Swedish Confectionery. Since 1982.

About Candy People

Candy People is a Swedish confectionery house, founded in Malmö in 1982. We source authentic Swedish candy, build programs for retailers, develop brands for global markets, and distribute some of the most distinctive confectionery in the world.

We are not a generic importer. We are a confectionery house — and there is a difference.

A Different Kind of Candy Culture

In Sweden, candy is not an everyday snack. It is a weekly ritual.

The tradition is called Lördagsgodis — Saturday candy. For decades, Swedish families have gathered once a week to build their own pick-and-mix assortments from walls of 100 or more varieties: sour gummies, foam candies, licorice, marshmallow textures, chocolate pieces. Because candy was reserved for Saturday, quality became the standard. Variety became the point. And an entire industry evolved around texture, contrast, and real ingredients.

That tradition shaped how Swedish confectionery is made — and it is the foundation everything we do is built on.

Our Story

Candy People was founded in 1982 when Joanis Masudi Youssef opened a small candy store in the Möllevångén neighborhood of Malmö. What started as a local shop grew steadily — first into wholesale, then into international distribution.

By 2004, his son, Jacob, had taken over management of the company and accelerated global expansion, including opening a US location to facilitate distribution throughout North America in 2012. S-Märke was named Product of the Year. Candy People became one of the largest distributors of Swedish confectionery globally.

Today, Candy People exports to more than 30 countries and collaborates with some of the world's largest retailers. We remain family-owned — with the same curiosity and standards that opened that first store in Malmö.

What We Do

Candy People sources, builds, and distributes distinctive candy brands across global markets. That means:

  • 01

    Sourcing authentic Swedish confectionery from trusted long-term suppliers

  • 02

    Building Swedish candy programs for retail partners, including private label development

  • 03

    Owning and developing brands built for specific markets

  • 04

    Distributing partner brands that meet our quality and cultural standards

Our Portfolio

Candy People operates as a house of brands. Our current portfolio includes:

  • S-Märke

    An iconic Swedish sour candy produced in France. S-Märke is rooted in Swedish confectionery heritage and is one of the most recognizable brands in the category.

  • Vegobears

    A modern gummy brand developed by Candy People for the US market. Produced in the United States. Independently positioned from Swedish heritage cues, but informed by decades of Swedish confectionery expertise.

  • Bubs

    A Swedish confectionery brand distributed by Candy People in the United States. Not owned by Candy People, but held to the same quality standards.