Cocktail-flavored gummies!?
SWEEDS from Sweden is a huge hit!

Sweden has seen a steady decline in alcohol consumption over the past 20 years. Amidst this trend, a novel (alcohol!?) product befitting a candy powerhouse is generating buzz. So, we immediately headed to Sweden to investigate!

writer：○○○○○○○（ストックホルム在住）

What is Godis, the Swedish treat you can't live without?

Sweden, a candy powerhouse famous for its fish-shaped gummy candies called Swedish Fish sold at IKEA stores worldwide.

Sweets like gummies, caramels, and chocolates are collectively called godis. The Swedish way is to fill a bag with your favorites and buy them by weight.

Surprisingly, annual Godis consumption per person reaches 15–16 kg, making it a cultural staple.

Every Saturday is Godis day, when children are allowed to eat candy.

Since it's not permitted on other days, Saturday is special for Swedish kids.

It's a special, indulgent day where everyone gathers to watch movies together or play board games, bags of Godis in hand.

Incidentally, Swedish parents who grew up on Godis secretly look forward to this day of sharing candy with their children.

Recently, changes have appeared in Godis, which is fundamentally aimed at children.

This is because a new brand called "SWEEDS" has launched Godis for adults, featuring flavors inspired by alcoholic beverages like cocktails and spirits.

We spoke directly with one of the founders, Åsa Ifversen.