Liquorice wheels, large sour shells, and banana curve balls are some of the consumer favorites. The candy from Bubs has gained international breakthrough via Tiktok, through the hashtag "swedishcandy", with over 122 million views.
Norwegian Orkla, owner of Bubs, is now expanding the candy factory in Torsvik, south of Jönköping, to be able to double production capacity, reports Dagens industri.
"We see an uncontrolled demand", says Patrick Axzell, CEO of Orkla Snacks Sweden, according to the newspaper.
Since Bubs paused its export due to high demand in Sweden and the Nordic countries, entrepreneurs have bought up the candy, repackaged it, and resold it on Amazon in the USA – and prices have skyrocketed.
"Here in Sweden, it costs between 100 and 170 kronor per kilo. But in the USA, people are willing to pay 500 kronor per kilo for Bubs. Even in South Korea, the hype is still big", says Patrick Axzell according to Dagens industri.
