Swedish candy trend puts pressure on global supply chains amid rising demand

There are currently over 120 million videos tagged with “Swedish candy” on social media platform TikTok. This trend, which shows no signs of slowing down, has put pressure on global supply chains. Meanwhile, Swedish candy manufacturers have faced varying challenges in keeping pace with demand.

Niclas Arnelin, formerly CEO of Bubs and now in charge of confectionery at Orkla (which owns Bubs), stated, “The products are not on the shelves, and we want to fill them with candy as quickly as possible. Our factory workers are working around the clock.” Laura Rytkölä, responsible for Cloetta’s international candy business, noted that they have been planning a functional logistics chain to meet both domestic and international demand for several years.

The shortage of certain popular flavors in Swedish stores can be attributed, according to Arnelin, to increased interest within Sweden, not just international demand. “We had to focus on fewer candy flavors in our bulk selection. However, we will gradually expand the variety again in the coming weeks and months,” he added.

Interestingly, inquiries about Swedish candy are now coming not only from the US but also from Asia, with a notable increase in requests from South Korea recently. “We are well prepared to meet this demand,” Rytkölä said. While the primary focus remains on replenishing Swedish and Nordic shelves, Arnelin warned that not all products would be available by Halloween.