Swedish candy brand Sockerbit is now available at 1,600 Target locations across the US and tapping into growing consumer preferences for better-for-you international treats.
Sockerbit launched in 2010 with its first store in New York, highlighting the Swedish tradition of lördagsgodis – otherwise known as Saturday candy – the weekly ritual of indulging in sweets.
Better-for-you gummies
Husband and wife team Stefan Ernberg and Florence Barras said the move was driven by “a white space in the culture for candies made with better-for-you ingredients.”
“Bringing Sockerbit to Target allows even more people to experience the flavors we’ve loved since childhood,” said Ernberg. “It’s high-quality candy that feels nostalgic yet modern – and distinctly Scandinavian – just in time for the holiday season.”
The gummies are made with non-GMO ingredients and do not include high-fructose corn syrup, trans fats or artificial dyes, the company said. They also come in vegan and gluten-free varieties
The candies come in five different varieties: Sweet Mix, Sour Mix, Sour Cola & Cherry Gummies, Sour & Fruity Heart Gummies and Strawberry Dream Candies.
“It’s important to us to make candy a joyful indulgence rather than any ordinary snack, and we’ve been able to do exactly that for our consumers. Lördagsgodis is at the heart of Sockerbit’s identity – it inspires everything we do, from our colorful, playful packaging to the way we curate our sweets, turning every candy experience into a moment of joy,” the couple said.
A sweet milestone
The new partnership introduces Sockerbit to millions of consumers nationwide, marking one of the biggest milestones in the company’s history.
“It’s a bit surreal seeing our mixes on shelves in nearly 1,600 locations in one of the most popular retailers in the country,” the couple said.
That is in addition to Sockerbit’s partnerships with grocers like World Market, Wegmans and other specialty retailers. The deal with Target puts Sockerbit in more than 3,000 locations across the country.
“We’re in awe of how much Americans have not just welcomed, but joined in on Scandinavian candy culture, with viral buzz and enthusiastic fans sharing their favorites online,” the couple said. “We’re proud to offer hand-curated candy pouches that capture the thrill of discovery with grab-and-go convenience to consumers nationwide, with each bag feeling personal, playful and a bit magical.”
