Swedish candy hype fuels Cloetta’s growth in the USA – 30% sales surge

Cloetta’s pick-and-mix division is experiencing record-breaking growth. Why? According to the company’s latest financial report, sales in the USA surged by 30% last year—largely driven by the viral Swedish candy trend on social media.
”It continues to drive growth in our relatively small North American market”, writes CEO Katarina Tell.

There is a global fascination with Swedish candy, with TikTok and Instagram introducing millions of Americans to the delicious flavors.

One of the manufacturers that can attest to this is Cloetta, releasing their 2024 financial report. It reveals a 30% surge in U.S. sales. CEO Katarina Tell comments in the report:

”The recent surge in interest for pick-and-mix candy in the USA, known on social media as ’Swedish candy’, continues to drive growth in our relatively small North American market. This is a strong indicator of our potential for continued growth.”

Impressive numbers

Cloetta’s total net sales grew by 4.7% in Q4 2024, with pick-and-mix leading the way—rising by an impressive 17.3%. That’s a standout performance in the company’s global portfolio.

”Even in the final quarter of the year, we maintained strong sales growth with stable volumes and improved profitability, mainly driven by our initiatives to strengthen margins within pick-and-mix”, says Tell.

All-time favorite

Cloetta was founded in 1873 as Sweden’s first chocolate factory and has a rich history of innovation. In 1921, the company introduced ’Kexchoklad”—one of Sweden’s all-time favorite chocolates.

33 years later, it was time for Ahlgrens Bilar, which Cloetta calls ”the world’s, by far, most sold car.” Other notable brands of Cloetta are Malaco, Polly, and Center. Today, the company has 2,600 employees, 650 of them in Sweden.

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