Bubs brings Swedish candy culture to U.S.
The viral treats are now available at major retailers nationwide.
Image courtesy of Orkla Snacks
Bubs, the Swedish candy brand that has gone viral on social media, is entering the U.S. market. Beginning August 2025, the brand’s signature foamy, gummy candies will be available at major retailers nationwide, including Target, Walmart, Kroger, Albertsons, CVS, and Walgreens.
Founded in 1992, Bubs has long been a staple in Sweden’s deep-rooted candy traditions, including lördagsgodis, or “Saturday sweets,” a weekly ritual where families select personalized assortments from local candy walls. In 2024, the brand gained international attention through viral TikTok videos showcasing its distinctive chewy-meets-marshmallow texture and playful oval and skull shapes. The surge in online interest prompted Bubs to expand its distribution to meet growing demand from U.S. consumers.
“The positive reception we've seen from U.S. fans has been remarkable,” said Åsa Gisel, marketing manager of international expansion at Bubs. “We are eager to make our Swedish candies more accessible than ever across America, inviting even more people to discover the unique joy of our signature chew.”
The U.S. launch includes a curated selection of Bubs’ most popular varieties, offered in 5 oz. packages with a suggested retail price of $2.99. The initial lineup features:
Founded in 1992, Bubs has long been a staple in Sweden’s deep-rooted candy traditions, including lördagsgodis, or “Saturday sweets,” a weekly ritual where families select personalized assortments from local candy walls. In 2024, the brand gained international attention through viral TikTok videos showcasing its distinctive chewy-meets-marshmallow texture and playful oval and skull shapes. The surge in online interest prompted Bubs to expand its distribution to meet growing demand from U.S. consumers.
“The positive reception we've seen from U.S. fans has been remarkable,” said Åsa Gisel, marketing manager of international expansion at Bubs. “We are eager to make our Swedish candies more accessible than ever across America, inviting even more people to discover the unique joy of our signature chew.”
The U.S. launch includes a curated selection of Bubs’ most popular varieties, offered in 5 oz. packages with a suggested retail price of $2.99. The initial lineup features:
- Sour Tutti Frutti Diamonds: A colorful blend of fruit flavors with a light, airy chew
- Sour Lemon Raspberry Skulls: Tangy and bold, with a distinctive skull shape
- Sour Strawberry Vanilla Diamonds: A combination of bright strawberry and creamy vanilla
- Sweet Banana Toffee Ovals: A rich pairing of ripe banana and buttery toffee.
Bubs candies are vegan and made without gelatin. They are also free from high-fructose corn syrup, trans fats, and Red 40, aligning with clean-label preferences among today’s consumers.
In fall 2025, Bubs will host a pop-up experience in New York City to celebrate the launch. More details will be announced on Bubs' website and TikTok @bubs_us.
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