Bon Bon Bum kicks off US expansion with bold football partnership and playful flavour campaign

Colombian confectionery brand Bon Bon Bum is making a punchy entrance into the US market with its first national campaign – and it’s doing it with flavour, football and fun. Backed by parent company Colombina, the bubblegum-filled lollipop brand is targeting Gen Z and millennial consumers through a digital-first launch and a bold partnership with US football team Miami FC. The move signals a broader trend of Latin American confectionery brands expanding into the lucrative US market. With tropical flavours, a cheeky campaign message – “Suck at Something” – and nationwide availability via Amazon and TikTok Shop, Bon Bon Bum is making a bid to stand out in a competitive landscape that’s ripe for disruption. Known for its bubblegum-centred lollipops in fruit-forward flavours like strawberry, watermelon and passion fruit, Bon Bon Bum has already gained traction across global markets. The brand claims it’s the world’s best-selling bubblegum-filled lollipop by volume, producing over five million units daily and nearing two billion in annual sales. Its US expansion is focused on accessibility and visibility. As of 2025, the lollipops are widely available via Amazon and TikTok Shop, with regional retail rollouts in Southeast Florida, New York and New Jersey. Further expansion into Houston and California is slated for summer. Cesar Caicedo, CEO of Colombina, says the strategy has been anything but accidental. “Our expansion into the US has been carefully mapped and driven by demand,” he says. “We see it as a natural step in Bon Bon Bum’s global journey.” To kick off the launch, Bon Bon Bum partnered with Miami FC – a bold move, given the team’s last-place finish in the 2024 USL Championship season. But rather than shy away from failure, the brand built a campaign around it. “Suck at Something” champions the value of failing, learning and trying again – an idea designed to resonate with Gen Z’s embrace of authenticity, resilience and humour. “Bon Bon Bum wanted to make a bold statement in a category that hasn’t seen much disruption,” Caicedo says. “Sucking at something isn’t a failure – it’s the first step toward greatness.” The collaboration sees the Latin American confectioner bring its playful personality to US audiences, while highlighting the cross-cultural connection between sweets and sports. “With Miami FC, we’re showing the world that hard work – and a little bit of sweet motivation – pays off,” adds Caicedo. The brand’s US expansion comes at a time of rising import tariffs, which have complicated global market entry for many manufacturers. However, Colombina has adjusted its supply chain to remain competitive and committed to the US market long term. “Tariffs are always a consideration, but they haven’t changed our commitment to bringing Bon Bon Bum to the US or any other market,” says Caicedo. “We view these pivots as part of doing business globally.” Bon Bon Bum’s US ambitions align with broader confectionery growth trends. Statista forecasts the US market will hit $88bn in 2025 and continue growing at 5.3% annually through 2030. While Latin America’s confectionery market is set to rise even faster – by over 31% between 2025 and 2030 – the US remains one of the most attractive targets for Latin brands thanks to its scale and proximity. Bon Bon Bum isn’t alone in targeting the US. Colombian chocolate brand Vivamor launched its first B2C bar in 2024, making a splash at the Sweet & Snacks Expo. Meanwhile, coconut caramel candy brand Supercoco has landed listings at Walmart and expanded its online presence. Global players are also eyeing Latin America, with Nestlé launching its Chocobakery line in Mexico earlier this year. As confectionery consumption becomes more cross-border and culturally fluid, Latin American brands are increasingly seen as flavour-forward disruptors in mature markets like the US. Bon Bon Bum’s tropical profiles, vibrant identity and bold messaging are designed to meet that moment. Owned by Colombina – one of the top 10 most sustainable food companies globally, according to S&P’s 2023 Corporate Sustainability Assessment – Bon Bon Bum benefits from strong backing. Colombina exports to over 90 countries, operates 30 distribution centres, and has been recognised for its zero-waste efforts, including recertification of its Cauca cookie production facility. “Last season didn’t go our way, but guess what? We’re coming back stronger,” says Miami FC VP of Marketing Nathan Krum. “With Bon Bon Bum in our corner, we’re reminding athletes and fans that setbacks don’t define you – how you bounce back does.” For confectionery players, Bon Bon Bum’s US campaign offers more than just candy. It’s a case study in creative marketing, cross-border brand building, and what it takes to turn cultural flavour into commercial opportunity.

Bon Bon Bum kicks off US expansion with bold football partnership and playful flavour campaign

Colombian lollipop brand Bon Bon Bum enters the US market with its first nationwide campaign, tapping Gen Z taste trends

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