BUBS, the Idol Brand of Children and Young People, Arrives in Tallinn

Text Timo Raussi
Photo Visit Estonia / Viru Keskus

The Swedish BUBS candy brand, which has become an international “Swedish candy” phenomenon on TikTok and other social media, is opening its third own store in Europe in Tallinn. The shop, located in Viru Keskus, opens today at 16:00.

BUBS sweets are soft, foamy pick-and-mix candies produced in a wide variety of flavours and flavour combinations. The Swedish Lindström family, father Bernt, son Ulrik, mother Brigitta and the family’s other son Stefan, founded the candy brand in the city of Jönköping in 1992. Around three years ago, the family business was sold to multinational Orkla Snacks, by which time the candy factory already employed 55 people.

Just a little after the change of ownership, the candy brand became a viral hit on social media, with videos featuring the sweets watched hundreds of millions of times around the world. Production batches have repeatedly sold out in retail stores, and when the brand opened its own stores first in Stockholm a year ago and then in Helsinki at the end of August, thousands of interested customers flocked to their doors. In Helsinki, the first BUBS fans started queuing the previous evening and stayed up through the night to get their hands on their favourite sweets.

BUBS’ international popularity, particularly in the United States, has also affected production. To meet demand across the Atlantic, Orkla has built a separate BUBS factory in Mexico.

So, if teenagers are difficult to get excited about a family trip to Estonia, you might want to show them this news story, along with our previous stories about the K-pop-inspired Ramen Rush restaurant and Tallinn’s two selfie and illusion museums.

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BUBS pick-and-mix sweets Shopping sweets Tallinn Travel Viru Keskus young people