Starting a Swedish Candy Business – What Candy Should You Choose? Part 1: Categories
One of the most common questions we get as a Swedish candy wholesaler is:
“I’m starting a Swedish candy business — what kind of candy should I choose?”
This question comes up especially often since one of our owners is Swedish and played a major role in building our business from the ground up. Because of this, many people reach out to us asking for honest insights into what actually sells — and what does not.
So in this blog series, we’re answering this question once and for all, using our real-world experience wholesaling Swedish candy to retailers across North America and running both wholesale and retail operations throughout Europe.
The truth is simple:
There is no perfect one-size-fits-all candy assortment — success depends entirely on your market.
Some Swedish candy categories perform extremely well everywhere. Others struggle depending on location and customer preferences. A perfect example of this difference is licorice.
This series is divided into multiple posts where we review each candy category step-by-step, helping new business owners understand what to focus on — and what mistakes to avoid.
Licorice
Licorice is one of the most debated and misunderstood candy categories in the world.
When we talk about licorice here, we mean traditional black licorice, which is how licorice is known throughout Sweden and most of Europe. In the United States, many people associate the word “licorice” with red ropes or fruit gummies — creating confusion around the actual product.
In Europe, people grow up eating black licorice and gradually come to enjoy the flavor more over time. In Sweden and across Europe, licorice remains extremely popular.
In the United States, the situation is very different.
From our experience wholesaling and retailing to thousands of American customers, we see that most people:
- Aren’t familiar with the taste
- Find it too strong or unusual
- Try it once but almost never repurchase
Even one of our founders disliked licorice growing up and only learned to enjoy it later. That experience is common in Europe — but in the U.S., most consumers never develop a taste for it.
Licorice sells very well in Europe — but performs very poorly in North America.
Should You Sell Licorice?
Online & Mixed Bags
Do not include licorice in candy mixes.
Even a small amount can stop customers from buying the entire product.
Carry only limited licorice options if you want to offer curiosity items — but expect very low repeat sales.
Retail Stores
In physical stores, licorice can be offered in small quantities only.
Typical recommendation:
- 2–4 sections in a 50-section candy wall
Small or New Businesses
Skip licorice completely.
It ties up capital and shelf space with very slow-moving inventory.
Chocolate
Swedish chocolate is excellent, with well-known brands such as Marabou, Fazer, and Geisha.
In Europe, there are already many strong chocolate brands (like Lindt/Lindor), meaning Swedish chocolate doesn’t stand out as strongly.
In the U.S., chocolate consumption is already satisfied by dominant brands such as Hershey’s. As a result, Swedish chocolate generally does not perform at the same volume as other Swedish candy categories.
The strongest opportunity for chocolate lies in wrapped pick-and-mix pieces, which feel different from standard chocolate bars.
Should You Sell Chocolate?
Online Sales
We recommend not selling chocolate online.
- Melting during summer shipping
- Added cost for ice packs
- Risk of Refunds
- Cold shipping causes whitening (“blooming”)
- All of this creates extra work for limited return.
Retail Stores
Chocolate should be part of in-store assortments, especially wrapped pick-and-mix pieces.
Recommended allocation:
- 6–10 chocolate sections in a 50-section wall
🔴 Important Shipping Note
Even when selling for retail stores, chocolate requires temperature-controlled shipping from us to you.
If you choose to stock chocolate, please keep in mind that it will always come with higher freight costs compared to other Swedish candy categories due to shipping requirements to prevent heat damage.
Marshmallows
Marshmallows in Swedish pick-and-mix are relatively new — even within Sweden.
Their popularity exploded thanks to TikTok and Instagram driven by:
- Large fluffy shapes
- Bright colors
- Unique textures and flavors
They perform well in both online and retail environments and are strong impulse-buy products.
Marshmallows should be part of your core offering when starting out.
Important Note – Weight vs Volume
Marshmallows are extremely light compared to other candies:
- They take up significant space
- But add very little weight
This means:
- You’ll need much less purchasing volume compared to gummies
- They appear to sell slowly in stores since customers take few pieces
- But in wholesale bag-filling they still move quickly because bags must reach weight targets
Stock strategically, not at the same levels as denser candy types.
Classic Swedish Candy Mix
This is the true foundation of Swedish candy:
- Sour gummies
- Sweet fruit gummies
- Foam candy
- Jelly candy
This category represents the largest share of total sales volume across both online and retail.
This should always be the primary focus when building your candy assortment.
Sugar-Free Candy
Despite Sweden being highly health-conscious, sugar-free pick-and-mix has never gained traction.
It is rarely available in supermarkets and remains limited even in specialty shops.
In the U.S., demand is even smaller:
- Very few shoppers seek sugar-free candy
- Most who avoid sugar avoid candy entirely
- Repeat sales are extremely low
Should You Sell Sugar-Free Candy?
We recommend skipping this category when starting out.
Only consider sugar-free candy if:
- You already carry a large product range
- You receive specific customer requests
Do not pre-stock — wait until customers ask for it.
Honest truth from experience:
Most sugar-free candy simply doesn’t taste very good, limiting re-purchases.
Vegan & Gelatin-Free Candy
This category already exists naturally within Swedish candy.
Many bestselling products — especially BUBS — are already vegan and gelatin-free. That’s something they explicitly note about their products, highlighting vegan‑friendly and gelatin‑free status. BUBS
Because of this, you do not need to search specifically for vegan products if you stock a wide Swedish variety — it comes naturally.
How to Use Vegan Candy
Success comes from visibility, not sourcing:
- Clearly label items as Vegan / Gelatin-Free
- Highlight them online
- Offer vegan candy mixes
These customers include:
- Vegans
- Gelatin-avoidant shoppers
- Allergy-focused shoppers
Clear labeling drives trust and sales.
Conclusion – Category Is Everything
Choosing the right candy categories builds the foundation for success.
From our wholesale experience across North America and Europe:
Not all categories perform equally. Making the right category choices early prevents costly inventory mistakes and improves long-term profitability.
By focusing on fast-moving, repeat-driven categories, you position your business for success both online and in retail.
In Blog Part 2, we will cover exactly what products you should prioritize when placing your first wholesale order.