In recent years, a unique candy trend has taken over the United States: Swedish gummies. Thanks to TikTok influencers and a growing interest in premium, international treats, these colorful candies have become a must-try for many Americans. Shops like Bon Bon in Brooklyn and Lil Sweet Treat in the West Village are leading the charge, offering an experience that goes beyond just buying sweets—it’s about reliving the joy of childhood through high-quality, distinctive confections.
Bon Bon, co-founded by three Swedish friends, opened in 2017 after the founders noticed that the candy in the U.S. didn’t live up to the high standards of Swedish sweets. The founders, who grew up with a special candy day every Saturday, wanted to recreate that feeling of indulgence every day. The shop has become so popular that long lines often form outside, and sometimes a “candy bouncer” is called in to manage the crowds. The bouncer isn’t intimidating, though—he hands out samples to keep the vibe friendly and fun. Bon Bon’s success is rooted in its commitment to quality, with most of their candies being vegan and gluten-free. Their Swedish imports, like cotton candy skulls and black licorice, give candy lovers something different from what’s typically found in American stores.
Lil Sweet Treat, opened by Elly Ross in 2023, also capitalizes on the growing interest in Swedish and international sweets. Inspired by her Korean heritage and travels, Ross sources candies from around the world, including alligator bites from Sweden and sour raspberries from Spain. Her shop’s rise to popularity was fueled by her TikTok presence, where she documented the journey of opening the store and building a candy-lover community. Within days of opening, she sold out of her entire stock, and now visitors from all over the world come to taste her unique candy offerings. Ross believes that her candies make people feel nostalgic, bringing them back to their childhood days when they were excited by new flavors and fun textures.
Beyond social media hype, experts suggest another reason for the popularity of gummies is the rising price of chocolate. With cacao becoming more expensive, people are turning to gummies as a more affordable, yet still exciting, alternative. While chocolate prices may eventually stabilize, gummies are likely to remain a popular treat for the foreseeable future.
At the heart of this trend is a simple idea: candy brings happiness. Whether it’s the nostalgia of childhood or the thrill of trying something new, candy—especially Swedish gummies—offers a way to relive joyful moments. Both Bon Bon and Lil Sweet Treat have tapped into this desire for fun and indulgence, making their shops the go-to destinations for anyone seeking a sweet escape from everyday life.
