Brand · Sweden
Aroma
Stockholm gelée maker since 1921; jelly rats, frogs, and strawberry-banana bites. Wholesale by the case, shipped from California.
Brand profile
About Aroma
Godisfabriken Aroma is a Swedish confectionery maker founded in 1921 by Gottfrid Eklund and Max Forslund in a kitchen in Vasastan, Stockholm. After acquiring Stens Choklad (2004) and Dals Konfektyr (2019), Aroma is now Sweden's third-largest confectionery manufacturer and remains independent and Stockholm-headquartered.
Aroma started in 1921 when Gottfrid Eklund and Max Forslund experimented with a caramel recipe in a Vasastan kitchen. Early success with cream cola gave way to the now-legendary jelly creations designed by Jerrefeldt from 1928 onward, the raspberry jelly rat remains Aroma's signature SKU more than a century later.
The brand grew steadily through the 20th century into one of Sweden's defining lösgodis (loose-candy) producers. Strategic acquisitions of Stens Choklad in 2004 and Dals Konfektyr in 2019 lifted Aroma to the third-largest confectionery manufacturer in Sweden, behind only Cloetta and Marabou's parent Mondelēz.
Aroma remains independent and family-friendly in style, heritage Swedish jelly shapes, foam-textured pieces, and the strawberry-banana "two-flavor" bites that are immediately recognizable to anyone who has stood in front of a Swedish pick-and-mix wall.
- Country of origin
- Sweden
- Headquarters
- Stockholm, Sweden
- Founded
- 1921
- Ownership
- Independent
Featured lineup
Signature Aroma products
The flavors and shapes Aroma is best known for. All wholesale by the case from our LA warehouse.
- 01
Sour Strawberry Banana
The two-flavor strawberry-banana foam bites, Aroma's most widely recognized pick-and-mix piece outside Sweden.
- 02
Jelly Rats
Raspberry-flavored jelly rats; Aroma's longest-running signature product, originally designed in 1928.
- 03
Green Frogs & Crocodiles
Soft jelly frogs and crocodiles, another long-running Aroma shape staple on Swedish lösgodis walls.
- 04
Jelly Raspberries
Soft red jelly raspberries with a granulated-sugar coating; classic Swedish gelée format.
- 05
Raspberry & Licorice Boats
Curved boat-shaped pieces in raspberry-and-licorice combination; a Nordic-flavored classic.
Buyers also ask
Frequently asked about Aroma
What is Aroma candy?
Aroma is one of Sweden's oldest independent confectionery brands, founded in 1921 in Stockholm by Gottfrid Eklund and Max Forslund. The company makes traditional Swedish jelly and foam candy, the raspberry jelly rats, green frogs, and strawberry-banana bites are pick-and-mix icons.
Are Aroma jelly rats vegan?
Many Aroma gelée products are formulated without gelatin and are suitable for vegan and vegetarian buyers, but ingredient profiles vary by SKU. Always verify the printed ingredient label on the case you receive.
Where is Aroma candy made?
Aroma is headquartered in Stockholm, Sweden. The company has expanded its production capacity through the acquisitions of Stens Choklad (2004) and Dals Konfektyr (2019), and is now Sweden's third-largest confectionery manufacturer.
What's the strawberry-banana candy that's everywhere in Sweden?
That's Aroma's Sour Strawberry Banana, a soft two-tone foam piece, half pink (strawberry) and half white-yellow (banana). It is one of the most-stocked SKUs on Swedish lösgodis walls and a frequent introduction product for non-Swedish customers.
Where can I buy Aroma candy wholesale in the US?
TheSweetsTruck ships Aroma by the case from our Santa Fe Springs warehouse to approved B2B retailers in the US and Canada. Apply for a wholesale account to unlock case-pack pricing.