Here Are The Best Swedish Candy Brands: 10 Must-Try Favorites in 2026
Sweden is home to some of the world's most beloved candy brands, known for their unique flavors, soft textures, and high-quality ingredients
From iconic BUBS gummies and Ahlgrens Bilar to creamy Marabou chocolate and salty licorice classics, these Swedish candy brands have become favorites far beyond Scandinavia—and they're easier than ever to enjoy in the United States.
At a Glance
- Sweden has one of the world's strongest candy cultures.
- BUBS, Marabou, Fazer, Malaco and Ahlgrens are among the country's biggest brands.
- Many Swedish candies are vegan and free from artificial colors.
- Swedish chocolate, gummies, foam candy and licorice all have devoted fans.
- Most of these brands are now available in the U.S. through specialty retailers like Goodis.
Why Swedish Candy Brands Stand Out
Walk into any Swedish grocery store and you'll notice something different immediately.
It's not just the amount of candy.
It's the variety.
Unlike many countries where shoppers choose between a handful of packaged candy bags, Sweden revolves around pick & mix. Hundreds of different sweets are displayed in colorful bins, allowing everyone to create their own perfect combination.
Because of this culture, Swedish candy manufacturers have spent decades creating products with distinct textures, flavors and shapes—not simply different wrappers.
That focus on quality is one of the reasons Swedish candy has exploded in popularity worldwide.
Many brands also emphasize:
- softer gummies
- fruit-forward flavors
- balanced sweetness
- creative foam candy
- natural colors replacing artificial dyes
- vegan alternatives
The result is candy that feels different from what many Americans are used to.
The 10 Best Swedish Candy Brands
1. BUBS
If one brand has introduced Swedish candy to millions of Americans, it's BUBS.
Originally founded in the early 1990s, BUBS became famous for creating incredibly soft gummies and foam candy with bold flavors that don't taste artificial.
Their products are also known for being surprisingly chewy while remaining light and airy.
Popular favorites include:
- Dizzy Skulls
- Banana Toffee Ovals
- Raspberry Salty Licorice Skulls
- Cool Fruity Pear
- Sour Ovals
Many of BUBS' best-selling products are also vegan, making them popular among a wide range of candy lovers.
Goodis recommendation: If you're trying BUBS for the first time, start with a mixed bag so you can experience several flavors and textures.
2. Malaco
Few companies are as deeply connected to Swedish candy history as Malaco.
The brand has been producing favorites for generations and is behind several products almost every Swede has grown up eating.
Malaco offers everything from fruity gummies to classic licorice, making it one of the country's most versatile candy brands.
Popular products include:
- Gott & Blandat
- Zoo
- Djungelvrål
If you want a taste of traditional Swedish candy culture, Malaco is a great place to start.
3. Marabou
Ask a Swede to name their favorite chocolate, and there's a good chance they'll answer Marabou.
Known for its exceptionally creamy milk chocolate, Marabou has been a household name for over a century.
Beyond the classic milk chocolate bar, the brand regularly releases creative seasonal flavors that become instant conversation starters.
Some fan favorites include:
- Milk Chocolate
- Daim
- Oreo
- Salted Almond
- Caramel
Even people who normally don't eat milk chocolate are often surprised by how smooth Marabou tastes.
Read our interview with Helena Arver, brand manager at Marabou, here.
4. Fazer
Although Finnish by origin, Fazer has become a natural part of Swedish candy shelves.
Its products are loved throughout Scandinavia, especially for their premium chocolate and rich confectionery.
Favorites include:
- Karl Fazer Chocolate
- Dumle
- Pantteri
- Marianne
- Geisha
Fazer combines traditional recipes with premium ingredients, making it one of the region's most respected confectionery brands.
5. Ahlgrens Bilar
No Swedish candy list would be complete without Ahlgrens Bilar.
These soft marshmallow-like candy cars by Cloetta are Sweden's best-selling candy car—and arguably Sweden's most iconic candy overall.
Their light texture and subtle fruity vanilla flavor make them unlike anything else on the market.
Many visitors become lifelong fans after just one handful.
6. Cloetta
Founded in Sweden in the 1800s, Cloetta is one of the country's oldest confectionery companies and has introduced countless classics that generations of Swedes grew up with.
Its portfolio ranges from chewy candy and chocolate to seasonal treats and nostalgic favorites.
Popular products include:
- Polly
- Kexchoklad
- Plopp
- Center
- Juleskum
If you're looking for traditional Swedish sweets with decades of history, Cloetta is an essential brand to try.
7. Gott & Blandat
While technically part of the Malaco family, Gott & Blandat deserves its own place on this list.
Its name literally means "Good & Mixed," making it one of Sweden's original mixed candy bags long before variety packs became common elsewhere.
Each bag combines different flavors, textures and shapes, making every handful slightly different.
It's one of Sweden's best-selling candy bags—and for good reason.
8. Läkerol
Not every Swedish candy is sweet.
Läkerol has built its reputation on sugar-free pastilles with refreshing flavors ranging from mint to licorice and fruity varieties.
Many Swedes keep a box in their pocket, handbag or car.
Popular flavors include:
- Original Salty Licorice
- Cactus
- Raspberry Licorice
- Eucalyptus
They're perfect if you want something smaller than a traditional candy bag.
9. Toms
If you've spent any time exploring Swedish pick & mix, you've probably noticed colorful Ferrari cars by Toms.
These soft gummy cars have become one of Sweden's most recognizable candies thanks to their chewy texture and fruity flavor.
They're especially popular in pick & mix stores because they're easy to combine with sour, sweet and foam candy.
