The deal marks Bubs’ entry into the US market, introducing its “vegan, gelatin-free” gummies with a “foamy” texture. Credit: SiljeAO / Shutterstock.com.

Mount Franklin Foods has secured the rights to make and distribute Orkla’s Swedish candy brand Bubs in the US.

The US-based confectionery and snacks business said yesterday (12 May) it will assume “exclusive responsibility” to produce, distribute and manage the retail sales of Bubs Swedish candy.

The deal marks Bubs’ “first official entry” into the US, Mount Franklin Foods said. Production will start in July and distribution the following month.

“Our retail division is uniquely positioned to scale this brand. From production to shelf, we’re ready to meet demand and grow market share,” Dave Barnett, SVP of retail sales at Mount Franklin Foods, said.

Norway-based food group Orkla acquired Sweden-based confectionery maker Bubs Godis in 2022.

Last May, Orkla invested Skr20m (then $1.8m) to expand its Bubs confectionery factory in Sweden.

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At the time, Orkla said the expansion came amid demand from “both Swedish and international” customers for the products.

Niclas Arnelin, who was Bubs CEO at the time of the sale of the business and is now international expansion director for Orkla’s confectionery and snacks arm, said: “The US is one of the world’s largest and most dynamic confectionery markets and partnering with Mount Franklin Foods gives us a trusted, strategic foothold to scale Bubs thoughtfully and long-term.”

For El Paso-headquartered Mount Franklin Foods, the deal supports its efforts to “accelerate its growth strategy through category innovation and global brand partnerships”.

The company, produces confectionery, fruit snacks, nut products, mints and snacks under brands such Sunrise Confections, Azar Nut and Element Food Solutions.

The company’s president and CEO, Enrique Grajeda, described the deal as “a strategic leap forward for our portfolio and a perfect match for our growth vision”.

In August last year, Mount Franklin Foods acquired Stuffed Puffs, a Pennsylvania-based filled-marshmallow maker.

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