Candy Distributor vs Importer vs Broker: How to Buy Direct
Distributor, importer, or broker? How US and Canadian retailers buy wholesale candy direct for lower case prices and clear provenance.
A distributor buys from importers and resells to shops, a broker arranges deals for a commission, and an importer lands product from overseas itself. Buying direct from an importer removes a markup layer, so case prices come in lower and provenance stays clear. We import direct and ship from our California warehouse with US labels and duties paid.
We started TheSweetsTruck after running candy shops in Sweden, so we have bought from every kind of supplier in this chain. Here is what each one actually does, and why import-direct usually wins on both price and provenance.
The three roles, defined
The words "distributor," "importer," and "broker" get used loosely, but they are not the same business. Knowing the difference tells you where your money is going.
Wholesale candy distributors
A distributor holds inventory in a warehouse and resells it to retailers by the case. That service has real value: broad catalogs, one invoice across many brands, and quick regional delivery. The trade-off is the markup. Most domestic candy distributors do not bring product in from overseas themselves. They buy from an importer first, add their margin, then sell to you. You are paying for a middle layer that sits between the factory and your shelf.
Candy brokers
A broker does not usually own the inventory at all. A broker connects a buyer with a supplier and takes a commission or a per-unit fee on the deal. Brokers can be useful for one-off sourcing or for niche products nobody stocks, but the fee still lands somewhere in your cost, and you often have less visibility into where the goods originated or who handled compliance.
Candy importers
An importer buys direct from the manufacturer abroad, handles the freight, clears customs, and takes on the labeling and duty work. When an importer sells straight to retailers, as we do, there is no distributor markup and no broker commission in the middle. You are buying one step from the source.
Why buying direct wins on price
Every layer in the supply chain needs to make a margin, and each margin compounds on the case price you eventually pay. A distributor that sourced from an importer has to cover its own overhead and profit on top of what it already paid. When you buy from the importer directly, that layer disappears from your cost.
Because we import direct from Sweden and Europe, our case prices come in under most US distributors. That difference matters most on a candy set, where your margin is the whole point. Our wholesale Swedish candy guide walks through the margin math in detail, and case sizes and NET payment terms covers the commercial terms.
Why buying direct wins on provenance
Price is only half of it. The other half is knowing exactly what you are selling and where it came from.
When candy passes through several hands, the story gets thinner at each step. An importer that lands the product itself can tell you the brand, the country of origin, the ingredients, and the compliance status without guessing. That traceability is what lets you answer a customer who asks whether a product is vegan, or a buyer at a natural grocer who needs to verify sourcing before they stock you.
We relabel for the US market and ship DDP, so US labels and duties are already handled when the case reaches you. There is nothing to clear at customs and nothing to relabel. Retailers in Canada are covered the same way, delivered duty-paid. If you want the mechanics of bringing candy across the border, see importing candy to the US.
What import-direct looks like with us
- We land the product ourselves. Direct from Sweden and European makers, so there is no distributor or broker margin stacked on your case price.
- Duties and labels handled. We ship DDP with US-facing labels and duties paid, from our Santa Fe Springs, California warehouse to retailers across the US and Canada.
- Order by the case, mix and match. no order minimum. Build across brands on Bulk Order.
- Public pricing, then better. Everyone sees Tier 1 list pricing on the catalog. Approved accounts unlock Tier 2/3 (volume and strategic) pricing and NET payment terms for selected partners, based on order history.
What to buy direct first
If you are moving from a distributor to buying direct, start with the fast movers. Sour skulls are the anchor of any Swedish set. BUBS Cola Skulls from BUBS are vegan and gelatin-free foam-and-gum skulls that sell quickly, and the big S-Marke Sour Strawberry discs from S-Marke are the vegan, halal embossed classic. Matthijs Swedish Skulls from Matthijs are gluten-free, halal, vegan and vegetarian, so they clear almost any dietary filter. Add foam candy like Franssons Foam Mushrooms from Franssons (these contain gelatin) for a nostalgic texture that rounds out the wall.
Buy these direct
Browse the full range on the catalog or by brand, then build a first order at whatever size suits you.
Ready to skip the middleman? Apply for a wholesale account or start a bulk order. Questions about your assortment? Get in touch.
Frequently asked questions
What is the difference between a candy distributor and an importer?+
An importer buys direct from the overseas manufacturer, clears customs, and handles labeling. A distributor typically buys from an importer, adds a markup, and resells to retailers. Buying from the importer removes that extra layer.
Is it cheaper to buy candy direct from an importer?+
Usually yes. Every layer in the chain adds a margin. Because we import direct from Sweden and Europe, our case prices come in under most US distributors that sourced the same product through a middleman.
Do I need a broker to import Swedish candy?+
No. We already act as the importer of record. We land the product, pay the duties, apply US labels, and ship DDP, so you do not need a broker or a customs agent to bring candy across the border.
Do you sell to both the US and Canada?+
Yes. We ship from our California warehouse to retailers across the US and Canada, delivered duty-paid, with nothing for you to clear at customs.
What is the minimum to start buying direct?+
No order minimum, mix and match by the case. Tiered pricing is available to approved accounts, and NET payment terms to selected partners.
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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 7/28/2026