What exactly are Swedish bubs?
"Swedish bubs" is a colloquial term referring to the popular candy brand BUBS, which originated in Sweden in the 1990s. Known for their distinctive shapes, like the famous foam skulls, and unique textures, these candies have gained international popularity, largely fueled by social media trends. Unlike many mass-produced candies, BUBS emphasizes using natural ingredients where possible, a feature often cited when discussing their relative healthfulness. However, the notion of candy being truly "healthy" is a complex one, even with a better ingredient profile.
A closer look at the ingredients
One of the primary reasons BUBS is considered a "healthier" choice by some is its ingredient list. The company prides itself on creating products free from common additives found in other confectioneries. This commitment includes:
- Vegan-friendly: The majority of BUBS candies are made without gelatin, which is a key distinction from many gummy candies. They use ingredients like cornstarch or potato protein as a binder instead.
- Free from high-fructose corn syrup (HFCS): BUBS candies are sweetened with sugar and glucose-fructose syrup, avoiding the often-criticized HFCS.
- No artificial additives: Many varieties are colored with natural plant-based colorings and use natural flavors, a significant step up from conventional candies loaded with synthetic dyes and flavors.
- Gluten-free: Most BUBS products are naturally gluten-free, catering to a growing consumer demand for allergen-friendly products.
- Palm oil-free: BUBS uses coconut oil instead of palm oil, addressing environmental concerns associated with palm oil production.
While these cleaner ingredients are a positive, they do not negate the fact that the product is still a candy, primarily composed of sugar.
Are Swedish bubs lower in sugar?
Some marketing materials suggest Swedish bubs have a "lower sugar content" than traditional candies. However, nutritional data paints a clearer picture. A typical 100g serving of BUBS can contain over 60 grams of sugar, with some products listing as high as 61 grams of sugar per 100g. To put this in perspective, that's more than half the candy by weight. This sugar content, regardless of its source, is a key consideration for anyone concerned with their overall sugar intake. While the quality of ingredients may be better, the quantity of sugar is still substantial, and excessive consumption can lead to the same health issues associated with other sugary snacks, such as dental problems and an increased risk of chronic diseases.
How Swedish 'lördagsgodis' influences consumption
One of the most important aspects of understanding the place of sweets in Swedish life is the cultural practice of lördagsgodis, or "Saturday candy". This tradition, which emerged in the mid-20th century to promote dental health, encourages restricting candy consumption to Saturdays only. This balanced approach to snacking is a critical part of how Swedes view and consume treats. While enjoying a handful of BUBS or other loose candy is a cherished weekly ritual, the cultural norm emphasizes moderation rather than daily indulgence. This practice provides a critical counterpoint to the idea of a "healthy candy"—the real health benefit comes not from the candy itself, but from the culture of controlled, occasional consumption.
Comparison: Swedish Bubs vs. Traditional Gummies
| Feature | Swedish Bubs (BUBS) | Traditional Gummy Candy (Typical) |
|---|---|---|
| Key Gelling Agent | Cornstarch or Potato Protein | Gelatin |
| Vegan | Yes (most varieties) | No (contains animal products) |
| High Fructose Corn Syrup (HFCS) | No | Often contains HFCS |
| Artificial Colors & Flavors | Infrequently/Not Used (Plant-Based) | Frequently Used |
| Gluten-Free | Yes (most varieties) | Varies (check label) |
| Palm Oil-Free | Yes | Varies |
| Sugar Content | High (~60g/100g) | High (Varies widely) |
The Verdict: So, are Swedish bubs healthy?
When asking if Swedish bubs are healthy, it is essential to reframe the question. Candy is, by definition, a treat high in sugar and calories with limited nutritional value. While BUBS candies are a superior option in terms of ingredients—using natural colorings, avoiding gelatin, and being palm oil-free—they are not a health food. The "healthier" label is relative, comparing them to even more processed candies with artificial additives. For consumers who prioritize cleaner labels and have specific dietary needs like veganism or gluten-free, BUBS is an excellent choice. However, for those monitoring sugar intake, the high sugar content remains a key concern. As the Swedish tradition of lördagsgodis demonstrates, the true "healthy" approach is one of moderation. Enjoying these candies as an occasional, satisfying indulgence is the healthiest way to approach them.
Conclusion: Moderation is Key
Ultimately, the healthfulness of Swedish bubs, or any candy, is determined by the quantity consumed. By offering a product free from many artificial additives and animal byproducts, BUBS provides a cleaner, more conscientiously produced sweet. This makes them a preferable choice for many consumers. However, their high sugar content means they should remain a treat to be enjoyed sparingly. The Swedish cultural emphasis on reserving sweets for special occasions offers a powerful lesson in mindful indulgence. For a truly healthy diet, focus on whole foods and reserve any type of candy for a well-deserved, occasional treat.
