Sockerbit Review: From NYC Pioneer to Nationwide Swedish Candy Brand

How Two People Brought Swedish Candy to America

Stefan Ernberg and Florence Baras — a Swedish-American husband-and-wife team — opened Sockerbit on Christopher Street in Manhattan's West Village in 2010. At the time, Swedish candy was virtually unknown in America. There was no TikTok craze. No BonBon NYC. No viral "try Swedish candy" videos. There was just a small, minimalist store with a 30-foot wall of Scandinavian pick-and-mix candy.

The name "Sockerbit" means "sugar cube" in Swedish, which perfectly captures the brand's aesthetic: clean, white, Scandinavian-minimalist. The store interior looked more like a high-end design shop than a candy store. White walls, careful lighting, candy displayed in clean acrylic bins. It was the opposite of the chaotic, overwhelming American candy shop experience.

This was intentional. Ernberg and Baras understood that the appeal of Swedish candy went beyond flavor — it was about the entire experience. The pick-and-mix tradition (called "godisplockning" in Swedish) is central to Swedish candy culture. You don't just buy a pre-packaged bag. You curate your own selection, scooping exactly what you want into a bag. Sockerbit brought this tradition to New York.

The West Village Years: What Made It Special

For over a decade, Sockerbit was a West Village institution. The store attracted a diverse crowd: Swedish expats craving a taste of home, adventurous New Yorkers looking for something different, tourists who stumbled in from Christopher Street, and increasingly, people who'd heard about Swedish candy online and wanted to try it in person.

The selection was impressive — over 100 varieties of Scandinavian candy at any given time. You'd find everything from Ahlgrens Bilar to extreme salmiak varieties, BUBS Sour Skulls to Marabou chocolate. The staff could guide newcomers through the selection, explaining flavor profiles and making recommendations based on preferences.

Beyond candy, Sockerbit also stocked Swedish pantry items — lingonberry jam, Swedish mustard, crispbread — and Scandinavian design products. This broader selection reinforced the brand's identity as a purveyor of Swedish culture, not just sugar.

The physical NYC store has since closed. But what Sockerbit built during those years — brand awareness, customer relationships, and proof that American consumers would pay premium prices for Swedish candy — laid the groundwork for something bigger.

The Pivot: Online and Nationwide

Sockerbit's evolution from a single NYC shop to a nationwide brand reflects the broader Swedish candy trend in America. As the physical store wound down, the online operation scaled up. Sockerbit.com now ships Swedish candy across the entire United States, with free shipping on orders over $70.

The online store maintains the curated approach that made the physical shop successful. Rather than overwhelming customers with every Swedish candy that exists, Sockerbit offers a carefully selected range organized into clear categories: sweet, sour, chocolate, licorice, and mixed collections. Each product includes detailed descriptions and flavor notes — important for customers who can't taste before buying.

The biggest news: Sockerbit is launching in approximately 1,600 Target stores nationwide. This is a massive step — it takes Swedish candy from niche specialty item to mainstream retail availability. If you live near a Target, you may soon be able to pick up authentic Swedish candy during your regular shopping trip.

What Sockerbit Sells: The Product Range

Pick-and-Mix Style Packs

Sockerbit's signature offering remains curated candy assortments. They've adapted the in-store pick-and-mix experience for online ordering by creating pre-selected mixes: "Sweet Mix," "Sour Mix," "Scandi Mix," and various themed collections. Each bag contains a variety of Swedish candy types, giving you a broad taste of what Swedish candy culture has to offer.

Packaged Swedish Candy

Individual packages from major Swedish brands — BUBS, Malaco, Marabou, and others. These are the same products sold in Swedish stores, imported directly. If you have a specific favorite, buying individual packages is more cost-effective than mix bags.

Swedish Chocolate

A selection of Swedish chocolate bars and products, including Marabou varieties, Daim, and seasonal items. The chocolate selection rotates based on availability and season.

