BUBS Candy: The Complete Guide
What BUBS candy is, the foam and gum texture, the skull shape, every line we import, and how to buy BUBS by the bag or the case in the US and Canada.
BUBS is a Swedish candy maker best known for skull-shaped sweets built from a light foam layer and a firmer chewy or bubblegum layer. The range runs from cola and bubbelgum skulls to fruit ovals like Tutti Frutti and Wild Strawberry Pomegranate. We stock twelve BUBS items, and eleven of them are flagged gelatin-free and vegan.
We started TheSweetsTruck after running candy shops in Sweden, where BUBS is not a trend but a fixture of the pick-and-mix wall. It is now the single brand we import the most of, twelve items deep. This guide covers what BUBS actually is, what makes the texture different, every line we carry, and how to buy it in the US and Canada.
What BUBS is
BUBS Godis is a candy maker in southern Sweden. It is a specialist rather than a conglomerate: the company is known for a fairly tight range of foam and chew sweets rather than for chocolate or hard candy, and its pieces show up on nearly every Swedish scoop wall. We tell the founding story separately in our BUBS brand story, so this guide stays focused on the product.
Two things carry the brand. The first is a texture almost nobody in the American candy aisle makes. The second is the skull, a shape distinctive enough that people search for it by name.
The texture: foam plus chew
Most BUBS pieces are layered. One layer is Swedish "skum", a whipped foam candy that eats light and pillowy, closer to a marshmallow than a gummy. The other layer is firmer, either a dense chew or an actual bubblegum, depending on the line. You get airiness and resistance in the same bite, which is why people describe BUBS as tasting unlike an American gummy even when the flavor is familiar.
If the foam side of that equation is new to you, our explainer on Swedish foam candy (skum) covers the whole category, from BUBS to the classic foam mushrooms and strawberries. The chew side sits closer to what our guide to Swedish gummy candy describes.
The clearest example in our range is BUBS Raspberry/Cool Hallonskalle skum, where the word "skum" is right there in the name. On the other end, BUBS Bubbelgum Skulls put actual bubblegum where the chew usually goes.
The skull shape
The skull is the piece people picture when they hear BUBS. It is a small, rounded, slightly cartoonish skull, usually two-tone because the layers are different colors, and it photographs unreasonably well. In Swedish the raspberry one is called "hallonskalle", which translates literally as raspberry skull.
We carry the skull in cola, in lemon and raspberry, in bubbelgum, and as a sour skull single bag. Because skull candy is a category of its own now, and because other makers produce their own versions, we broke it out into a dedicated piece: BUBS skulls explained.
Every BUBS line we carry
We stock twelve BUBS items across two formats: large bulk cases for scoop walls and bagged 90 g singles that sell off a shelf.
Bulk cases (2.6 kg to 3.2 kg):
- BUBS Wild Strawberry Pomegranate, a 2.8 kg case and consistently our best selling BUBS item.
- Bubs Tutti Frutti, a 2.6 kg case of mixed fruit ovals.
- Bubs Lemon/Raspberry Skulls, the 3.2 kg skull case.
- BUBS Bubbelgum Skulls, a 2.6 kg case with a bubblegum center.
- BUBS Banana, a 2.8 kg case of the Swedish banana classic.
- BUBS Cool Fruity Pear, a 2.6 kg case with a cooling pear note.
- Bubs Cola Skulls, the cola version of the skull.
90 g bags (twelve per case):
- BUBS Forest Berries ovals
- BUBS Goody Banana/Toffee
- BUBS Raspberry/Cool Hallonskalle skum
- Bubs Strawberry Vanilla
- Bubs Sour Skull 90g
Every one of those except the Sour Skull 90g carries a gelatin-free and vegan flag. We do not have ingredient data on file for the Sour Skull 90g, so we do not publish a dietary claim for it. The full breakdown, line by line, is in are BUBS vegan and gelatin-free.
The BUBS range
Why BUBS went viral
Swedish candy became a social media subject in its own right, and BUBS was one of the brands people kept naming. Three things made it travel.
The shape is the first. A two-tone skull is instantly recognizable in a photo or a short video, and it does not look like anything in a US candy aisle. The second is the texture surprise: the foam-and-chew layering reads as novel on camera and on the first bite, and novelty is what gets people to film a reaction. The third is scarcity. For most of the US there was no easy way to buy it, which turned every mention into a search. That is exactly the gap we exist to close, and it is why we wrote a plain buying guide at where to buy BUBS candy in the US.
For the wider picture of how Swedish candy differs from what Americans grew up with, see Swedish candy vs American candy.
How to buy BUBS
You can buy BUBS from us either way.
As a shopper. Browse the catalog and order the 90 g bags or a full case if you want the scoop-wall quantity. We ship from our Santa Fe Springs, California warehouse to the US and Canada via UPS Ground, UPS Express, and UPS Ground Saver.
As a retailer. BUBS is one of the easiest brands to justify shelf space for, because the brand does its own demand generation. You order by the case, mix and match across brands, with no order minimum. List pricing is public Tier 1 for everyone, wholesale accounts approve automatically when you apply, and Tier 2 and Tier 3 pricing is available to approved volume and strategic buyers. Because we import direct and land it DDP, with US labels and duties already paid, case prices come in under most US distributors and there is nothing for you to clear. Orders over $2,000 can move on pallet freight, arranged by email. The full retailer version is in BUBS wholesale.
Want the whole range in one place? Browse BUBS on our catalog or start a bulk order. Retailers can apply for a wholesale account, and if you want a hand building your first mix, get in touch.
Frequently asked questions
What is BUBS candy?+
BUBS is a Swedish candy brand best known for skull-shaped sweets that pair a light foam layer with a firmer chew or bubblegum layer. The range also includes fruit ovals in flavors like tutti frutti, banana, and wild strawberry pomegranate.
Is BUBS candy Swedish?+
Yes. BUBS Godis is made in southern Sweden, and it is a standard fixture on Swedish pick-and-mix walls rather than an export-only brand.
What does BUBS candy taste like?+
Two layers in one bite. The foam side is airy and mild, the chew or bubblegum side is denser and carries most of the flavor. Fruit flavors dominate the range, with cola and bubblegum on the skull side.
Is BUBS candy vegan?+
Eleven of the twelve BUBS items we stock are flagged gelatin-free and vegan. We do not have ingredient data for the Sour Skull 90g, so we make no claim on that one and suggest checking the pack.
How many BUBS flavors are there?+
We import twelve BUBS items, more than we carry from any other brand, split between large bulk cases and 90 g single bags.
Can I buy BUBS by the case?+
Yes. Bulk cases run roughly 2.6 kg to 3.2 kg, and the 90 g bags come twelve to a case. There is no order minimum, so you can mix and match.
Keep reading
Gustav Lindqvist · Candy Master
Gustav grew up in Sweden on a strict Saturday-candy schedule, mixing his lördagsgodis bag at the lösgodis wall before he could spell salmiak. He has spent years tasting his way across Scandinavian candy, and now curates the range at TheSweetsTruck, from BUBS sour skulls to the saltiest licorice most people cannot finish.
Last updated 8/12/2026