A surge of interest in Swedish gummies is reshaping America’s candy scene. TikTok influencers and rising chocolate prices are fueling this shift.
Bon Bon: A Sweet Success Story
In Brooklyn, New York, Bon Bon’s popularity often leads to long lines. Sometimes, the store’s owners call in a bouncer to manage the crowds. Customers leave with bags of candy, treating them like precious treasures.
This craze owes much to TikTok creators who showcase their colorful candy hauls. Creator Beca Michie exclaimed, “Since everyone’s obsessed with Swedish candy in New York, let’s go to Bon Bon!” while standing outside the shop.
Leo Schaltz, Bon Bon’s co-founder, explained why they opened the store. He and his partners believed American gummy options lacked quality. “We felt American candy didn’t meet the standards we had growing up in Sweden,” he said.
As a child, Schaltz enjoyed sweets only on Saturdays, making the experience special. “Those Saturdays were sacred, and we wanted to recreate that feeling,” he recalled.
Bon Bon’s first store opened in 2017, and they now have four locations. The lines often wrap around the building. Schaltz joked, “When the lines get too long, we bring in a candy bouncer. He’s friendly and hands out samples!”
While TikTok draws customers in, Schaltz credits the quality of their candy for keeping them coming back. “Most of our candy is vegan and gluten-free. It’s a quality product from Sweden, adding a sense of premium appeal,” he said.
Bon Bon’s offerings include unique treats like cotton candy skulls, sour cola pacifiers, and classic Swedish black licorice. Schaltz acknowledged American skepticism toward black licorice but remained confident. “It tastes amazing; you just haven’t had the right licorice,” he said.
Lil Sweet Treat: Global Flavors Meet Local Demand
Elly Ross, owner of Lil Sweet Treat, saw the growing demand for Swedish candy. Spotting an opportunity, she opened a store in New York’s West Village. “I saw a small unit for rent and thought, ‘This is Lil Sweet Treat,’” she said.
Ross documented her journey on TikTok, gaining over 28,000 followers. Her store’s stock sold out within days of opening. Customers from around the world now visit Lil Sweet Treat. Store supervisor Issy Victoriano observed, “I’ve seen people who flew in just to try our candy.”
Ross’s Korean heritage and global travels inspired her candy selections. Her store offers Swedish alligator bites, German smiling pumpkins, and other international treats. “A candy connoisseur is anyone willing to explore new candies and take that leap of faith,” she said.
The Broader Candy Boom
Beyond TikTok’s influence, rising chocolate prices are boosting the gummy candy sector. David Branch, a commodities analyst, explained, “Chocolate is likely to remain expensive for a while, benefiting the gummy candy sector.”
Nostalgia also fuels the success of these stores. Customers often share how candy transports them back to childhood. “People tell us, ‘You made me feel like a kid again,’” Ross shared.
Schaltz echoed this sentiment, adding, “We’re all kids at heart. Growing up is a trap, but owning candy stores helps keep that spirit alive.”