1. BUBS opens its first U.S. pop-up in New York City. 2. The pop-up promotes Swedish candy culture and traditions. 3. BUBS has gained popularity through social media, especially TikTok. 4. The event runs from September 25 to October 22, 2025. 5. Orkla Snacks, parent company of BUBS, reported NOK 9.7 billion sales.
BUBS' successful U.S. launch through a high-visibility pop-up could drive Orkla's sales growth. Previous retail expansions have historically boosted market performance for similar companies.
The novelty of BUBS' U.S. presence can substantially increase brand visibility and consumer interest. A potential rise in consumer spending on branded products aligns directly with Orkla's business goals.
The immediate buzz from the pop-up event may enhance brand recognition and sales in the upcoming quarter. Similar events suggest a quick boost to both visitor traffic and social media engagement.
The TikTok-famous Swedish candy brand invites fans to experience a Taste of Swedish Culture at its New York "Sweeteasy"
NEW YORK, Sept. 25, 2025 /PRNewswire/ -- BUBS, the iconic Swedish candy brand that has become a viral sensation worldwide, is celebrating its U.S. launch with its first-ever retail pop-up. For a limited time, New Yorkers can step inside the super-sweet BUBS "Sweeteasy" in SoHo and discover the playful world inspired by Sweden's famous lördagsgodis — the weekly tradition of indulging in candy every Saturday.
Open from Sept. 25 through Oct. 22, the Sweeteasy marks a major milestone for BUBS, offering U.S. fans their first in-person experience with the beloved brand. Behind the doors at 69 Mercer St., a space secured in partnership with Pep Real Estate, guests will be transported into a candy wonderland that captures BUBS' bold flavors, whimsical shapes and irresistible energy.
Highlights of the First-Ever U.S. BUBS Sweeteasy Pop-Up
Event Details
"Our first-ever U.S. pop-up marks an incredibly exciting moment for BUBS," said Åsa Gisel, Head of Marketing at BUBS. "We're thrilled to finally invite American fans to experience our candy and our culture in person. The Sweeteasy celebrates the Swedish tradition of lördagsgodis while giving U.S. fans a chance to taste and take home a piece of the joy that makes BUBS so beloved."
A Swedish favorite since 1992, BUBS became an international obsession in 2024 when TikTok fell in love with its chewy-meets- foamy texture and playful skull and oval designs. Already a household name across Sweden and the Nordics, BUBS is now making its U.S. debut with retail availability at major national chains — including Target, Walmart, Kroger, Albertsons, CVS, Five Below and Walgreens — alongside this immersive cultural pop-up.
For more information, visit https://us.bubs.se/en/ and follow @bubs_us on TikTok and Instagram.
About Orkla Snacks
Orkla Snacks is a leading Nordic and Baltic player in the snacking category, with a portfolio that spans snacks, confectionery and biscuits. Headquartered in Oslo, Norway, the company operates in seven markets and reported annual sales of approximately NOK 9.7 billion in 2024. Orkla Snacks is part of Orkla ASA, listed on the Oslo Stock Exchange. As the company behind BUBS, Orkla Snacks is helping introduce the beloved Swedish tradition of lördagsgodis ("Saturday sweets") to a global audience, fueling growing U.S. demand for pick-and-mix candy and bold flavor experiences.
Media Contact:
Burson
BUBS.PR@bursonglobal.com
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SOURCE Orkla Snacks