑drying makes for highly shareable visuals, and the exaggerated crunch offers an ASMR-friendly sensory punch.
And it isn’t stopping at sweets. Freeze‑dried chocolate is now gaining traction too. The process creates a lighter, more aerated structure while intensifying flavour, giving chocolate a surprising, almost honeycomb-like bite. Much like with sweets, creators on TikTok and Instagram are fuelling momentum, with #freezedriedchocolate emerging as the next frontier in textural experimentation.
Opportunities ahead
For confectionery manufacturers, the shift towards texture is more than a trend, it’s a major opportunity.
As consumers look for products that surprise and feel more premium, texture is becoming a key way for brands to stand out. From freeze‑dried to multi‑layered, there’s plenty of room to innovate beyond flavour alone.
Manufacturers investing in technologies like aeration, precision layering, scalable freeze‑drying and bespoke moulding can secure a real edge in a crowded market. And with texture‑led storytelling gaining traction, the methods behind these products aren’t just technical details anymore, they’re compelling narratives that can help drive sales.
And, thanks to social platforms rewarding striking visuals, bold textures and ASMR‑friendly crunches, confectioners now have more ways than ever to go viral and reach younger consumers.
In short, brands can pull ahead by embracing innovation and finally giving texture the attention it deserves.
