From a Mortgaged House to a TikTok Sensation: The BUBS Story

Discover how a Swedish family bet everything on foam candy in 1992—and accidentally created one of the most viral snacks on TikTok three decades later.

Why BUBS Became a Global Phenomenon

When a Swedish candy brand goes from regional favorite to TikTok obsession, you know something special is happening. BUBS Godis—founded in 1992 by the Lindström family in Huskvarna, Sweden—has become one of the most talked-about Scandinavian confectionery exports in recent years.

But here's what makes BUBS genuinely interesting: they gradually transitioned to becoming fully vegan and gelatin-free, completing this transformation well before plant-based became a mainstream trend. Today, all BUBS products are free from animal-derived ingredients—no pork, no beef. Just plant-based gelling agents that deliver an exceptional chew.

In 2023, Orkla—the Norwegian food conglomerate—acquired BUBS, signaling serious expansion plans. Around the same time, BUBS became a viral sensation on TikTok, with videos of their skull-shaped candies generating millions of views globally. This social media explosion accelerated their international expansion dramatically, bringing their signature candies to new markets worldwide.

The Skulls: Where It All Started

The iconic BUBS skull (Skalle in Swedish) is what put this brand on the map. That distinctive shape isn't just marketing—it's become genuinely recognizable worldwide.

The Core Collection

Raspberry Salty Licorice Skalle — The original that started the viral spread. Sweet raspberry meets salty licorice in a foam texture that's impossible to replicate.

Cool Cola Skalle — Classic cola flavor in skull form. Refreshing and nostalgic.

Lemon Raspberry Skalle — Citrus zing meets berry sweetness. A perfect balance.

Bubblegum Skalle — Sweet bubblegum flavor for those who prefer milder tastes.

Beyond Skulls: The Ovals Collection

While TikTok focuses on the skulls, insiders know the Ovals are where BUBS really shows off their craft:

Banana Toffee Ovals — Creamy banana meets buttery toffee. This is comfort candy.

Forest Berries Ovals — Wild berry sweetness that tastes like Swedish summer.

Strawberry Vanilla Ovals — Smooth and summery. Classic combination done right.

Wild Berry Pomegranate Ovals — Fruity sophistication for grown-up palates.

Tutti Frutti Diamond — Sparkling fruit flavor in diamond form.

Why Retailers Are Paying Attention

1. BUBS isn't just a consumer trend—it's becoming a wholesale priority. Here's why:


2. Vegan by default — No reformulation needed for plant-based customers


3. Gluten-free — Safe for celiac and gluten-sensitive consumers
   Distinctive branding — The skull is instantly recognizable


4. Social proof — TikTok has done the marketing work already


5. Premium positioning — Commands higher margins than commodity candy

The Swedish Candy Context

Understanding BUBS means understanding Swedish candy culture. Sweden has one of the highest per-capita candy consumption rates in the world, driven by "lördagsgodis" (Saturday candy)—a tradition where sweets are reserved for weekends.

This cultural context shaped BUBS: candy designed to be worth waiting for. Not everyday junk, but something genuinely special.

Business name: Swedelicious

Address: Swedelicious Gothenburg, Sweden 42243

Phone: +46105558727

Website: https://swedelicious.net

GMB Link: https://maps.app.goo.gl/1YwUmfAnkDQ5nBj76

Stock the Viral Sensation

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