Bubs

Bubs — The Viral Swedish Foam Candy TikTok Fell For
 

Bubs is the Swedish candy that took over the internet. It was founded in 1992 in the small town of Huskvarna by the Lindström family, who quite literally mortgaged their home to start it — and named it after their own initials: Bernt, Ulrik, Birgitta and Stefan. Their idea was candy built around bold double flavours, a distinctive soft-and-airy foam texture, and playful shapes, and it made Bubs a fixture of Sweden's beloved pick and mix (lösgodis) culture. The original Raspberry Liquorice Skull is still the country's bestseller to this day.
 

In 2023 the brand exploded far beyond Sweden when its foam skulls went viral on TikTok — the hashtag #SwedishCandy has since passed 120 million views, searches for Swedish candy surged, and demand outstripped supply worldwide. Bubs is now the face of the whole Swedish candy trend, helped by the fact that it's vegan, gelatin-free and made without palm oil or artificial dyes.
 

Sweet and Glory stocks the genuine Swedish Bubs range wholesale for UK retailers.
 

The Bubs Range

The range is built around Bubs' signature shapes and double flavours in 156g bags. Sour Diamonds come in Tutti Frutti and Strawberry Vanilla, the iconic Sour Skulls in Lemon Raspberry, and the softer Sweet Ovals in Banana Toffee. Every line has the airy, foamy texture the brand is famous for — created by a cornstarch-based process rather than gelatin, which is what makes the whole range vegan and gelatin-free. The lines we stock are genuine Swedish product, not a reformulated import version.
 

Why Stock Bubs?

Bubs sits at the centre of one of the biggest confectionery trends of recent years, and that matters commercially: customers are actively searching for Swedish candy by name after seeing it on TikTok, so it draws people in rather than needing to be sold to them. The bright, photogenic shapes and satisfying foam texture make it ideal for social media and for pick and mix walls, while the vegan and gelatin-free credentials open it up to a growing plant-based market that most American candy can't reach. As a genuine Swedish import, it gives a shop something distinctive that supermarkets don't carry. For more on the viral sweets driving demand right now, see our TikTok candy trends guide.
 

Buy Wholesale Bubs at Sweet and Glory

Sweet and Glory offers the full Bubs range at wholesale trade prices with fast dispatch from our Manchester warehouse. No minimum order required. Free delivery on orders over £150 ex VAT under 25kg.
 

Frequently Asked Questions
 

What is Bubs candy?

Bubs is a Swedish candy brand founded in 1992, famous for its foam-textured sweets in playful shapes — skulls, diamonds and ovals — with bold double flavours. It became a global sensation after going viral on TikTok.
 

Are Bubs sweets vegan?

Yes. Bubs sweets are vegan and gelatin-free, made using a cornstarch-based foaming process instead of animal gelatine, and without palm oil or artificial dyes. This makes them suitable for a wide range of dietary preferences.
 

Is this the genuine Swedish Bubs?

Yes. The lines we stock are genuine Swedish product, made to the original recipes — not a reformulated version produced for another market.
 

What flavours and shapes do you stock?

We carry Sour Diamonds in Tutti Frutti and Strawberry Vanilla, Sour Skulls in Lemon Raspberry, and Sweet Ovals in Banana Toffee, all in 156g bags.
 

What is the minimum order?

There is no minimum order. Free delivery applies on orders over £150 ex VAT under 25kg. Orders under £150 ex VAT are charged at £7.10 per box.