Jared and Heather Andersen bought a freeze dryer during the pandemic, thinking it would be a fun way to teach their kids about self-sufficiency.
Once they got the hang of using their new purchase, it wasn’t long before they had the idea to start freeze-drying some of their favorite candies. Soon, friends and family were asking for personal orders of freeze-dried goodies.
One thing led to another, and the Andersens ended up running a small business out of their basement. That small business has now expanded to one of the fastest-growing candy brands in the nation.
Jared and Heather realized they weren’t just making treats; they were creating something entirely new. Heather found herself saying, “There was a moment that I was like, this is going to change things. [People] will want it. It is not out there. This is a category that literally does not exist.”
Five years later, Andersen’s Crazy Candy has grown to more than 30,000 locations, winning national awards, launching with Kroger, and redefining what candy can be.
But their success didn’t come overnight.
The Idea That Started It All
Like many entrepreneurial stories, this one began in 2020, during the pandemic era.
The Andersens were home during lockdown, eating more candy than usual. It wasn’t long before they started looking for creative outlets. Heather spotted freeze-dried candy on Etsy and immediately saw an opportunity.
So, the parents pitched the idea to their four kids.
“[The] two older high school kids, they said, ‘That is the dumbest idea,’” Heather laughed.
After some convincing, one daughter agreed to try it. They designed a label on Canva, ordered candy bags from Amazon, and began freeze-drying some of their favorite candies in their home machine.
Immediately, the Andersens knew where to start selling their first products: their own family-owned gas stations.
Learning in Real Time
From the beginning, the Andersens treated the gas stations as a live testing lab.
They got to see what products were selling well, and what candies weren’t as popular. It gave them room to experiment and grow in their ideas.
One early lesson came from freeze-dried taffy. It was too large to eat comfortably, so customers weren’t buying it. Instead of giving up, they manually cut every piece into smaller portions.
And it worked.
The product quickly became one of their top-selling SKUs. They have now maintained this process for five years.
It didn’t take long for distributors to notice. One distributor in Idaho began carrying their product, which created a domino effect on other distributors in the area.
Heather says, “That picked us up, and it just boomed through the convenience store channel.”
While it wasn’t what the Andensens expected, they now recognize it as an accidental genius move on their part.
Within a few short years, Andersen’s Crazy Candy was in tens of thousands of retail locations.
Building a Business with Family
As the Crazy Candy company continued to grow, so did the need for help on the Andersen’s part. But that help didn’t come from massive infrastructure.
It came from kids in a rented U-Haul pulling up to Costco.
Before they could order directly from manufacturers, the Andersens bought bulk candy wherever they could find it. Their son would pick up pallets of Skittles and other goodies to bring home and pop into the freeze-dryer.
Their kids also drove deliveries across state lines. They supervised production crews. They loaded and unloaded freeze-dryers at midnight.
“It truly was—and is—a family business,” Heather says.
Today, their oldest son, who was once skeptical of the “dumb idea”, now serves the company as Director of Sales.
Creating a New Category
As was said in the beginning, the freeze-dried candy category didn’t exist at scale when the Andersens entered it.
But their success attracted the attention that was necessary to create one.
After the Andersens paved the path for freeze-dried candy, major candy manufacturers eventually entered the space. These big brands validated the category, but also created new competition.
Rather than retreat, the Andersens pivoted.
They expanded to 19 products and focused on innovation. They started developing offerings that large manufacturers couldn’t easily replicate.
The Andersens found themselves at the Sweets & Snacks Expo, where they submitted their different products for innovation awards. If they won, it would mean big business for their little family-run company.
They won three awards.
“We just feel like the people in the basement still, you know what I mean? It’s been fun to see other people love it as much as we do,” Heather said.
While they may feel small, the industry has proved that their impact has been large.
The Mistakes That Matter
While they have a good success story, Andersen’s Crazy Candy has had its fair share of setbacks.
One of the most significant came from investing heavily in a marketing partnership that ultimately delivered no return.
“We plopped down all this money—and zero. We got zero out of it,” Jared said.
It was a huge moment for the Andersens, even though it was a negative one. But it taught them a good lesson.
What is that lesson?
Vet thoroughly. Get everything in writing. Define your ROI expectations in black and white.
A big mistake in the past turned out to be a good lesson for their future. They now know what to avoid, and they know how to help others in similar situations.
They’ve also faced distribution challenges, unpaid invoices, and competitive pressure from larger brands. At one point, they made the difficult decision to cut off a major distributor that wasn’t paying their bills. This choice risked a significant portion of their revenue in order to preserve the company.
Heather’s advice to get through these hard moments is this: “I think it’s so huge to have courage. We’ve talked quite a bit about that because as things grow, as things come your way, fear can creep in… And then it can affect the decisions you make… So dig deep and find courage.”
They came out on top in the end. Mistakes don’t mean it’s the end.
Reinventing the Business Model
As the years went on and Andersen’s Crazy Candy continued to grow, Jared and Heather decided to expand their product line beyond freeze-dried candy.
They’ve invested in large commercial freeze-dryers and are now offering freeze-drying services for other brands that can’t afford the massive equipment required to scale.
They’ve also created new products. They’ve launched Crazy Cookies, which are rolling out nationally with Kroger.
And for the first time, they’re preparing to launch a non-freeze-dried candy product. Yet entirely new category expansion!
Instead of putting all their eggs in one basket, they’re building multiple revenue streams.
Why Utah Matters
Jared and Heather both talked about how Utah has played a meaningful role in their growth.
Interestingly, Utah’s dry climate makes it one of the best places in the country for freeze-drying.
Beyond that, the Andersens credit Utah’s entrepreneurial ecosystem for helping them scale. It has allowed them to find customers and build a good networking system that keeps people coming back.
“Utah has got talent… We are like the mecca of amazing business, amazing people, creativity, entrepreneurship… It is cool. And we are proud to be entrepreneurs in Utah,” says Heather.
Lessons for Entrepreneurs
Throughout their journey, Heather and Jared have learned quite a few lessons. Here are some takeaways for anyone looking for entrepreneurial advice:
- Learn your business at the ground level. You can’t outsource understanding of your own company.
- Work-life balance looks different in growth mode. Seasons of sacrifice will come, and they matter.
- Have courage. Don’t let fear drive your decisions.
- Be coachable. Be willing to invest in mentors and outside perspectives.
- Innovation creates longevity. When big brands enter your space, don’t panic; pivot and innovate.
Above all, they emphasize belief: belief in your gut, belief in your team, and belief that growth requires discomfort.
Looking Ahead
The next five years won’t look like the last five for the Andersens.
With expanded manufacturing capabilities, licensing agreements in progress, new product launches, and retail expansion, Andersen’s Crazy Candy is positioning itself not just as a freeze-dried candy company, but as a confectionery brand.
Their mission remains simple:
Sweeten life’s moments and spread smiles worldwide.
From basement machines to national shelves, Heather and Jared Andersen are proof that sometimes the “dumbest idea” is the one that changes everything.
Want the full story behind the Andersen’s journey?
Listen to the complete MountainWest Capital Network Podcast episode, where Jared and Heather share how they turned a family hobby into a fast-growing business.