What is "Lördagsgodis"? A Thorough Explanation of the Swedish "Saturday Sweets" Tradition

What if the guilt of eating sweets transformed into the ultimate excitement? Say goodbye to the days of regretting those irresistible sugary treats with a sigh of "I ate too much again..."! Surprisingly, Sweden, one of the happiest countries in the world, has a magical habit that makes everyone eagerly anticipate the weekend.

It's "Lördagsgodis" (Saturday sweets), where you indulge in sweets just once a week. This balance is the secret to a happy daily life! This article will tell you everything, from the wonderful origin of Lördagsgodis to how to choose stylish Nordic candies that will satisfy you, even if ordinary supermarkets aren't enough. Now, let's start a new sweet life where guilt turns into a "special reward"!

What is Lördagsgodis? The Happy Nordic Weekend Habit

How do you reward yourself on the weekend? If you're looking for "something special," check out "Lördagsgodis," the happiest habit born in Sweden!

Lördagsgodis means "Saturday candy" in Swedish. As the name suggests, it's a dreamy tradition that children look forward to most all week. The rule is very simple: "You can only eat candy on Saturdays. But on that day, you can choose whatever you like, as much as you like!" Imagine the excitement of creating your own "treasure chest" at a store filled with colorful gummies, sparkling chocolates, and pop candies!

Originally a custom for children, it has now become an important time for adults too. It's cherished by many as a reward for getting through a busy week and as a switch to reset one's mind. A sweet and colorful magic that blows away the fatigue of the week. That's Lördagsgodis.

Why "Saturday" only? The Nordic way of striking a balance

"Why only Saturdays?" might sound a bit strict. But this is the essence of the Nordic lifestyle: "balance"! During the week, people focus on healthy, vegetable-rich meals, and on the weekend, they indulge without guilt. This on-off switch is the secret to enriching everyday life.

The spice of "waiting" makes the candy taste many times better. The first piece of candy on Saturday, after having waited, is truly a moment of bliss! There's actually a deep health-related reason behind this custom. The detailed history of Lördagsgodis dates back to specialized research in the 1940s and 50s, but today it has become an important event for strengthening family communication. Spending time with the whole family going to a candy shop and chatting about "which one to choose?" creates wonderful memories, doesn't it?

Compatibility with "Mindful Living" gaining attention in Japan

This idea of "a once-a-week treat" is actually very compatible with the Japanese value of "mindful living." It prevents "mindless eating," such as absentmindedly reaching for a bag of potato chips while watching TV, and instead creates time to thoughtfully enjoy a single piece of candy.

Since you've chosen special candies, why not arrange them beautifully in your favorite dish? By making the presentation aesthetically pleasing, your heart will be filled even before you eat. This is a new style of enjoying sweets with all five senses. In fact, "smart sweets," which prioritize quality over quantity, are gaining attention as a trend forecast for 2026. Rather than just consuming something sweet, it's about savoring the experience and the story. Such a clever way of enjoying things might become the new standard.

Experiencing foreign cultures like this is one of the joys of living in Japan. If you want to discover more unique experiences and services in Japan, why not visit Jasumo?

Unraveling Lördagsgodis from History: From Cavity Prevention to Culture

"Saturday sweets" sounds exciting, doesn't it? But the heartwarming Swedish tradition of "Lördagsgodis" actually began for a very serious reason. Surprisingly, its origins trace back to a large-scale dental health campaign launched by the Swedish government in the 1950s to protect the dental health of its citizens.

At the time, tooth decay was a serious social problem in Sweden. To investigate its cause, a study called the "Vipeholm experiment" was conducted for about 10 years starting in 1945, which scientifically proved that the "frequency" of sugar consumption was the biggest cause of tooth decay. Following this result, the government strongly recommended "enjoying sweets once a week, all at once" rather than "eating small amounts of sweets every day." This was the moment "Saturday Sweets (Lördagsgodis)" was born.

