When you hear the phrase Swedish candy, what comes to mind? Perhaps chewy red fish, colourful gummy varieties, or salty licorices that leaves an unforgettable punch. But behind these iconic treats lies a fascinating history and cultural tradition that makes Swedish candy truly unique. So, where is Swedish candy from, and why is it so beloved around the world?
Let’s unwrap the rich story of Swedish sweets—exploring their origins, the cultural phenomena of “Lördagsgodis,” key ingredients, famous brands, and why they’ve captured the hearts (and taste buds) of candy lovers globally.
The Origin: Where Is Swedish Candy From?
Swedish candy, known locally as “svenskt godis,” originates from Sweden, a Nordic country with a long-standing love affair with all things sweet. The modern Swedish candy scene emerged in the early 20th century, though the tradition of sugar confections dates back to the Middle Ages, when sugar was imported in small quantities and reserved for the elite.
The modern candy boom began in the 1940s and 1950s, following World War II, as sugar became more affordable and widely available. Swedish companies started developing a wide array of sweets, from jelly candies to chocolate bars and licorices. Today, Sweden is one of the top candy-consuming countries per capita, with a candy culture deeply embedded in everyday life.
The Cultural Phenomenon: What Is "Lördagsgodis"?
One of the defining traditions that explains where Swedish candy is from—and how it's enjoyed—is Lördagsgodis, which translates to “Saturday candy.”
This tradition started in the 1950s when health officials encouraged families to limit sugar consumption to just one day a week. It might sound restrictive, but it created a highly anticipated ritual for Swedish children. Every Saturday, kids would get to fill paper bags with their favorite treats from a “plockgodis” wall—those dazzling bulk candy displays now found in nearly every supermarket and gas station across the country.
This idea of “saving candy for Saturday” became a powerful tradition and is still widely followed today, even among adults. The Lördagsgodis ritual has shaped not only how Swedes consume candy, but also how candy is marketed and sold throughout Sweden.
Types of Swedish Candy
Swedish candy isn't just about gummy fish or salty licorices—it includes a broad spectrum of textures, flavours, and experiences. Here’s a closer look at the types of candies you'll find:
1. Gummies and Jellies
Colorful, chewy, and fruity, these are the crown jewels of the Swedish candy world. They come in fun shapes—bottles, skulls, lips, animals—and are often coated in sour sugar.
Popular examples:
- Bubs
- Malaco Gott & Blandat
- Ahlgrens Bilar (Swedish car-shaped gummies)
2. Licorices (Lakrits)
Licorices in Sweden is a love-it-or-hate-it experience, especially the salty variety (salmiak) made with ammonium chloride. To Swedes, salty licorice is a nostalgic and bold flavor deeply tied to childhood and tradition.
Famous varieties:
- Djungelvrål (salty licorice monkeys)
- Turkisk Peppar (spicy hard candies)
3. Chocolate
While not as central as gummies or licorices, Swedish chocolate still holds its own with silky, creamy varieties often paired with hazelnuts, caramel, or fruit fillings.
Swedish chocolate brands include:
- Marabou (a household name)
- Cloetta
- Plopp (caramel-filled chocolate bars)
4. Foam Candies
Light and slightly spongy, foam candies like banana foam, raspberry licorice skulls, and marshmallow-like treats are staples in bulk bins across Sweden.
Why Is Swedish Candy So Popular?
There are a few key reasons why Swedish candy stands out:
- Quality Ingredients
Swedish candy manufacturers often use natural flavorings, real fruit juice, and less artificial coloring than American candies. Many are even vegan-friendly and free from gelatin.
- Wide Variety
You’ll find every type of flavor imaginable—fruity, sour, licorice, chocolate, mint, and even salty-spicy combinations. The pick-and-mix (plockgodis) culture encourages trying new things each week.
- Balanced Sweetness
Unlike American candy, which can lean heavily sweet, Swedish candies often feature more complex flavours. Sour, bitter, and salty candies are just as celebrated as sweet ones.
Iconic Swedish Candy Brands
Understanding where Swedish candy is from also means recognizing the companies and brands that helped shape its identity.
◾ Malaco
Known for Gott & Blandat, a mixed bag of gummies and licorice, Malaco is one of the most recognized names in Swedish candy.
◾ Cloetta
Founded in the 1800s, Cloetta produces favorites like Kexchoklad, Polly, and Bridge Mix. They’re also behind several plockgodis staples.
◾ Bubs Godis
Vegan-friendly and gelatin-free, Bubs specializes in sour and sweet foam gummies with creative shapes and flavors.
◾ Marabou
The go-to chocolate brand for many Swedes, Marabou offers delicious bars in dozens of flavors including Daim, Japp, and Oreo-filled varieties.
Where to Find Swedish Candy Outside of Sweden
Swedish candy is no longer just for Swedes. Thanks to global demand and increased online shopping, you can now find authentic Swedish sweets at:
- Specialty import stores
- Online retailers like InOutSnackz
- IKEA’s Swedish Food Market
- Global supermarkets with an international candy aisle
If you're looking to explore Swedish candy without leaving home, try a Swedish candy mystery box—a fun and curated way to experience everything from chocolate to salty licorices.
Health Considerations and Dietary Labels
Another reason Swedish candy is gaining traction is its alignment with modern dietary preferences. Many Swedish candies are:
- Gelatin-free
- Gluten-free
- Palm oil-free
- Vegan-friendly
Manufacturers often cater to a health-conscious audience while preserving flavor, making Swedish candy an attractive choice for those with dietary restrictions or preferences.
Fun Facts About Swedish Candy
- Swedes consume more candy per capita than any other country—about 35 pounds (16 kg) per person annually.
- Ahlgrens Bilar, the car-shaped gummy, is Sweden’s best-selling car (yes, really).
- The term godis is a catch-all for candy and is affectionately used across all ages.
- Salty licorice is so popular in Sweden that it’s even used in ice cream, vodka, and chewing gum.
- Sweden has over 4,000 types of bulk candy across grocery stores, all arranged in beautiful rainbow bins.
Conclusion: The Sweet Origins of Swedish Candy
So, where is Swedish candy from? It's from a country where candy isn't just a snack—it’s a cultural ritual, a creative expression, and a cherished weekly tradition. Born from centuries of trade, refined in the 20th century, and shaped by bold flavours and community practices, Swedish candy represents a delicious piece of Sweden’s identity.
Whether you’re a seasoned licorices lover or just discovering Scandinavian sweets for the first time, exploring Swedish candy is a fun and flavourful journey worth taking.
Next time you're eyeing that colourful bag of gummies or curious about trying salty licorices, remember: you're not just eating candy—you're tasting a slice of Sweden.
