Orkla Snacks has agreed to buy The European Candy Group for €207 million to increase Bubs production and support the Swedish sweet brand’s international expansion. The company operates four factories in the Netherlands and Germany.
Demand for Bubs remains strong in Sweden and foreign markets, including the United States. Orkla says the additional factories will help the company introduce the sweets in more European markets while supporting continued growth in the Nordic region.
Orkla adds Bubs production capacity
The Norwegian-owned food and consumer goods group announced the proposed acquisition on Friday, 31 July. Orkla Snacks will buy 100 per cent of The European Candy Group, also known as CCI, according to the company’s official announcement.
“Demand for BUBS remains very strong. To meet continued growth, we depend on sufficient production capacity,” said Orkla Snacks chief executive Ingvill T. Berg.
The European Candy Group has already produced selected Bubs products for Orkla since 2025. Orkla plans to continue the manufacturer’s existing business while gradually increasing Bubs production for export markets where demand is high.
The acquisition will complement Orkla’s investment in a new production line at the Bubs factory in Jönköping. That investment was intended to double the Swedish factory’s capacity, but Orkla says further production resources are still needed.
Four European factories included in deal
The European Candy Group is based in Drachten in the Netherlands. It operates three factories in the Netherlands and one in Germany and employs more than 300 people.
The company produces vegan sweets, liquorice, sugar-free products and private-label confectionery for retailers and online shops across Europe. It reported revenue of about €94 million in 2025. Orkla expects its revenue to reach around €110 million in 2026.
“CCI is a natural strategic fit for Orkla Snacks,” Berg said. She added that the manufacturer’s experience and European customer network would strengthen Orkla’s position and help bring Bubs to new markets.
Orkla has owned Bubs Godis AB since February 2023. The brand was founded in Jönköping in 1992 and is known for its foam sweets, including its skull- and oval-shaped products.
Swedish candy trend increases demand
International interest in Swedish pick-and-mix sweets increased sharply through the “Swedish candy” trend on TikTok and Instagram. Bubs became one of the most visible brands connected to that trend.
Orkla launched Bubs in the United States in autumn 2025 through a partnership with American manufacturer and distributor Mount Franklin Foods. The company said at the time that it wanted to reach leading retailers across the country.
Joanna Mossberg, communications director at Orkla Snacks Sweden, told SVT that demand remained extremely high despite an investment worth more than SEK 100 million to expand capacity in Jönköping. She said the company hoped the acquisition would allow Bubs to reach additional markets.
The purchase remains subject to regulatory approval and consultation with the Dutch works council. Orkla expects to complete the deal near the end of the third quarter or early in the fourth quarter of 2026.
