Mount Franklin Foods has secured the rights to produce and distribute Orkla’s Swedish candy brand, Bubs, in the US.
The US-based confectionery company announced on May 12 that it will assume “exclusive responsibility” for the production, distribution, and retail management of Bubs Swedish candy.
This agreement marks Bubs’ “first official entry” into the US market, as Mount Franklin Foods stated. Production is set to commence in July, followed by distribution in August.
“Our retail division is uniquely positioned to scale this brand. From production to shelf, we’re ready to meet demand and grow market share,” said Dave Barnett, Senior Vice President of Retail Sales at Mount Franklin Foods.
Norway-based food group Orkla acquired Bubs Godis, the Swedish confectionery maker, in 2022.
Last May, Orkla invested Skr20m (approximately $1.8m) to expand its Bubs confectionery factory in Sweden, responding to an uptick in demand from “both Swedish and international” markets.
Niclas Arnelin, former CEO of Bubs and now International Expansion Director for Orkla’s Confectionery and Snacks division, remarked, “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 the El Paso-headquartered Mount Franklin Foods, this deal aligns with its strategy to “accelerate growth through category innovation and global brand partnerships.” The company produces confectionery, fruit snacks, nut products, mints, and snacks under various brands including Sunrise Confections, Azar Nut, and Element Food Solutions.
Enrique Grajeda, the company’s President and CEO, described the agreement as “a strategic leap forward for our portfolio and a perfect match for our growth vision.”
In August of last year, Mount Franklin Foods acquired Stuffed Puffs, a Pennsylvania-based filled-marshmallow manufacturer.
