Press release -
BUBS opens first ever pop-up in New York City
BUBS, Orkla Snacks' iconic candy brand that has become a viral sensation worldwide, is celebrating its U.S. launch with its first-ever retail pop-up. For a limited time, New Yorkers can step inside the super-sweet BUBS “Sweeteasy” in SoHo and discover the playful world inspired by Sweden’s famous lördagsgodis — the weekly tradition of indulging in candy every Saturday.
Open from Sept. 25 through Oct. 22, the Sweeteasy marks a major milestone for BUBS, offering U.S. fans their first in-person experience with the beloved brand.
“Our first-ever U.S. pop-up marks an incredibly exciting moment for BUBS,” said Elisabeth Aandstad Ekheim, Communications Director at Orkla Snacks. “We’re thrilled to finally invite American fans to experience our candy and our culture in person. The Sweeteasy celebrates the Swedish tradition of lördagsgodiswhile giving U.S. fans a chance to taste and take home a piece of the joy that makes BUBS so beloved.”
A Swedish favorite since 1992, BUBS became an international obsession in 2024 when TikTok fell in love with its chewy-meets- foamy texture and playful skull and oval designs. Already a household name across Sweden and the Nordics, BUBS is now making its U.S. debut with retail availability at major national chains — including Target, Walmart, Kroger, Albertsons, CVS, Five Below and Walgreens — alongside this immersive cultural pop-up.
Topics
Orkla Snacks is a leading Nordic and Baltic player within the snacking category. We operate in seven markets and have an annual turnover of approximately 9.7 billion NOK (2024). We are more than 3,000 passionate employees, with a wide range of beloved brands. We are uniquely positioned across three categories – snacks, confectionery, and biscuits. Our portfolio consists of strong, local heritage brands that have been part of consumers everyday life through generations. In 2025, Orkla Snacks was recognized on the TIME100 Most Influential Companies list, highlighting our impact and contribution to shaping the future of snacking. The head office is in Oslo, Norway. Orkla Snacks is one of Orkla’s 10 portfolio companies. Orkla ASA is listed on the Oslo Stock Exchange.
