BUBS Makes Sweet Waves: The Swedish Candy Sensation Arrives in the USA

BUBS: The Swedish Candy Sensation Has Landed in the U.S.

In a highly anticipated move, BUBS, the beloved Swedish candy brand, has announced its official launch in the United States. Starting August 2025, candy enthusiasts across the country will have the delightful opportunity to indulge in BUBS' signature foamy and gummy candies. Available at major retailers like Target, Walmart, Kroger, Albertsons, CVS, and Walgreens, BUBS aims to capture hearts and taste buds with a range of fan-favorite flavors.

A Sweet Journey from Sweden to America

Founded in 1992, BUBS has developed a dedicated following in Sweden, where candy consumption is among the highest in the world. The brand's playful oval and skull-shaped candies possess a unique chewy-meets-marshmallow texture that has captivated candy lovers. However, it was the power of social media, particularly TikTok, that catapulted BUBS into an international spotlight in 2024. Viral videos showcasing the candy's enticing characteristics amassed billions of views, igniting an eager demand from U.S. consumers who longed for a taste of this delightful treat.

"We have experienced an overwhelming positive reception from our fans in the U.S., and we are thrilled to finally bring our Swedish confectionery delights to the American market," said Åsa Gisel, the Marketing Manager of International Expansion at BUBS. "Our goal is to make BUBS candies accessible to everyone, allowing them to discover the unique joy of our Swedish sweets."

Curated Flavors to Savor

The launch will showcase four popular BUBS flavors, each meticulously crafted to provide a burst of joy with every bite:
1. Sour Tutti Frutti Diamonds: A mélange of fruity flavors combined with a light and airy chew that will leave you craving more.
2. Sour Lemon Raspberry Skulls: These tart delights offer a bold and tangy kick that livens up your palate.
3. Sour Strawberry Vanilla Diamonds: Enjoy the vibrant zing of strawberry paired with sweet vanilla, creating a perfect harmony of flavors.
4. Sweet Banana Toffee Ovals: Experience the rich combination of ripe banana and buttery toffee within a luscious chewy package.

Each flavor comes in five-ounce packages priced at approximately $2.99, making it an affordable treat for anyone looking to satisfy their sweet cravings.

A Swedish Tradition Reach America

In Sweden, Saturday is known as lördagsgodis, a cherished ritual where families gather to pick their favorite candies. BUBS has been a staple in these weekly candy assortments for countless generations, making its U.S. debut feel like an exciting extension of a beloved tradition. By offering high-quality ingredients and maintaining the signature Swedish taste and texture, BUBS is poised to charm American candy lovers of all ages. All BUBS candies are vegan, made without gelatin, and devoid of high-fructose corn syrup, trans fats, and artificial colorings like Red 40.

To celebrate the launch, BUBS plans an eye-catching pop-up experience in New York City this fall, promising vibrant colors and engaging activities that reflect the joy embodied by their candy. Details on the pop-up experience are on the way—stay tuned!

For more insights on BUBS and its delightful offerings, visit BUBS USA and follow their journey on TikTok (@bubs_us).

About Orkla Snacks

Orkla Snacks is a prominent player in the snacking industry within the Nordic and Baltic regions, operating in seven markets with a significant annual turnover. With over 3,000 dedicated employees and a wide array of beloved brands, Orkla Snacks prides itself on quality across snacks, confectionery, and biscuits. Headquartered in Oslo, Norway, Orkla ASA is publicly traded on the Oslo Stock Exchange.