In the U.S., Swedish candy began gaining traction over the past couple of years, fueled largely by TikTok and Instagram.
Videos of colorful candy walls, exaggeratedly chewy textures, and extreme sour flavors have racked up millions of views, turning what was once a niche import into a widely recognized trend.
The category has found a particularly strong audience among younger consumers, including Gen Z and millennials drawn to both the visual appeal and the ingredient quality.
Unlike many American candies, Swedish varieties are often made without gelatin or artificial dyes, relying instead on plant-based ingredients and natural coloring.
The result is a softer, more “pillowy” texture and brighter, more matte finishes that stand out on camera.
“Some American candies can’t even be sold in Europe because of the ingredients,” Lillhannus said. “What we carry is a higher-quality product, and people can taste the difference.”
The Pirate Candy Shop will carry more than 100 varieties of imported sweets, ranging from sweet and ultra-sour gummies to chocolates, marshmallow-style foam candies, fudge, and sodas.