What is Swedish candy and why is it so popular?

Known for its unique flavor profiles, taste, and textures, Swedish candy is also notably superior, featuring high-grade ingredients. Some of the most popular types of Swedish candy are Ahlgrens Bilar, a fruity marshmallow candy shaped like a car; salmiak, a salty licorice; and a variety of foam gummies.  

Bulk candy, or “pick and mix,” is a very popular candy staple in Sweden and is found in grocery and convenience stores all over the country. It’s a delightful experience of picking your favorite candies and combining them all into your own unique blend. The activity has become routine for many, commonly enjoyed after school, during grocery trips, or just whenever a craving strikes.  

In the 1970s, a Swedish dentist initiated a campaign suggesting that children consume candy only on Saturdays, rather than throughout the week. This initiative, known as “Saturday candy,” involves families purchasing a large bag of candy for this occasion. This tradition has transformed Saturdays into a de facto national holiday called lördagsgodis, translating to “Saturday candy.” The idea had noble intentions of elevating dental health, but the practice has evolved, and candy is consumed throughout the week.  

Candy consumption in Sweden is typically a shared experience, fostering a sense of togetherness among friends and family, not unlike the American group activity of Halloween trick-or-treating. Rather than indulging alone (and not having to share), it signifies camaraderie. Preferences are exchanged, and cherished favorites are enjoyed.  

Licorice is another particularly popular in Swedish candy, making it an iconic flavor of the country. In fact, there are even dedicated candy shops that only sell different types of licorice. American licorice fans who must often make their case for liking this divisive candy will be happy to find themselves with like-minded Swedes. 

ASI’s Museum Store offers a fun selection of Swedish candy—the perfect addition to any gift, or as a treat for yourself! New this year, ASI has an exclusive candy mix custom-created by Confetti Blossom, a Minnesota-based company! Confetti Blossom’s journey started when their 11-year-old daughter discovered Swedish candy from viral social media videos. After trying their first pound of candy, they fell in love and decided to fill the void for Swedish candy in Minnesota. ASI staff handpicked both a specialty sweet and sour mix for two curated blends available only in our Museum Store.