🇺🇸 American BUBS vs 🇸🇪 Swedish BUBS: What’s the REAL Difference?

By Jesper Karlsson
3 min read
USA BUBS CANDY

BUBS candy has exploded in popularity across North America thanks to TikTok, Target, Kroger, Five Below, and Walgreens. Many shoppers assume these bags are the same beloved Swedish BUBS that Scandinavians grew up with.

But are they actually the same candy?

Short answer: No — American BUBS and Swedish BUBS are not the same product.
Here’s exactly why.

What Are “American Bubs”?

The bags sold in the U.S. look similar to the Swedish brand, and the flavors currently available include:

  • Sour Diamond Tutti Frutti
  • Sour Diamond Strawberry Vanilla
  • Sweet Ovals Banana Toffee
  • Sour Skull Lemon Raspberry

However, despite being sold across the U.S., these are NOT made in America or Sweden.

✔️ They are manufactured in Mexico
✔️ Produced for the American market by a company linked to Mount Franklin Foods (El Paso, Texas)
✔️ Different recipe, different process, different equipment

So from the beginning, American BUBS ≠ Swedish BUBS.

Are the Ingredients the Same?

Both Swedish BUBS and American BUBS share similar base ingredients and both are gelatin-free.

However, there are important differences:

🇺🇸 American/Mexican BUBS

  • Made with corn syrup
  • Include artificial colors like Blue 1 (not used in Sweden)
  • Use U.S./Mexico style flavor systems
  • Produced using different equipment and processes
  • Contain modified corn syrup

🇸🇪 Swedish BUBS

  • Made with glucose-fructose syrup
  • Do not contain U.S. artificial colors (e.g., Blue 1)'
  • Follow Sweden’s stricter ingredient regulations'
  • Known for cleaner, more natural flavors

➡️ Both versions are “similar,” but they are not identical products.

Do They Taste the Same?

Short answer: No — not even close.

After speaking with customers who tried both versions, and reviewing feedback across TikTok, Reddit, and candy review communities, the results are very clear:

⭐ Swedish BUBS

  • Stronger, more natural flavor
  • Softer, iconic “foam chew” texture
  • Better balance of sweet + sour
  • More intense aroma
  • Consistent shape and color

⚠️ American/Mexican BUBS

  • Weaker flavor
  • Noticeably sweeter (due to corn syrup)'
  • Different smell
  • Different color tones
  • Texture is similar but not quite the same

Customer feedback summary:

“Good… but not the real thing.”
“Similar shape, totally different flavor.”
“You can tell instantly which one is Swedish.”

About the Rebrand in Sweden

Yes — BUBS Sweden recently redesigned all their mini bags and updated their logo.
This causes confusion online, but:

👉 The rebrand ONLY applies to Swedish-made BUBS
👉 It has nothing to do with the American/Mexican BUBS

These are entirely separate products made by different manufacturers.

Below you can see the newly redesigned Swedish BUBS mini bags.

 

How to Tell Them Apart

Just check the back of the bag:

  • Made in Sweden → authentic Swedish BUBS
  • Made in Mexico → American-market BUBS

If you want the original Scandinavian taste, the Swedish-made version is the only one that delivers the true flavor profile.

Why Swedish BUBS Taste Better

  • Sweden uses cleaner and stricter candy regulations
  • No high-intensity artificial dyes
  • Glucose-fructose syrup gives a cleaner sweetness than corn syrup
  • Scandinavian foam candy manufacturing is highly specialized
  • Flavor compounds differ between EU and US regulations

This results in a superior texture, smell, and flavor.

Try Authentic Swedish BUBS

If you want to experience the original Scandinavian version, we ship real Swedish BUBS directly from Sweden and from our U.S. warehouse.

👉 Taste the original — not the imitation.
Explore our selection of Swedish BUBS and other iconic Scandinavian candies today.