The viral freeze-dried candy trend is officially going mainstream as the world-renowned chocolate brand M&M’s jumps into the mix with its first-ever treat in the category. Introducing M&M’s POP’d Caramel — a reimagined take on the fan-favorite caramel flavor, now with an irresistibly light, crispy, and crunchy texture. Read on to discover more about this sweet innovation and when you can get your hands on it.
M&M’s jumps on the freeze-dried candy trend
On October 8, M&M’s officially introduced M&M’s POP’d. This marks the brand’s debut in the booming freeze-dried candy category, promising consumers a completely fresh, irresistible, and poppable snacking experience. The initial flavor, M&M’s POP’d Caramel, delivers the classic, beloved caramel taste but transforms the texture into an unexpectedly light, crispy, and crunchy form—a sensation entirely new to the M&M’s lineup.
The launch strategically expands upon a successful precedent. Following the Skittles POP’d release last year, M&M’s new freeze-dried platform capitalizes on a strong consumer demand for bold, exciting, and novel textures.
As Martin Terwilliger, VP of Marketing, Mars Wrigley North America, explained: “With M&M’s POP’d Caramel, we’re giving fans a whole new way to enjoy the classic caramel flavor that has been a fan-favorite in our lineup for years.”
He added that the innovation focuses on creating a unique textural experience: “This fresh and fun new treat takes everything you love about M&M’s and gives it a light, crispy crunch, bringing the flavors and textures together in an unexpected new way.”
M&M’s POP’d Caramel: sizes and where to find it
Fans eager to try M&M’s latest creation won’t have to wait long. The new M&M’s POP’d Caramel will make its debut in a 5.5 oz Small Stand-Up Pouch, launching first on TikTok Shop and MMS.com on November 3. A week later, beginning November 10, the crunchy caramel treat will appear in M&M’s Stores, before expanding to nationwide retailers in January 2026. Additional pack sizes are set to roll out later in the year, giving candy lovers even more ways to enjoy this airy new twist on a classic.
The freeze-dried candy trend took off in the early 2020s, fueled largely by TikTok creators and small-batch candy makers experimenting with freeze-drying machines. Originally used for preserving food and astronaut snacks, the process removes moisture while keeping the candy’s shape, resulting in a light, crunchy texture that transforms familiar sweets like Skittles, Jolly Ranchers, and taffy into airy, puffed-up treats.
Videos showing the dramatic before-and-after transformations went viral, attracting millions of views and inspiring a wave of home-based businesses and boutique candy brands. What began as a niche DIY trend quickly became a mainstream phenomenon, with big names like Mars now joining in to meet the growing appetite for unique, textural snacking experiences.
Source: Mars, Incorporated