A surge of interest in Swedish gummies is transforming the candy landscape in the U.S., driven by TikTok influencers and rising chocolate prices.
In Brooklyn, New York, lines can stretch so long outside one shop that the owners sometimes have to call in a bouncer to manage the crowd.
Customers leave the store clutching bags filled with their sugary treasures, treating them like prized possessions.
This is the essence of the Swedish gummies phenomenon that has captured the American palate, largely thanks to TikTok creators who showcase their colorful candy hauls.
Creator Beca Michie enthused, “Since everyone’s obsessed with Swedish candy in New York, let’s go to Bon Bon!” as she stood outside the popular Bon Bon Swedish Candy shop.
Leo Schaltz, a co-founder of Bon Bon, explained that he and his partners opened the store after realizing American gummy options were lacking. “We felt that the American standards of candy didn’t live up to what we grew up with in Sweden,” he shared.
Growing up, Schaltz and his friends could indulge in sweets only once a week, on Saturdays. “Those Saturdays were sacred, and we wanted to recreate that feeling,” he recalled, noting the nostalgia tied to their favorite childhood treats.
Bon Bon, which opened in 2017 and now has four locations, often attracts lines that wrap around the building. Schaltz humorously added, “Sometimes the lines get too long, and we need to bring in a candy bouncer. He’s friendly and hands out samples!”
While TikTok brings new customers in, Schaltz insists that the quality of their ingredients keeps them returning. “Most of our candy is vegan and gluten-free. It’s a quality product that comes from Sweden, adding an air of premium appeal.”
Bon Bon offers unique treats like cotton candy skulls, foamy pear ovals known as “bubs,” sour cola pacifiers, and traditional Swedish black licorice, which has yet to win over all American taste buds. “It tastes amazing; you just haven’t had the right licorice,” Schaltz said confidently.
Elly Ross, owner of Lil Sweet Treat, noted the viral trend of Swedish candy and recognized a market gap for new flavors and textures. “I saw a small unit for rent in the West Village and thought, ‘This is Lil Sweet Treat,’” she said. Documenting her journey on TikTok, she amassed over 28,000 followers and sold out of her entire stock within days of opening.
Lil Sweet Treat attracts visitors from around the globe, as store supervisor Issy Victoriano noted, “I’ve seen people who flew in just to try our candy.”
Ross, inspired by her Korean heritage and travels, curates candies from around the world, including Swedish alligator bites and German smiling pumpkins. “A candy connoisseur is anyone willing to explore new candies and take that leap of faith,” she explained.
Beyond TikTok’s influence, industry experts suggest that the rising prices of chocolate may also contribute to the gummies boom. David Branch, a commodities analyst, stated, “Chocolate is likely to remain expensive for a while, benefiting the gummy candy sector.”
Nostalgia plays a significant role in the success of these stores. “Customers often tell us, ‘You made me feel like a kid again,’” Ross shared. “People are looking for joy in simple pleasures like a bag of candy.”
Schaltz echoed this sentiment, saying, “We’re all kids at heart. Growing up is a trap, but owning candy stores definitely helps keep that spirit alive.”
