BUBS named to TIME Best Inventions 2025

Swedish candy brand BUBS, owned by Orkla Snacks, has been recognized by TIME as one of the best inventions of 2025.

The list includes innovators across sectors — from technology pioneers such as Apple and Google DeepMind to fashion houses like Stella McCartney.

“We’re incredibly proud to be featured on TIME’s exclusive list. It’s exciting to see how Americans are embracing the Scandinavian candy tradition – and how BUBS’ bold flavor combinations, chewy texture, and high quality make our candy stand out in the U.S. market,” says Ingvill T. Berg, CEO of Orkla Snacks.

See the full list here: time.com/collections/best-inventions-2025/

The recognition comes just a few weeks after BUBS opened its first pop-up store in New York City. Following strong consumer demand and significant retailer interest, BUBS is being launched broadly across the U.S. market this fall.

“The U.S. is the world’s largest candy market and represents a major growth opportunity for us. Interest in BUBS is strong and growing, and our expansion into the American market is an important step in the brand’s continued growth,” Berg adds.

Interest in the brand is rising rapidly, both at home and internationally. Over the past year, BUBS has become a viral sensation, with the hashtag #swedishcandy reaching more than 9 billion views on social media.

This marks the second time in just a few months that BUBS has been recognized by TIME. In June, Orkla Snacks was included in TIME100 Most Influential Companies, driven by the success of BUBS.

About TIME Best Inventions

For more than 20 years, TIME has recognized the world’s most groundbreaking innovations. To compile this year's list, TIME solicited nominations from TIME editors and correspondents around the world, and through an online application process. TIME then evaluated each contender on a number of key factors, including originality, efficacy, ambition, and impact.