A Beloved Swedish Candy Is Coming to the States—and Fans Are ‘Crying Tears of Joy’

You might think of yourself as a true candy connoisseur, keeping up with all things M&M’s, Twix, and Reese’s. But how do you stack up against the Swedes? Candy isn’t just a snack in Sweden—it’s a part of the culture. There’s even a tradition called lördagsgodis, or “Saturday candy,” where families stock up on sweets for the weekend. Sounds a lot like our weekly Trader Joe’s run.

Thanks to social media, the Swedish candy craze has exploded around the world—but especially in the U.S. At the center of it all is one beloved chewy treat: Bubs. After years of building a loyal international following, this popular Swedish candy is finally making its way stateside.

Bubs Swedish Candy Has Arrived in the U.S.

If you’re not familiar, Bubs is a Swedish candy brand founded in 1992 in Huskvarna, Sweden. Known for its iconic shapes and original flavors, Bubs has had fans hooked ever since the candy started trending on TikTok—and Allrecipes Senior Editor Courtney Kassel knows exactly why.

“The Swedish candy hype from TikTok is real. Bubs are the perfect texture—chewy but not hard, yet not so soft that they stick in your molars,” she explained. “If you like the texture of Haribo gummies, these are a must-try. Plus, the flavors are unique and unlike anything you can find here in the States.”

Basically, Bubs have that foamy, bouncy chew similar to Squashies or the UK’s beloved Percy Pigs. They’re fun, playful, and just sweet enough that you can easily eat a whole bag. Bonus: they’re vegan and gluten-free, so (almost) everyone can enjoy them.

For its American debut, Bubs are hitting shelves in four flavors and shapes:

• Banana Toffee Oval
• Tutti Frutti Diamond
• Strawberry Vanilla Diamond
• Lemon Raspberry Skalle (Skull)

Where Are Bubs Made?

If you’ve tried Bubs in Sweden, you’ll spot one big difference right away: the packaging. For the U.S. launch, the bags have a brand-new look—without the Swedish flag. And there you have the catch. While the original candies are crafted in Sweden, the U.S. versions are produced in Mexico through a partnership with candy giant Mount Franklin Foods.

But don’t panic—the brand explained the decision in the comments: “Our BUBS in the US are proudly made more sustainably closer to the States, but we’re still Swedish-inspired and crafted with care.”

According to the brand, the candies still follow the same original Swedish recipes with top-quality ingredients, just made closer to home. And fans don’t seem to mind one bit—in fact, they’re admitting to “crying tears of joy” over the news.

“When I walked past them in Kroger, I screamed. Have been wanting to try for years,” one fan shared. “I’m so excited for this,” added another.

Others are already making additional flavor requests. “Please come out with a sour cola bag. I need it to survive,” one fan pleaded. “I NEED THE PEARS,” demanded another. 

Bubs candies are officially available in the U.S. at Kroger, Albertsons, Target, Walmart, CVS, Walgreens, and Five Below stores. Each 5-ounce bag goes for $2.99. So if you’ve been interested in seeing what Swedish candy is all about, it’s time to hit the grocery store. Sweden’s best sweets are officially here to enjoy.