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

Definitely.

And I guess that's also how you become relevant over time because things change and I mean, trends come and go.

But what is interesting is that you have actually managed to stay on this hype and do new things.

I have a metaphor which is about Bubz is our teenager in our brand portfolio.

It's a teenager with a lot of vision and desire to live life and full of curiosity of life.

And as a parent to a teenager with that kind of drive, you cannot control, but you can coach and you can cheer and you can kind of drive the right values but I don't know what Bob's will be tomorrow actually.

I have no clue.

I just know that it has a good foundation and a great attracted consumer base and they will figure it out.

Yeah.

I don't know exactly how that will look like, but I trust the process.

Yeah.

And I

think that's the beauty of it.

I mean, as soon as you know what tomorrow is going to look like, then it gets a bit boring because then you aren't as open for the unexpected and, you know, you know, Just follow the routes.

I think also

that's where if we would kill the hype, it would be from actually telling rather than listening in and just seeing what's going on and sharing it.

So

if we would start to tell people what this is and how they should approach bubs, that's what's going to kill the hype.

Definitely.

It's a teenager or a three-year-old as I have at home.

I think that's almost the same thing.

So you can coach, as you say, you can give the frameworks and the tools.

That's what you can do.

Again, I think the journey that Bubz is on, it's quite clear that it's becoming more than just like a candy brand.

We're talking collaborations with like cross categories in totally other industries.