What is the story about?
What's Happening?
Swedish candy brand BUBS, owned by Orkla Snacks, has been named one of TIME's Best Inventions of 2025. This recognition highlights BUBS' innovative approach to candy, characterized by bold flavor combinations and high-quality chewy textures. The accolade comes shortly after BUBS opened its first pop-up store in New York City, marking its expansion into the U.S. market. The brand has gained significant traction, with the hashtag #swedishcandy amassing over 9 billion views on social media. This is the second recent recognition from TIME, as Orkla Snacks was previously included in TIME100 Most Influential Companies, driven by BUBS' success.
Why It's Important?
The recognition of BUBS by TIME underscores the growing influence of Scandinavian candy in the U.S., the world's largest candy market. This accolade not only boosts BUBS' brand visibility but also signifies a major growth opportunity for Orkla Snacks in the American market. The expansion of BUBS into the U.S. could lead to increased competition in the candy industry, challenging established American brands. The viral popularity of BUBS on social media further indicates a shift in consumer preferences towards international candy brands, potentially influencing market trends and retail strategies.
What's Next?
Following the recognition, BUBS is set to launch broadly across the U.S. market this fall, capitalizing on strong consumer demand and retailer interest. This expansion is expected to enhance BUBS' market presence and drive sales growth. Orkla Snacks may continue to leverage social media and pop-up stores to increase brand engagement and consumer reach. The success of BUBS could encourage other international candy brands to explore the U.S. market, potentially leading to a more diverse candy industry landscape.
Beyond the Headlines
The inclusion of BUBS in TIME's Best Inventions list highlights the cultural exchange between Scandinavian and American markets, reflecting broader globalization trends in the food industry. This recognition may inspire other companies to innovate and adapt their products for international markets, fostering cross-cultural culinary experiences. Additionally, the emphasis on originality and impact in TIME's selection criteria could encourage brands to prioritize sustainable and ethical production practices, aligning with growing consumer demand for responsible consumption.
AI Generated Content
Do you find this article useful?
