If you’ve scrolled through TikTok, browsed Instagram, or walked around the city lately, you’ve probably come across the world of “Swedish Candy.” These treats are taking social media by storm, sparking curiosity and cravings everywhere. Here’s your ultimate guide to what Swedish Candy is, where it came from, and the top places to get your fix!
WHY DO SWEDES LOVE CANDY?
What makes candy so special to Swedes? On average, Swedish people consume more candy per person than almost any other country at an astonishing 35 pounds per year, according to a 2016 study by the Swedish Board of Agriculture. But this love of sweets isn’t just about satisfying cravings; it’s about shared joy and connection. As Nadjia Gernalzick observes in The Mediality of Sugar, “sugar has thereby been socialized into our diets, and in this respect it can be considered to be a means, or a medium through which people and groups communicate, express, and define themselves”. In Sweden, candy is even incorporated into childhood lessons about personal finance. Nearly 70% of Swedish children receive a weekly allowance, and many learn to manage their money through the beloved tradition of lördagsgodis, or “Saturday sweets.” Each Saturday, kids excitedly spend their allowance on treats, gaining real-world practice with budgeting and independence. The earlier children start handling their own money, the sooner they learn to spend and save wisely!
https://www.newyorker.com/culture/annals-of-gastronomy/how-to-eat-candy-like-a-swedish-person
https://www.bbc.com/worklife/article/20211004-lrdagsgodis-swedens-saturday-only-candy-tradition
is swedish Candy actually better?
But is Swedish candy really that much better than the rest? The answer is both yes and no. Take Sockerbit, for example, a popular candy company that prides itself on using “clean ingredients free from high fructose corn syrup, artificial additives, and dyes,” making their treats safer than mainstream options like M&M’s or Skittles, which often contain controversial dyes such as Red 40. Another brand, The Swedish Fish, colors its candies with natural ingredients like beetroot, paprika, and turmeric. Hannah Goldfield, writing for The New Yorker, agrees that Swedish candy tends to be “healthier” than American varieties, since it typically lacks gluten and trans fats. Of course, the appeal isn’t just about what’s inside. Swedish candy stands out with its bright colors, fun foamy textures, and bold, unique flavors like pear, strawberry, pomegranate, and cranberry.
https://sockerbit.com/pages/our-story
https://www.newyorker.com/culture/annals-of-gastronomy/how-to-eat-candy-like-a-swedish-person
https://www.thesweetishfish.com
tHE HISTORY OF SWEDISH CANDY
The story of Swedish candy stretches back centuries. The first mention of sugar in Sweden dates to 1328, but it wasn’t until the 1800s that candy began to play a significant role in Swedish culture, often given as a special gift. Sugar was scarce, so sweets remained a luxury until the early 1900s, when industrialization made sugary treats more widely available. The Nordic Museum documents how sweets became a part of social life, with records and letters from the era showing that candy was often exchanged to build and celebrate relationships. Swedish candy makers have always embraced creativity, especially once mass production took off in the 20th century. It was then that candies began to mimic everyday objects: cola bottles, rings, keys, and, of course, the iconic fish, an imaginative tradition that still defines Swedish candy displays today.
But not all of this history is sweet. In the 1940s, the Swedish government studied the effects of sugar on dental health by testing patients in a mental institution, ultimately confirming that too much sugar led to tooth decay. This prompted medical authorities in the 1950s to recommend limiting candy to a once-a-week treat, giving rise to the tradition of lördagsgodis, or “Saturday sweets.” This cultural shift allowed Swedish candy businesses to thrive while encouraging moderation.
The industry’s growth continued into modern times. In 1992, the Lindström family mortgaged their house to purchase a candy machine and founded BUBS, a brand named after the initials of Bernt, Ulrik, Birgitta, and Stefan Lindström. Since 2010, brands like Sockerbit, Bon Bon, Little Sweet Treat, Madeline’s, and Swedish Fish have kept Swedish candy’s legacy alive, delighting fans around the world.
https://www.bbc.com/worklife/article/20211004-lrdagsgodis-swedens-saturday-only-candy-tradition
Gernalzick, Nadja, and Joseph Imorde. The Mediality of Sugar. Leiden, The Netherlands: Brill, 24 Oct. 2022. https://doi.org/10.1163/9789004513686 Web.
https://www.newyorker.com/culture/annals-of-gastronomy/how-to-eat-candy-like-a-swedish-person
sWEDISH cANDY TODAY
So, if you are looking to buy some Swedish candy in 2026, here are my suggestions!
- Little Sweet Treat
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Founded by Ellie Drew in 2024 with candy inspired by her “travels around the world,” Little Sweet Treat has locatons in Boston, Philadelphia, New York City, and Washington D.C, with a new location opening soon in Chicago.
- Bon Bon
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Bon Bon was founded by three natives of Sweden: Bobby, Leo, and Selim and has 6 locations in New York City and went viral on Tik Tok in 2024 for their delicious candy.
- BUBS
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A classic Swedish Candy brand that can be found online and in supermarkets like target, BUBS is a yummy and affordable option for those hoping to try Swedish Candy.
- Madeline’s
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This Boston based candy company was features delicious sweets from Sweden, Spain, and New England.
- Sockerbit
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Originally founded in NYC, Sockerbit now has a location in Los Angeles as well. It’s name is just as sweet and its treats, translating in Swedish to “sugar cube”.
- The Swedish Fish
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Known for it’s candy shop on wheels, The Swedish Fish is now located in Boston and Cape Cod!