Walk up to any modern pick & mix wall and you will spot them almost immediately: glossy little foam-and-jelly arches in two colors, tiny skulls, raspberry-and-blue ovals that look almost too cute to eat. Those are Bubs — and over the last few years this Swedish family company has quietly become the most talked-about candy in the world.

Who (and what) is Bubs?

Bubs Godis is a Swedish confectioner founded in 1993 in the small town of Jönköping. For years it was a beloved regional favorite — the kind of candy Swedes grew up with but the rest of the world had never tasted. Then the internet found it. Videos of people trying Bubs for the first time racked up millions of views, and suddenly a homegrown Swedish sweet was selling out on shelves from New York to Sydney.

What makes it special isn’t marketing. It’s the texture.

The secret is the foam

Most gummies are one consistent chew. Bubs are built in layers: a soft, airy marshmallow-style foam fused to a firmer fruit jelly. That contrast — pillowy on one side, springy on the other — is what makes them so addictive. Your mouth gets two textures and two flavors in a single bite.

The flavors lean Scandinavian, too: bright raspberry, blue raspberry, tart gooseberry, and the famously divisive salty liquorice. They are sweet without being cloying, and the sour-coated versions add a sharp citric kick on top of the foam.

Know your Bubs: a quick field guide

• Foam Skulls — the icon. Raspberry-and-liquorice or sour versions, shaped like little skulls. The piece that started the hype.
• Ovals — smooth, two-tone, foam-meets-jelly. The classic raspberry & blueberry is the gateway Bub.
• Hearts — same beloved texture in a softer shape, often in sweet-and-sour flavor pairings.
• Bombs — rounder, juicier, with a bold fruit punch like fizzy melon.

Sweet, sour, or salty?

Here is the honest truth about Bubs: people are split, and that is part of the fun. The sweet foam fans love the clean, fruity softness. The sour crowd wants that pucker-inducing coating. And then there is salty liquorice — salmiak — which Swedes adore and first-timers either love instantly or never forget. There is no wrong answer, only your answer.

The best way to find your Bub is to taste a few. That’s exactly what pick & mix is for.

Why we stock them

At Nannies Sweet Treats, Bubs are the heart of our wall — and because we sell by the quarter-pound scoop, you can sample a few shapes without committing to a whole bag of one kind. Curious but cautious? Grab a scoop of the classic raspberry ovals first. Already a believer? Our build-your-own mix lets you load up on skulls, hearts, and bombs in whatever ratio your heart (or your sour tolerance) demands.

The bottom line

Bubs went global for a simple reason: they deliver a genuinely new candy experience in a market where most sweets taste like something you’ve had before. That layered foam-and-jelly bite is hard to describe and impossible to forget. The viral videos got people to try them once — the texture is what keeps them coming back.

Build a bag of Bubs →