BUBS is the Swedish candy brand that broke the internet. Their skull-shaped sour gummies went viral on TikTok and turned a small Scandinavian brand into a global phenomenon. But BUBS makes way more than just Sour Skulls — here's every flavor, reviewed and ranked.
The BUBS Story: From Jönköping to Global TikTok Fame
BUBS was founded in Jönköping, Sweden in 2001—not as a viral sensation, but as a family business making gummies the traditional Swedish way. For nearly two decades, they were successful but quiet. Then TikTok happened.
Around 2019-2020, BUBS Sour Skulls started appearing in viral videos. Young people from around the world discovered that Swedish sour candy was different from American sour candy. They were shocked. They posted videos. Other people watched those videos and ordered BUBS online. And suddenly, a 20-year-old Swedish family candy company became a global phenomenon.
What makes BUBS special? They use natural dyes (spirulina, beetroot, carrot concentrate), no artificial flavors, and their sour coating is literally sour—not just mouth-puckering, but genuinely challenging to first-time tasters.
Today, BUBS still operates from Jönköping and is still family-owned, despite being available in Target stores across the US. This complete guide covers every flavor, ranked by quality.
BUBS Flavor Categories
The Sour Skulls Family
The original, still the best. These are the candies that broke the internet.
BUBS Sour Skulls (Original) - RATING: 5/5 STARS
The definition of "sour candy." These are what started it all. Skull-shaped gummies with an absolutely punishing sour coating that builds intensity as you chew. The first 10 seconds are nearly unbearable if you're not prepared. Then your mouth adapts slightly, and the underlying fruit flavor (mixed berry) emerges.
Flavor profile: Mixed berries (dominant), slight tartness underneath the sour coating.
Texture: Firm but chewy, not gummy-bear soft. They hold their shape and don't dissolve immediately.
Sour level: 9/10. This isn't "lightly sour"—this is commitment-level sour.
Why it's #1: The most intense, most authentic sour candy experience available. If you try one BUBS product, this is it. It's also just well-made candy—good texture, real fruit flavors, proper mouthfeel.
Best for: Sour candy veterans, anyone looking for genuine intense sourness, people who want to understand why BUBS went viral.
BUBS Sour Skulls Watermelon - RATING: 4.5/5 STARS
The crowd-pleaser. Same skull shape, same intense sour coating, but watermelon flavor instead of mixed berry. The watermelon taste is cleaner and more immediately recognizable than the mixed berry version.
Flavor profile: Pure watermelon with subtle sweetness.
Sour level: 9/10 (same intensity as original).
Why it's #2: Nearly as good as the original, but watermelon is more polarizing. Some people love it; others find it tastes artificial (even though it's made with natural flavor). The sour intensity is identical to the original.
Best for: People who like watermelon, anyone intimidated by the mixed berry flavor, watermelon sour candy enthusiasts.
BUBS Sour Skulls Raspberry - RATING: 4.5/5 STARS
The subtle option. Raspberry flavor is less sharp than watermelon, creating a slightly smoother experience under the sour coating.
Flavor profile: Raspberry with subtle berry notes.
Sour level: 9/10.
Why it's #3: The raspberry flavor is the least "candy-like" of the Sour Skulls. It tastes more like actual fruit, which makes the intensity of the sour coating feel more intentional. Excellent quality, just more specialized flavor.
Best for: Raspberry enthusiasts, people who prefer subtle fruit flavors, anyone who found the original watermelon too aggressive.
BUBS Sour Skulls Cool Cola - RATING: 4/5 STARS
The unique one. BUBS made sour cola gummies, which is conceptually odd (why is cola sour?) but works surprisingly well. The cola flavor is herbal and complex, not just sugary "cola taste."
Flavor profile: Herbal cola with subtle citrus notes.
Sour level: 8.5/10 (slightly less intense than the fruit versions).
Why it's #4: Novelty factor makes this interesting, and the flavor execution is actually really good. It's a legitimate cola gummy made the BUBS way. But it's more of an "occasional" candy than something to reorder constantly.
