The candy industry is experiencing a revival as people seek treats that go beyond artificial sweetness. Consumers today are looking for confections that are made with real ingredients, crafted with care, and connected to meaningful stories. From nostalgic childhood memories to the joy of gifting something thoughtful, candy has once again become a way to spark delight and connection. As more buyers shift toward better quality and authentic products, Scandinavian candy has started capturing attention for its unique textures, vibrant flavors, and clean ingredients.
It is within this growing movement that Sugarjoy has carved a special place. Founded by Jennifer Loewen in December 2018, the brand takes inspiration from family traditions and a love for candy that feels both playful and purposeful. What began with a grandmother’s candy jar filled with fruity treats has evolved into a company that brings the authentic taste of Swedish candy to Canadian homes, stores, and celebrations.
A Taste of Sweden.
Scandinavian candy is known for its wide variety of flavors and textures, from fruity bursts to soft foamy bites to the boldness of licorice. Unlike overly processed sweets, Swedish candy is made with natural ingredients that deliver authenticity without excessive sugar. Jennifer recognized this difference during months of taste testing and research before choosing to introduce Swedish candy as the foundation of Sugarjoy’s offerings.
Every product under the Sugarjoy label is free of high-fructose corn syrup, contains no GMOs, and has zero trans fats. Many of the candies are also vegan, gluten free, and gelatin free, making them a thoughtful choice for a wider range of customers. This focus on quality has helped the brand stand out in a market where many consumers are searching for cleaner indulgences that still deliver joy.
Building Community Through Candy.
What began as an online venture soon expanded as customers embraced the uniqueness of Sugarjoy. Many wholesale partners discovered the brand after trying the candy themselves or because their own customers asked for it to be stocked. The strong response from the wholesale community affirmed that there was room for a fresh, authentic approach to candy in the Canadian market.
Beyond growth, Sugarjoy has always been committed to community values. The company partners with local businesses that share its ethos and ensures that packaging is as thoughtfully designed as the candy inside. At the same time, giving back has been part of the mission since the beginning. Jennifer and her team view Sugarjoy as more than just a business. Supporting charities, creating smiles, and contributing to meaningful causes are seen as integral to the brand’s identity.
Sweet Memories and a Bright Future.
Customers often share thank-you notes that reveal just how impactful candy can be. For some, Sugarjoy’s flavors bring back the memory of a childhood treat. For others, they are a reminder of travels or joyful moments. Each order is packaged with care in hopes that every bag, cube, or gift box adds sweetness to someone’s day. These personal connections reflect how much thought goes into every detail of the brand.
Looking ahead, Sugarjoy is eager to keep innovating and celebrating the joy of candy year-round. New seasonal products are already in the works, from Halloween delights to holiday collections and Valentine’s Day specials. The team also continues to collaborate with customers on custom orders and enjoy partnering with brands that share their spirit of creativity and joy. With each step, Sugarjoy remains dedicated to blending tradition, quality, and heart into every colorful bite.
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