If you haven't come across Swedish candy yet, chances are you know someone who is already obsessed with it. These treats are fun and colorful, and come in unusual shapes. They offer some surprising flavors you may not have tried before, such as salty licorice, sour foam skulls, and raspberry fudge. This candy has been gaining a lot of fans in the U.S., and it's hard to ignore any longer.
What is Swedish candy?
Swedish candy, or "godis", is famous for its variety of flavors and types. They come in wide varieties, including fruity gummies, soft foams, sour options, and a unique salty licorice flavor you won't find elsewhere. The textures are often firmer or chewier than the typical gummies you might be used to.
The cultural roots of lördagsgodis
Sweden's candy culture didn't happen by accident. Every Saturday, kids across the country get their weekly allowance and head to the self-serve candy store to fill paper bags by weight. This tradition is called lördagsgodis, which translates directly to "Saturday candy," and it's been around since the 1980s.
The Swedish government introduced it as a public health measure, encouraging children to eat candy only one day a week to reduce dental cavities. This made it easier for parents to say no to candy cravings during the week, as they could simply remind their kids to wait until Saturday.
Over the years, this Saturday candy ritual has become a tradition in Sweden. Saturdays are now special for choosing sweets, visiting stores, and enjoying a little treat.
Why it’s trending in the U.S.
The rise of Swedish candy in the United States is largely driven by social media exposure. Many people are discovering these treats online, often seeing videos and posts about different Swedish brands and unique candy textures. The fun pick-and-mix style of these sweets has also attracted attention from candy lovers who may not have tried them before.
One reason people are drawn to Swedish candy is its "cleaner" ingredients. Many Swedish brands use natural fruit extracts and plant-based colorings instead of synthetic dyes like Red 40 or Yellow 5.
They also use real sugar instead of the sweeter high fructose corn syrup found in many candies. In Sweden, the use of food additives is closely regulated, meaning that any colors and flavorings must be on an approved list and clearly marked on the packaging either by E-number or name, for transparency.
Interestingly, many Swedes find it amusing that Americans consider their candy healthy simply because it lacks certain artificial ingredients. One person shared, "As a Swede, it's crazy how Americans call candy healthy just because it's not filled with the chemicals that are allowed in America."
Another noted that while it might not be considered healthy, it’s definitely better than many American options, at least it’s not filled with harmful ingredients.
One person shared on Reddit, "I’ve seen this candy all over my TikTok! After an impulse purchase, I can say that it is absolutely life-changing! I was kind of hoping it was all hype, but it’s not. I am addicted now!"
Where to try Swedish candy in the U.S.
Swedish candy is now widely available across the United States, both in specialty stores and through international retailers.
In New York City, BonBon is one of the most popular places for Swedish pick-and-mix candy, offering a selection of treats, including salty licorice, fizzy fruit mix, and sweet-and-sour varieties similar to those found in Sweden.
On the West Coast, Sockerbit, a family-owned store, specializes in Scandinavian sweets and offers a similar self-serve experience for Swedish-style confectionery. They source candies that meet EU health standards and are free of any artificial additives and dyes.
Outside dedicated shops, you can also find these candies at large retailers. IKEA stores across the U.S. carry Swedish candy sections alongside other Nordic food products. In addition, online retailers such as Sweetish Candy offer direct shipping of imported Swedish sweets, expanding availability beyond major cities.
Bottom line
The Swedish candy trend is going strong. Whether you're trying it out of curiosity, grabbing some at a candy shop on a Saturday, or ordering a bag online after seeing it on TikTok, you won't regret it. The flavors are unique, the textures are different, and you'll love the whole experience of picking up candy.
Ultimately, Swedish candy is more than just about being healthy or following the latest trends. The most meaningful part of the story is perhaps to learn from a culture that understands that indulging a little less often makes it even more enjoyable.
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