Mount Franklin Foods Expands with BUBS Candy Brand
In an exciting development, Mount Franklin Foods has forged a partnership with Orkla Snacks to bring the breakout Swedish candy brand BUBS to the United States. This strategic collaboration is aimed at producing and distributing the popular vegan, gelatin-free gummies that have captivated the hearts of candy lovers around the globe.
The exclusive agreement allows Mount Franklin Foods to handle all aspects of BUBS operations in the U.S., including manufacturing, distribution, and retail sales. The agreement marks a landmark moment for BUBS, as it will officially enter the American market for the first time, signifying a bold initiative for Mount Franklin Foods’ retail division as it aims for substantial growth through innovative category offerings.
According to Dave Barnett, SVP of Retail Sales at Mount Franklin Foods, BUBS aligns perfectly with current consumer trends. "BUBS checks every box for today's shopper – it's fun, it's tasty, and it's made with high-quality ingredients," he remarked. With this unique position in the retail space, the company is prepared to boost market demand and increase BUBS' visibility across America.
Production of BUBS is set to start soon, with plans for national distribution following shortly thereafter. Major U.S. retailers have already shown interest, signalizing strong momentum for the brand as it embarks on this new journey.
Enrique Grajeda, President and CEO of Mount Franklin Foods, emphasized the significant benefits of this partnership, stating, "BUBS brings the energy, the product, and a global fanbase. We bring the operational muscle and retail reach to take it nationwide. It's a strategic leap forward for our portfolio and a perfect match for our growth vision."
BUBS has garnered attention as one of Sweden's fastest-growing candy brands and has become a beloved treat, especially among millennials and Gen Z, thanks to its viral presence on platforms like TikTok – notably under the hashtag #swedishcandy, which has inspired millions of views. This widespread popularity demonstrates the brand's ability to engage consumers worldwide, including rising interest from markets in the U.S., Australia, and South Korea.
As Niclas Arnelin, Director of International Expansion stated, the U.S. is one of the largest confectionery markets, providing a promising opportunity for BUBS. Partnering with Mount Franklin Foods allows for informed and efficient growth strategies, ensuring that this beloved brand will penetrate the market effectively.
The agreement fully incorporates BUBS into the Mount Franklin Foods portfolio, allowing the company to represent the brand across the U.S. The official public introduction of BUBS is scheduled for the upcoming 2025 Sweets & Snacks Expo in Indianapolis, taking place from May 13 to 15. Attendees will have the chance to visit booth #5624 for sample tastings and exclusive product previews.
Assured by the early positive feedback about BUBS, Barnett noted the anticipation surrounding the launch. "The early response to BUBS has been incredible, and we're looking forward to a successful show and market kick-off," he announced eagerly.
About Mount Franklin Foods
Mount Franklin Foods, LLC stands out as a prominent U.S. manufacturer, specializing in a wide array of confectionery products, fruit snacks, nuts, mints, and unique snack items. Based in El Paso, Texas, the company serves major retailers and food service distributors while also catering to private label partners through a diverse range of brands including Sunrise Confections, Azar Nut, Hospitality Mints, and Element Food Solutions.
About Orkla Snacks
Orkla Snacks is recognized as a leading supplier of branded consumer goods in the Nordic and Baltic regions. Since acquiring BUBS Godis AB in 2023, it continues to play a pivotal role in supporting the brand's global expansion efforts.
Frequently Asked Questions
What is the partnership between Mount Franklin Foods and BUBS?
The partnership allows Mount Franklin Foods to manage all U.S. operations for BUBS, including production and distribution.
When will BUBS be available in the U.S.?
Production is expected to begin soon, with national distribution scheduled to follow shortly after.
Why is BUBS popular?
BUBS has gained popularity due to its viral marketing on social media, particularly TikTok, where it has amassed millions of views.
What types of products does BUBS offer?
BUBS specializes in vegan, gelatin-free gummy candies known for their unique textures and flavors.
Where can consumers find BUBS products?
BUBS will be featured in major U.S. retailers as part of its nationwide rollout by Mount Franklin Foods.
