BUBS, the iconic Swedish candy brand and social media sensation, today announced its long-awaited arrival in the U.S. Beginning in August 2025, consumers can find the brand’s signature foamy and gummy candies at major retailers nationwide, including Target, Walmart, Kroger, Albertsons, CVS and Walgreens.
BUBS built a cult following in Sweden since its founding in 1992, but it was TikTok that turned the brand into an international obsession in 2024. Videos of the candy’s unique chewy-meets-marshmallow texture and playful oval and skull shapes generated billions of views, sparking demand among U.S. candy lovers eager for a taste. BUBS heard their fans and answered, bringing their beloved candies to candy aisles nationwide.
BUBS, the viral Swedish candy brand, makes its U.S. debut with four popular flavors (left to right): Sour Skalle Lemon Raspberry, Sour Diamond Strawberry Vanilla, Sweet Ovals Banana Toffee and Sour Diamond Tutti Frutti at major retailers starting this month.
“The positive reception we’ve seen from U.S. fans has been remarkable,” said Åsa Gisel, Marketing Manager of International Expansion at BUBS. “We are eager to make our Swedish candies more accessible than ever across America, inviting even more people to discover the unique joy of our
signature chew.”
The launch will feature BUBS’ signature shapes and a curated lineup of the brand’s most-loved flavors, available in five-ounce packages starting at $2.99 MSRP:
- Sour Tutti Frutti Diamonds: A colorful burst of sweet fruit flavor with a satisfying, airy chew.
- Sour Lemon Raspberry Skulls: Bold and tangy, these sour faces bring a party to your taste buds.
- Sour Strawberry Vanilla Diamonds: The bright zing of strawberry meets the creamy sweetness of vanilla.
- Sweet Banana Toffee Ovals: Ripe banana and buttery toffee in a rich, chewy bite.
Sweden is home to some of the highest per-capita candy consumption in the world, with bold flavors, whimsical shapes and unique textures filling the pick and mix walls at local shops. Every Saturday,
families take part in lördagsgodis or “Saturday sweets,” a decades-old tradition of selecting a personalized paper bag full of favorites. BUBS has been a fixture in these candy assortments for generations, making its U.S. debut a sweet extension of a beloved Swedish ritual now ready to be shared with American fans.
BUBS stays true to their Swedish taste and texture, using top-quality ingredients and a whole lot of care in every chewy and foamy bite. Swedish-inspired and crafted to delight both plant-based and traditional candy lovers, all BUBS candies are vegan and made without gelatin, and they are free from high-fructose corn syrup, trans fats and Red 40.
This fall, BUBS will take over New York City with a pop-up experience as colorful and bold as the candy itself – more details to come soon.
