Frisia is one of the oldest sweets brands still active in the Netherlands — founded in 1899, making it 125+ years old at the time of writing. Originally a marshmallow specialist, Frisia has expanded into gummies, foam novelties, and skull-shaped candies while keeping its everyday-treat positioning.
The story
Frisia is one of the brands you'll see referenced in 'I grew up on this' Dutch candy nostalgia threads — it's deeply embedded in the lived candy memory of the Netherlands. The recent rebrand and category expansion (skulls, pacifiers, sour pieces) is the brand's effort to stay relevant to a generation raised on BUBS and Matthijs.
Signature products
- Bubblegum Skulls — pastel bubblegum-flavoured skull-shaped candy
- Cola Skulls — cola-flavoured cream/foam skulls
- Sour Melon Pacifiers — sour green/pink melon foam pacifiers
- Marshmallows / mallows
- Fruit UFOs and Rocket Balls
Flavour profile and audience
Soft marshmallow, fruity gummies, airy foam, novelty shapes. Less sour-forward than BUBS or Matthijs; sweeter and softer. Family-friendly, nostalgic, everyday Dutch candy.
Where Frisia fits in the wider candy world
Frisia and Matthijs are the two Dutch family-heritage brands on most Scandi-candy import shelves. Both make skull-shaped candy; Matthijs is the cult import favourite, Frisia is the everyday Dutch classic.
Where to start
Bubblegum Skulls for the soft side, Sour Melon Pacifiers for the punchy side.
TheSweetsTruck launches May 2026 with Frisia on the shelf — pick-and-mix bags for households and pallet-quantity wholesale for retailers, cafés, and event planners across the US and Canada. Sign up and we'll email you the day the store opens, or talk wholesale if you stock candy for a living.