BUBS Godis
BUBS Godis is a Swedish vegan confectionery brand (est. 1992) producing iconic skull-shaped gummy and foam candies, owned by Orkla Snacks Sweden and serving Gen Z and Millennial consumers aged 16–35 through retail, flagship stores, and a 2025 US launch.
- Company typePrivate
- Founded1992
- HeadquartersJönköping, Sweden
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
What BUBS Godis does
BUBS Godis is a Swedish confectionery brand founded in 1992 in Huskvarna, Sweden by the Lindström family, producing vegan, gelatin-free, palm oil-free, AZO-dye-free gummy and foam candies in iconic shapes (SKALLE/skull, OVALS, DIAMONDS, COIN) across fruity, sweet, sour, and salty-licorice flavor profiles. The company operates one of the most modern confectionery factories in the Nordics — a BRC-certified, 24/7 automated facility in Huskvarna using proprietary corn-starch mold casting technology, robots, and driverless trucks to produce millions of kilos annually. BUBS is wholly owned by Orkla Snacks Sweden following a 2023 acquisition, with corporate headquarters in Solna, Sweden and a flagship retail store (BUBS Sthlm) in central Stockholm.
The business sells through multiple channels: Swedish daily grocery retail, specialty pick-and-mix (plockgodis), the flagship store, the bubsmerch.se merchandise webshop, and, since August 2025, the US market via exclusive partner Mount Franklin Foods at a standardized $2.99 per 5-ounce bag across Kroger, Target, Walmart, CVS, Walgreens, Albertsons, Five Below, Jewel-Osco, Safeway, and HEB. The target customer is the 16–35 demographic — Gen Z and Millennials drawn to viral social media trends (TikTok), Scandinavian cultural authenticity, and clean-ingredient plant-based confectionery. BUBS complements its core candy revenue with branded merchandise and cross-industry collaborations (e.g., H&M Beauty limited-edition collection), leveraging viral brand equity to extend into lifestyle categories.
BUBS Godis firmographics
Firmographics- Name
- BUBS Godis
- Legal name
- BUBS (Orkla Snacks Sweden)
- Website
- https://bubs.se
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Short description
- BUBS Godis is a Swedish vegan confectionery brand (est. 1992) producing iconic skull-shaped gummy and foam candies, owned by Orkla Snacks Sweden and serving Gen Z and Millennial consumers aged 16–35 through retail, flagship stores, and a 2025 US launch.
- Ownership category
- akta.pro rank
BUBS Godis industry classification
Industry- Product category
- Confectionery
- NAICS
- Nonchocolate Confectionery Manufacturing (31134)
- SIC
- Sugar & Confectionery Products (2060)
- akta.pro primary industry
- Vegan/Allergen-Free Dessert Shops (THAFAGAL)
Keywords
Where BUBS Godis is headquartered
LocationHeadquarters
- HQ city
- Jönköping
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
BUBS Godis business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Confectionery Product Sales (B2C Retail): BUBS generates revenue through direct sales of branded confectionery products to consumers via retail stores. Products are sold as pre-packaged candy bags and pick-and-mix selections through major retail chains (Kroger, Target, Walmart, CVS, Walgreens, etc.) and the brand's own merchandise webshop (bubsmerch.se). US-market products are manufactured by Mount Franklin Foods in Mexico following original Swedish recipes, retailing at $2.99 per 5-ounce bag.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 5-ounce candy bags (US market) |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
BUBS Godis product offering
Product offeringCore offering
BUBS Godis manufactures and sells vegan, gelatin-free foam and jelly candies in iconic shapes such as SKALLE (skull), OVALS, DIAMONDS, and COIN. Products are sold as pre-packaged retail bags (Godispåsar) and as Pick & Mix (Plockgodis) individual pieces via Swedish grocery retail, the BUBS Sthlm flagship store, and US retail chains (Kroger, Target, Walmart, CVS, Walgreens) through manufacturing and distribution partner Mount Franklin Foods. The brand also sells apparel and accessories through its dedicated bubsmerch.se webshop.
