In the midst of this trend, Swedish candy companies are standing out - and Cloetta sees an opportunity to make Swedish mix and pick candy culture a real export.
From Saturday Candy to TikTok Phenomenon
For Swedes, pick and mix candy is almost a part of everyday culture. You take a paper bag, mix your own, argue a little with yourself about how many sour cola bottles are reasonable, and leave the store with a bag that usually weighs more than planned.
But for many Americans, the concept is more exotic. There, candy is often pre-packaged, more brand-driven, and less connected to the ritual of picking your own mix.
It's precisely this that seems to be part of the charm. Swedish pick and mix candy doesn't just sell flavor, but an experience: color, choice, nostalgia, and the feeling of finding your perfect mix.
Cloetta and CandyKing Invest in the USA
Cloetta, one of the largest confectionery companies in the Nordic region, owns CandyKing, one of the most well-known concepts for pick and mix candy. As interest in "Swedish candy" has grown in the USA, the company has begun to move more clearly into the American market.
CandyKing has opened a permanent store on Manhattan in New York, according to Cloetta. The company describes the investment as a response to the increased demand from American consumers and highlights that the store offers a wide range of Swedish mix and pick candy in the USA.
In Cloetta's annual report for 2025, it also emerges that the CandyKing concept is part of the company's North American expansion. Cloetta writes that they are focusing on establishing their Pick & Mix concept and the Nordic consumer tradition with retailers in North America. During 2025, two CandyKing pilot installations were also carried out in the USA.
It's no longer just a cute TikTok thing. It's starting to look like a business opportunity.
Why Do Americans Love Swedish Candy?
Part of the answer lies in the taste. Swedish candy often has clearer fruitiness, more acidity, and other textures than many American classics. Foam candy, salt licorice, sour sugar-coated pieces, and chewy candies with less sticky feel stand out.
Another part is about content and image. American media have highlighted that the Swedish and Nordic candy trend is partly driven by consumers who perceive the products as more modern, colorful, and sometimes with different ingredient standards than traditional American candy.
But perhaps the biggest explanation is social. mix and pick candy does extremely well in video. Filling a bag in front of the camera is almost like ASMR for the sugar brain: scoops, colors, shapes, and the little drama of choosing sour, sweet, or licorice.
It's like a Swedish self-service buffet, without anyone needing to explain the Right to Roam.
Bubs Shows the Power of the Trend
Cloetta is not alone in taking advantage of the wave. Swedish Bubs has become one of the clearest examples of how Swedish candy can succeed internationally. According to Food & Wine, Bubs has grown significantly in the USA after its social media breakthrough and initiated cooperation for local production and broad distribution in tens of thousands of American stores.
It shows that interest is not just limited to niche candy fans in New York and Los Angeles. Swedish candy is moving from import trend to broader consumer phenomenon.
A Swedish Export with a Low Threshold
Sweden has long been exported through music, design, games, tech, and furniture. Now, mix and pick candy has also stepped into the same narrative.
It fits well into the image of Sweden as a country with a strong everyday culture. Saturday candy is not just a product, but a ritual. For children, it's the highlight of the week. For adults, it's often an excuse to "just buy a little" and then discover that the bag weighs 742 grams.
For international consumers, it becomes something more than candy: a small piece of Swedish lifestyle in a bag.
