How a Viral TikTok Sparked a Global Shortage of Swedish Candy

A global candy shortage caused by a single TikTok video? It sounds like a plot twist from a surreal sitcom, but that's exactly what unfolded earlier this year when TikTok influencer Marygrace Graves inadvertently sparked a global frenzy for Swedish candy.

In January, Graves shared her weekly haul from BonBon, a Swedish candy shop in New York. Highlighting the unique textures, flavors, and shapes of the imported sweets—like strawberry squids, sour raspberry-lemon gummies, and nausea-inducing grapefruit candies—her video struck a chord with TikTok users. The video went viral, and the craze for Swedish candy exploded.

Soon, other TikTok users began posting their own Swedish candy hauls, creating millions of posts and turning these niche sweets into a global phenomenon. The result? An international shortage of Sweden’s prized confectioneries.

Candy Craving Chaos

Swedish candy is celebrated for its high quality, unique flavors, and the absence of additives like GMOs and corn syrup commonly found in North American sweets. According to Michelina Jassal, owner of Vancouver’s Karameller shop, these candies provide a more refined and less overpowering indulgence.

“You don’t get that sick-to-your-stomach feeling,” Jassal explained.

The shortage quickly reached Canadian shores, leaving importers scrambling. Jessica Borchiver, who runs Sukker Baby, an online Swedish candy store in Toronto, saw her business boom overnight. American customers clamored for the elusive treats, particularly a brand called Bubs Godis.

“Everyone who was anyone wanted to get their hands on it,” Borchiver said.

Swedish Candy Makers Prioritize Locals

Bubs Godis, one of Sweden’s largest candy producers, was overwhelmed by the surge in demand. To manage the chaos, the company halted international orders, focusing instead on its long-established Nordic clientele.

“We need to prioritize our long-term relationships in Sweden and the Nordics,” said Niclas Arnelin, director of international expansion at Orkla, the parent company of Bubs.

Swedes, known for their voracious sweet tooth, consume up to 16 kilograms of candy per year, fueled by the tradition of Lördagsgodis (Saturday sweets). This custom, rooted in a 1950s health initiative, encourages families to limit candy consumption to one day a week.

No Shortage in Sweden

While international fans faced empty shelves, Sweden remained blissfully unaffected. Stockholm resident Linda Rose said local stores were fully stocked.

“There’s no shortage here,” she said. “None, whatsoever.”

Meanwhile, Canadian candy shops and importers continue to wait for relief, as Swedish candy remains pure imagination for those outside the Nordic sweet zone.