BUBS Sweetens Up the Big Apple with First-Ever U.S. Pop-Up in New York City

Rhea-AI Summary

BUBS (ORKLY), the viral Swedish candy brand, is launching its first-ever U.S. retail pop-up experience in New York City's SoHo district. The "Sweeteasy" pop-up, located at 69 Mercer St., will run from September 25 through October 22, 2025, featuring exclusive Swedish candy flavors, merchandise, and interactive photo opportunities.

The pop-up celebrates the Swedish tradition of lördagsgodis (Saturday candy) and coincides with BUBS' major U.S. retail expansion into national chains including Target, Walmart, Kroger, Albertsons, CVS, Five Below, and Walgreens. The brand, established in 1992, gained international popularity in 2024 through TikTok, known for its distinctive chewy-meets-foamy texture and unique skull and oval designs.

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The TikTok-famous Swedish candy brand invites fans to experience a Taste of Swedish Culture at its New York "Sweeteasy"

NEW YORK, Sept. 25, 2025 /PRNewswire/ -- BUBS, the iconic Swedish candy brand that has become a viral sensation worldwide, is celebrating its U.S. launch with its first-ever retail pop-up. For a limited time, New Yorkers can step inside the super-sweet BUBS "Sweeteasy" in SoHo and discover the playful world inspired by Sweden's famous lördagsgodis — the weekly tradition of indulging in candy every Saturday.

Open from Sept. 25 through Oct. 22, the Sweeteasy marks a major milestone for BUBS, offering U.S. fans their first in-person experience with the beloved brand. Behind the doors at 69 Mercer St., a space secured in partnership with Pep Real Estate, guests will be transported into a candy wonderland that captures BUBS' bold flavors, whimsical shapes and irresistible energy.

Highlights of the First-Ever U.S. BUBS Sweeteasy Pop-Up

• Pick & Mix Candy Bar: Craft your ultimate candy bag with exclusive Swedish-only flavors plus the brand's new U.S. lineup.
• Sweeteasy Snap Spot: Capture the magic of the pop-up with a photo moment that's as playful as the candy itself.
• Exclusive Merch: Snag limited-edition BUBS-branded items available only at the pop-up perfect for showing off your Swedish candy devotion.

Event Details

• Where: 69 Mercer St., SoHo, New York, NY 10012
• When: Sept. 25-Oct. 22, 2025
• Opening Day Hours: 12 p.m. to 7 p.m. on Sept. 25
• Daily Hours: 11 a.m. to 7 p.m. Monday-Saturday; noon to 5 p.m. Sunday

"Our first-ever U.S. pop-up marks an incredibly exciting moment for BUBS," said Åsa Gisel, Head of Marketing at BUBS. "We're thrilled to finally invite American fans to experience our candy and our culture in person. The Sweeteasy celebrates the Swedish tradition of lördagsgodis while giving U.S. fans a chance to taste and take home a piece of the joy that makes BUBS so beloved."

A Swedish favorite since 1992, BUBS became an international obsession in 2024 when TikTok fell in love with its chewy-meets- foamy texture and playful skull and oval designs. Already a household name across Sweden and the Nordics, BUBS is now making its U.S. debut with retail availability at major national chains — including Target, Walmart, Kroger, Albertsons, CVS, Five Below and Walgreens — alongside this immersive cultural pop-up.

For more information, visit https://us.bubs.se/en/ and follow @bubs_us on TikTok and Instagram.

About Orkla Snacks
Orkla Snacks is a leading Nordic and Baltic player in the snacking category, with a portfolio that spans snacks, confectionery and biscuits. Headquartered in Oslo, Norway, the company operates in seven markets and reported annual sales of approximately NOK 9.7 billion in 2024. Orkla Snacks is part of Orkla ASA, listed on the Oslo Stock Exchange. As the company behind BUBS, Orkla Snacks is helping introduce the beloved Swedish tradition of lördagsgodis ("Saturday sweets") to a global audience, fueling growing U.S. demand for pick-and-mix candy and bold flavor experiences.

Media Contact:
Burson
BUBS.PR@bursonglobal.com

 

FAQ

When and where is BUBS (ORKLY) opening its first U.S. pop-up store?

BUBS is opening its first U.S. pop-up store, called the 'Sweeteasy,' at 69 Mercer St. in SoHo, New York from September 25 to October 22, 2025. The store will operate Monday-Saturday 11am-7pm and Sunday 12pm-5pm.

Which major U.S. retailers will carry BUBS candy products?

BUBS candy will be available at major national chains including Target, Walmart, Kroger, Albertsons, CVS, Five Below, and Walgreens.

What made BUBS candy become internationally popular?

BUBS gained international popularity in 2024 through TikTok, where users fell in love with its unique chewy-meets-foamy texture and distinctive skull and oval designs.

What special features will be available at the BUBS NYC pop-up store?

The pop-up will feature a Pick & Mix Candy Bar with exclusive Swedish flavors, a 'Sweeteasy Snap Spot' for photos, and limited-edition BUBS-branded merchandise only available at the location.

What is lördagsgodis and how does it relate to BUBS?

Lördagsgodis is a Swedish tradition of enjoying candy every Saturday. The BUBS Sweeteasy pop-up celebrates this cultural tradition while introducing American consumers to Swedish candy culture.