A viral TikTok video featuring Swedish candy has triggered a global shortage, leaving Canadian sellers scrambling to meet demand.
Earlier this year, influencer Marygrace Graves posted her experience sampling various sweets from BonBon, a Swedish candy shop located New York City. "This is a strawberry squid. This is the first time I've ever had these, they're delicious," she remarked, unwittingly igniting fervent interest among her followers.
The video took off, leading many TikTok users to create their own candy-themed content, resulting in millions of posts about these unique sweets. The surge of interest has dramatically affected the demand for Swedish candies, particularly Bubs Godis—one of Sweden's largest candy manufacturers.
What sets Swedish candies apart lies not only in the unusual shapes and flavors but also their ingredient quality. According to Michelina Jassal, owner of Karameller, a Swedish candy shop based in Vancouver, these sweets come without typical North American additives. "No GMOs, no corn syrup, typically [fewer] ingredients than your conventional candy... you don't quite have the sick-to-your-stomach [feeling]...,” she explained, highlighting the benefits of these imports.
This newfound popularity has critically affected Canadian importers. Jessica Borchiver, who operates the online shop Sukker Baby, noted she had never seen demand spike like this before. "Everyone who was anyone wanted to get their hands on it," she said, describing her struggle to keep up with orders from increasingly impatient customers eager for their favorite Bubs brands.
Faced with overwhelming demand globally, Bubs Godis made the decision to prioritize its local customers. Niclas Arnelin, the director of international expansion at the parent company Orkla, stated, "We have had long relationships with our customers in Sweden and the rest of the Nordics... we need to prioritize them currently." This led to the policy of stopping new international orders as supply lines were stretched thin.
What's more interesting during this candy craze is the eating habits prevalent within Sweden itself. Swedes are known for their penchant for sweets, reportedly consuming up to 16 kilograms of candy annually, aligned with the long-standing tradition of Lördagsgodis or 'Saturday sweets.' This habit emerged from research conducted back in the 1950s aiming to improve dental health by limiting candy consumption to just one day. Linda Rose, who lives in Stockholm, confirmed the absence of shortages locally, saying, "There's no shortage here. None, whatsoever."
The viral TikTok drama stands as true testimony to the extraordinary power of social media on consumer behavior and market dynamics. An unexpected video about Swedish candy led to supply chain hiccups and redefined who gets to indulge in what. With Canadian sellers desperate for restocks, it brings to light how quickly things can pivot, all originating from the sweet allure of unique candy and the reach of modern media.