Open from Sept. 25 through Oct. 22, the Sweeteasy marks a major milestone for BUBS, offering U.S. fans their first in-person experience with the beloved brand. Behind the doors at 69 Mercer St., a space secured in partnership with Pep Real Estate, guests will be transported into a candy wonderland that captures BUBS' bold flavors, whimsical shapes and irresistible energy.
Highlights of the First-Ever U.S. BUBS Sweeteasy Pop-Up
- Pick & Mix Candy Bar: Craft your ultimate candy bag with exclusive Swedish-only flavors plus the brand's new U.S. lineup.
- Sweeteasy Snap Spot: Capture the magic of the pop-up with a photo moment that's as playful as the candy itself.
- Exclusive Merch: Snag limited-edition BUBS-branded items available only at the pop-up perfect for showing off your Swedish candy devotion.
Event Details
- Where: 69 Mercer St., SoHo, New York, NY 10012
- When: Sept. 25-Oct. 22, 2025
- Opening Day Hours: 12 p.m. to 7 p.m. on Sept. 25
- Daily Hours: 11 a.m. to 7 p.m. Monday-Saturday; noon to 5 p.m. Sunday
"Our first-ever U.S. pop-up marks an incredibly exciting moment for BUBS," said Åsa Gisel, Head of Marketing at BUBS. "We're thrilled to finally invite American fans to experience our candy and our culture in person. The Sweeteasy celebrates the Swedish tradition of lördagsgodis while giving U.S. fans a chance to taste and take home a piece of the joy that makes BUBS so beloved."
A Swedish favorite since 1992, BUBS became an international obsession in 2024 when TikTok fell in love with its chewy-meets- foamy texture and playful skull and oval designs. Already a household name across Sweden and the Nordics, BUBS is now making its U.S. debut with retail availability at major national chains — including Target, Walmart, Kroger, Albertsons, CVS, Five Below and Walgreens — alongside this immersive cultural pop-up.
For more information, visit https://us.bubs.se/en/ and follow @bubs_us on TikTok and Instagram.
About Orkla Snacks
Orkla Snacks is a leading Nordic and Baltic player in the snacking category, with a portfolio that spans snacks, confectionery and biscuits. Headquartered in Oslo, Norway, the company operates in seven markets and reported annual sales of approximately NOK 9.7 billion in 2024. Orkla Snacks is part of Orkla ASA, listed on the Oslo Stock Exchange. As the company behind BUBS, Orkla Snacks is helping introduce the beloved Swedish tradition of lördagsgodis ("Saturday sweets") to a global audience, fueling growing U.S. demand for pick-and-mix candy and bold flavor experiences.
Media Contact:
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SOURCE Orkla Snacks
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