Malaco is the old guard — Sweden's largest candy maker with decades of history. BUBS is the upstart that went viral on TikTok. But which brand actually makes better candy? We compare them across every category.
The Establishment vs The Disruptor
This is Swedish candy's version of Coca-Cola vs a craft soda — except both are actually good. Malaco was founded in 1934 and is now owned by Cloetta, one of the oldest candy companies in the world. They make Djungelvrål, Gott & Blandat, Zoo, Sura Skallar, and dozens of other products that are fixtures in every Swedish lösgodis display. Malaco doesn't need TikTok — they've been in Swedish culture longer than television.
BUBS was founded in 1992 by the Lindström family. They're the scrappy underdog who bet on being 100% vegan before it was trendy and made candy in skull shapes when everyone else was making bears and worms. That bet paid off spectacularly when TikTok discovered them in 2023, turning Sour Skulls into a global phenomenon.
Product Range
Malaco: The Everything Brand
Malaco's product catalog is enormous. Sour candy, sweet candy, licorice (soft, hard, salty, super salty), fruit gummies, foam candy, chocolate-coated items — if it's Swedish candy, Malaco probably makes a version of it. Their lösgodis (pick-and-mix) presence is dominant: walk into any Swedish grocery store and Malaco products will occupy the majority of the candy wall. The range includes category icons like Djungelvrål (salty sour licorice), Gott & Blandat (the "something for everyone" mix bag), and Zoo (animal-shaped gummies kids have loved for generations).
BUBS: Focused and Distinctive
BUBS has maybe 30-40 products compared to Malaco's hundreds. But every product is designed with a specific philosophy: 100% vegan, natural colors, bold flavors, fun shapes. BUBS doesn't try to be everything — they try to be the best at what they do. Their core range (Sour Skulls, Watermelon, Cool Cola, Dizzy Skull, various foam items) is tight and consistent. You always know what you're getting with BUBS.
Winner: Malaco for breadth. BUBS for focus and consistency.
Sour Candy
This is the category where the brands compete most directly.
BUBS: Softer gummies with crystal sour coatings. The sourness is intense but balanced — you always taste the fruit underneath. The skull shape adds personality. The vegan formula means the texture is slightly different from gelatin-based gummies: chewier, slightly more "bouncy." This is the sour candy that went viral for a reason.
Malaco: Firmer gummies with powdered sour coatings. Malaco Sura Skallar and Super Sura are more aggressive on the sourness front — Super Sura in particular is borderline punishing. The texture is more traditional (gelatin-based), which some people prefer for its firmer chew. Malaco also offers sour licorice combinations that BUBS doesn't touch.
Winner: BUBS for approachability and international appeal. Malaco for pure sourness intensity and variety within the sour category.
Licorice
No contest here. Malaco is Sweden's licorice king and BUBS barely participates.
Malaco's licorice range includes Djungelvrål (iconic sour salty licorice), Skipper's Pipes, Salty Herring, and dozens of lösgodis licorice varieties. They own this category in a way that leaves no room for competition. BUBS makes a few licorice-adjacent products (Raspberry Licorice), but licorice isn't their identity.
Winner: Malaco, and it's not a competition BUBS is trying to enter.
Ingredients & Ethics
This is BUBS's strongest advantage. Every BUBS product is 100% vegan — no gelatin, no beeswax, no animal-derived ingredients. They use potato starch instead of gelatin, fruit and vegetable concentrates for color, and keep ingredient lists short. In 2026, this matters to a growing number of consumers.
Malaco uses gelatin (pork-based) in most products. Their ingredient lists are clean by international standards (no artificial colors, compliant with EU regulations), but they're not vegan-friendly. For vegetarians, vegans, and people with religious dietary restrictions, BUBS is the clear choice.
Winner: BUBS, decisively. The vegan-by-default approach is a significant competitive advantage.
International Presence
BUBS is the Swedish candy brand that non-Swedes know. TikTok made them internationally famous, and they've capitalized with US distribution through Amazon, Sockerbit/Target, and specialty retailers. If you ask an American "name a Swedish candy brand," they'll say BUBS (or possibly Marabou from IKEA).
Malaco is dominant in Scandinavia but relatively unknown internationally. Their products are available through specialty importers, but they haven't had a BUBS-style viral moment. Djungelvrål has some niche fame from "salmiak challenge" videos, but the brand itself isn't recognized.
Winner: BUBS internationally. Malaco domestically.
The Final Scorecard
Product range: Malaco
Sour candy: Tie (different strengths)
Licorice: Malaco
Ingredients: BUBS
International presence: BUBS
Swedish cultural significance: Malaco
Innovation: BUBS
Value for money: Malaco (slightly cheaper in Sweden)
Overall: It's a genuine tie, 4-4. They're not really competing for the same customer. Malaco serves the Swedish domestic market and lösgodis tradition. BUBS serves the international market and the conscious consumer. Both do their jobs excellently.
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Frequently Asked Questions
Does Malaco own BUBS?
No. BUBS is an independent, family-founded company. Malaco is owned by Cloetta. They're separate entities and direct competitors in the Swedish gummy market.
Which is cheaper?
In Sweden, Malaco is generally slightly cheaper — they benefit from massive scale and domestic distribution. BUBS is slightly premium-priced. Internationally, BUBS is more accessible due to better export distribution, while Malaco products require specialty importers.
Can I get both in a mixed Swedish candy order?
Absolutely. Most Swedish candy retailers carry both brands. A mixed order is the best way to experience the full spectrum of Swedish candy — BUBS for the sour gummies, Malaco for the licorice and variety.
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.
