Client impact
With support from Business Sweden, CandyKing has:
- Introduced Swedish pick-and-mix to a US audience and built brand awareness in a competitive category
- Gained insights into how US consumers explore, mix, and purchase confectionery in a retail setting
- Opened its first flagship pick-and-mix store in New York City
Challenge
Interest in Swedish confectionery was increasing in the United States, but entering the market required careful positioning in a competitive retail environment.
Cloetta's CandyKing needed to identify a suitable entry point, adapt its concept to local consumer behaviour, and establish a foundation for long-term growth. Securing the right location and operational setup was critical for testing and scaling the concept.Operating from Sweden, Alufluor needed to maintain close, trust‑based cooperation with a key Moroccan industrial customer. These included ensuring consistent communication across distance, navigating competitive and evolving procurement processes, managing complex logistics, and building trust in a market where local presence and cultural understanding are critical.
Business Sweden’s support
Our team of experts has:
- Providing market and regulatory insights into the US confectionery sector
- Conducting benchmarking, store visits, and location analysis in New York
- Supporting market entry, including recruitment of a US Country Manager
- Delivering ongoing finance, accounting, and payroll support
Result
In December 2025, Cloetta's CandyKing opened its first permanent store in New York City.
The store serves as a brand-beacon and a learning environment, enabling CandyKing to understand how US consumers interact with the pick-and-mix concept. The launch provides insights into customer behaviour and informs further development of the concept in the US market.
Next steps
As Alufluor continues to invest in the Moroccan market, Business Sweden remains committed to supporting the company through:
- Ongoing accounting and finance support for day-to-day operations
- Recruitment and HR infrastructure support to build the US team
About CandyKing
CandyKing is built on the idea that confectionery should be fun, colourful, and driven by discovery. The brand creates joyful experiences where consumers explore, select, and create their own perfect mix.
Following the launch in New York, CandyKing has taken initial steps into grocery retail through a partnership with DeCicco & Sons in Brewster, Hudson Valley. This marks the beginning of a broader multi-channel approach in the US market.
CandyKing is part of Cloetta, a leading confectionery company in Northern Europe.
Contact
Jessica Connelly, Business Sweden
