American consumers were obsessed with Swedish gummies last year, and their fascination did not go unnoticed. Time magazine recently spotlighted Norway-based Orkla Snacks, maker of gummy brand Bubs, on its high-profile Time100 Most Influential Companies list. The producer was placed in the Disruptors category:

“TikTokkers fell hard for Swedish candy in 2024, especially Bubs gummies, which come in three shapes (oval, skulls, and diamonds) and have a distinctive foamy texture thanks to a unique manufacturing process. The sudden spike in demand sparked by a few viral influencer hauls from candy store BonBon triggered a global shortage that ‘came as a total surprise,” says Ingvill Berg, CEO of Orkla Snacks.

For American gummy connoisseurs who want to get their hands on the Swedish sensation, Texas-based Mount Franklin Foods has good news: the company is bringing the confection to the U.S. this summer, and it made its official American debut at the Sweets & Snacks Expo this past May. Mount Franklin Foods is known for its Stuffed Puffs marshmallows, Sunrise Confections candies, and other food brands.

“Bubs checks every box for today’s shopper—it’s fun, it’s tasty, and it’s made with high-quality ingredients,” says Dave Barnett, SVP of retail sales at Mount Franklin Foods. “Our retail division is uniquely positioned to scale this brand. From production to shelf, we’re ready to meet demand and grow market share.”

Modest roots

The Lindström family founded Bubs Godis in 1992 in Huskvarna, Sweden, who quite literally bet their house on their dream—mortgaging their home to start a candy company that would stand out in flavor, texture, and form, explains Niclas Arnelin, director of international expansion, Bubs.

“The name Bubs is an acronym formed from the first names of the four founding family members: Bernt, Ulrik, Birgitta, and Stefan Lindström. Their vision was to create candy that was not only delicious but also playful, innovative, and joyful—candy that would make people smile!” he enthuses.

From the beginning, Bubs focused on mixing bold flavors, experimenting with textures, and creating iconic shapes, such as the now-legendary Hallonlakritsskalle (Raspberry Licorice Skull), Arnelin notes.

“Their approach was hands-on and creative, which quickly earned them a reputation for their unique double-flavored foam and jelly candies. Today, Bubs operates from its original candy factory based in Jönköping (Sweden)—a climate-smart, state-of-the-art facility that can scale production while maintaining high quality and sustainability standards. Bubs has also been a pioneer in offering vegan-friendly, gelatin-free, and palm oil-free products,” he specifies.

Growth and going viral

By the 2010s, Bubs had become a staple in Swedish pick-and-mix candy aisles and had expanded its presence across Norway and other Nordic countries. Products like its Raspberry Licorice Skull and Banana Bubs became cult favorites, helping the brand build a loyal following, says Åsa Gisel, marketing manager international expansion, Bubs.

“Then, something of a viral sensation happened. By mid-2024, the hashtag #SwedishCandy had surpassed 120 million views on TikTok. Searches for ‘buy Swedish candy’ in the U.S. jumped 240% year- over-year, and interest in ‘Swedish pick and mix’ tripled. Bubs quickly became the face of the trend, aligning perfectly with Gen Z’s values and taste buds. The Bubs aesthetic—bright, bold, and a little rebellious—fit seamlessly into TikTok’s visual culture,” Gisel explains.

In short, TikTok didn’t just make Bubs famous—it reshaped the global candy market, turning the family-run Swedish brand into an international sensation, she elaborates.

Arnelin says Bubs candies are famous for their signature foam-gummy hybrid texture—a soft, chewy consistency often described as if “marshmallows and gummies had a baby.” 

“The texture is light, airy, and satisfying, offering a completely different mouthfeel compared to traditional gelatin-based gummies. You have to taste it to believe it!” he exclaims. 

From its Raspberry Licorice Skull to Banana-Caramel Ovals and Sour Octopuses, Bubs is known for double-flavored combinations; unexpected sweet, sour, and salty blends, and creative, colorful, and often oversized shapes, Arnelin elaborates, saying these designs make Bubs not just a treat, but a visual and sensory experience.

With over 122 million views on TikTok under the hashtag #SwedishCandy, Bubs has built a global following, capturing attention from consumers across the U.S., Canada, Australia, and South Korea. In 2023, the brand was named Sweden’s Food Exporter of the Year, recognizing its international growth. 

Swedish traditions

Bubs Godis is currently widely available across Sweden’s major retail chains and many independent candy shops. These retailers typically carry Bubs both as pre-packaged candy and as part of their lösgodis (pick-and- mix) sections, where Bubs products are often among the most popular choices. 

“Lösgodis, or pick-and-mix candy, is a beloved Swedish tradition where customers fill paper bags with their favorite sweets from large self-serve walls of candy—known as godisväggar. This concept is deeply tied to ‘lördagsgodis’ (Saturday candy), a cultural practice that began in the 1950s as a health initiative to limit sugar intake to one day a week,” reveals Arnelin. “Today, lösgodis is a weekly ritual for many Swedes, and Sweden has one of the highest per capita candy consumption rates in the world. The variety, freedom of choice, and playful experience of mixing your own bag of candy make it a perfect fit for Bubs’ colorful, bold, and fun product range.”

What’s next

U.S. production for the gummies began in July, with Bubs making its official U.S. debut in August through a strategic partnership with Mount Franklin Foods, a company known for its strong retail network and manufacturing capabilities. Mount Franklin Foods holds the exclusive rights to manufacture, distribute, and manage retail sales of Bubs in the U.S. 

Bubs first launched its signature vegan, gelatin-free, and palm oil-free candies to Americans at Sweets & Snacks Expo this year, including its foamy, sour, and double-flavored treats, Arnelin says. 

“The momentum behind Bubs has grown faster than any of us anticipated,” he notes. “The U.S. is one of the world’s largest and most dynamic confectionery markets and partnering with Mount Franklin Foods gives us a trusted, strategic foothold to scale Bubs thoughtfully and long-term.” 

In addition, the company is planning on launching new products in 2026, although it can’t share details just yet, Arnelin adds.

“The goal is to achieve nationwide reach through major U.S. retailers, leveraging Mount Franklin’s established infrastructure and market expertise,” he explains. “The U.S. launch of Bubs marks just the beginning of the brand’s journey beyond Scandinavia. Global demand is growing rapidly, and until now, we have not been able to meet the full extent of that demand. As we scale our production capabilities with international interest, our goal is to introduce Bubs to consumers around the world—market by market.”

“The opportunities are immense. However, one of our biggest challenges lies in maintaining the integrity of the Bubs identity and staying true to our core values as we grow,” Arnelin relates. “Our success will depend on securing reliable supply chains, establishing strong partnerships with market-specific distributors, and collaborating closely with local marketing agencies to ensure that the brand resonates authentically in each new region.”