What's Happening?
Swedish candy brand BUBS, owned by Orkla Snacks, has been recognized by TIME as one of the best inventions of 2025. This accolade highlights BUBS' impact in the U.S. market, where its bold flavor combinations and chewy texture have gained popularity. The recognition follows the opening of BUBS' first pop-up store in New York City, marking a significant expansion into the American market. The brand has seen strong consumer demand and retailer interest, positioning it for broader distribution across the U.S. this fall. BUBS has also become a viral sensation on social media, with the hashtag #swedishcandy reaching over 9 billion views.
Why It's Important?
The recognition of BUBS by TIME underscores the growing influence of Scandinavian candy traditions in the U.S., the world's largest candy market. This expansion represents a major growth opportunity for Orkla Snacks, as interest in BUBS continues to rise. The brand's success in the U.S. could lead to increased market share and revenue for Orkla Snacks, while also introducing American consumers to new candy experiences. The viral popularity of BUBS on social media further amplifies its potential impact, as it taps into digital marketing channels to reach a wider audience.
What's Next?
With BUBS' expansion into the U.S. market, Orkla Snacks is likely to focus on scaling its distribution and marketing efforts to capitalize on the growing interest. The brand's presence in major U.S. cities could lead to partnerships with local retailers and further pop-up store openings. Additionally, Orkla Snacks may explore collaborations with influencers and social media campaigns to sustain the momentum and engage with new consumers. The continued recognition by TIME and other industry accolades could bolster BUBS' reputation and drive further growth.
Beyond the Headlines
The success of BUBS in the U.S. market highlights the potential for international brands to leverage cultural uniqueness and innovative product offerings to penetrate new markets. This trend could encourage other Scandinavian and European brands to explore similar strategies, fostering diversity in consumer choices and enhancing cross-cultural exchanges. The emphasis on quality and unique flavors may also influence domestic candy producers to innovate and adapt to changing consumer preferences.
