What started as a playful idea between three friends has become one of Utah County’s sweetest success stories. So Swede!, a Swedish candy shop in American Fork, Utah, has captured hearts—and taste buds—since its opening earlier this year, drawing long lines and community buzz that hasn’t slowed down.
A Sweet Start Beyond Expectations
When co-founders Olive Redd, Greta Sunderlage, and Malia Bradburn opened their doors, they expected a modest start. Their accountant told them they’d need to sell about 300 pounds of candy in the first month to break even. The trio ordered 900 pounds to be safe—then sold out within hours.
“The line wrapped around the block,” Redd said. “We couldn’t believe it.”
From opening day, the candy shop became a local sensation. Even social media influencers like Nara and Lucky Smith shared videos of their Swedish candy taste tests, helping So Swede! go viral online.
Why Swedish Candy?
Utah’s love of sugar is well documented—between soda shops and cookie bakeries, sweet treats are a way of life here. But Swedish candy has a distinct charm.
Unlike typical American candy, most Swedish sweets avoid synthetic dyes and heavy preservatives, giving them a softer texture and cleaner flavor. The shop’s bestsellers include strawberry and cream marshmallows, gummy bubblegum skulls, and sour rainbow belts—a far cry from the familiar Swedish Fish.
“People love it because it’s an experience,” said Sunderlage. “You can grab a bag, share it with friends, and try something totally new.”
Bradburn added that nostalgia plays a big role too. “People want experiences again. They love coming in, scooping their own candy, and taking photos. It’s part of the fun.”
From Fashion to Candy
So Swede! began unexpectedly. Before the candy shop, Redd owned Sonderhaus, a women’s clothing brand inspired by Scandinavian design. When that business outgrew its space, the team was left with an empty storefront and a lease they couldn’t break.
A pop-up event gave them their lightbulb moment: they built a “Swedish candy wall” that customers couldn’t get enough of. Within months, the space was transformed into a boutique candy shop—hand-built by the founders and their families.
From painting tiles to building shelves, every detail of the store reflects the Scandinavian aesthetic: minimal, bright, and welcoming.
Challenges of Importing Swedish Candy
Behind the cheerful shelves, the logistics of running So Swede! are anything but simple. Importing candy from Sweden comes with hurdles—from customs delays to tariffs on European goods.
“It’s harder than people realize,” Redd said. “Sometimes shipments get tied up in customs in Salt Lake City, and we have to pay extra just to release them. For a small business, that’s a big deal.”
Bradburn added that even sourcing candy can be tough. “Factories in Sweden are running at capacity, so it’s hard to build relationships or get quick turnarounds. We just have to be patient.”
Despite those challenges, the team has now established steady supply chains and regularly stocks dozens of varieties.
Balancing Business and Family
Running two growing businesses while raising children adds another layer of complexity. Both Redd and Bradburn are mothers of two young daughters.
“There are trade-offs,” Redd said. “But I know my kids are seeing what hard work looks like—and that’s powerful.”
Bradburn agreed. “We built this ourselves. It’s not perfect, but our kids get to see that if you work for something, it can happen.”
A Bright Future Ahead
The success of So Swede! shows no sign of slowing. The shop recently added Swedish chocolate to its lineup and is preparing to launch online ordering and delivery. The team also plans to host events, cater weddings, and expand to additional Utah locations.
But for Redd, Sunderlage, and Bradburn, the real reward is community.
“We wanted to build something that brings people joy,” Bradburn said. “It’s more than candy—it’s connection.”
As for Redd, she hopes the store’s playful, Scandinavian spirit keeps spreading. “When people come in, they smile,” she said. “That’s the best part.”
