Featuring a delicious variety of bright marshmallow flowers, sweet and sugary “bubs”, pink and blue candy skulls and many more, the Swedish candy craze has taken hold in society.  Most notably publicized through social media platforms like TikTok and Instagram, this sweet sensation has increasingly become a fan-favorite, and quickly spreading throughout the country.

Unlike traditional American candies, Swedish candy has a softer, fluffier texture due to the use of cornstarch rather than gelatin, as well as air bubbles created during the production process. This makes the candy softer and easier to pull apart, as seen in millions of viral TikTok videos influencing this product, beginning in January of 2024. As a result, the international demand for Swedish candy skyrocketed,  as Swedish manufacturers struggled to meet the overwhelming and sudden demand. 

This trend has persisted for over a year, and throughout it all, Swedish candy has continued to be an iconic part of the candy industry. Luckily for Marlborough students, they can easily enjoy this Swedish delight at a nearby store “Sockerbit”, located only ten minutes away from campus. With a dazzling display of various candy textures, colors and sweetness, everyone can be sure to enjoy the candy. As both in-store and online options of purchasing the candy continue to expand, thousands of people globally can appreciate and discover the charm of Swedish sweets and culture.