BUBS Candy: A Viral Sensation

Have you ever heard of Bubs? Is Bubs the only Swedish candy there is?

Let’s go back to a little history lesson. Back in 1992 the Lindström family mortgaged their house in Huskvarna, Sweden to set out on a path as trailblazers to create a new type of candy called BUBS. BUBS, an acronym created from their names; Bernt, Ulrik, Birgitta and Stefan, took testing, mixing and flavor curation to the ultimate by creating a new set of candies, gummies, ovals and skulls the likes of which the world had never seen.

Bubs candy has been around in Sweden for a long time, but it wasn’t until the 2020s that the Swedish candy brand of Bubs really made a home-run in the United States.

Thanks to social media platforms, and in particular TikTok, Bubs became an all-time favorite among U.S. consumers for its unique textures, flavors, all-natural ingredients, and intriguing and appealing shapes and mixes of colors and flavors.

In fact, the demand for Bubs became so great that shortages of Bubs candy became prevalent for U.S. stores importing them. Rumors began to circulate on the Internet as to what had happened to Bubs candy, and why it had become so difficult to get a hold of it.

The truth is that both the Bubs manufacturers and the wholesale exporters of Bubs wanted to make sure that the inventory of Bubs candy was evenly and fairly distributed, so that not too much of the Bubs was exported overseas, but that the Swedish, Scandinavian and European populations also had a sufficient supply of Bubs for their local Bubs lovers.

Although the Bubs Candy Company was acquired by Orkla Confectionery & Snacks (a Norwegian consumer conglomerate) last year, the state-of-the-art Bubs factory still produces Bubs candies from its assembly line located in Jönköping, a city within a 4 hour drive from the capital of Stockholm.

Among the most popular Bubs candies and gummies are the Bubs Skulls, the Bubs Ovals, the Bubs Tutti Frutti rhombus-shaped sweets, and most recently the Octopus candies.

The Bubs company produces a mix of sweet, sour and salty candies, catering to all types of preferences and needs. Producing their candies as gelatin-free, palm oil-free, vegan, plant-based and free from animal derivatives, eating Bubs candies is not only delicious, but could be considered one of the best candy alternatives out there!

So no, Bubs is not the only Swedish candy there is, but they happen to be one of the most popular candy brands abroad (along with the Swedish fish!)

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