Few fruits provoke reactions as strong as the durian. Nicknamed the “king of fruits,” its creamy texture and pungent aroma divide opinion even among accustomed Southeast Asian consumers. Yet its unique flavour and nutritional richness are now giving it a second life as a global snack ingredient.

In Thailand, Malaysia and Indonesia, durian has long been enjoyed fresh, often as a seasonal delicacy. Today, producers and brands are finding new ways to make it travel. Freeze-drying, paste processing and creative flavour pairing are bringing durian to international markets, turning what was once an intimidating fruit into a portable indulgence.

According to industry reports, the durian fruit market is expected to grow substantially in the coming decade as snacking and export growth accelerate. The modern snacking trend: portable, portioned, ready-to-eat; has given durian a bridge to globalisation. It can now be tasted as part of ice-cream, candy, or a crunchy snack mix rather than an entire fruit. This shift not only democratises consumption but elevates durian’s image from local specialty to global premium flavour.

Hand taking a dorito chip with dorito chips on a pink background

Why snackification matters

 

Whole fresh durian remains challenging to ship: heavy, perishable, and famous for its smell, it’s even banned on some public transport systems in Asia. Snack formats solve these issues. Freeze-dried pulp, chips, and confections extend shelf life, reduce odour, and create entry points for consumers unfamiliar with the fruit.

Modern snack culture values convenience, ease, and novelty. Transforming durian into chips, bars, or frozen dessert makes it easier and more approachable to consumers. This shift opens new distribution channels, retail segments and consumption occasions beyond the traditional fruit-eating ritual.

 

New product launches reveal the creativity driving durian’s rise beyond Southeast Asia:

 

  • Hey-hah Durian Chips: Ultra-thin, fried chips made from Mon Thong durian deliver a crispy, snackable format with reduced aroma, now stocked in European specialty stores.
  • Jurassic Fruit Dried Durian Mon Thong: A premium freeze-dried fruit marketed as a healthy gourmet snack; its texture preserves the fruit’s natural sweetness while making it shelf-stable.
  • Asiamarché Durian-Flavoured Mooncake: A traditional Asian dessert filled with durian cream. Its unique and exotic flavour transports consumers to Asia.
  • Royal Family Foods Durian Mochi: Soft rice-cake mochi filled with durian purée, fusing Japanese dessert culture with Southeast Asian flavour identity.
  • Durian Popping Candies: A playful confection that crackles on the tongue, ideal for novelty and gifting markets; the mild durian aroma makes it accessible to first-timers.
  • Vegan Durian Flavour Powder: A functional ingredient designed for bakeries and snack manufacturers, allowing durian to appear in new snack categories.
  • Szu Shen Po Durian Mochis: Another mochi variant, this one focusing on vegan and gluten-free credentials to meet Western dietary trends.
  • Durian Cider: A sparkling beverage turning durian into a light, fragrant drink, part of the broader crossover between snacks and drinks.

These products reflect the diversity of strategies: some focus on familiarity (mooncakes, mochi), others on novelty (popping candy, cider), and others on heritage and indulgence (premium cakes, freeze-dried fruit). Collectively, they signal that the durian category is no longer niche, it’s evolving into a full-fledged snack ecosystem.

Pistachios

Innovation drivers: flavour, format and logistics

 

The global durian snack boom is powered by innovation across the supply chain. In production, freeze-drying technology preserves flavour and nutrition while removing odour. Vacuum-frying achieves crisp texture without heavy oil. In packaging, modified-atmosphere technologies, odour-blocking liners and improved cold-chain logistics support global shipping and expanded shelf life. On the marketing front, brands are repositioning durian from “exotic curiosity” to “authentic indulgence.” Its unique taste, often described as almond, vanilla and caramel with a sulphuric twist, is being reinterpreted as sophisticated. Durian’s premium status in Asia (particularly high-value varieties such as Musang King or Mon Thong) is being leveraged for value-added snack positioning.

Spotlight: SIAL Innovation

 

The Golden Durian Tart Ball (Vegan) by Malaysia’s Camaria Global Sdn Bhd, under the D’Lapezz brand, was among the finalists at the SIAL Shenzhen 2025 Innovation Awards for its inventive take on Southeast Asia’s most iconic fruit. These bite-sized vegan pastries feature a smooth durian jam filling encased in a delicate, buttery-style crust, entirely free from eggs, dairy, or preservatives. Designed for health-conscious and flexitarian consumers, the product captures the authentic aroma and flavour of premium Malaysian durian while offering a shelf-stable, indulgent snack suited to export markets seeking plant-based desserts with a tropical twist.

 

Challenges on the road to globalisation

 

Despite its success in Asia, durian’s strong aroma and polarising taste remain obstacles for Western adoption. Some markets still view it as an acquired taste, meaning significant consumer education and sampling are required. Producers face cost and logistics challenges: maintaining a cold-chain, ensuring consistent pulp quality, navigating import regulations for fruit-based products and managing odour/packaging issues. Nevertheless, brands are finding creative ways to ease consumers in, through flavoured snacks that capture the essence of durian without overwhelming the senses. Hybridisation of formats and smart positioning are key to overcoming these hurdles.

 

From Asia to the world: an expanding footprint

 

While China remains the largest importer of fresh durian, the snack segment is driving expansion beyond Asia. Freeze-dried and packaged products are now stocked in France, the UK, the US and parts of Europe. Gourmet online retailers and specialty stores now list multiple durian SKUs, signalling the fruit’s entry into mainstream specialty retail. Market research indicates demand for exotic fruit snacks, including durian, is projected to rise steadily in Western markets with expected annual growth around 5-6%. As logistics improve and consumer curiosity grows, durian snacks may soon follow in the footsteps of matcha and mango, once niche, now global.

 

A taste of the future

 

The transformation of durian from divisive fruit to international snack symbolises a broader trend: the globalisation of regional ingredients through innovation. The “snackification” of durian mirrors what’s happening with other tropicals like jackfruit and mango, but with a stronger edge of novelty and premium-isation. The durian’s reinvention offers a glimpse into how food culture evolves: through cross-cultural creativity, logistical adaptation and bold flavour positioning. From crispy chips to luxury cakes and sparkling cider, the king of fruits has found its passport. And for consumers around the world, a new way to snack, and to dare.

 

 Image credit: Jim Teo - Unsplash

Learn more about SIAL Network More food trends analysis
Indonesia: Driving one of ASEAN’s fastest-growing food markets