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Candy is a massive food group, covering everything from chocolate bars to gummy treats. But there’s one type of candy in particular that’s getting a lot of buzz right now: Swedish candy.
The Swedish candy invasion is fully in swing, and it's hard to escape. Swedish candy shops are popping up in major cities and a casual scroll through TikTok is filled with testimonials from people who rave about the unique flavors and textures of these treats. Enthusiastic candy lovers don't skip a beat to post videos of their Swedish candy hauls or their initial taste reactions to whimsical, pastel-colored confections.
“Swedish candy is just so good,” says foodie Anidas Lajaunie in one TikTok post. Former Real Housewives star Bethenny Frankel did a video tutorial about which Swedish candies to buy and some fans talk about waiting for months to get their hands on particular Swedish candies, noting that it was worth it.
Whether you've done a deep dive into the Swedish candy trend or have never even heard of the international treats before, you're bound to have questions. To help you out, we tapped a Swedish candy expert to help us understand this sweet trend. Keep reading to find out what makes Swedish candy special, what makes it stand out from American candy, the types of Swedish candies you need to add to your shopping list and much more.
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@bethennyfrankelThe ultimate candy guide #mukbang #swedish #candy #sweet #sweden #swedishcandy
♬ original sound - Bethenny FrankelSwedish candy has a few things going for it. “It’s really the mix of quality, tradition and variety,” Daniel Johansson of Swedish Candy Land, a Swedish candy shop, tells Parade.
“Compared to U.S. candy, it has a reputation for being cleaner, with fewer artificial ingredients and stricter regulations,” Johansson explains. “The flavors are more natural and fruit-forward, and the textures, whether chewy, foamy or salty, are distinctive to Scandinavian candy culture.”
Swedish candy also introduces Americans to unique flavor profiles. “It’s not just about being sweet, but about balance and fun combinations,” Johansson adds.
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Swedish Candy vs. American Candy
There are a few key differences between Swedish and American candy, and Johansson says it largely comes down to the ingredients and the taste.
“American candy often uses corn syrup and artificial dyes, while Swedish candy is usually made with real sugar and more natural colors from fruits and plants,” he explains. (Worth noting: The U.S. Food and Drug Administration has banned red dye No.3 and is working to phase out other artificial food colorings from the American food supply.)
Swedish candy also tends to be less sweet than American candy. “We like sharper fruit flavors, sour candies and even salty licorice, which you rarely see in the U.S.,” Johansson shares.
Finally, there’s a cultural difference in how candy is approached in Sweden. “In Sweden, candy is tied to the ‘lösgodis’ pick-and-mix tradition, which means there is always a huge variety to choose from,” Johansson says.
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What Is Lösgodis (Pick and Mix)?
“Lösgodis means ‘loose candy’ and it’s the Swedish pick-and-mix tradition,” Johansson says. “You grab a paper bag and scoop from dozens of bins, such as sour gummies, chocolate pieces, licorice and marshmallows, and pay by weight.” While some American candy stores offer this approach, it’s not the most common way Americans consume candy.
“For many Swedes, especially kids, it’s a Saturday ritual and a big part of growing up,” Johannson adds.
(Pro tip: To pronounce this sweet ritual with the very Swedish name, say LOOS-goo-dis.)
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Sweden's Salty Licorice Obsession
Salty licorice, also known as salmiak, is a flavor that’s unique to Nordic candies. “It has a salty, mineral bite that mixes with the sweetness of licorice,” Johansson shares. “For Swedes, it’s nostalgic and comforting, but for newcomers it can be surprising or even shocking at first.”
Johansson compares the strong flavor of salty licorice to enjoying dark chocolate or espresso, noting that it’s an acquired taste. “Once people get used to it, they often can’t stop,” he says.
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Popular Swedish Candy Brands
There are a lot of popular Swedish candy brands out there, but some are more popular than others. Johansson recommends starting with these three iconic candies.
BUBS: The brand is most famous for its tangy sour “skulls.”View this post on Instagram
A post shared by Sugar Rush (@sugarrushnj)
Cloetta: Cloetta is the creator of Ahlgrens bilar, which are very popular car-shaped marshmallows.View this post on Instagram
A post shared by Ahlgrens bilar (@ahlgrens_bilar)
Malaco: This company, which is owned by Cloetta, makes classic Swedish candies like Gott & Blandat. The company's wide variety of bagged Swedish candies is sold in Sweden, Norway, Denmark, Finland and the US, plus other places. Some of Malaco's most popular candies include Fizzypop, Vatten-meloner and Fruxo. @sosweetlaOne of Sweden’s most loved candies — and it’s easy to taste why.????#swedishcandy #sosweet #candy
♬ original sound - SoSweet.laThe world of Swedish candy is vast, so it can be hard to know what to start with. Luckily, Johansson has some thoughts. “A great starting point is Ahlgrens bilar or something from BUBS, since both are iconic,” he suggests.
Johansson also says you can go the lösgodis route and try a pick-and-mix bag to sample a range of goodies. “You get a mix of sour and sweet candies, and you’ll quickly discover your favorites,” he says. This, he adds, is “an easy way to sample a little bit of everything.”
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Where To Buy Swedish Candy in the U.S.
If you’re craving Swedish candy in the U.S., you’ve got options. Some shops are U.S.-based but import directly from Sweden (like BonBon in New York City), while others ship straight from Sweden to your door. From dedicated Swedish sweet shops to broader online retailers, here are some of the best places to stock up on authentic Swedish candy.
BonBonSukker Baby SockerbitSweetish CandySwedish Candy StoreLil Sweet TreatAt any of the American-based candy stores listed above, the prices of Swedish candy will vary. If you want to get a general sense of the cost, the candy at BonBon is $20 per pound, or $4.50 for 4 ounces.
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