You’ve seen the videos. Someone tears open a bag of Swedish Candy, bites into a foamy sour skull, pauses, and goes “wait… why is this so good?” Then they eat six more. Then they order another bag. Then they film a TikTok about it. And suddenly we’re at 120 million views on #swedishcandy and counting.
NBC News is writing about it. The Washington Post is writing about it. BonBon in New York basically sold out overnight after one viral video from Marygrace Graves back in January 2024. Even Justin Timberlake filmed a Swedish Candy taste test backstage at Madison Square Garden — and honestly, his reaction was pretty spot on.
Swedish Candy is not a trend anymore. It’s a thing. And we just launched the first site that helps you make sense of it all.
So what makes Swedish Candy so different?
If you haven’t tried it yet, you’re in for a surprise. Swedish Candy doesn’t really feel or taste like American candy — and that’s the whole point.
The texture is the first thing you’ll notice. It’s foamy, soft, almost airy — people keep describing it as “somewhere between a marshmallow and a gummy,” which is pretty accurate. Bite into a BUBS sour skull and you’ll get it right away. There’s a bounce to it. It kind of melts and springs back at the same time. Nothing like the dense, chewy gummies you’re used to.
Then there’s the flavor. Swedes don’t mess around with sour. This isn’t that fake-sour-for-two-seconds stuff — it actually makes your mouth pucker. That “sour shock” is probably the biggest reason these videos go viral. Americans try it, their eyes go wide, and they reach for another one anyway. The sweet-and-sour combos are especially wild — sour coating on the outside, sweet and fruity on the inside, and fruit flavors that taste like actual fruit.
And here’s the part that keeps surprising people: almost all Swedish Candy is made without gelatin, without gluten, and without high-fructose corn syrup. A lot of it is fully vegan. That’s not some clever marketing angle — that’s just how candy is made in Sweden. Real sugar, natural colors, plant-based ingredients. Europe has stricter food standards, and you can taste the difference.
Oh, and there’s salty licorice. You’ll either love it instantly or make a face that becomes your friends’ new group chat photo. We’d say try it at least once. The Swedes eat about 80-90% of the world’s licorice for a reason.
So many stores, so little clarity
Here’s what happened as Swedish Candy blew up: stores started popping up everywhere. BonBon in Brooklyn. ScandyCandy in Miami. Sweetish Candy in Pennsylvania. The Pirate Candy Shop in Tampa. CandyKing opened a massive pick-and-mix wall in the West Village. Plus dozens of online shops — Goodis, Sockerbit, Mums Candy, Swedish Candy Store out of Colorado, Nordic Cravings, Swedish Candyland, Nantasket Sweets in Boston. Even Target is carrying Sockerbit in over 1,600 stores now. BUBS showed up at Costco and Kroger. Amazon has 90+ Swedish Candy listings.
That’s amazing for candy lovers. More options, more competition, better prices. But it also makes finding the right deal kind of a headache.
You want a bag of BUBS sour skulls? At least five stores carry them — all at different prices. You’re looking for a good sour mix? There are a dozen options ranging from $12 to $40. Shipping costs vary. Promo codes are scattered all over. And if you’re new to Swedish Candy and just want to figure out where to start? Good luck jumping between fifteen different shops trying to compare.
The number one question we keep seeing in comments, on Reddit, on TikTok — “where do I buy this and who has the best price?” Over and over. That exact question.
We figured somebody should answer it properly.
That’s why we built SwedishCandy.io
SwedishCandy.io is America’s first comparison site for Swedish Candy. We launched in March 2026 and we’re pretty proud of that.
We’re not a store. We don’t sell candy. What we do is track prices, deals, promo codes, and products across the leading online Swedish Candy shops in the US, and put everything in one place. No more fifteen tabs. No more “wait, was that $4 cheaper on the other site?”
We launched with close to a hundred different candy bags from several top stores, and we’re adding more every week. Here’s what you can do right now:
Compare prices across stores for the same candy. Same bag, different prices — we show you who’s got the best deal today.
Check today’s deals. We hand-pick fresh offers every single day. The page resets every 24 hours, so there’s always something new.
