Swedish loose candy continues to baffle and fascinate Americans. As early as February, Americans began to demand loose candy and adopted the Saturday candy, that is, the routine of only eating candy on Saturdays, something the Americans called a “national ritual” in Sweden.
Now it seems that the loose candy in the US is not enough.
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Americans fly to Sweden for loose candy
On the platform Tiktok, there are several Americans who post their flights to Sweden, with the aim of getting hold of loose candy. The trend has become so widespread that a candy store in central Stockholm testifies to tourists asking for a special kind of candy, namely Bubs.
– People call the shop almost every day and ask if we have it in right now, says one of the shop assistants to Expressen.
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Bubs creates a storm of customers – both in Sweden and the USA
Bubs has not only seen success in the USA, but also at home in Sweden. In 2023, the candy variety had a growth of almost 50 percent, according to Joanna Mossbergcommunications manager at Orkla, which owns Bubs.
Loose candy that is scooped up. Photo: Johan Nilsson/TT.
– It is enormously funny that Swedish sweets in general, and Bubs in particular, are so enormously popular. Last year, Bubs had 50 percent growth, so demand was high even before the #swedishcandy trend, she said in an earlier interview with News24.
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The Swedish seller: “It’s completely crazy”
Adrian Sjoqvist who owns the shop Kandyz in Bromma talks about the pressure from the Americans.
Loose candy in store. Photo: Erik Olsson/TT.
– It’s completely crazy, you really notice that it’s a hype. Right now, it is mainly Bubs and the so-called “Dubai chocolate” that are in demand, says Sjöqvist in an interview with Expressen.
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30 kilos of Bubs candy in one day
On a typical Saturday, the shop used to sell six kilos of the Bubs candy. Now a full 30 kilos of the candy can be consumed on a Saturday.
– I try to keep track of what will trend next, so that I have time to replenish the stock properly. It turns quickly, he tells the newspaper.