Sockerbit, the Swedish candy company that introduced Swedish Pick & Mix to the U.S. in 2010, has partnered with Sprouts Farmers Market to bring the format to a national natural grocery retailer for the first time.
The rollout has two components: a Swedish Pick & Mix program debuting Sept. 30 in the bulk departments of 17 Sprouts stores in California and Florida, and a 12-SKU assortment of Sockerbit packaged candy arriving in about 500 Sprouts stores nationwide in October. The products contain no high-fructose corn syrup or Red 40 and are made with natural flavors and colors, fitting Sprouts’ attribute-driven assortment.
In the Pick & Mix pilot, shoppers build their own mix from 12 varieties, including four exclusive to Sprouts. Rooted in Sweden’s lördagsgodis tradition of Saturday candy, the format lets shoppers select individual candies from a wide assortment.
“This launch is meaningful to me because Pick & Mix has always been part of how I grew up with candy,” said Stefan Ernberg, co-founder of Sockerbit. “My 85-year-old mother has been taking part in this tradition for nearly 75 years and still does today. It’s about choosing your favorites, trying something new, and sharing the experience with the people around you.”
Exclusive flavors debut with the retailer
The partnership brings first-time flavor extensions to Sockerbit’s Dream Series, its best-selling line of soft, aerated foam candy: Banana Dream and Sour Berry Dream join the original Strawberry Dream, available exclusively in Sprouts bulk departments. Sockerbit Mallows also make their grocery debut at Sprouts, led by a new Sour Peach flavor launching exclusively with the retailer.
Founded in 2010 by Florence Baras and Ernberg, Los Angeles-based Sockerbit works with candy makers worldwide on Swedish-style confections. Phoenix, Arizona-based Sprouts operates more than 500 stores in 25 states with approximately 36,000 team members.