Browse by what you like. BUBS, sour, sweet, sweet-and-sour, chocolate, licorice, foam & marshmallow, vegan, gluten-free — filter by whatever matters to you.
Find your next favorite. Sour diamonds. Banana toffee ovals. Foam strawberries. Salty licorice skulls. Raspberry shots. Marabou chocolate bars. Swedish Candy has a ridiculous amount of variety, and half the fun is finding something you didn’t know existed.
A Swede from Stockholm, doing what felt obvious
My name is Niclas Borgström and I’m the one behind SwedishCandy.io. I’m from Stockholm, Sweden. Born and raised. Which means I’ve been eating Swedish Candy — or “godis” as we call it — my entire life.
In Sweden, we have this tradition called “lördagsgodis” — Saturday candy. Every Saturday, you go to the store, grab a paper bag, and fill it up from the pick-and-mix bins. Sour gummies, foam candy, some chocolate pieces, maybe salty licorice if you’re feeling bold. It’s not just about the candy — it’s the whole experience. Picking through the bins, building your perfect mix, carrying that paper bag home like a trophy. Swedes eat about 35 pounds of candy per person per year (not a typo), and “lördagsgodis” is a big reason why.
The tradition lives on, by the way. My own sons look forward to Saturday candy every single week — filling up their mixed bags with all kinds of fun stuff, debating which gummies to pick, sneaking an extra sour skull when they think I’m not looking. It’s the highlight of their week, just like it was mine growing up. That’s what’s so great about it. It passes down.
My personal favorite? BUBS Banana Toffee Sweet Ovals. Soft, foamy, with this banana-toffee combo that has no business being as good as it is. I’ve eaten more of these than I’m willing to put in writing. And the best part about building SwedishCandy.io? I can finally buy them in the US too. That alone almost justified the whole project.
I founded my company Leadonist in 2026 — a performance-driven digital company based in Miami. When I saw how fast Swedish Candy was growing in the US — new stores opening monthly, TikTok going absolutely wild, BUBS literally pausing production because demand was through the roof, Americans genuinely falling in love with the same candy I’ve eaten since I was five — I knew someone needed to pull it all together. Make it easy for people to compare, find deals, and actually figure out what’s worth buying without becoming a Swedish Candy researcher first.
I mean, come on… I had to.
“Growing up in Stockholm, ‘lördagsgodis’ — Saturday candy — was the highlight of every week. A paper bag full of sour skulls, foam strawberries, and whatever caught my eye at the pick-and-mix bin. That’s what Saturdays were for. Now my own sons have the same tradition — filling up their bags every Saturday, debating which gummies to pick. It’s the best thing. And now that I’m in the US, I want every American candy lover to know that feeling too. SwedishCandy.io is my way of making it happen — one deal at a time.”
— Niclas Borgström, Founder of SwedishCandy.io
Built by Leadonist — powered by way too much candy
SwedishCandy.io is built and operated by Leadonist, a Miami-based digital company I founded in 2026. Leadonist is a performance-driven lead generation company — we build useful tools that help people find and compare products online. SwedishCandy.io is our first consumer-facing product, and it’s easily the most personal one. This isn’t just a business move. It’s a love letter to the candy I grew up with, wrapped in something I think is actually useful for people.
What’s next
We’re just getting started. More stores, more brands, more candy bags every week. We’re working on taste guides, deeper content about Swedish Candy culture, and tools that make finding your perfect match even easier. We’re also talking to stores about exclusive deals and promo codes you’ll only find on SwedishCandy.io.
New to Swedish Candy? Welcome. Start with a sweet-and-sour mix or some BUBS and let your taste buds figure out the rest.
Already hooked? You know how it goes. We’re here to help you find more of what you love, for less.
Got questions, feedback, or want to tell us your favorite Swedish Candy? Hit us up at niclas@swedishcandy.io. We read everything.
Bye bye — or “hej då” as we say in Sweden — happy candy hunting!
Start Exploring
Curious what we’re tracking? Here are some of the most popular Swedish candy bags on the site right now — with real-time price comparisons:
Bubs Sour Raspberry Skull
Ahlgrens Bilar Original
