The 20 Most Popular American Sweets in the UK (and Why They Sell)

American candy has gone from a novelty import to a fixture on UK shelves. Walk into almost any corner shop, supermarket, or sweet shop and you'll find a section dedicated to imported American sweets, often one of the busiest areas of the store.

But with hundreds of products to choose from, which ones actually sell? Whether you're a consumer looking for something new to try, or a retailer deciding what to stock, this list covers the 20 American sweets that are consistently the most popular in the UK right now.

 

1. Reese's Peanut Butter Cups

If there's one American sweet that dominates the UK market, it's Reese's. The combination of milk chocolate and peanut butter is something British confectionery has never quite replicated, and that novelty factor keeps driving sales. They're available in standard cups, minis, king size, white chocolate, dark chocolate, and seasonal shapes for Easter and Christmas. Named after their creator, H.B. Reese, who was a former dairy farmer and Hershey's employee, they've been around since 1928 and are now the top-selling candy brand in the United States.

2. Nerds

Nerds have had a massive resurgence thanks to social media. The original crunchy box of tiny fruity candies remains popular, but it's Nerds Gummy Clusters that really took things to another level. They went viral on TikTok and became one of the most searched-for American sweets in the UK. The combination of crunchy Nerds coating on a gummy centre gives them a texture unlike anything in the British sweet market.

3. Sour Patch Kids

First sour, then sweet. That tagline perfectly describes these kid-shaped gummies that have become a staple of American candy sections across the UK. They appeal to a wide age range and the sour flavour profile taps into a trend that's been growing for years. Available in original, watermelon, tropical, and extreme sour varieties, they offer enough range to keep customers coming back to try different options.

4. Warheads

Warheads built their reputation on one thing: being extremely sour. The original hard candy delivers an intense sour hit for the first few seconds before mellowing into a fruity sweet. They've become a TikTok challenge favourite, which keeps driving demand among younger consumers. Warheads now come in several formats including chewy cubes, sour jelly beans, and spray candy, but the classic hard candy remains the hero product.

5. Hershey's Chocolate Bars and Kisses

Hershey's is the most recognisable American chocolate brand in the world, and it's polarising in the UK. The milk chocolate has a slightly tangy, almost savoury flavour that comes from the way Hershey's processes its milk. Some people love it, some don't. But the Cookies 'n' Creme bar is almost universally popular and is often a better seller in the UK than the standard milk chocolate. Hershey's Kisses are also a consistent seller, especially as gifts and stocking fillers around Christmas.

6. Airheads

Airheads are soft, chewy taffy bars in bright colours and bold fruit flavours. They're affordable, fun-looking, and have a texture that's quite different from typical UK chewy sweets. Blue raspberry and cherry are the best sellers. There's also an Airheads Xtremes range that adds a sour twist, and Airheads Bites for a snackable format. They're popular with kids but also sell well to adults looking for nostalgic American candy.

7. Twizzlers

Twizzlers are America's iconic licorice-style candy, though the best-selling strawberry flavour isn't actually licorice at all. They're chewy, hollow twists that are a staple in US cinemas and have built a steady following in the UK. The red strawberry version outsells all other flavours by a significant margin. They've been around since 1929, making them one of the oldest American candy brands still in production.

8. Mike and Ike

Mike and Ike are chewy, oblong fruit candies that have been around since 1940. They come in a huge range of flavour varieties: Original Fruits, Berry Blast, Tropical Typhoon, Mega Mix, and many more. They're similar to jelly beans in concept but softer and fruitier. The colourful boxes and range of flavours make them an eye-catching addition to any American candy display.

9. Twinkies

Twinkies are arguably the most famous American snack cake in the world. These golden sponge cakes with a cream filling have been an American icon since 1930, and their cultural status (they've appeared in everything from Ghostbusters to Zombieland) means they have instant name recognition in the UK. They're soft, sweet, and unlike anything in the British cake aisle. Twinkies also come in flavoured variants like banana and chocolate, but the original is the one most UK customers want to try first.

10. Laffy Taffy

Laffy Taffy is a stretchy, chewy candy that comes individually wrapped with a joke printed on each wrapper. The banana flavour is the cult favourite (and was the subject of a 2005 hip-hop song), but strawberry, grape, and watermelon are all popular. The Laffy Taffy Laff Bites are a newer format that's gaining traction: small, filled pieces with a fruity centre.

11. Baby Ruth

Baby Ruth is a chunky bar of peanuts, caramel, and nougat coated in chocolate. Think of it as America's answer to a Snickers, but with a crunchier texture and a slightly different flavour balance. It's a solid, filling bar that appeals to customers looking for something substantial rather than a light snack. The name and classic red-white-blue wrapper make it instantly recognisable as American.

12. Tootsie Roll

Tootsie Rolls are a chocolate-flavoured chewy candy that's been made since 1896, making them one of the oldest American sweets still in production. The flavour sits somewhere between chocolate and toffee, wrapped in the brand's classic brown and white paper. They also make Tootsie Pops (a hard candy lollipop with a Tootsie Roll centre), which are equally iconic. For UK consumers, the appeal is largely nostalgic and curiosity-driven.