10. Candy People
If you enjoy sour candy, S-Märke should be high on your list. In other words, the S-Patches from Candy People.
Known for its powerful sour coating and bold fruit flavors, S-Märke has earned a loyal following among candy lovers who want something with a real kick.
Don't let the colorful appearance fool you—these are genuinely sour.
Comparison Table
| Brand | Best Known For | Best For |
|---|---|---|
| BUBS | Foam gummies & vegan candy | First-time buyers |
| Malaco | Classic Swedish gummies & licorice | Traditional Swedish candy |
| Marabou | Milk chocolate | Chocolate lovers |
| Fazer | Premium chocolate | Rich Scandinavian flavors |
| Ahlgrens Bilar | Soft candy cars | Families & kids |
| Cloetta | Classic Swedish sweets | Nostalgic favorites |
| Gott & Blandat | Mixed candy bags | Variety lovers |
| Läkerol | Sugar-free pastilles | Everyday snacking |
| Toms | Fruity cars | Pick & Mix bags |
| Candy People | Sour candy | Sour candy fans |
Which Swedish Candy Brand Should You Try First?
If you're new to Swedish candy, choosing where to start can feel overwhelming. Here's a simple guide:
Love sour candy?
Start with BUBS, S-Märke and sour varieties from Malaco.
Prefer chocolate?
Choose Marabou, Fazer or Dumle.
Want something uniquely Swedish?
Try Ahlgrens Bilar, Polly or Djungelvrål.
Building your own Pick & Mix bag?
Mix sweet, sour, chewy, foam and licorice candy together—the way Swedes have done it for decades.
There isn't one "correct" combination. That's exactly what makes Swedish Pick & Mix so fun.
Why Americans Are Falling in Love with Swedish Candy Brands
Part of the appeal is simple: Swedish candy feels different.
The gummies are softer.
The fruit flavors taste brighter.
The chocolate is creamier.
And because Sweden has embraced vegan recipes and natural colors long before many other countries, today's candy often aligns with what modern consumers are looking for.
Social media has only accelerated the trend.
Videos featuring overflowing Pick & Mix walls, colorful BUBS gummies and massive candy hauls have introduced millions of Americans to brands they had never heard of just a few years ago.
Today, those same brands have become some of the most searched candies online.
Where to Buy Authentic Swedish Candy in the USA
If you're looking for authentic Swedish candy brands in the United States, buying from a specialty retailer is your best option.
At Goodis, you'll find many of Sweden's most popular brands, including BUBS, Malaco, Marabou, Fazer, and hundreds of Pick & Mix favorites imported directly from Sweden.
Whether you're building your very first candy bag or searching for a nostalgic favorite from a trip to Scandinavia, there's always something new to discover.
Frequently Asked Questions About Swedish Candy Brands
What is the most popular Swedish candy brand?
There isn't a single answer, but BUBS, Marabou, Malaco, and Ahlgrens Bilar are among Sweden's most recognized and best-loved candy brands. Each is known for something different, from soft vegan gummies to creamy milk chocolate and iconic candy cars.
Is BUBS a Swedish company?
Yes.
BUBS was founded in Sweden and has become one of the country's most recognizable candy brands. It's especially famous for its soft foam gummies, sour skulls and wide selection of vegan candy.
Today, BUBS has fans all over the world and is one of the brands that helped introduce Swedish candy to millions of Americans.
What candy brands do Swedes actually eat?
Walk into any Swedish supermarket or Pick & Mix store and you'll almost certainly find brands like:
- BUBS
- Malaco
- Marabou
- Cloetta
- Fazer
- Ahlgrens Bilar
These aren't just exported brands—they're everyday favorites that Swedes have grown up with for generations.
Which Swedish candy brand is best for first-time buyers?
If it's your first experience with Swedish candy, we recommend starting with BUBS.
The soft texture, fruity flavors and wide range of vegan options make it one of the easiest brands to fall in love with.
If chocolate is more your style, Marabou is another excellent introduction.
Are Swedish candy brands healthier?
Swedish candy is still candy, so it's best enjoyed in moderation.
That said, many Swedish manufacturers have moved away from certain artificial food colorings and now offer more vegan options than ever before.
Always check the ingredient list for each individual product, as recipes vary by brand.
Where can I buy authentic Swedish candy brands in the USA?
The easiest way is through retailers that import directly from Sweden.
At Goodis, you'll find authentic Swedish candy from brands like BUBS, Malaco, Marabou, Fazer and many more—available nationwide across the United States.
The Sweetest Part Isn't Choosing a Brand
Ask ten Swedes which candy brand is the best and you'll probably get ten different answers.
Some swear by BUBS.
Others won't touch anything but Marabou.
Some grew up with Malaco.
Others always reach for Ahlgrens Bilar.
And that's exactly the point.
Swedish candy isn't built around one iconic product.
It's built around variety.
Around trying something new.
Around mixing old favorites with new discoveries.
That's why so many people who order Swedish candy for the first time don't stop after one bag.
They come back because there's always another flavor to discover.
Another brand to try.
Another favorite waiting to surprise them.
Ready to Discover Your Favorite Swedish Candy Brand?
Whether you're searching for soft vegan gummies, creamy chocolate, salty licorice or classic Pick & Mix favorites, Swedish candy has something for every taste.
Explore authentic Swedish candy from some of Sweden's most beloved brands and discover why millions of candy lovers around the world keep coming back for more.
Start exploring Swedish candy today.
Related Guides
If you're just beginning your Swedish candy journey, these guides are a great next stop:
