Swedish candy has become popular among people looking for something different from ordinary gummies, and Bubs swedish candy has become one of the best-known names in the category. BUBS is recognized for its colorful shapes, soft-chewy texture and unusual flavor combinations, from fruity and sweet to sour and salty.
Founded in 1992, the Swedish candy brand has expanded far beyond its home market. Social media has introduced BUBS to new audiences, while its vegan and gelatin-free range has made it appealing to people with different dietary preferences.
This guide covers BUBS’ history, popular flavors, ingredients, vegan status, manufacturing, prices and what makes these Swedish sweets different from traditional candy.
| Attribute | Details |
| Brand | BUBS |
| Origin | Sweden |
| Founded | 1992 |
| Founders | Lindström family |
| Current owner | Orkla Snacks |
| Main Swedish production | Jönköping |
| Known for | Soft-chewy candy and distinctive shapes |
| Popular flavors | Raspberry, licorice, lemon, banana-toffee and strawberry |
| Vegan | Yes |
| Gelatin-free | Yes |
| Palm-oil-free | Yes |
| AZO-dye-free | Yes |
Table of Contents
What Is Bubs Swedish Candy?
BUBS is a Swedish confectionery brand founded in 1992 by the Lindström family. It became known for its pick-and-mix sweets in Sweden before expanding into international markets.
Its range includes recognizable SKALLE, OVALS, DIAMONDS and COINS shapes. Depending on the product, you can find foam candy, sour jelly sweets and licorice combinations.
BUBS stands out because of its flavor pairings. Instead of sticking to standard fruit flavors, the brand combines ingredients such as raspberry and salty licorice, banana and toffee, and lemon and raspberry.
The company also states that its current range is 100% vegan and free from gelatin, making it different from many traditional chewy candies.
The Story Behind BUBS Candy
BUBS began as a family business in Sweden in 1992. The founders were Bernt, Ulrik, Birgitta and Stefan Lindström, with the brand name coming from their initials.
The company developed its identity around distinctive shapes, unusual flavors and a soft-chewy texture. BUBS also became closely associated with Sweden’s pick-and-mix candy culture, where shoppers select different sweets to create their own bags.
A major change came when Orkla agreed to acquire Bubs Godis in 2022, with the deal completed in 2023. BUBS became part of Orkla Snacks while retaining its Swedish identity.
The brand’s international profile grew quickly as Swedish candy gained attention on TikTok and Instagram. Rising demand, particularly in the United States, led Orkla to invest in additional production capacity at its Jönköping facility.
Why Is Bubs Candy So Popular?
BUBS was already established in Sweden, but social media helped introduce it to a much larger international audience.
The candy works well in online videos because of its bright colors, unusual shapes and contrasting flavors. Taste tests and candy hauls helped more shoppers discover the brand.
Its soft-chewy texture is another feature that separates BUBS from ordinary gummy candy. Foam varieties tend to have a softer bite, while some jelly products have a firmer, more elastic texture.
The brand’s vegan formulation has also contributed to its appeal. BUBS says its current range is vegan and gelatin-free, giving plant-based candy shoppers more choices.
What Does BUBS Candy Taste Like?
There is no single BUBS flavor. The range covers sweet, fruity, sour and salty profiles.
Banana Toffee OVALS combine fruity banana with a richer toffee note, while Strawberry Vanilla OVALS pair strawberry with vanilla for a sweeter taste.
For sour-candy fans, Lemon Raspberry SKALLE combines sharp lemon with raspberry. Those who enjoy Scandinavian licorice can try Raspberry Salty Licorice SKALLE, which combines berry sweetness with salty licorice.
The texture varies too. Foam candy usually feels softer, while jelly varieties offer a firmer chew.
Popular BUBS Candy Flavors
BUBS offers a mix of sweet, sour, fruity and salty flavors, so there is something for different candy preferences. Some varieties are familiar and easy to try, while others feature distinctive Scandinavian flavor combinations.
1. BUBS Banana Toffee OVALS
Banana Toffee OVALS are suited to people who prefer sweet candy over sour gummies. Banana provides the main fruity flavor, while toffee adds a richer note.
Its soft foam texture also makes it different from a typical gummy bear, making it a simple starting point for first-time BUBS buyers.
2. BUBS Raspberry SKALLE
Raspberry SKALLE offers a straightforward berry flavor in BUBS’ recognizable skull shape. It is a good choice if you like raspberry candy but do not want licorice.
Raspberry also appears in several other BUBS combinations.
3. BUBS Lemon Raspberry SKALLE
Lemon Raspberry SKALLE is better suited to sour-candy fans. Lemon provides the sharp citrus note, while raspberry adds sweetness.
If you normally reach for sour gummies, this is one of the easier BUBS varieties to try.
4. BUBS Raspberry Salty Licorice SKALLE
Raspberry Salty Licorice SKALLE combines raspberry and salty licorice, creating a flavor strongly associated with Scandinavian confectionery.
If you have never had salty licorice, the taste may be unfamiliar at first. Licorice fans, however, may find this one of the most interesting BUBS varieties.
5. BUBS Strawberry Vanilla OVALS
Strawberry Vanilla OVALS combine strawberry and vanilla for a smoother, sweeter fruit flavor. It is a useful option if you want something sweet without the sharpness of sour candy.
Depending on the market, you may also find Bubblegum SKALLE, Fruity Lemon Mix SKALLE, Fruity Pear OVALS, Wild Berry Pomegranate OVALS, Tutti Frutti DIAMOND, Cool Cola SKALLE and Sweet Licorice Sorbee COIN. The available range can vary by country, so you may not find every flavor locally.
Is BUBS Candy Vegan and Gelatin-Free?
One of BUBS’ major selling points is its vegan formulation. The company says its current range is 100% vegan and free from gelatin. It also states that its candy is made without palm oil and AZO dyes. Some foam candies use ingredients such as potato protein and corn starch to help create their soft texture without gelatin.
However, vegan does not mean healthy. BUBS remains confectionery containing sugar and syrup-based ingredients, so it is best treated as an occasional sweet rather than a nutritious snack.
Does BUBS Use Artificial Colors?
BUBS says its candy is free from AZO dyes, but this does not mean the products contain no coloring ingredients. Depending on the variety, colors can come from ingredients such as caramel color, turmeric or fruit and vegetable concentrates.
Always check the ingredient list of the specific product if a particular coloring ingredient matters to you.
Where Is Bubs Candy Made?
BUBS is Swedish by origin, and its production remains closely connected with Sweden. The company has a major facility in Jönköping, where Orkla has invested in expanding production capacity.
However, not every BUBS product sold worldwide is necessarily made in Sweden.
For the U.S. market, BUBS products are manufactured in Mexico through Mount Franklin Foods, which also handles distribution. Orkla has also expanded its manufacturing network for international markets.
This means you should check the country of manufacture on the package if Swedish production is important to you.
Bubs Swedish Candy vs. Traditional Swedish Sweets
BUBS is part of Swedish candy culture, but it is not the same thing as Swedish candy as a whole. Sweden is famous for lösgodis, or pick-and-mix candy, where shoppers select individual sweets from a large selection. This includes gummies, foam candy, licorice, sour sweets and chocolate.
BUBS became popular within this tradition because many of its products are available as pick-and-mix sweets as well as packaged candy.
| BUBS | Traditional Swedish Candy |
| Specific candy brand | Broad confectionery category |
| Known for distinctive shapes | Many different shapes and brands |
| Focuses heavily on foam and chewy candy | Includes gummies, licorice, chocolate and more |
| Sweet, sour and salty options | Much wider selection |
| Sold packaged and as pick-and-mix | Pick-and-mix is a major tradition |
So, when you buy BUBS, you are buying a Swedish candy brand, not a complete representation of Swedish confectionery.
How to Choose the Right BUBS Flavor
Your usual candy preference can help you choose your first bag.
If you like sweet candy: Try Banana Toffee OVALS or Strawberry Vanilla OVALS.
If you like sour candy: Lemon Raspberry SKALLE is a good starting point.
If you prefer fruit flavors: Raspberry SKALLE and Wild Berry Pomegranate OVALS offer fruit-focused choices.
If you enjoy licorice: Raspberry Salty Licorice SKALLE gives you the classic sweet-and-salty combination.
If you are trying BUBS for the first time: Start with a smaller bag before buying a larger multipack. This lets you test both the flavor and texture.
BUBS Candy Price and Buying Guide
The price of BUBS candy depends on the flavor, pack size, retailer and country. In the U.S., a typical 5.5 oz (about 156 g) bag is often sold for around $3 to $5, while larger or imported packs can cost more.
In Sweden and other European markets, prices can vary by store and whether you buy BUBS as packaged candy or through a pick-and-mix selection. Imported bags may also cost more because of shipping, taxes and import duties. When comparing prices, check the cost per 100 grams rather than simply comparing the total bag price. Common BUBS pack sizes include 90 g, 175 g and 190 g, depending on the flavor and market.
Before buying, check:
- Flavor and product type
- Pack size
- Price per 100 g
- Ingredient list
- Allergen information
- Best-before date
- Country of manufacture
- Shipping and import costs
This is especially important when buying through online marketplaces, where the same BUBS flavor may be listed at different prices by different sellers.
Wrapping Up
Bubs swedish candy has grown from a Swedish family business founded in 1992 into an internationally recognized candy brand. Its distinctive shapes, soft-chewy texture and mix of sweet, sour and salty flavors have helped it stand apart from ordinary gummies.
Its vegan and gelatin-free range is another major attraction, although BUBS remains a sugary confectionery product rather than a health food.
If you are trying BUBS for the first time, choose according to your usual preferences. Banana Toffee OVALS suit sweet-candy fans, Lemon Raspberry SKALLE works well for sour-candy lovers, and Raspberry Salty Licorice SKALLE is a good pick if you enjoy Scandinavian licorice.
Frequently Asked Questions (FAQs)
Q1. Is BUBS Swedish candy actually from Sweden?
Yes. BUBS was founded in Sweden in 1992 and remains a Swedish-origin candy brand. However, some products sold internationally are manufactured outside Sweden.
Q2. Is BUBS candy vegan?
Yes. BUBS states that 100% of its current candy range is vegan.
Q3. Does BUBS candy contain gelatin?
No. BUBS says its current range is free from gelatin.
Q4. What is the most popular BUBS candy?
Raspberry Salty Licorice SKALLE is one of the brand’s best-known varieties and represents its Scandinavian sweet-and-salty flavor style.
Q5. What does BUBS candy taste like?
It depends on the product. The range includes banana-toffee, raspberry, lemon-raspberry and raspberry salty licorice flavors.