Why a government campaign became a cherished habit

The greatest success factor of this campaign was transforming a strict "prohibition" into a positive message of "a special treat only on Saturdays." There is a reward after enduring. This idea was readily accepted by Swedish citizens, from children to adults. With the spread of this custom, the "Pick & Mix" style (called "Plockgodis" in Swedish), where people could fill a bag with as much of their favorite candy as they liked, exploded in popularity, and choosing candy on Saturdays evolved into a major event. The results were astonishing: by the 1970s, the incidence of cavities in Swedish children had dramatically improved to one of the lowest levels in the world.

The place of Lördagsgodis in modern Sweden

Nowadays, if you step into a Swedish supermarket, you'll be overwhelmed by a huge candy section covering an entire wall. It has become a "sanctuary" that promises weekend happiness. Children, clutching their pocket money (e.g., 20 kronor, about 300 yen), seriously choose candy to find the best combination within their budget. This also becomes a valuable opportunity to learn budgeting and self-decision making from a young age. Learning tips for choosing candy to find the best combination can also be fun.

And this is not just for children. For adults too, Lördagsgodis is an essential companion for "Fredagsmys" (cozy Friday), which starts on Friday evening, and a reward for a hard week's work. A colorful bag of candy is a magical switch that transitions from work mode to relaxed weekend mode.

This custom perfectly embodies the Swedish spirit of "Lagom," which values just the right balance—not too much, not too little. Managing health while not forgetting the sweet joys of life. From this wonderful culture, we too might find ways to enjoy our weekends. The idea of turning everyday candy into a special reward is exactly the surprise and joy we want to deliver. Why not start your own special ritual this weekend with a completely new textured candy?

3 Tips for Choosing Candy to Enjoy Lördagsgodis 120%

Time to create your "own treasure chest"! The real thrill of Lördagsgodis is the exciting moment of choosing candies. But just filling a bag with whatever you like is a waste! By mastering these three tips – "texture," "color," and "flavor" – your weekend treat time will transform into a more special and unforgettable experience. So, why not challenge yourself to create your ultimate mix?

First, focus on contrasting textures. This is the magic that creates a surprise with every bite. Fluffy, chewy, and crunchy. Try deliberately mixing different types of candies. For example, a light, cloud-like foam candy, followed by a chewy gummy, and finally the crispy sound of a hard candy. This rhythm will turn your mouth into the most delightful party venue!

The Charm of "BUBS," the Epitome of Nordic Candy

When it comes to texture, you absolutely cannot miss "BUBS," an icon of Nordic candy. The unique "foam" texture that melts in your mouth, unforgettable once tasted, is a must-have! Plus, it's vegan-friendly and gelatin-free, which is a welcome bonus for those seeking environmentally conscious and body-friendly choices. The rich banana & toffee flavor truly offers a taste unique to overseas.

Next, consider the balance of colors. If you're going to do it, make the appearance as poppy as possible! Filling your bag with bright, colorful candies, reminiscent of Nordic design, will send your excitement soaring the moment you open it. The jewel box-like visual is sure to be Instagram-worthy. Begin your weekend by coloring it with happy hues.

And finally, it's time for a flavor adventure. While familiar tastes are good, why not open the door to new sensations? Rich banana and sweet toffee, flavors rarely found in Japanese candies, will offer a fresh surprise. And if you're brave, definitely try "licorice," a Nordic soul food! Its unique flavor might just transport you to a new world of candy.

How to Create Your Own "Pick & Mix" Set

Now, for the practical part! The best tip for creating your own "Pick & Mix" set is to make sure the combination of flavors keeps things interesting. For example, place a sweet and sour gummy next to a melting milk chocolate. This sweet-and-sour endless loop is the secret to irresistible deliciousness. Arrange them on your favorite Nordic plate or in a mug to instantly elevate your home cafe experience. This feeling of "spending time just for yourself" is the essence of the happy Nordic weekend habit.

"But what should I choose from...?" For you, we'll introduce some staff-recommended classic combinations from JUBLA CANDY's lineup!

