Not Just Bubs: The U.S. Is Falling for All Kinds of Swedish Candy

If you're running a store and already stocking Bubs, you're on the right track. But here's the thing your customers are starting to figure out — and that savvy retailers are acting on:

It's not just Bubs.

America has officially caught on to the rest of the Swedish candy shelf.

What’s selling right now?

We work with retailers across the U.S. — from modern candy shops in New York to curated gift stores in the Midwest. And one thing is clear: the demand for Scandinavian candy is expanding fast.

Here’s what’s getting the most traction lately:

Sour Skulls

Swedish candy in the shape of a skull, half green and half red, coated in sugar.

From Swedish to Danish to watermelon-flavored — sour skulls are popping up in bags and bins everywhere. They’ve got bold flavor, bright colors, and that eye-catching shape customers love.

Pacifiers

Three pieces of Swedish candy, shaped like pacifiers in yellow and green, pink and white, and orange and red.

They might look unusual at first, but once customers try them, they come back for more. The chewy texture, sour punch, and playful shape make them perfect for pick-and-mix sections and TikTok-ready product shots.

Licorice

Swedish candy shaped like scissors and other tools, in black.

It’s not for everyone — and that’s exactly why it works. Bold, divisive, and deeply Scandinavian, salt licorice is becoming a cult favorite among adventurous candy buyers, especially younger audiences looking for something “real.”

Swedish Marshmallows

Swedish candy in the shape of mushrooms in white and pink.

The U.S. knows marshmallows. But not like this. These are chewier, fruitier, and way more fun than your average fluff. Think pink skulls, strawberry puffs, and seasonal shapes that stand out on the shelf.

Why this matters for your store´

If you're looking to add high-margin, conversation-starting products to your shelves, Swedish candy delivers:

- A mix of familiar and “wait, what is that?”

- Growing popularity on social media (especially TikTok and Instagram)

- Customers asking for it by name

And here’s the real advantage:

You're still early. This trend is growing fast, but it hasn’t saturated the market. Getting in now gives you the edge.

What you can do next

- Explore our wholesale collection

- Request a quote with the mix that fits your audience

- Start small or go big — we offer flexible volumes

- Get fast, nationwide shipping from our warehouse

Let’s make your shelves unforgettable. Browse wholesale candy or contact us here to build your first order.