Product overview
BUBS is a Swedish candy brand offering a colourful portfolio of iconic-shaped gummy and foam candies. The product range centers on four main product lines: Candy Bags (pre-packaged retail pouches), Pick & Mix/Plockgodis (bulk individual pieces for personal selection), and individual SKU products. Signature shapes include SKALLE (skull), OVALS, DIAMONDS, and COIN, available in foam and jelly textures. Flavor profiles span fruity (Raspberry, Lemon Raspberry, Tutti Frutti, Wild Berry, Fruity Pear, Strawberry Vanilla), sweet (Banana Toffee), sour classics (Cool Cola, Bubblegum), and uniquely Swedish combinations like Raspberry Salty Licorice. All products are 100% vegan, gelatin-free, palm oil-free, and free from AZO dyes. In 2025, BUBS expanded into merchandise with an apparel collection featuring hoodies, T-shirts, and accessories. The company operates from a BRC-certified factory in Huskvarna, Sweden and expanded to the US market in August 2025 through partnership with Mount Franklin Foods.
Differentiator
Problem solved
Functional benefit
Products and services
- BUBS Candy Bags (Godispåsar) Pre-packaged retail pouches filled with favorite BUBS candy varieties, available at grocery and convenience retailers for immediate purchase by consumers.
- BUBS Pick & Mix (Plockgodis) Iconic individual candy pieces sold in traditional Swedish pick-and-mix format, allowing consumers to select and combine their own custom mix. Sold by weight at retail and through the BUBS Sthlm flagship store.
- BUBS Merchandise Collection Unisex branded apparel and accessories including hoodies, college sweatshirts, bucket hats, T-shirts, caps, tote bags, and pins in pastel tones, extending BUBS brand identity into lifestyle merchandise.
- BUBS Raspberry Salty Licorice SKALLE Jelly candy in the iconic skull shape with sweet and salty licorice flavor, described as the original that changed the world.
- BUBS Sour Tutti Frutti Diamond Sour foam candy in diamond shape with tutti frutti flavor, bursting fruity flavor with continental charm.
- BUBS Sour Lemon Raspberry Skalle Sour gummy candy in iconic skull shape combining lemon and raspberry flavors.
- BUBS Sweet Banana Toffee Ovals Sweet foam candy in oval shape combining creamy banana with rich buttery toffee flavors.
- BUBS Sour Strawberry Vanilla Diamond Sour foam candy in diamond shape combining sweet strawberry with dreamy vanilla flavors.
Quantifiable outcome
- Billions of views on #swedishcandy TikTok hashtag; BUBS went viral in 2024, triggering global shortage and subsequent US retail expansion in 2025
- +4 more outcomes
Companies that use BUBS Godis
Customer profileNamed customers10 records
Segments1 record
Ideal customer profiles1 record
BUBS Godis technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
BUBS Godis partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor, core and flagship.
- H&M BeautyminorH&M Beauty partnered with Swedish candy brand BUBS to launch a limited-edition beauty collection inspired by viral TikTok trends, featuring lip oils, masks, and body mists in watermelon, bubblegum, and raspberry licorice flavors. The collaboration represents a cross-industry brand extension leveraging BUBS' cultural cachet.
- Mount Franklin Foods (Manufacturing)coreBUBS US-market candies are produced in Mexico through a partnership with Mount Franklin Foods, which holds rights to manufacture, distribute, and manage retail sales. The brand states products follow the same original Swedish recipes while being produced near the US market for proximity.
- Burson (Global Communications Agency)coreBurson, a global communications agency, was appointed as BUBS' US agency of record following a competitive pitch. Burson executes a comprehensive PR and marketing campaign to introduce BUBS to the US market, supporting the August 2025 retail launch across nationwide chains.
- Mount Franklin FoodsflagshipTexas-based Mount Franklin Foods secured exclusive US rights to manufacture, distribute, and manage retail sales of BUBS products. Products for the US market are manufactured in Mexico following original BUBS recipes. The partnership enabled BUBS' first major international expansion, launching at major US retailers (Kroger, Target, Walmart, CVS, Walgreens, Albertsons, etc.) in August 2025. US contact: 1-800-525-6521 / [email protected].
Scale indicators6 records
Recent moves7 records
Expansion highlights4 records
BUBS Godis competitors and assessment
Company assessmentRegional players
- Malaco: Swedish confectionery brand specializing in sweet and salty licorice, foam candies, and pick-and-mix—highly comparable to BUBS' product portfolio and cultural anchoring. Now part of Cloetta, competes directly with BUBS in Sweden and adjacent markets.
