What drives innovation in confectionery textures? What’s driving confectionery texture innovation?
- As consumers demand multi-sensory experiences, texture is at the forefront.
- The visual impact of viral formats such as freeze-dried candies is dramatic.
- Globally inspired chocolate textures gain rapid social traction
- The clean-label expectation boosts the appeal of minimally-processed textural techniques such as freeze-drying
- Storytelling around textural differences can increase consumer engagement.
The perfect confectionery is a combination of delicious flavor and perfect texture.
While taste may get the most attention, it’s the texture that defines a bite.
The snap of chocolate, chewing a gummy or melting a caramel are all examples of this.
If you get it right, consumers may not notice it. But if it’s wrong, they will. Texture has been the unsung star of confectionery for a long time.
Until now.
Dubai chocolate, and Angel Hair Chocolate prove that texture is now a major part of the chocolate experience. (Image: ITS)
Chocolate texture
Honorata Járocka, principal associate at Mintel’s industry analysts says that the texture of chocolate has become increasingly popular.
She explains that this shift is due to a desire by consumers for “a multi-sensory, indulgent experience”. This includes not only the taste of the chocolate, but also the way it feels in your mouth and how it sounds when it snaps.
It’s about all the different sensations you get as the chocolate melts and crunches.
It is easy to understand how strong this desire has grown by looking at hyper-textural chocolates like Dubai Chocolate and Angel Hair.
Mintel’s data shows that the number of chocolate products launching globally specifying the texture is up over the last five years. The most common descriptors are crunchy, smooth and chunky.
The hunt is on for the next great textural sensation. Tokyo-style (white chocolate with strawberry, green tea, and a mixture of halva) and Abu Dhabi (salted carmel chocolate base with layers of soft halva and sticky date paste, and crunchy filo) are vying to become the next candy craze.
It’s not just the unusual formats which are popular.
The use of texture in storytelling is also becoming more popular. Meiji, a Japanese confectionery company is an excellent example. Nama no Toki Shittori Milk, its latest product, uses the Nama-Neri Method a patent-protected production method that combines cacao with milk to produce a texture which is unusually smooth and velvety. It’s not just the product itself that is appealing, but also the story behind it. The story behind the texture captures consumer interest and leads to increased sales.
(Image: Getty/Andy Roberts) Consumers are increasingly looking for products that taste good and feel great. This is driving brands to try out new formats, crunchiness, and surprising contrasts.
(Image: Getty/Andy Roberts)
Sweets with texture
The texture is as important, if it’s not even more so, in candies (sweets).
Brands are increasingly experimenting with novel formats, crunchy textures and surprising contrasts to satisfy the growing demand for products that both taste great AND feel exciting.
In this context, the freeze-drying method has become one of most popular among confectioners.
Jarocka, Mintel’s Jarocka says that using freeze-dried products enhances the appeal to consumers.
Why?
Freeze-dried foods are associated with minimal processing, not just because they add a light, almost aerated, indulgent crunch. These ingredients are perceived to be natural, with a clean label and “closer to their original ingredient” – all attributes which matter now more than ever in the debate over ultra-processed food.
Combining a texture that is innovative with a clean process can be a winning combination.
Manufacturers are rethinking both their product development methods and the way they process products in response to this consumer perception. Many manufacturers are now using freeze-drying to enhance textural appeal. Skittles is one of the best-known examples. Freeze-dried Skittles have gone viral due to their new shape, which has a meringue like crunch.
Jarocka says that “brands of all sizes have embraced this trend following viral successes on TikTok and platforms such as TikTok.
The hashtag #freezedriedsweets has gained widespread popularity.” Social media is a major factor in the appeal of these products. The dramatic “puffing” effect that freeze-drying produces makes them highly shareable, while the crunchy texture offers an ASMR sensory punch.
It’s not just about sweets.
Now, freeze-dried choco is also gaining popularity. This process produces a more airy structure and intensifies flavour. The result is a chocolate that has a honeycomb-like texture. Much like with sweets, creators on TikTok and Instagram are fuelling momentum, with #freezedriedchocolate emerging as the next frontier in textural experimentation.
(Image: Getty/Gulcin Ragiboglu) The increasing importance of texture in confectionery is a strategic opportunity for manufacturers. (Image: Getty/Gulcin Ragiboglu)
Look forward to the future
The shift to texture for confectionery makers is not just a trend. It’s an opportunity.
Texture is a way to differentiate brands from the competition as consumers seek products with a premium feel and that are surprising.
There’s much room for innovation beyond just flavour, from freeze-dried products to those with multiple layers.
Aeration, precision layers, freeze-drying on a large scale and custom moulding are all technologies that manufacturers can invest in to gain a competitive edge. With texture-led stories gaining popularity, these methods are no longer just technical details, but compelling narratives which can drive sales.
Thanks to the social media platforms that reward striking visuals and textures, as well ASMR-friendly crunches and other ASMR-encouraged features, confectioners have now more opportunities than ever before to reach out to younger consumers.
Brands can be more successful by adopting innovation, and giving texture its due.