Aroma: Worldwide obsession with Swedish candy

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.

What Swedes have known for decades, the world is now discovering. “The past year has seen a trend on social media with influencers around the world tasting Swedish candy,” says Eivind Granås, CEO of 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 the capital – making it one of few confectionary companies still manufacturing candy in Sweden.

Whilst Swedes consume the most candy in the world – with around 15 kilos 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. “It’s a success story much like Swedish music, fashion and design,” says Granås, who emphasises that the Nordics is still the priority.

The 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, 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.

New this year is Jordgubbstårta, a limited edition of strawberry cake jellies. “Swedish flavours are important, and it doesn’t get more Swedish than this,” smiles the CEO.

Web: www.aroma.se
Instagram: @aroma_godisfabriken