Swedish candy is trending across the world, with countless TikTok videos and long queues at candy stores in cities such as London, New York and Los Angeles. Aroma produces some of Sweden’s favourite candy, with millions of people devouring its jelly raspberries, fruit boats and irresistible red hearts. The new obsession is sour candy, and Aroma delivers.

What Swedes have known for decades, the world is now discovering. “The past few years have seen a trend on social media with influencers around the world tasting Swedish candy,” says Carina Norman, marketing manager at Aroma. “What people seem to appreciate is the natural flavours and soft textures – and the variety available.”

Sweden has some fantastic producers of high-quality candy, and one of the success stories is Aroma Godisfabriken. Founded in 1921 by Gottfrid Eklund and Max Forslund in Stockholm, the privately-owned company has its production in Stockholm, Torshälla and Bengtsfors – making it one of few confectionary companies still manufacturing candy in Sweden.

Aroma: Worldwide obsession with Swedish candy

Whilst Swedes consume the most candy in the world – with around 15 kilos consumed per person every year – Aroma’s candy is available as far away as New Zealand, China, South Korea, and the US, and the demand is increasing.

Aroma’s assortment includes a range of treats loved by generations, including mouth-watering jelly raspberries, liquorice boats and fruit boats, and foam bananas. The signature product is the box of red jelly hearts – a perfect Valentine’s Day gift, whilst the green jelly frogs, an instant success when launched in 1935, are still one of the best-sellers. Aroma also produces chocolate candy, such as chocolate peanut squares and chocolate-covered toffee, with Rainforest Alliance certified and palm oil free chocolate.

When asking consumers what type of candy they prefer, for the first time, sour candy has surpassed traditional sweet jelly. The trend can be seen clearly, as explained by Carina. “In response to this development, Aroma has launched new products where sour flavours are in focus,” she says. “Last Christmas, we introduced a sour foam Santa in Sweden, which became a winner straight away. This year, we’re launching it across the Nordics, and I’m convinced that it will set new records!”

Aroma: Worldwide obsession with Swedish candy

Web: www.aroma.se
Instagram: @aroma_godisfabriken

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