BUBS might be all the rage in the modern-day candy shop, but its sweet beginnings date back over 30 years. The company was founded in 1992 in Huskvarna, Sweden, by the Lindstrom family, who mortgaged their home to pursue their sweet dreams.
From the start, BUBS became known for its confectionery creativity, embracing whimsical flavors, fanciful shapes, and neon colors that stood out from the candy crowd.
But exactly how did BUBS get so big?
The Saturday Candy Tradition
Candy is a tradition in Sweden. Lördagsgodis, which is Swedish for “Saturday Candy,” is a weekly occurrence where children and adults are encouraged to indulge in candy on Saturdays.
The concept behind this tradition is, perhaps surprisingly, based on health: Children are encouraged to eat candy on Saturdays so they don’t eat it the rest of the week (easier said than done, of course). As a result of Saturday candy, Sweden is one of the largest consumers of candy in the world.
Enter BUBS
BUBS and other Swedish brands benefited from a well-established candy culture, which helped spearhead their popularity.
Naturally, BUBS’s presence on social media certainly didn’t hurt. TikTok, especially, was indispensable in bringing BUBS into the mainstream.
One influencer, a TikToker known as Mary Grace Graves, filmed herself filling bags with BUBS at a Swedish candy shop located in New York City. One of her posts reached over a million people, spurring her followers to get involved.
Other influencers began posting reviews, rating everything from texture to color. They also began imbibing in live taste tests and posting videos, attempting to convince others to give BUBS a try.
Foam Sweet Foam
BUBS’s unique, foam-like texture is one of the elements that make the candy so appealing. The texture is soft, chewy, and slightly spongy, often described as a blend between a gummy bear and a marshmallow.
The differing texture is the result of how BUBS are made (with a vegetable-based gelatin). BUBS are vegan, in case you’re wondering….they’re gluten-free, too.
Variety is the Spice of Life
BUBS comes in a variety of flavors, making sure your cravings are covered. Flavors range from sweet and sour to salty and include everything from raspberry, watermelon, and cola to bubblegum.
While BUBS is known for its foamy texture (as mentioned above), other textures are also available, including firmer or jelly options.