How Swedish Candy Helped Save Our San Francisco Candy Shop
From a devastating fire to a full comeback. The story of Candy's resilience on Haight Street, powered by the Swedish candy craze.
A Call No Shop Owner Wants to Get
It was an ordinary April morning in 2025. Our founder, Max Kolegue, was at home having breakfast when his phone rang. His neighbor had a simple question: "Are you at the candy shop?" He wasn't. And then came the words that changed everything. The shop was on fire.
That fire tore through our little corner of San Francisco's historic Haight Street district, destroying our entire inventory and causing thousands of dollars in damage. Max had purchased Candy's just a year earlier, ready to build something special: a curated candy shop that celebrated hard-to-find treats from around the world. In one morning, it all nearly vanished.
Built to Bounce Back
While Max was new to running a candy shop, he brought over 15 years of experience in the food and beverage industry, including roles at PepsiCo and Kraft Heinz. That background gave him a playbook most small shop owners don't have: when disaster struck, he already knew how to think big.
Before the fire, Max had been quietly building an online sales channel through Amazon's Fulfillment by Amazon (FBA) program. What started with just 50 pounds of candy selling out in two weeks grew into something that would ultimately save the business. Right before the blaze, Candy's had shipped its largest FBA order to date.
"We had like two and a half month's worth of inventory sent to Amazon right before the fire. We were able to just ride that as we fixed up the inside and got back into business." Max Kolegue, Founder of Candy's
That inventory lifeline kept the lights on (figuratively) while the physical shop was restored. By late July 2025, Candy's reopened its doors on Haight Street. Stronger than ever.
The Swedish Candy Craze That Changed Everything
If there's one trend that fueled the comeback, it's the explosion of Swedish candy in the United States. And at the center of it? BUBS. The iconic Swedish confectionery brand whose skull-shaped gummies took TikTok by storm and turned into a genuine cultural phenomenon.
Max saw the wave building early. BUBS candy was so popular at Candy's that he could barely keep it in stock. Social media influencers had turned these treats into must-haves, and once people tried them, they understood why: these aren't your ordinary gas-station gummies.
Why Swedish Candy Is More Than a Trend
Some people assumed the Swedish candy craze was a passing TikTok moment. Max disagrees. And the numbers back him up. The compound annual growth rate for the Swedish candy market is projected to double in the next couple of years, and major retailers are paying attention. Target rolled out better-for-you Swedish gummies at 1,600 locations nationwide.
The reason is simple: today's candy lovers want treats that taste incredible and are made with cleaner ingredients. Swedish candy checks every box. No artificial colors, no high-fructose corn syrup, no trans fats. Just bold Scandinavian flavor and chewy, satisfying texture. Once you try them, there's no going back to the old stuff.
"I don't think Swedish candy is going anywhere. The market is going to double in the next couple of years." Max Kolegue, Founder of Candy's
Shop the Swedish Candy Everyone's Talking About
Ready to see what the hype is all about? These are the BUBS fan favorites flying off our shelves, both online and in our Haight Street shop. Every one of them is vegan, free from artificial colors, and seriously delicious.
Browse all 17 Swedish Candies →
More Fan Favorites Worth Trying
If you want to go deeper into the BUBS lineup, these are the picks our customers keep coming back for. From tangy fruit ovals to fizzy cola skulls, there's a flavor for every kind of candy lover.
Shop the full BUBS collection →
What's Next for Candy's
The fire was the hardest thing we've ever been through as a business. But it also proved something: when you carry products people genuinely love, and build a community that has your back, you can come through anything.
Today, Candy's is thriving. Our Swedish candy selection continues to grow, our online store ships nationwide, and our Haight Street shop is welcoming more visitors than ever. Whether you're a long-time fan of Scandinavian sweets or you're just discovering them for the first time, we're here to help you find your new favorite treat.
Thank you to everyone who supported us through the rebuild. And a huge thank you to FoodNavigator-USA for sharing our story with the world.
Taste the Swedish Candy Everyone's Obsessed With
Vegan, clean-label, and ridiculously delicious. Find out why BUBS is the #1 candy trend in America.
Shop Swedish Candy
0 comments