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.”

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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.

Retailers’ five most popular lines

• Drumstick Original Raspberry & Milk Chew Bar
• Wham Original Chew Bar
• Maoam Bloxx
• Vimto Fried Eggs
• Fruit Salad

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