Adam Lillhannus was born and raised in Sweden. For the business owner, the venture is a way to feel closer to home.\u00a0<\/p>\n
\u201cI grew up with this candy,\u201d he explained. \u201cOne day, my mom reached out to me and she\u2019s like \u2018Swedish candy is taking off on social media. Maybe you guys should jump on it.\u2019\u201d\u00a0<\/p>\n
One reason Swedish candy has become increasingly popular in the U.S. is its use of higher-quality ingredients. Many American options have artificial dyes and flavors. A majority of the Swedish treats are plant-based and use natural coloring.\u00a0<\/p>\n
\u201cA lot of American candy is actually illegal in Europe,\u201d Lillhannus said. \u201cEurope has very strict regulations on ingredients. The colors need to be sourced from nature. So, the ingredients are made differently.\u201d\u00a0<\/p>\n
To exemplify, he explained that Europe has a different version of Skittles than the U.S. While they cost \u201ca few more cents per bag to make,\u201d Lillhannus believes, the products \u201ctaste different.\u201d<\/p>\n
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Customers creating their own mix and match bags at Sunday\u2019s grand opening.<\/p>\n
Lillhannus and his wife have a background in marketing for medical aesthetics. People, he added, are becoming \u201cmore aware of what they put in their body.\u201d\u00a0<\/p>\n
\u201cEven parents who want a better option for their kids come to our shop,\u201d Lillhannus continued. \u201cPeople get aware of it.\u201d<\/p>\n
\u201cI\u2019m not going to say this will make you stronger or healthier,\u201d Sol Lillhannus said. \u201cWe\u2019re not claiming that, but we can say that this is the healthier option of candy.\u201d\u00a0<\/p>\n
In 2024, the Lillhannus family first introduced the Pirate Candy Shop online. Eventually, they would create a pop up experience and attend local markets in Westchase and northwest Tampa.\u00a0<\/p>\n
The duo would open their first location in Tampa\u2019s Hyde Park Village in November 2025.\u00a0<\/p>\n
\u201cWe actually have a lot of customers already that come to Hyde Park from St. Pete,\u201d Adam Lillhannus said, \u201cor they even order and we just ship it to their home in St. Pete.\u201d\u00a0<\/p>\n
Swedish candy\u2019s popularity has only helped the business grow. Even clients from Orlando have driven to Tampa to visit The Pirate Candy Shop. \u201cThere\u2019s already customers looking for it,\u201d he explained. \u201cWe are a destination shop.\u201d\u00a0<\/p>\n
Lillhannus believes that the trend is long lasting. He said that more Swedish candy shops have opened in New York City over the past seven years.\u00a0<\/p>\n
\u201cThese flavors that we sell are flavors that my parents ate when they were kids,\u201d Lillhannus explained. \u201cThese candies have been around for 40 or 50 years. They\u2019re not going anywhere.\u201d\u00a0<\/p>\n
The couple hope to open more stores in the future.\u00a0<\/p>\n