The candy and snack industry has seen rapid innovation in recent years, with consumers seeking products that are not only flavorful but also convenient, long-lasting, and enjoyable in new formats. Freeze-dried treats, once a novelty in niche markets, are now gaining ground as a creative and practical snacking option—offering extended shelf life, portability, and a satisfying crunch. Wonder Crunch is one of the first brands in the Gulf to tap into this trend, bringing international favorites like Skittles and M&M’s into a freeze-dried format that’s light, colorful, and easy to enjoy anywhere.
A Candy Concept Born from Cravings and Curiosity.
Wonder Crunch was founded in 2024 by Amal Mubarak, who started the brand out of a personal love for candy and a practical need for a more travel-friendly version. Inspired by her own experience of constantly carrying candies on trips, Amal Mubarak discovered freeze-drying as an ideal solution—removing moisture from sweets without compromising flavor, making them lighter and longer-lasting. Her curiosity around the science of freeze-drying turned into a full-fledged business idea when she returned from a trip to the U.S. and saw the potential to introduce this concept locally.
The brand’s foundation is rooted in three core ideas: convenience, cost-effectiveness, and fun. Freeze-dried candies are not only lighter to carry during travel or hikes, but they also have a shelf life of up to eight months due to their moisture-free structure. This allows customers to enjoy their favorite treats without worrying about melting, spoilage, or bulky packaging. With a growing market of candy lovers in the Gulf, Wonder Crunch quickly found a niche audience hungry for novelty and convenience.
What Makes Wonder Crunch Stand Out in a Sweet Market.
Unlike typical candy brands that focus on traditional confections, Wonder Crunch specializes in freeze-dried versions of globally recognized favorites—especially Skittles and M&M’s Caramel, which are among the brand’s top sellers. All products are imported from the U.S. and freeze-dried in-house to ensure high quality and taste consistency. Seasonal launches, like freeze-dried ice cream, have also gained popularity, especially during summer when heat becomes an obstacle for conventional frozen desserts.
What sets Wonder Crunch apart is not just the product format, but also its vibrant brand identity and customer-focused approach. Designed with playful colors—white base with pops of blue, yellow, and pink—the packaging is meant to capture attention on both digital platforms and retail shelves. The brand also engages directly with its audience, primarily teens and young adults aged 18 to 35, through TikTok and Instagram, offering interactive content, discount codes, and loyalty-based freebies. Personalized packaging and rewards based on user preferences further build customer retention.
Scaling with Stores and Speed.
Currently a home-based operation, Wonder Crunch has a dedicated team handling everything from procurement to marketing and logistics. The freeze-drying process, which can take up to 24 hours, is carefully managed using three machines to maintain product quality. Orders are currently fulfilled through platforms like Noon.com and the brand’s own website, with customer service available via WhatsApp for smoother communication. Although managing delivery speed remains a challenge, efforts are underway to reduce fulfillment time and meet growing demand.
Looking ahead, Wonder Crunch is planning to open a dedicated retail store, bringing an exclusive range of freeze-dried products together under one roof. The goal is to create a one-stop destination for innovative snacking, where customers can see, taste, and purchase freeze-dried treats in person. With a growing customer base and strong market interest, the brand is focused on expanding sustainably while staying true to its playful spirit and commitment to quality.
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