Best for: Adventurous candy eaters, cola lovers, people who want to try something genuinely different.
BUBS Sweet Gummies (Non-Sour)
Not every BUBS candy is sour. They make regular sweet gummies too, using the same philosophy (natural colors, real flavors, quality ingredients).
BUBS Strawberry & Raspberry Gummies (Sweet) - RATING: 4/5 STARS
Fruit-forward and simple. These are the candy equivalent of frozen fruit—sweet but not aggressively so. No sour coating, just clean fruit flavor and gummy texture.
Flavor profile: Strawberry and raspberry with subtle tartness.
Texture: Softer than Sour Skulls, more traditional gummy-bear texture.
Sour level: 0/10 (completely sweet).
Why it's #5: For people who like BUBS quality but can't handle extreme sourness. These are legitimately good gummies made with real fruit juice. But they're not particularly distinctive—you can find similar candies elsewhere. BUBS' strength is sour candy.
Best for: Kids, people avoiding sour candy, anyone who wants quality fruit gummies.
BUBS Mini Skulls - RATING: 4.5/5 STARS
Same intensity, smaller size. Mini versions of the Sour Skulls with identical flavor and sour intensity but a smaller format. Useful for portion control or trying multiple flavors at once.
Sour level: 9/10 (identical to full-size Skulls).
Why it's #6: The smaller size is helpful for people who want the full BUBS experience without committing to a huge bag. Quality is identical to the full-size version.
Best for: People trying BUBS for the first time, anyone wanting portion control, gift-giving (multiple flavors, smaller commitment).
BUBS vs Other Swedish Sour Candies
BUBS vs Haribo
Haribo is the world's biggest candy company. They make Sour Patch Kids, which are legitimately popular. So how does BUBS compare?
Sourness: BUBS Sour Skulls are significantly more sour. Sour Patch Kids are sour-adjacent—they have sour on the outside, but it's mild and fades quickly. BUBS maintains intense sourness throughout chewing.
Texture: BUBS Skulls are chewier and hold their structure longer. Sour Patch Kids are softer and dissolve faster.
Flavor: Both use natural flavors, but BUBS flavors are cleaner and less "candy-like." Sour Patch Kids taste more like conventional candy.
Price: BUBS are more expensive, reflecting higher ingredient costs and the viral premium.
Verdict: For genuine sour candy enthusiasts, BUBS wins decisively. For people who want "sour-ish" candy, Sour Patch Kids are fine. BUBS is the choice if you want authentic intensity.
BUBS vs Ahlgrens Bilar
Ahlgrens Bilar are iconic Swedish candy—chocolate-covered gummies shaped like tiny cars. They've been around for decades and are beloved in Scandinavia.
Flavor profile: Ahlgrens are fruity and balanced, with chocolate coating adding richness. BUBS are sour-forward with pure fruit flavors.
Experience: Ahlgrens are familiar and comforting. BUBS are challenging and intense.
Best for different preferences: Ahlgrens = gateway Swedish candy. BUBS = serious sour candy.
Verdict: These aren't competitors; they're complementary. Try Ahlgrens to ease into Swedish candy. Try BUBS when you're ready for the deep end.
BUBS vs Malaco
Malaco is Sweden's largest candy manufacturer. They make hundreds of products, from licorice to gummies. BUBS is their sour gummy specialist.
Product range: Malaco dominates in licorice and traditional Swedish candy. BUBS specializes in sour gummies.
Sourness: BUBS Sour Skulls are more sour than Malaco's sour offerings. Malaco leans more toward traditional licorice-based candies.
Verdict: If you want sour gummies, BUBS is the answer. If you want to explore all Swedish candy, Malaco has more variety.
Get all BUBS varieties shipped to your door.
Where to Buy BUBS in the US
Online Retailers
Amazon: Cheapest option for bulk purchases. Prime shipping available on many BUBS products. Buy in bulk to get better per-unit pricing.
BUBS official website (bubscandy.com): Direct from manufacturer, sometimes has exclusive flavors or bundles. Shipping is usually included in the price.
