Why Swedish Candy is Winning Over USA: ”That’s why it’s fantastic”
The popularity of Swedish candy has reached mountain-high levels. Fredrik Midsten, Key Account Manager at Grahns Konfektyr, is not surprised.
”What’s ‘better’ is in the eye of the beholder, but we’re great when it comes to texture and, above all, flavors”, he says to Goodis.
Did you know that Swedish candy exports have surged by 45% in the past 15 years, with the USA being one of the fastest-growing markets?
This is the case when it comes to Grahns Konfektyr. Founded in Sweden in 1949, the candy company produces some 5,100 tones of caramels, jellies and chocolate candy each year.
Fredrik Midsten is a Key Account Manager at Grahns, where he’s been since August 2010.
”We always try to be innovative, playful, humble yet cocky and of course Swedish and with high quality. It seems to work!” he says in an interview with Goodis.
”I have to say that there are very competent people among our staff, people that always want to move forward in every possible way.”
Which candies are the most popular at Grahns?
”Punsch pralines, punsch cones, Raspberry shots, Hockey powder, Fillidutter…. There are several!”
All of the Swedish candy with its natural ingredients at Grahns is produced in the company's own factories in Skövde, Sweden.
Grahns has around 70 employees, is certified for food safety and has an environmentally adapted production for reduced impact on the climate.
Despite this, Grahns don’t ship candy directly over the pond, even though its they have their Swedish candy in the USA.
”That’s a choice we’ve made. We can’t do that at the moment, but we’re working hard to expand our business. During this time, our clients in Sweden have sold our candy to the USA. The hype is real.”
What’s your view on the American market?
”The potential is huge, but the market is also extremely big. To make it and to make the customer feel like ”there are Swedish candy near me”, a company needs great muscles in terms of production and logistics.”
Not surprised
Back in 1949, Philip Grahn began making caramels and lollipops in his kitchen, before heading to Skaraborg County to sell them on markets.
Naturally, a lot has happened since, but the essence of quality, craftsmanship and the joy of experimentation is always there.
Fredrik, who has worked in Grahns Konfektyr for 14 years, is not surprised that Swedish candy has sky-rocketed in popularity in the USA.
”Swedish candy has always had a great rumour. Over the years, we’ve sold candy to the USA and other countries for quite a long time. 45% of what we produce is exported, and that’s a stable number for the past 15 or 20 years.
What makes Swedish candy ”better” than the others?
”Well, ’better’ is in the eye of the beholder, but we’re great when it comes to texture and, above all, flavors.”
Stupid question maybe, but are you a fan of Swedish candy?
”Yes! It’s fantastic, especially when it’s been crafted in that innovative, playful, humble yet cocky way with high quality.”
Ready to explore our full range of Swedish candy? You’re welcome to pick-and-mix, find a classic, enjoy an assorted bag or get a beautiful gift box today!
