It’s Always the Weekend at Swedish Moose Candy Company

In Sweden, candy isn’t just a random sweet treat – it’s a weekly ritual. Lördagsgodis, or Saturday candy, is a common Swedish childhood tradition. As part of this tradition, children visit candy stores on Saturdays as a reward at the end of the week. Once there, they can create their own unique bag of sweets, choosing from dozens of options in all shapes, textures, flavors and colors. This “pick-and-mix” style is a staple of the Swedish candy experience and exactly what Camilla Simonsen and Sanna Mård-Castman wanted to bring to Utah when they opened Swedish Moose Candy Company.

Simonsen and Mård-Castman have been friends since they were teenagers and share a strong connection with the nostalgic sweets of home. “I’ve lived here for 36 years, but I travel back and forth to visit family,” Simonsen says. “Every time I would come back here, I would bring back suitcases of candy that had become popular here over the years. So we would always say, ‘We need to open a candy store.’”

“A lot of people that come in have never tried Swedish candy or chocolate before, and to see their wide-eyed reaction, just like on TikTok videos, is amazing.”

Before finding a permanent home, Swedish Moose Candy Co. had humble beginnings, first operating out of a rented shed and then converting a horse trailer into a mobile candy store with 60 bins of sweets.

“We started in a little trailer for private events and Christmas markets just to see how people would react to it and if it would be worth investing money,” Mård-Castman says. “We felt it was an experience that was worth our time.” The trailer also gave them the freedom to be selective about their future storefront. “We wanted to be in the perfect location,” Simonsen adds. “It had to be 100% right.”

Since opening its doors in Downtown Provo at the end of 2025, Swedish Moose Candy Co. has provided joy and excitement to customers of all ages with its wide selection of sweet and sour gummies, foamy, fruit-flavored marshmallows, rich chocolate and of course, black licorice. “I’ve been amazed at the demographic,” Simonsen says. “I see many 25- to 40-year-old men who come in for their wives but get excited when they hear about the natural ingredients. We originally wondered if our target was kids or millennials, but it’s really everyone.”

“I think the reason the candy is so popular now is because of the ingredients.”

So, how about those natural ingredients? Sweden is widely considered the world leader in candy consumption. However, candy and food ingredients are heavily regulated. Unlike heavily processed American candy, traditional Swedish candy is made of natural ingredients like red pepper and beets. Corn syrup and artificial dyes are not allowed.

“You don’t feel the same way when you eat [Swedish candy],” Mård-Castman says. “You know, our bodies and our minds are now so sensitive to everything that we eat and drink. I think the reason the candy is so popular now is because of the ingredients.”

From the quality ingredients to the social media virality to the memorable logo, Swedish Moose Candy Co. shows no signs of slowing down any time soon. Simonsen and Mård-Castman are opening two new stores in American Fork and St. George later this spring.

“It’s a happy place to be here. People come in happy, and they leave happier.”

The highlight of the experience for both owners has been meeting new customers and seeing their reactions when they try the candy.

“A lot of people that come in have never tried Swedish candy or chocolate before, and to see their wide-eyed reaction, just like on TikTok videos, is amazing,” Simonsen says. “I think exactly the same. It’s a happy place to be here. People come in happy, and they leave happier,” Mård Castman adds.

If you’re planning to visit Swedish Moose Candy Co., here are some expert recommendations:

Sanna’s Favorites: Chocolate-covered Coco Dots, Sour Grapefruit Bottles (Sockerbit) and Fizzy Rings (Fizzy Ringar).

Camilla’s Favorites: The Sour S (S-Märke), Licorice Chalk (Schoolkrijt) and the Cola Bottle (Colaflaskor).

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