Candy wholesalers (CandyWarehouse, NassauCandy): Good bulk pricing if you're buying multiple bags.
Physical Retailers
Target: Most locations now carry BUBS Sour Skulls. Usually overpriced ($7-9 per bag) compared to online, but immediate availability if you need them now.
World Market: Specialty imports section often stocks BUBS. Premium pricing but good for trying before bulk buying.
Specialty candy shops: Some independent candy stores stock BUBS. Quality varies; pricing is usually high.
Price Comparison (typical 2026 prices)
Amazon (bulk pack): $4-5 per bag
Official BUBS website: $5-6 per bag
Target: $7-9 per bag
World Market: $8-10 per bag
Pro Tip:
Buy in bulk from Amazon or the official BUBS website. A bulk pack of 12-20 bags costs roughly half the per-unit price of buying single bags from Target.
BUBS Flavor Ranking: Complete List
| Rank | Flavor | Type | Sour Level | Rating | Best For |
|---|---|---|---|---|---|
| 1 | Sour Skulls (Original Mixed Berry) | Sour Gummy | 9/10 | 5/5 | Sour enthusiasts, best overall BUBS product |
| 2 | Sour Skulls Watermelon | Sour Gummy | 9/10 | 4.5/5 | Watermelon lovers, crowd-pleaser |
| 3 | Sour Skulls Raspberry | Sour Gummy | 9/10 | 4.5/5 | Raspberry fans, subtle flavor preference |
| 4 | Sour Skulls Cool Cola | Sour Gummy | 8.5/10 | 4/5 | Adventurous eaters, novelty seekers |
| 5 | Strawberry & Raspberry Gummies | Sweet Gummy | 0/10 | 4/5 | Non-sour lovers, quality fruit gummies |
| 6 | Mini Skulls | Sour Gummy | 9/10 | 4.5/5 | First-timers, portion control |
The Verdict: Is BUBS Worth the Hype?
For sour candy enthusiasts: Absolutely yes. BUBS Sour Skulls are the most authentic, intense sour gummy candy available in the US market. If you love sour candy, you will understand why they went viral immediately.
For casual candy eaters: Try the original Sour Skulls once. The experience is worth it, even if sour isn't your preference. Then move to their sweet gummies or other Swedish brands if you prefer less sourness.
For people avoiding artificial ingredients: BUBS checks all the boxes—natural dyes, no artificial flavors, no HFCS. They're actually better ingredients than most American candy.
For collectors or gift-givers: BUBS has novelty value. People enjoy receiving sour candy as a gift because it's distinctive and memorable.
FAQ
Q: Are BUBS Sour Skulls the sorest candy available?
A: Yes, in the mainstream market. Specialty extreme sour candies exist (like Sour Freeze Dried Candy), but for mass-market distribution, BUBS Sour Skulls are the sorest you'll find in normal stores. The original mixed berry flavor is the most intense.
Q: Why are BUBS so expensive compared to American sour candy?
A: Natural dyes, real fruit juice concentrates, and imported manufacturing cost more than synthetic dyes and corn syrup. BUBS also commands a "viral brand" premium. You're paying for quality ingredients plus the TikTok tax.
Q: Which BUBS flavor should I try first?
A: Start with Mini Skulls in the original mixed berry flavor. Smaller size, full intensity, lower commitment. If you like it, buy full-size bags. If watermelon sounds more appealing, start with Watermelon. Avoid Cool Cola on your first try—it's an acquired taste.
Q: Do BUBS taste like they're made from "banned ingredients" like the TikToks claim?
A: No. BUBS uses natural dyes and real flavors, which is why they're popular. They're not made from banned ingredients—they're made from the opposite (natural instead of synthetic). The whole "banned ingredients" narrative is marketing hype. BUBS are good candy with quality ingredients, full stop.
Founder & Editor
Former Swedish candy & FMCG professional turned US-based founder of SwedishCrave. Built the site to fill the gap he saw when he moved stateside.
