BUBS Godis

In 1992 a family in Huskvarna, Sweden, mortgaged their house to buy a candy machine. That became BUBS, maker of Swedish candy that is soft and chewy in the same bite.

About BUBS Godis

Based in
Sweden
Founded
1992
Known for
soft and chewy Swedish candy

BUBS takes its name from four members of the founding family: Bernt, Ulrik, Birgitta and Stefan. In 1992, living in Huskvarna, they mortgaged their home to buy their first machine and start making their own candy. The factory now runs around the clock, and since 2023 the company has been part of Orkla Snacks.

The house texture is what BUBS calls softsegt: soft and chewy in the same bite. Godis is simply Swedish for candy, and BUBS says its entire range is now vegan.

BUBS Godis questions

What does softsegt mean on BUBS candy?

Softsegt is the texture BUBS builds its candy around, a balance of soft and chewy. The company describes it as soft but with some resistance, smooth but springy, so a piece gives when you bite it and then pushes back.

Is BUBS candy vegan?

Yes. BUBS says its entire range is now vegan. That matters for gummy candy because many gummies are set with gelatin, a protein made from animal collagen; vegan gummies rely on other gelling agents such as starch, pectin or agar. So a mixed bowl of BUBS works for guests who avoid gelatin, though anyone with allergies should still read each bag's label.

Read our BUBS Godis guideSee all brands

Where it comes from See BUBS Godis on our producer map (Sweden) More producers from Sweden