When Simon Dickinson and Amy Stroud discovered freeze-dried candy from the United States, they saw an opportunity in the UK market. The Nottingham-based entrepreneurs, both 39, founded Exploded Sweets in 2022.

"Freeze-dried candy wasn't like anything we'd seen before," Dickinson said. "The familiar flavors we loved were completely transformed, and the textures were light and crunchy. It was a wholly new sensory experience."

The Challenge of Growing Beyond Local Shops

Initially, the company struggled with traditional retail limitations such as scarce shelf space, slow feedback loops, and minimal reach beyond their region. While their website and other e-commerce channels generated some sales, high advertising costs made growth difficult.

Everything changed when Exploded Sweets joined Temu in February 2025.

Rapid Growth Through Direct-to-Consumer Sales

Temu's local seller program, which launched in the UK in April 2023, connects merchants directly with consumers. This model eliminates unnecessary intermediaries, reduces costs, and accelerates delivery times.

"We didn't know what to expect at first, but in just the first weeks, we received over 1,000 orders," Dickinson said. "Temu's reach and ease of use meant customers quickly embraced our products. The speed at which our products gained traction was beyond what we anticipated."

Through Temu, Exploded Sweets could adjust inventory and test new products on the go, something impossible with traditional retail cycles.

Connecting With Adventure-Seeking Consumers

An Ipsos survey spanning six countries found that 25% of Temu users actively seek new products—an ideal match for freeze-dried candy, still a novelty in the UK market.

"Temu's customer base is diverse and actively seeking new and exciting products. Freeze-dried sweets are still a novel concept to many, and the platform allows us to introduce them to a much wider audience," Dickinson said. "Its ability to quickly highlight trending products aligns perfectly with our vision of making freeze-dried candy a mainstream treat."

Building on Early Success

Today, Exploded Sweets offers approximately 300 products on Temu and has surpassed 20,000 sales. The company plans to introduce limited-edition flavors, seasonal collections, and exclusive promotions.

"Temu's global presence gives us the chance to enter international markets without the complexities of traditional logistics," Dickinson said. "This opens up opportunities to expand our brand far beyond what we could achieve on our own."

With Temu operating in over 90 markets worldwide, international expansion represents the company's next major opportunity.

"The exposure on Temu has been invaluable," Dickinson said. "Thanks to the platform's powerful search algorithms and expansive reach, more customers are discovering Exploded Sweets and the range we offer."

From a small Nottingham startup to a growing national brand, Exploded Sweets demonstrates how e-commerce platforms can accelerate growth for specialty food businesses seeking wider distribution.