When Liz Aust pitched Candy Closet’s freeze-dried candy on Gordon Ramsay’s Food Stars, she captivated Gordon Ramsay, Lisa Vanderpump, and the FOX audience. Although she did not earn the title, she showcased her marketing acumen in many of the challenges. During a recent conversation with Liz, she revealed the key lesson that she learned from being on Team Ramsay, what is next for the freeze-dried candy world and what makes her business constantly such an sweet, exciting adventure.
Before the new season of Gordon Ramsay’s Food Stars debuted, the tagline for season 2 was “business bootcamp.” It was clear that this group of food entrepreneurs were going to be pushed out of their comfort zone. It was more than just creating an engaging marketing plan or creating the ultimate bar hot spot. The eventual winner needed to prove that they could do any and everything within the food business world.
For Liz Aust, Candy Closet has exploded over the past several years. The idea of transforming classic candies, like Skittles or gummies, into a texturally different sweet treat that is enjoyed by young and old. While her company has seen much success, her business acumen did not necessarily apply to all the tasks on Gordon Ramsay’s Food Stars.
When asked why she decided to compete on the FOX reality show, Liz explained that she thought it was a great opportunity. Although the whole process happened quickly, she appreciated what the show offered, even if some of the challenges were far from her comfort zone.
Her final episode, the breakfast service at the Savoy, was definitely not in her wheelhouse, but she took the outcome in stride. Liz admitted that everyone was in the same boat. Some tasks fit in with each entrepreneur’s business and others were not.
Liz admitted, “I do feel like the challenge that I went home on really had nothing to do with anything that I do in my business and that kind of sucked. I did not do great, but I never expected to do great. It was my first time doing it. Some challenges really didn’t fit.”
Looking back, Liz believes that she would have been better suited to being back of the house and working in the kitchen. But, hindsight is 20/20. With the information that she had, she made the best of the challenge.
Even though Liz might not be an expert server at a Michelin Star restaurant, she understood that each challenge was meant to see how the contestants reacted in the moment.
Liz Aust of Candy Closet said the challenges tested adaptability.
Whether it was a pop-up experiential bar or a new candy marketing campaign, each of the challenges showcased if the food entrepreneurs could adapt to the particular skill being tested. When the wine maker can showcase that they know how to market a candy or the chef can prove they know how to make a successful cocktail pop-up experience, it proves to Gordon Ramsay and Lisa Vanderpump that their business acumen is on point.
For Liz, the whole experience blended two key components that helped in her business long after the competition finished. Beyond her ability to adapt in the moment, she felt that the FOX competition helped her build her confidence.
Liz said, “Gordon taught me to be confident in my ideas and figure out my strengths and weaknesses. I think that my team really helped me to feel more confident in my ideas and abilities.”
“When I first arrived, I felt intimated by these successful business owners who all seemed well-put together. We created a thriving business (Candy Closet) in just two short years and that is something to be proud of. The self-esteem and confidence that Gordon Ramsay’s Food Stars instilled is great. I can be confident in myself and still be silly and playful, too.”
Liz Aust reveals some tasty facts about freeze-dried candy
Although there was not a freeze-dried candy challenge on this season of Gordon Ramsay’s Food Stars, Liz Aust says that the sweet treat category is growing. For those unfamiliar with the concept, it is simple. Popular candies, gummies, and other sweet treats are freeze dried. The textural and appearance change entices people to get that bite.
Liz explained, “I feel like the younger generation made freeze-dried candy viral because it looks weird, different and it brings that nostalgic feeling of being a kid and discovering weird, cool things that you never knew existed in candy form. For older folks, they are excited about freeze-dried candy because it helps people to enjoy candy when they have difficulty eating particular textures. Now, they can consume that favorite candy without issue.”
While fun and the visual might be initial enticement, there is plenty of science and experimentation behind that sweetness. Liz explained there is much trial and error in every tray of candy. From using the proper machines to tray placement, there is an element of craft mixed into every offering.
As Liz Aust and Candy Closet continues to master the candy craft, the future is sweet for the brand. From building its robust social media following to discovering new flavor combinations in the freeze-dried candy space, the company is crushing the competition.
