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Bubs is one of Swedish candy's most interesting modern success stories. Founded in 1996 in Gothenburg by Staffan Nilsson, the brand built its identity on two pillars: distinctive product shapes (including the iconic skull-shaped gummy known as Skalle) and a commitment to vegan and gelatin-free formulations that set it apart in a market historically dominated by gelatin-based products.
The Origins of Bubs
Bubs was established as a candy producer focused on creating products for the modern Swedish lösgodis market. The brand identified a gap for high-quality, gelatin-free gummies that could appeal to vegetarians, vegans, and health-conscious consumers without sacrificing the texture and flavor that Swedish candy lovers expect. By using pectin — a plant-based gelling agent derived from fruit — instead of gelatin, Bubs created a range of gummies and foam candy that match traditional products in eating quality while being fully plant-based.
The Skalle: Bubs' Iconic Product
The Bubs Skalle (skull) is one of the most recognized shapes in Swedish lösgodis. The skull-shaped gummy, available in sour and sweet varieties, became a hallmark of Bubs and of Swedish candy more broadly. Its distinctive shape makes it immediately recognizable in pick-and-mix bins, and it has become a cultural symbol of Swedish candy's playful, slightly edgy sensibility.
Bubs and Vegan Candy in Sweden
Bubs was a pioneer in Swedish vegan candy. The brand's entire product range is gelatin-free, using pectin as the gelling agent. This decision — made as a core brand value rather than a market response — anticipated the growing demand for plant-based confectionery. Today, Bubs is the go-to brand for Swedish candy lovers who want vegan-friendly options. Learn more: Vegan Swedish candy guide.
Bubs Product Range
- Skalle (Skull): Sour and sweet skull-shaped gummies — the brand's most famous product.
- Foam candy: Pectin-based foam candy in various shapes and flavors.
- Sour ribbons: Long strips coated with citric acid for an intense sour experience.
- Licorice: Soft licorice pieces in various formats.
- Seasonal products: Christmas and Easter limited editions.
FAQ: Bubs Swedish Candy
Yes, Bubs' entire product range is gelatin-free and vegan-friendly, using pectin as the gelling agent. This makes Bubs one of the most accessible Swedish candy brands for plant-based eaters.
Bubs products are available at Scandinavian specialty food retailers internationally and through online Swedish candy importers. Some IKEA food stores also carry Bubs products.
Also see: Bubs Swedish candy blog article | Swedish foam candy guide | Vegan Swedish candy