5 Swedes on why Saturday Candy is THE THING

It’s almost holy in Sweden. Going to the grocery store and pick-and-mixing your favorite candy is a true tradition. Goodis has talked to five Swedes that tells you exactly why. 

Saturday Candy, or Lördagsgodis, is a true tradition in Sweden. Families, especially children, get to pick their favorite sweets from the grocery store, which goes back to the 1950s.

Swedish authorities limited the candy consumption to Saturdays, in order to combat tooth decay. Dental health studies suggested that restricting the sugar intake to certain days could have a positive impact on children’s teeth.

Try telling that to kids today…

It started as a health recommendation. Now, and basically ever since, it’s a crucial part of Swedish identity and culture. Families select their favorite pieces of magic, whether it’s jelly, salty or fruity, and share it together.

Or… They share the time together, but maybe not the candy!

Here are some common questions:

Why do Swedes love Saturday candy?

What types of candy are popular for Saturdays?

Why is pick-and-mix candy so popular in Sweden?

How to create your Saturday candy experience

Can you share any stories or anecdotes?

Where do you buy Swedish candy in the USA?

Why do Swedes love Saturday candy?

If you ask Julia, a 19 year-old student soon to be a teacher, the answer is quite simple:

”It reminds me of my childhood. I went to the story with my parents and picked my favorites, and I can tell you that I’ll do the same when I have my own kids. The taste of childhood never leaves us, you know?”

Patrik, a 43 year-old accountant, agrees:

”Think about like this: You go to the store and have a variety of pick-and-mix. Sour gummies. Some chocolate bars. Pacifiers. No two weeks are the same, and that’s the whole point. That’s the beauty of it. You never get tired of Swedish candy because it’s the combination that’s the thing, not just the taste. Or both, I shall say. The taste is nowhere to be found anywhere else in the world.”

Anna, 31 years old and happily married while working as a journalist, smiles when she talks about Swedish candy.

”We knew it was for Saturdays, which is also why it became special. As a kid, you were looking forward to the weekend. No school, soccer tournaments with my team and of course the candy. I believe each Swede fells quite pride about the fact that candy is a thing on Saturdays. It’s a great piece of the Swedish cultural puzzle.”

What types of candy are popular for Saturdays?

Aurora is 23. She loves food – and candy.

”My favorite candy? The sour ones. Those little sour skulls and worms are always in my Saturday bag. Sure, I like to mix and try some new things, or as new as it can be. But the sour ones are always there.”

Olof has another taste. He is 54, runs a marketing agency, and he’s a licorice kind of guy.

”Licorice, yes. Especially the salted kind. Not everyone outside Sweden gets it, but here… Well, many people love it. And I wouldn’t care if they don’t, it’s number one for me!”

Julia, the student, is crazy about the gummies.

”The sweet and the sour ones. Wow. For me, no other candy even comes close. They are so small but yet so tasty and if you mix them with marshmallows – that’s the taste of heaven.”

Why is pick-and-mix candy so popular in Sweden?

That’s an easy question, according to Aurora.

”I love the fact that you can customize as you wish. Sweet, sour, salty. Whatever you want. Some stores have over 300 varieties to choose from. I mean, how can people not come back for more?”

Olof is certain when he answers.

”Sure, the candy itself is great and the variety as well. But it’s an experience. We grow upp with going to the grocery store and pick whatever we like. That’s something each generation passes down to the next. If that’s not culture, what is?”

How to create your Saturday candy experience

Well, if you ask the Anna, it’s easy.

”First of all the obvious part, it has to be Saturday! Then, just choose your favorites when you pick-and-mix. It doesn’t need to be a special occasion. I mean, you can basically have it every Saturday, or every day. We don’t live in the 50s anymore, right?”

Olof laughs when we asks if he shares his candy.

– That’s really not a part of the experience! No, I’m joking. Of course you can share it. But for kids, they normally get their own small bag. And then, you know, just a great movie. A Disney movie. The Lion King, or any of the thousands Star Wars that’s on Disney+.

Can you share any stories or anecdotes?

Julia remembers that moment when she was seven years old:

”One time I filled my bag to the top, running late because my mum told me to hurry to the cashier. When I ran there, I slipped and dropped everything.

I cried so hard the whole store just stared at me, except for my mom. She just gave me a look. We picked up every piece that had fallen from the bag and put in the trash. Mom said I could keep the rest that was in it.

We went to the cashier. My mom knew what to do: ”We dropped around half of it. Please weigh this and whatever it costs, we’ll pay double.” And she did. I don’t remember the price, but I remember the cashiers surprised reaction, and little smile, when she did it."

Where do you buy Swedish candy in the USA?

For Olof, Julia, Anna, Aurora and Patrik, there is ICA, Coop and a countless number of grocery stores that sell candy in Sweden.

For you? Don’t look further – because you’re already at Goodis. Choose between pick-and-mix, Swedish classics, assorted bags or beautiful gift boxes.

If you’re craving some Swedish candy, Goodis is your ticket to the highest quality and fast delivery, all the way to your doorstep.