The Swedish candy brand is adding berry flavours, larger and smaller formats, and Halloween packaging as it builds on its first year in the United States.
BUBS is expanding its U.S. range with two berry flavours, new pack sizes and limited-edition Halloween packaging after reaching more than 60,000 retail stores nationwide within 12 months. The Swedish candy brand will add Sour Forest Berries Ovals and Sweet Wild Berry Pomegranate Ovals, while extending two existing flavours into additional formats. The move shows how BUBS is using variety, seasonal presentation and retailer-specific distribution to build on its early U.S. momentum.
The two new products are positioned around contrasting fruit profiles. Sour Forest Berries Ovals combine blueberry and raspberry in a chewy, sour candy, while Sweet Wild Berry Pomegranate Ovals pair strawberry with pomegranate in a lighter, foamy format. Both flavours are set to reach U.S. retailers during September, with Sour Forest Berries Ovals available at Five Below and Sweet Wild Berry Pomegranate Ovals available at Target.
Sour Forest Berries Ovals will come in 5.5-ounce bags with a suggested retail price of $3.00. Sweet Wild Berry Pomegranate Ovals will be offered in 8-ounce bags at $4.99 and 5.5-ounce bags at $3.19. BUBS will also introduce 2.5-ounce and 8-ounce bags for Strawberry Vanilla and Tutti Frutti at major retailers nationwide later in the year, widening the range of occasions and pack sizes around established flavours.
Seasonal merchandising is another part of the expansion. Lemon Raspberry Skalle, a skull-shaped candy, will receive limited-edition Halloween packaging exclusively at Five Below, with a suggested retail price of $3.00. BUBS states that its candies are vegan-friendly and free from gluten, palm oil, high-fructose corn syrup, trans fats and Red 40, giving the brand a consistent set of product-positioning claims across the expanded range.
BUBS entered the United States in September 2025 after gaining attention on social media, and its products are now sold through retailers including Target, Five Below and Walgreens. The company plans to add further products and experiences in 2027, extending a strategy that combines distinctive shapes and textures with frequent flavour and format updates. For BUBS, the next stage is less about establishing distribution than sustaining attention across the candy aisle.
