Freeze drying food is all the rage right now, but according to the founder of startup Freezcake, the technology offers more than a novel twist on treats – it also can unlock new usage occasions, add convenience, improve nutritional profiles and offer a clean label preservation option.
“Freeze drying has been a trend that is growing for a long time. Right now, a lot of people use ready-made items to freeze dry. And what we saw in the marketplace that was missing” was freshly baked pastries made with clean-label ingredients that were freeze dried for convenience, Founder Jenifer Schwartz said.
She explained at the Winter Fancy Food Show she is using freeze drying to “create a whole new sector” by locking in the flavor of cheesecake in a “crunchy, snackable dessert” that is portable, lightweight and shelf stable for two years.
“It is cheesecake,” but with “no plate, no fork, no mess,” she said.
Freeze drying allows for better-for-you formulations
While Freezcake is real cheesecake, Schwartz said her product also is better-for-you than many other frozen or ready-to-eat alternatives on the market because freeze-drying allows her to skip the preservatives and cut the fat and sugar without sacrificing indulgence.
She explained that because freeze drying changes the texture of the cheesecake, she was able to reduce the amount of fat because “it is not about melting on the tongue.”
Likewise, freeze drying amplifies the taste of the sugar, so she said she does not need to use as much as she would for fresh cheesecake.
Finally, the freeze drying technology allows her to extend the shelf life of her pastries but without the preservatives many modern consumers are avoiding and which are in competing ready-to-eat and frozen cheese cake options.
Bracing for a TikTok shut down
Looking forward, Schwartz said she is eager to expand distribution across retail channels, including in convenience stores and online.
Currently, TikTok is Freezcake’s “biggest platform,” but because of the uncertainty around its existence in the US, Schwartz said she is working on developing the company’s website and Amazon presence. This includes plans for new professional photography to help best showcase the products.
She also is pursuing opportunities to place Freezcake in brick-and-mortar stores, including convenience stores, where she says the product aligns with shoppers' desire for accessible, fast snacks and everyday indulgences.
To better support the business, Schwartz said she and her husband will move her company from South Florida to New York, where she can access business grants and work with Cornell’s Center of Excellence to expand production capabilities.
As the business grows, Schwartz plans to offer more than freeze-dried cheesecake.
“Freezcake is cheesecake for now,” she said, “but it is going to be so much more in the future.”
