BUBS and Haribo are both European gummy powerhouses, but they couldn't be more different. One is a viral Swedish sensation, the other is the world's largest gummy manufacturer. We put them head to head on taste, texture, ingredients, and value.
Two Very Different Gummy Philosophies
Haribo was founded in 1920 in Bonn, Germany. They invented the gummy bear. They produce candy in 10 countries and sell in over 100. They are, by any measure, the gummy empire. BUBS was founded in 1992 in Jönköping, Sweden, by a family that wanted to make candy differently. They went viral on TikTok in 2023. They're roughly the size of one of Haribo's factory break rooms.
And yet, in the last few years, BUBS has become the gummy brand people actually get excited about. That's not an accident — it's what happens when a smaller company makes fundamentally better candy. Let's break down exactly how they compare.
Taste: Which One Actually Tastes Better?
BUBS: Flavor-Forward
BUBS candy tastes like the fruit it's supposed to taste like. Their Sour Skulls have a genuine berry flavor underneath the sour coating. Their Watermelon tastes like watermelon, not "watermelon flavor #4 from a chemical catalog." The flavor profiles are more complex and less artificial — you can actually distinguish between different BUBS varieties blindfolded.
Haribo: Familiar, Functional
Haribo gummies taste like... Haribo gummies. There's a distinct "Haribo flavor" that runs through most of their products — a slightly waxy, vaguely fruity base that's consistent but not particularly exciting. The gold bears are pleasant. The Happy Cola is solid. But nobody's writing poetry about Haribo's flavor complexity. They're the reliable sedan of the gummy world: gets the job done, never surprises you.
Winner: BUBS. It's not close. BUBS flavors have depth and authenticity that Haribo simply doesn't match.
Texture: The Real Differentiator
BUBS: Soft and Satisfying
BUBS gummies have a texture that's genuinely different from anything else on the market. They're softer than Haribo, chewier without being tough, and have a satisfying "give" when you bite down. The sour varieties have a crystal coating that adds crunch — creating a multi-texture experience in every piece. There's a reason BUBS candy went viral on ASMR TikTok: the sounds these candies make are deeply satisfying.
Haribo: Firm and Bouncy
Haribo's signature texture is firm, bouncy gelatin. Their gold bears have that classic "gummy bear" resistance that people either love or find slightly tire-like. Haribo's texture is more uniform across products — you know what you're getting. Some people prefer this firmness, especially for the gold bears, which have a satisfying chew. But it's a one-note texture experience.
Winner: BUBS. The texture variety and softness give BUBS a clear edge, though this one's more subjective. Some people genuinely prefer Haribo's firmer chew.
Ingredients: Where It Gets Interesting
BUBS
Every single BUBS product is vegan. No gelatin (they use potato starch instead), no artificial colors (they use fruit and vegetable concentrates), no beeswax, no shellac. The ingredient lists are short and mostly things you recognize: glucose syrup, sugar, water, starch, fruit juice concentrates, natural flavoring. That's it. For a candy company, this is remarkably clean.
Haribo
Haribo uses pork gelatin in most of their products (there are some gelatin-free exceptions, but they're not the norm). Their ingredient lists include artificial flavors, various gum agents, beeswax for coating, and depending on the market, artificial colors. The US versions of Haribo often have different (worse) ingredient lists than the European versions — a common issue with candy that's reformulated for the American market.
Winner: BUBS, decisively. If ingredients matter to you — and they should — BUBS is in a completely different league. Vegan, natural colors, simpler ingredient lists. Read our vegan candy guide for more on this topic.
Sour Candy Comparison
This is where the rivalry gets spicy — or rather, sour.
BUBS Sour Skulls vs Haribo Sour Gold Bears
Sourness intensity: BUBS wins. The crystal sour coating on Sour Skulls delivers an immediate, intense pucker that Haribo's dusted sour coating can't match.
Flavor after sour fades: BUBS wins. The berry gummy underneath has genuine flavor depth. Haribo's sour bears taste like regular gold bears with sugar dust.
Texture experience: BUBS wins. The crunch of the sour crystals transitioning into the soft gummy is more interesting than Haribo's uniform texture.
Sourness duration: Roughly tied. Both fade after 10-15 seconds, though they deliver the sourness differently.
Price & Availability
Haribo: Cheap and Everywhere
Haribo is available in literally every gas station, grocery store, drugstore, and vending machine in America. A bag of gold bears costs $2-4. You can buy them without thinking or planning. This is Haribo's superpower — they're the default gummy. Always there, always affordable.
BUBS: More Expensive, Less Available
BUBS typically costs $8-15 per bag, depending on the variety and where you buy. You can find them at some Target locations (through Sockerbit), on Amazon, and from specialty Swedish candy retailers. You have to seek out BUBS — it won't find you in a checkout aisle. The higher price reflects import costs and smaller production scale.
Winner: Haribo. On pure accessibility and price, Haribo can't be beat. BUBS costs 2-3x more and requires more effort to find.
Brand & Culture
BUBS: The TikTok Darling
BUBS has something Haribo doesn't: cultural momentum. The brand went from Swedish niche to international sensation through TikTok, and it represents a broader movement toward better candy ingredients. Buying BUBS feels like a conscious choice — you're choosing better ingredients, supporting a smaller company, and eating something your friends haven't tried.
Haribo: The Establishment
Haribo is the candy your parents ate. It's comfortable and nostalgic, but it doesn't excite anyone. Nobody posts an "unboxing" video of Haribo gold bears. Haribo's marketing still relies heavily on the same bear mascot and jingle they've used for decades. There's nothing wrong with being established, but it doesn't create the same enthusiasm.
Winner: BUBS. In 2026, BUBS is the brand people are excited about. Haribo is the brand people default to.
The Final Scorecard
Taste: BUBS
Texture: BUBS
Ingredients: BUBS
Sour candy: BUBS
Price: Haribo
Availability: Haribo
Variety of products: Haribo (they have hundreds of products to BUBS's ~30)
Brand excitement: BUBS
Overall: BUBS wins 5-3. If you have access to both and don't mind paying a bit more, BUBS is the better candy. If you need cheap gummies right now from the nearest store, Haribo will always be there for you — like a reliable friend who's not particularly interesting but never lets you down.
Shop authentic Swedish candy from trusted retailers with fast US shipping.
Frequently Asked Questions
Is BUBS healthier than Haribo?
Both are candy, so neither is a health food. But BUBS has cleaner ingredients: no gelatin, no artificial colors, no beeswax. If "healthier" means "fewer questionable additives," then yes, BUBS is the better choice. The sugar content is comparable.
Can I find BUBS at regular stores?
BUBS is expanding US distribution. You can find them at some Target locations (via Sockerbit), on Amazon, and at specialty candy stores. It's getting easier, but it's not at gas-station-level availability yet. Check our where-to-buy guide.
Are Haribo gummies vegan?
Most are not — Haribo uses pork gelatin in the majority of their products. They do have some vegan-friendly options in certain markets, but they're the exception. All BUBS products are vegan by default.
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.
