#E177 – Inside the Swedish Candy Craze: How BUBS Became a Global Phenomenon

In this episode of Inside the Creator Economy, we sit down with Patrik Axzell, CEO of BUBS and Orkla Snacks Sweden, to explore what happens when the internet chooses your brand – and how BUBS turned an explosion of global demand into long-term brand and business growth.
Patrick Axzell
PODCAST40 min | Season 12 | Episode 177
Play on Spotify

Most brands spend years trying to create demand. BUBS suddenly had the opposite problem. As Swedish Candy exploded on social media, demand grew to 14 times what the company could produce – and content around BUBS went on to generate 9 billion views on TikTok.

In this conversation, we get into what actually happens when the internet chooses your brand: how BUBS responded when demand took off faster than the business could keep up, why letting go of control became part of the strategy, and what it takes to turn viral momentum into long-term brand and business growth.

 

We also talk about why speed can matter more than perfection, how BUBS lets consumers and creators shape the brand, and what Patrik has learned about leading through unexpected growth.

We cover:
40 min | Season 12 | Episode 177
What happens behind the scenes when demand suddenly exceeds supply
Why BUBS built its brand playbook by listening to consumers, rather than starting with an agency
How to let consumers and creators shape a brand without losing what makes it distinctive
Why the BUBS concept store became one of the brand’s most valuable marketing platforms
How to turn a cultural moment into something much bigger than a viral hit
Ready to make your
NEW WEBSITE - Featured images
brand relevant?
let's talk
let's talk