• 💥 Full of Energy! Sweet and Sour Mix: BUBS Cool Cola Skull (sour) with sweet Banana & Toffee Foam. A habit-forming combination of sourness and rich sweetness, alternating!
• 💖 Melting Comfort. Dreamy Mix: Marshmallow-like candies coated in fluffy chocolate, with rich salted caramel fudge. The strongest combination of gentle sweetness to soothe a week's fatigue.

Find your best mix and design your perfect weekend!

How to enjoy Lördagsgodis the JUBLA way in Japan

Lördagsgodis, Sweden's weekend tradition. The sight of so many candies lined up is exciting just to look at, isn't it? But some people might feel a bit concerned about hygiene with the pick-and-mix style. Don't worry! There's a smarter, more stylish way to enjoy that thrill. That's the new sweets experience proposed by JUBLA.

All of JUBLA's candies are individually wrapped. This makes them a perfect fit for Japanese hygiene standards. The joy of choosing as much as you like remains, but now you can safely share them anytime, anywhere, with anyone—that's the JUBLA way. One piece for your tired brain after work, a few varieties to accompany a weekend movie. Keep them discreetly in your bag, and your day is sure to become more colorful!

Perfect for Gifts! Stylish Nordic Design Boxes

The charm of JUBLA isn't just in the unique texture of its candies. Its sophisticated package design also attracts many people. The minimalist and warm Nordic design boxes seem to encapsulate the clear air of Sweden itself. You can give not just sweets, but a "new experience." It's the new standard for next-generation gifts, where you'll be praised for your "good taste!"

• JUBLA GIFT BOX (S) - ¥2,800: A small token of appreciation for a good friend, or a treat for yourself. It's a personal size that brightens your mood just by sitting on your desk.
• JUBLA GIFT BOX (L) - ¥4,500: For a home party souvenir or a birthday gift for someone special. Cheers will erupt the moment the box is opened, revealing a colorful world inside.

A luxurious time with FIKA

Indispensable when discussing Swedish culture is "FIKA," meaning coffee break. This is not just a break, but a precious time to deepen communication with friends and colleagues. Why not add JUBLA candies to this FIKA? The deep taste of coffee, the crispy texture of freeze-dried candy, and the contrast of bursting sweetness will transform your usual coffee time into something special.

For example, taking out authentic cinnamon rolls from "FIKAFABRIKEN," a bakery cafe in Gotokuji, Tokyo, and enjoying them at home with JUBLA candies is simply wonderful! Make "How about Lördagsgodis at my place this weekend?" your catchphrase, gather with friends and family, and create your own FIKA time.

Start Now! JUBLA CANDY to Make Your Saturday Special

Has the charm of "Lördagsgodis" reached you? You no longer need to think of this wonderful Swedish culture as a tale from a distant land. JUBLA CANDY brings you the coolest and most delicious gummies, directly imported from Sweden, to your weekend. No more boring Saturdays. From the moment you open the box, a colorful and exciting Nordic time begins.

Our online shop is not just a store. It is a magic door that delivers "Nordic Saturday" anywhere in Japan. With a single click of a button, an experience as if you were in a candy shop in Stockholm arrives at your doorstep. And the fun doesn't stop there. JUBLA CANDY is constantly evolving. For 2026, we are already developing unimaginable new flavors such as "Frozen Lingonberry from the Icy Forest" and "Sun-Kissed Summer Elderflower." Furthermore, every December, we plan to release a sparkling limited-edition box, "Winter Lucia Celebration," themed around the Swedish Saint Lucia festival. Stay tuned!

Reasons why JUBLA CANDY is chosen

Why do so many people choose JUBLA CANDY? The reason is simple. First, its overwhelming originality. Our buyers scour all of Sweden to find a treasure trove of flavors. Over 60% of our current lineup of more than 30 varieties are exclusive flavors making their first appearance in Japan. Next, its clever packaging. Each piece is individually wrapped, allowing you to enjoy a fresh taste anytime, any amount you like. Keep them hidden in your desk drawer, or share them with friends. And most importantly, we don't just sell products; we want to deliver the warm culture of Sweden itself. With designs tailored to the Japanese lifestyle, we propose a new value to your daily life: "rewarding weekends."