13. Blow Pops

Blow Pops combine two sweets in one: a hard candy shell with bubblegum in the centre. Once you've worked through the fruity outer layer, you hit the gum, which gives the sweet a second act. They come in a range of fruit flavours and the novelty factor makes them popular with kids and teenagers. Made by Charms (a Tootsie Roll Industries brand), they've been an American staple since 1973.

14. Pop Rocks

Pop Rocks are the popping candy that started it all. Pour them on your tongue and they fizz and crackle, creating a genuinely unique eating experience. They've been around since the 1970s and they're still one of the most fun American sweets you can buy. They come in small sachets in a range of fruit flavours. The novelty factor is the main draw, and they're a popular choice for party bags, gifts, and challenge videos.

15. Hot Tamales

Hot Tamales are cinnamon-flavoured chewy candies that offer something the UK sweet market almost entirely lacks: heat. They're the top-selling cinnamon candy in the US and they deliver a genuine spicy kick that surprises first-time buyers. They've been made by Just Born (the same company behind Mike and Ike) since 1950. They're an acquired taste, but customers who like them become repeat buyers.

16. Jelly Belly Jelly Beans

Jelly Belly jelly beans are a step above regular jelly beans, with over 50 flavours that taste remarkably like what they claim to be. The brand is famous for unusual flavours: buttered popcorn, toasted marshmallow, juicy pear, and even less appetising options in their BeanBoozled range (which mixes nice flavours with disgusting ones in identical-looking beans). They've been around since 1976 and were famously a favourite of President Ronald Reagan.

17. Charleston Chew

Charleston Chew is a nougat bar covered in chocolate that dates back to 1925. It comes in vanilla, chocolate, and strawberry flavours. What makes it interesting is that you can freeze it and snap it into pieces for a completely different eating experience, which is how many Americans prefer it. It's not as widely known in the UK as some others on this list, but it has a loyal following among American candy enthusiasts.

18. Milk Duds

Milk Duds are bite-sized caramel balls coated in chocolate. They've been an American cinema snack since 1928 and the name comes from the fact that the original manufacturer couldn't get them to form perfect circles, so they were called "duds." The caramel is firm and chewy, making each one last a while. They come in a distinctive yellow box that's easy to spot on shelves. There's nothing quite like them in the UK market, which makes them a genuine point of difference.

19. Whoppers

Whoppers are malted milk balls coated in chocolate. If you've had Maltesers, the concept is similar, but the flavour is noticeably different. The malted milk centre in Whoppers is denser and has a more pronounced malty taste. They come in boxes and bags and have been made by Hershey's since 1949. UK customers who enjoy Maltesers are usually curious to try the American version, which makes them an easy recommendation.

20. Gobstoppers

Wonka's Gobstoppers (now branded under the Ferrara company) are jawbreaker-style hard candies that change colour and flavour as you suck them. They're a classic American candy that appeals to the same audience who enjoy British gobstoppers but with bolder, more varied fruity flavours. The Everlasting Gobstopper name comes from Roald Dahl's Charlie and the Chocolate Factory, giving the brand a built-in story that resonates on both sides of the Atlantic.

A Note on UK Compliance

Not every American sweet you see online or in shops is actually legal to sell in the UK. Some well-known US candy brands contain ingredients that are banned or restricted under UK food regulations, including certain colourings like Red 3 (E127), mineral oil, and specific additives like annatto in non-permitted applications. Popular brands affected include Jolly Rancher, Swedish Fish, Butterfinger, and candy corn.

Every product on this list is fully UK-compliant. If you're a retailer, this is worth paying attention to. Selling non-compliant products can result in enforcement action from Trading Standards. Always make sure your wholesale supplier provides products that meet UK food regulations. At Sweet and Glory, all our stock is checked for UK compliance before it reaches our shelves.

What Makes American Sweets So Popular in the UK?

A few factors drive the ongoing demand. American sweets tend to have bolder, sweeter flavour profiles than their British equivalents. Many use corn syrup rather than sugar, creating a different texture and taste. The packaging is often more colourful and eye-catching. And the influence of social media, particularly TikTok, means that viral American candy trends reach UK consumers within days.

There's also a novelty factor that still hasn't worn off. Flavours like peanut butter chocolate, blue raspberry, and cinnamon candy simply don't have mainstream UK equivalents, so they continue to feel like a discovery for first-time buyers.

Stocking American Sweets for Your Shop

If you're a retailer, sweet shop owner, or online seller looking to stock American sweets, the products on this list are a solid starting point. They're proven sellers with consistent demand, strong brand recognition, and full UK compliance.

Sweet and Glory is a UK wholesale supplier of American candy, imported sweets, chocolate, and soft drinks. We offer trade accounts with bulk pricing, a wide range of American brands, and delivery across the UK. Whether you're building an American candy section from scratch or expanding your existing range, we can help.

Browse our full range of American sweets, chocolate, and drinks, or get in touch to open a trade account.