Swedish candy craze sweeps Long Island

How Swede it is. During the annual spring rush to fill Easter baskets, old-school chocolate rabbits faced stiff — and sweet and sour — competition from other goodies at local candy shops.

"I sold more Swedish candy than bunnies," says Gary Rosen, who has owned The Sweet Spot Shoppe in Plainview for 20 years. "People came in and were looking for it."

Still looking, that is. In the spring of 2024, viral TikTok and Instagram videos showcasing Swedish candy swept the tongue-tickling snack into the global spotlight, sparking curiosity and a mad scramble to experience a taste test.

The Swedish candy crush is "totally TikTok-driven," says Rosen, who stocked it in his store before social media, influencers and viral videos fueled the skyrocketing profile boost. "We liked the flavors, which are all-natural, and the textures, which are different. That’s why we carried it. But it wasn’t a big seller until the viral videos. They changed everything."

Taking over social feeds

Swedish candies, for the uninitiated, are treats known for playful shapes, unique flavor profiles, plus natural ingredients and distinctive textures.

A year ago, the Sweet Spot Shoppe posted a TikTok video about carrying Swedish candy that got 3.4 million views and 256,000 likes. At the peak of this craze, people would sometimes have to wait several weeks for it to come from Europe.

"It’s more accessible now," Rosen says. "You’ll see imported Swedish candy essentially everywhere. Now, Target has it."

Fads are fickle, often ephemeral, business. While ubiquity and time has led to the buzzy craze settling down, Swedish candy remains a draw across Long Island.

"Swedish candy is still a trend. It’s still solid," says Joseph DeBello, owner of Bestea By Hitch in Babylon, which features a wide selection of it in the store. "There’s still new flavors being developed and that’s a big part of the appeal."

Beyond Swedish Fish

Variety is the spice of life — and a hallmark of this satisfying indulgence. "The main reason why Swedish candy is so popular is that there’s just so many different kinds and shapes and flavors," says Julia Brandt, 28, of Saturday Candy Co. in Stony Brook and Sayville. "We have sweet, we have tart, we have super sour. There are so many choices."

At the shops, some five dozen varieties of candies from Sweden line a self-serve wall. Pick-and-mix assorted candy — aka lösgodis — is a beloved Swedish tradition. Black currant and peach-cola are a couple of the new taste sensations at the charming shops, named after the Swedish custom of making sugary snacks a weekly treat.

"We change out our inventory about every month," says Brandt, who grew up in Sweden and moved to Long Island eight years ago when she met the man who became her husband and business partner, Bo Brandt, 36.

Beyond Saturday Candy Co.'s brick-and-mortar locations, it offers a mobile rental cart. The cart, starting at $900 for two-hour events, has been a draw for events for kids and grown-ups. "We have it booked for the whole summer, starting in May," she says. "Mostly it’s for adult parties, birthdays, weddings and showers."

BesTea by Hitch has a similar cart. Cart rental plus candy for a party of 40 starts at around $600.

Loyal fan base

Like the imaginative shapes (skulls, bottles, mushrooms, fish, hearts, lips, to name a few), Swedish candy flavor profiles run the gamut — sweet, salty, sour, tangy, bitter, combo. Swedish candy’s appeal and charm comes from blending and balancing these flavors in surprising ways. Textures are firm, chewy and foamy.

There’s also a good-for-you component. "The whole point of Swedish candy is that it’s a healthy alternative candy," DeBello says. "They don't use dyes. They use natural food coloring to make it more natural." There are vegan and gluten-free options. Some Swedish candy contains added protein.

Kristen Duryea, 46, who lives in West Islip and works in finance, became a Swedish candy convert at BesTea by Hitch. Her nephews, 3 and 6, are fans, too. The kids favor the ice cream cone-shaped marshmallowy treats. Her go-tos are strawberry BUBS, a popular Swedish candy brand.

"I don’t eat a lot of candy, but when I do it’s Swedish candy," Duryea says. "It tastes more natural and clean and fruity. I really like the texture. I don’t think my tooth is gonna fall out."

Future of the sweets 

At Sweeties Candy Cottage in Huntington, Swedish candy has amassed a loyal fan base of repeat customers. "The demand has pulled back a little compared to a year ago, but it’s still quite popular," says owner Seth Friedman, 43. "But people who have tried it come back again and again."

A similar scenario is playing out at Sugar Crazy in Plainview, which prides itself on being up on the very latest candy and toys fads.

"We are very trend-based," says general manager and buyer Dani Liberman, 49. "Right now, customers are knocking down the doors to buy our squishies toys. They’ll also still grab a bag of Swedish candy, but before that was the reason they were here."

At the Sweet Spot Shoppe, Swedish candy accounts for roughly 20% of sales. Rosen, who has two decades of industry experience, predicts the candy category is a keeper.

"It’s popular for special occasions and parties," he says. "We send a lot of Swedish candy to colleges and camps as care packages. It’s something that’s going to be here to stay."