Start with this set: Recommended for beginners

If you're wondering, "Where should I start?", then the "BUBS Scandinavian Journey Set" (¥2,480) is definitely recommended for you. This perfect starter set covers the top 5 popular flavors from BUBS, Sweden's most beloved company, including the sweet and salty "Cool Salt Licorice Skull" and the delightfully sour "Sour Raspberry & Lemon Skull." On our official Instagram (@JublaCandyJP), posts featuring "#JublaCandy Art" using this set are gaining immense popularity. Stack them in a glass like a parfait, or arrange them on a plate to draw characters. Capture your best Lördagsgodis experience with your own sense of style!
Check the latest stock on our online shop

Now, Let's Start Your Own "Saturday Treat"!

The wonderful tradition born in Sweden, Lördagsgodis. It originated from a concern for dental health, specifically cavity prevention, and has now taken root as a happy culture that makes people eagerly anticipate the weekend. Once a week, enjoy your favorite candies to your heart's content. Why not incorporate this heartwarming tradition into your daily life?

If you're wondering, "Where should I start?", leave it to JUBLA CANDY. We are an official dealer of BUBS, directly imported from Sweden, produced by the Nordic confectionery specialty store "FIKAFABRIKEN." You can enjoy authentic flavors with peace of mind, thanks to our unique Japanese individual packaging style, which is both hygienic and perfect for gifting.

From a colorful array of candies, find your "best companion" for this weekend and start a new excitement!
Find your own "Saturday Treat" at JUBLA CANDY

Lördagsgodis FAQ - Frequently Asked Questions

Is Lördagsgodis suitable for adults too?

Absolutely! Lördagsgodis isn't just for kids. In Sweden, it's a great habit for everyone, regardless of age, to indulge themselves on the weekend. It's perfect for adults to enjoy guilt-free, as a reward for a week's hard work, exploring new flavors and textures. Go ahead and enjoy your favorite candies to the fullest!

How do Swedish candies differ from Japanese ones?

The biggest difference lies in their bold flavors and unique textures! You'll find incredibly firm gummies, or conversely, surprisingly soft ones, and intensely sour flavors that you won't encounter in Japanese candies, offering an experience that stimulates all your senses. They often use natural ingredients for coloring, making them colorful and cute in appearance. It's truly an adventure of taste and texture!

What does licorice (lakrits) taste like? Can beginners eat it?

Licorice, made from the root of the licorice plant, has a distinctive sweet and slightly spicy flavor. It might be described as an "adult taste" that people either love or hate. For beginners, it's recommended to start with those mixed with fruit flavors or milder, sweeter types. You might just open the door to a new taste sensation!

Are vegan candies (gelatin-free) delicious?

They are incredibly delicious! Since they use plant-based ingredients like pectin instead of gelatin, the natural fruit flavors are often more pronounced. The texture, unlike the typical elasticity of gelatin, offers a pleasant, soft chewiness. Not only are they healthy, but they are also a top choice for both taste and texture. You should definitely try them!

Where can I buy JUBLA CANDY? Are there physical stores?

You can purchase JUBLA CANDY items directly from our official online store. Currently, we are exclusively online, delivering fresh candies straight from Sweden to all over Japan. We post event information, such as pop-up stores, on our official Instagram, so be sure to follow us to get the latest updates!

Are there any tips for teaching children about Lördagsgodis?

The key to enjoying Lördagsgodis with children is to establish it as a "special weekend treat" rule. Make the process of choosing candies together and deciding on quantities an event, rather than just a day to eat sweets. This way, children can learn about patience and the excitement of waiting for a special day. The most important thing is to have fun!