- Cloetta: Swedish/Nordic confectionery conglomerate owning brands like Surfers and Malaco—directly comparable to BUBS in Swedish market positioning, lördagsgodis heritage, and channel mix. The closest regional incumbent in BUBS' home market.
- Fazer: Leading Nordic confectionery and bakery company with a comparable product range in candies and chocolates and similar lördagsgodis-tradition positioning. Operates across BUBS' Nordic and Baltic footprint as a major rival and Orkla Snacks competitor.
Direct peers
- Haribo: Global gummy candy leader with a similar product range (gummy bears, foam, jelly) sold at mass retail. Directly competes with BUBS in the gummy confection category across both European and US markets, including in vegan and clean-label sub-segments where BUBS has positioned itself.
- Trolli: German-originated gummy/foam candy brand (owned by Ferrara Candy) competing head-to-head with BUBS in sour and sweet gummy formats. Same retail channels, similar price points, and overlapping Gen Z target consumer, making it the closest direct competitor.
- Katjes: German confectioner specializing in vegan licorice and gummy candies, with a clean-label, no-artificial-coloring positioning nearly identical to BUBS. Competes in the same specialty sweets niche and is a leading European alternative to BUBS in plant-based gummies.
- Albanese Candy: US-based premium gummy manufacturer with very similar value proposition (bold flavors, multiple shapes, novel textures, broad SKU range). Comparable mid-premium positioning and rival for shelf space in US specialty and grocery channels where BUBS launched.
Broad incumbents
- Jelly Belly: Established American jelly/confectionery manufacturer with broader product portfolio than BUBS but overlapping target consumer and retail channels. Operates in the same flavor-led novelty confection space though focused on jelly beans rather than gummy/foam.
- Perfetti Van Melle: Global confectionery major (Mentos, Fruittella, Chupa Chups, Sour Patch Kids license in Europe) operating broadly in the same mass-market gummy/sweet category. Serves as a benchmark for category scale and what BUBS would need to eventually become a top-tier global candy brand.
Others
- BonBon: Swedish specialty candy retailer whose influencer hauls (per BUBS' TikTok virality data) drove BUBS into a global shortage—an indirect but commercially significant relationship. Comparable as an adjacent participant in the same Nordic specialty confection ecosystem rather than a direct competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
BUBS Godis social profiles
Digital presenceBUBS Godis compliance and trust
Trust signalCompliance1 record
BUBS Godis financial estimates
Financial estimateRevenue estimate
Valuation estimate
BUBS Godis leadership team
Management profileNumber of profiles
Profiles4 records
BUBS Godis funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BUBS Godis M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BUBS Godis
What does BUBS Godis do?
BUBS Godis manufactures and sells vegan, gelatin-free foam and jelly candies in iconic shapes such as SKALLE (skull), OVALS, DIAMONDS, and COIN. Products are sold as pre-packaged retail bags (Godispåsar) and as Pick & Mix (Plockgodis) individual pieces via Swedish grocery retail, the BUBS Sthlm flagship store, and US retail chains (Kroger, Target, Walmart, CVS, Walgreens) through manufacturing and distribution partner Mount Franklin Foods. The brand also sells apparel and accessories through its dedicated bubsmerch.se webshop.
Is BUBS Godis a public or private company?
BUBS Godis is a private company. It is classified as corporate owned and is currently operating.
When was BUBS Godis founded?
BUBS Godis was founded in 1992.
Where is BUBS Godis based?
BUBS Godis is headquartered in Jönköping, Sweden, in the Europe region.
How does BUBS Godis make money?
One revenue line is on record: confectionery Product Sales (B2C Retail).
Who are BUBS Godis's main competitors?
Regional players on record are Malaco, Cloetta and Fazer. Direct peers are Haribo, Trolli, Katjes and Albanese Candy. Broad incumbents are Jelly Belly and Perfetti Van Melle. BonBon is listed as an others.
Does BUBS Godis have an API?
No public API is recorded for BUBS Godis.
What industry is BUBS Godis in?
BUBS Godis's product category is Confectionery. Its primary akta.pro industry code is THAFAGAL, Vegan/Allergen-Free Dessert Shops. Its NAICS code is 31134 and its SIC code is 2060.