An assortment of Swedish candies are shown.
How a TikTok influencer's video showing off a bag of Swedish candy sent the internet spinning, resulting in an ongoing global shortage of the nation's prized sweets. A TikTok influencer's video showing off a bag of Swedish candy sent the internet spinning this year, resulting in an ongoing global shortage of the nation's prized candy. A global shortage of Swedish-made candy, all thanks to a viral TikTok video? Stranger things have happened.
Well, the secret got out — and other TikTok users starting making their own Swedish candy videos, resulting in millions of posts, a viral internet phenomenon and an ongoing global shortage of the nation's prized sweets. What had previously been a steady business for Borchiver skyrocketed overnight. But the run on Bubs "tipped everything over the edge," she said. "Everyone who was anyone wanted to get their hands on it."
"We have had long relationships with our customers in Sweden and the rest of the Nordics," said Niclas Arnelin, director of international expansion at Orkla, the Swedish food and snacks corporation that owns Bubs. "And we need to prioritize them currently."
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