Sockerbit Debuts New Candy Collections at Expo West 2026

WHAT: Sockerbit, the OG viral Swedish candy brand, is bringing an authentically Scandi approach to sweets, inspired by the candy culture Stefan grew up with in Sweden—specifically lördagsgodis, the beloved Swedish tradition of enjoying candy intentionally on Saturdays. Rooted in mindfulness, quality, and ritual, the concept shaped Sockerbit’s philosophy: candy as a thoughtful indulgence, not a mindless one.

Sockerbit is previewing its Easter 2026 collection, featuring playful springtime favorites like Easter Gummy Mix, Sour Juicy Bottles, Strawberry Dream Puffs & Sour Mini Strawberries, and Happy Flower & Bunny Gummies. Additionally, Sockerbit is teasing its newest innovation, Foamy Lips & Skulls, launching at Target in March 2026. The new gummies are sour, foamy, and irresistibly balanced, combining a light, foamy bite with natural raspberry, strawberry, and forest fruit flavors.

WHERE: On display at Natural Products Expo West 2026, Booth 8713 | Anaheim Convention Center | Anaheim, CA

WHEN: March 2–March 6

ABOUT SOCKERBIT: Sockerbit, Swedish for “sugar cube,” was founded in 2010 by Florence Baras and Stefan Ernberg, a couple who met while working at a candy company in Europe. They fell in love and moved to the U.S., setting out to bring Sweden’s lördagsgodis—the Saturday pick-and-mix ritual—to an American audience. They approach candy like design—curated, colorful, and obsessively sourced—focusing on quality and transparency by choosing clean ingredients free from high-fructose corn syrup, artificial additives, and dyes. Sockerbit sources its candies through factories in Europe with high health standards. Starting with a flagship in NYC in 2010, they quickly expanded to Los Angeles in 2014, opening on West 3rd Street. Today, they wholesale to more than 3,000 locations, with a presence in nearly 1,600 Target locations nationwide and online at Target.com. Sockerbit also retails to World Market, Wegmans, The Paper Store, and hundreds of other specialty retailers across the country, offering bespoke, hand-curated prepackaged pouches that combine the thrill of discovery with grab-and-go convenience, so every bag feels like a mix consumers picked for themselves.