BUBS is not slowing down. The Swedish candy brand that went from zero to more than 60,000 US retail stores in twelve months just added two berry flavors to its lineup for fall, plus a Halloween edition of its iconic skull. Here is what is new and where to find it.
Sour Forest Berries Ovals: Five Below exclusive
First up is Sour Forest Berries Ovals, a seriously sour mix of blueberry and raspberry in the soft, chewy texture BUBS is known for. It is available exclusively at Five Below in 5.5-ounce bags for $3.
Sweet Wild Berry Pomegranate Ovals: at Target
The second addition takes a sweeter approach, pairing strawberry with bold pomegranate in the light, foamy texture BUBS fans expect. Find it at Target in 8-ounce bags for $4.99 and 5.5-ounce bags for $3.19.
A Halloween Skalle, also at Five Below
BUBS is getting into the Halloween spirit for the first time. Its Lemon Raspberry Skalle, the distinctive skull shape, arrives in limited-edition Halloween packaging exclusively at Five Below for $3.
The BUBS formula stays the same
All BUBS candy is vegan-friendly and gluten-free, made without palm oil, high-fructose corn syrup, trans fats, or Red 40. “It has been incredible to watch BUBS go from a viral sensation to a staple on the US candy aisles,” said head of marketing Asa Gisel in the announcement. “These new flavors, sizes and seasonal designs are our way of giving fans even more of what they love, with plenty more still to come.”
BUBS is playing the long game in America. “We’re not in it to just capitalize on the hype,” Niclas Arnelin, who leads the brand’s international expansion, told Retail Brew. “We are in it for the long run. We want to be a big player in the market.” The brand was founded by Sweden’s Lindström family and sold to Norwegian food giant Orkla in 2023, just before the US craze hit. Its American candy is now made in Texas by Mount Franklin Foods.
The pattern worth noticing is retailer segmentation. Five Below gets the sour exclusives and the Halloween seasonal; Target gets the sweeter flavor in two sizes. If you want the full fall lineup, you will need to check both stores. It is also the clearest sign yet of the BUBS playbook: seasonal shapes and retailer-exclusive flavors feeding the viral cycle. With production now in Texas alongside the Swedish lines, the company is building for sustained US demand rather than a one-off spike.
Want the full picture? Our complete BUBS buying guide compares prices across 10+ retailers, and the BUBS category page tracks every flavor.
Frequently Asked Questions
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Sour Forest Berries Ovals (blueberry and raspberry, sour) and Sweet Wild Berry Pomegranate Ovals (strawberry and pomegranate, sweet), plus a Halloween Lemon Raspberry Skalle.
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Sour Forest Berries Ovals and the Halloween Skalle are Five Below exclusives. Sweet Wild Berry Pomegranate Ovals are at Target.
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$3 for the 5.5-ounce Five Below bags. At Target, $4.99 for 8 ounces and $3.19 for 5.5 ounces.
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Yes. All BUBS candy is vegan-friendly and gluten-free, made without palm oil, high-fructose corn syrup, trans fats, or Red 40.