Sweet. Sour. Swedish. And now available in travel retail!

There are candy brands, and then there are candy icons. This autumn, we’re excited to welcome BUBS to our assortment, bringing one of Sweden’s most loved confectionery brands to travelling guests across our retail network.

Founded in Sweden in 1992, BUBS has grown from a family-owned candy venture into one of the country’s most recognizable confectionery brands. The name itself comes from the founders’ initials: Bernt, Ulrik, Birgitta and Stefan Lindström, the family behind the business who dared to dream big and create candy unlike anything else on the market.

A Swedish original with a playful spirit

For decades, BUBS has delighted candy lovers with its distinctive combination of soft and chewy textures, bold flavour combinations and playful shapes. From the iconic skull-shaped gummies to colourful ovals and diamonds, BUBS has built a loyal following by never taking itself too seriously while always taking great taste seriously.

What makes BUBS special is not only the candy itself, but the personality behind the brand. Bright, fun and unapologetically Swedish, BUBS has become synonymous with the joy of Swedish pick-and-mix culture, a tradition that has long been a favourite among Nordic consumers.

From Swedish favourite to global phenomenon

Something remarkable has happened in recent years. What Swedes have known and loved for decades has suddenly become a worldwide obsession.

If you’ve spent any time on TikTok, Instagram or YouTube lately, you’ve probably seen it: influencers sharing their first taste of Swedish candy, videos of overflowing pick-and-mix bags, and millions of viewers discovering the unique flavours and textures that have made Swedish sweets famous. The phrase “Swedish Candy” has become a trend in its own right, and BUBS is right at the heart of it.

With its instantly recognizable shapes, colourful appearance and memorable flavour combinations, BUBS has become one of the most talked-about brands within the growing global Swedish candy movement. What started in southern Sweden more than three decades ago is now winning over candy fans around the world.

A perfect fit for travel retail

The growing popularity of Swedish candy presents an exciting opportunity for travel retail, where shoppers are constantly looking for local favourites, new discoveries and products with a story to tell.

“BUBS is a perfect addition to our assortment. We’ve seen a growing interest in Swedish candy across markets, and BUBS combines everything customers are looking for right now: great taste, fun formats and a strong brand identity,” says Anneli Persson, Product Manager Confectionery at R&F Travel Retail.

By introducing BUBS to our assortment, we’re giving travellers the chance to discover one of Sweden’s most beloved candy brands, whether they’re longtime fans or experiencing the famous chewiness for the very first time.

One thing is certain: Swedish candy has never been hotter, and BUBS is leading the way.