Licorice and Salmiak

For the brave, Sockerbit stocks a range of Swedish licorice and salmiak products. These are clearly labeled by intensity, which helps newcomers avoid accidentally buying extreme salmiak when they wanted mild licorice.

Pricing and Value

Swedish candy at Sockerbit is more expensive than American candy — expect to pay $6-12 for individual bags and $15-30 for mix assortments. This reflects genuine import costs: Swedish candy is manufactured in Scandinavia, shipped internationally, and sold through a specialty retailer.

The pricing is competitive with other Swedish candy retailers in the US. Compare prices with online alternatives before ordering — some products may be cheaper elsewhere, while others are best sourced through Sockerbit. Free shipping over $70 helps offset costs for larger orders.

For a comprehensive comparison of Swedish candy retailers, see our where-to-buy guide.

Sockerbit vs. BonBon NYC

The inevitable comparison. BonBon NYC exploded on TikTok and became the face of Swedish candy in America for many consumers. Sockerbit was doing the same thing a decade earlier, just without the viral marketing.

The key differences:

History: Sockerbit opened in 2010. BonBon NYC came later and rode the TikTok wave. Sockerbit built the market; BonBon NYC capitalized on it.

Approach: Sockerbit leans minimalist and Scandinavian-design-forward. BonBon NYC is more Instagram-friendly and visually dramatic. Both approaches work — they attract different audiences.

Selection: Both offer extensive Swedish candy selections. Sockerbit's curation tends to be more traditional, while BonBon NYC emphasizes novelty and visual appeal.

Availability: Sockerbit is going nationwide through Target and ships online everywhere. BonBon NYC operates physical locations and its own online store. Depending on where you live, one may be more accessible than the other.

Both retailers are legitimate sources of authentic Swedish candy. Neither is clearly "better" — your preference depends on what you value in the buying experience.

The Bigger Picture: What Sockerbit Means for Swedish Candy in America

Sockerbit's trajectory from a single West Village shop to 1,600 Target locations tells a story about American taste preferences shifting. When Stefan and Florence opened in 2010, they were betting that Americans would appreciate Swedish candy's quality and different flavor profiles. That bet is paying off in ways they probably couldn't have imagined.

The move into Target is particularly significant. It signals that Swedish candy has crossed from "specialty import" to "mainstream retail product" in the American market. When candy from BUBS, Malaco, and other Swedish brands sits on Target shelves next to Sour Patch Kids and Haribo, it normalizes Swedish candy as a regular purchase option rather than a novelty.

For consumers, this is unambiguously good news. More competition, more availability, and lower prices as supply chains scale. For Swedish candy brands, it's validation that quality and ingredient integrity can win in the American market, even against heavily advertised domestic brands.

Frequently Asked Questions

Is the Sockerbit store in NYC still open?

The original Christopher Street location in the West Village has closed. Sockerbit now operates primarily as an online retailer (sockerbit.com) and is expanding into Target stores nationwide.

Where can I buy Sockerbit candy?

Online at sockerbit.com (free shipping over $70) and soon in approximately 1,600 Target locations. Check the Sockerbit website for current availability and store listings.

Is Sockerbit candy authentic Swedish candy?

Yes. Sockerbit imports directly from Swedish manufacturers. The products are the same as what you'd find in Swedish stores.

What should I order first from Sockerbit?

Start with a mixed assortment like the "Scandi Mix" for variety. If you already know you like sour candy, the "Sour Mix" is excellent. For chocolate lovers, individual Marabou bars are a safe bet.

Is Sockerbit more expensive than other Swedish candy retailers?

Pricing is competitive with other US-based Swedish candy retailers. For the best value, order above the free shipping threshold ($70) and compare prices on specific products with alternatives listed in our where-to-buy guide.

The Bottom Line

Sockerbit earned its place in Swedish candy history by being first — by believing Americans would care about Swedish candy quality before anyone else did. The physical store may be gone, but the brand is bigger than ever. And with Target distribution on the horizon, Sockerbit's original mission — bringing authentic Swedish candy to American consumers — is about to reach its biggest audience yet.