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Stockholm's new must-see: World-first BUBS immersive candy store
Located in the heart of Stockholm, the immersive store offers visitors a vibrant introduction to modern Swedish candy culture, from colorful pick-and-mix walls and exclusive product launches, to playful interiors designed for joy and highly visual moments.
Stockholm’s latest must-see attraction isn’t a museum or a viewpoint – it’s a candy store. Since opening a week ago, BUBS Sthlm, the world’s first permanent concept store from Swedish candy brand BUBS, has drawn long queues every day, quickly becoming one of the city’s most talked-about new destinations.
The Swedish candy brand BUBS was founded in Sweden in 1992 and has become a global success in the past year, as the hashtag #swedishcandy received over 9 billion views on social media. The strong opening response confirms that the global #swedishcandy phenomenon shows no signs of slowing down. In 2025, BUBS’ owner Orkla Snacks was also named one of TIME’s 100 most influential companies in the world, underscoring how a once-local candy brand has become a global cultural export.
New BUBS products
In the new concept store, visitors can discover the entire BUBS range, from classics like the Raspberry/Licorice Skull to completely unique in-store events and taste experiences. During the opening, the store also launched two brand new products: two BUBS drinks, which will initially only be available at BUBS Sthlm.
BUBS in a can
The BUBS drink will be available in two flavors, based on candy from the existing assortment. Forest Berries with a taste of raspberry and blueberry, and Strawberry Vanilla, which tastes of strawberries with a soft vanilla note. The drink has been developed in close collaboration with First Class Brands (FCB).
The heart is in Sweden
At BUBS Sthlm, consumers will always find the freshest candy from BUBS' colorful assortment. The store will be first with the latest, from new product launches to chocolate-dipped BUBS favorites.
In addition to candy, visitors will find BUBS' clothing collection, creative gift packs, and other unique experiences. All in an environment where BUBS is central, from the design to the product range and events.
The store is designed as an experience-based destination where visitors can:
- create their own pick-and-mix bags or shop pre-packed exclusives
- try limited-edition and first-to-market products
- take part in events, tastings and competitions
- discover BUBS merchandise and creative gift concepts
- experience BUBS’ playful universe up close, right in central Stockholm
– We have seen how BUBS has taken the world by storm, but our heart is in Sweden. Therefore, it feels completely right that our first permanent concept store is opening right here. We hope that with this store, we can attract both Stockholmers and tourists who want a truly wonderful experience, to buy gifts, or to fill their own candy bags with the very freshest BUBS assortment, says Patrick Axzell, CEO of Orkla Snacks Sweden.
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Orkla Snacks Sverige gör livets små stunder större. Vi är en ledande aktör inom kex, snacks och konfektyr med älskade och starka varumärken som OLW, BUBS, cheez doodles, Göteborgs Kex, Ballerina, Singoalla, SMASH! och Panda i vår portfölj. Huvudkontoret ligger i Solna och företagets produktionsanläggningar finns i Filipstad (snacks), Jönköping (godis) och Nöbbelöv (potatislager).
