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Bostonians have caught onto the Swedish candy craze that’s been sweeping the U.S. thanks to a viral TikTok video from a New Yorker in January 2024. This clip showed the creator’s nightly ritual of picking out Swedish candy, and it quickly sparked a city-wide obsession with the uniquely flavored, sugar-coated gummies and chocolates. The candy’s popularity isn’t just about taste — it’s also considered healthier than typical American sweets, since it’s gluten-free and free of corn syrup and trans fats. Stores like Madeleine’s Candy Shop, The Sweetish Fish, and lil sweet treat have become hotspots where locals scoop up bags of these treats from colorful pick-and-mix bins.
Madeleine’s Candy Shop opened in Boston’s South End after the owner, Madeleine Brason, grew frustrated by the lack of local access to Swedish candy. She quit her health science career to open the store in February 2024, inspired by her own sweet tooth and the viral TikTok hype. Madeleine’s offers around 50 candy bins charging $1.50 per ounce and even hands out chopsticks to keep hands clean while picking candy. Some candies, like the popular marshmallow-textured Bubs, sell out almost instantly and are now sold in pre-packaged bags. Recently, Madeleine’s expanded to feature a soft-serve ice cream window, offering vanilla and maple flavors topped with candy, further enhancing the sweet experience.
Meanwhile, The Sweetish Fish started on Cape Cod as a candy truck run by Savanna Vaughn and Cara Crupi-Culmaine, who wanted to breathe new life into traditional penny candy with Swedish treats. Their candy pop-up in Boston’s Seaport area offers a "Daily Catch" selection of about a dozen candies for $1.75 per ounce. The shop ties in its fish market theme with pink net bags for larger purchases. Bubs are a staple here too, described as the "gateway candy" for newcomers. The owners emphasize that the pick-and-mix style encourages community interaction, with customers of all ages chatting about the different textures and flavors.
Lil sweet treat, which started in New York City’s West Village in September 2024, now has six locations including one on Newbury Street in Boston. The founder, Elly Ross, was motivated by her worldwide candy tasting adventures to create a store that offers unique international candies. She aims to revitalize the candy market by introducing new textures and flavors that aren’t typically available, appealing to candy lovers of any background or age. The Boston location opened after many requests from local candy enthusiasts eager for a new sweet destination.
The Swedish candy trend in Boston reflects a broader cultural shift toward exploring international sweets and healthier treat options. The viral social media exposure combined with community-driven businesses has turned the city into a hub for this new candy obsession. From exclusive candies like Bubs to playful ice cream toppings and fish-themed packaging, these shops are redefining how Bostonians enjoy their sugar fix, one pick-and-mix bag at a time.
