From a tiny shop with a 2 year lease, to two brick and mortar stores, thriving online and wholesale divisions, and a sister Scandinavian home goods store (DROM), Sweetish Candy has made huge strides in the years since its conception in 2019. As we approach the company’s 6th anniversary on April 3rd, I caught up with owner Tyler Graybeal to get the scoop on the business’ successes, challenges, and dreams for the future.
I meet with Tyler in the conference room at the Sweetish Candy offices, where we settle into comfortable green velvet office chairs at a sleek white table. The conference room comes equipped with a kitchenette for a quick afternoon fika (Swedish coffee break), and is decorated with antiques, vintage advertisements, and candy brand swag from the company's annual trips to Europe. Tyler, as usual, is laid back and cheerful, as we move straight into the interview.
A: So after 6 years in business, what has been the most exciting change for you?
T: Definitely the growth. The boom from the BUBS TikTok trend last year totally changed the business.
In 2024 a trend of videos on the TikTok app featuring BUBS candy and Pick and Mix became incredibly popular. Sweetish Candy became flooded with online orders and store patrons clamoring for a taste. This demand for candy made its own demands for fast paced growth and adaptability from the business and its team.
A: That was certainly intense! How does that differ from what you expected in the beginning?
T: I thought it would just be me manning the store. The lease was for 2 years and I was just seeing how it would go. I never thought it would get to this level.
A: If you could say anything to Tyler in the first year, what would you tell him?
T: I guess I would tell him to expect the unexpected, because this is going to be a lot bigger than you realize.
Tyler laughs on that last comment with a twinkle in his eye. It’s clear the business is fun for him, and he’s ready to take on more. I pause and glance around the room. Surrounded by treasures acquired on business trips, I get curious and ask more about these adventures.
A: Tell me a little more about your travels abroad. How do those experiences impact the company?
T: Yeah, traveling to Sweden once a year helps us stay connected to Scandinavian culture. I want to continue to bring employees who have worked with us for a while so they can gain a better understanding of the culture as well. I’ve made some connections with some of the local business owners in Sweden, like a lady who owns an antique shop, and a man who sells maps. I have some of those maps in the stores and that helps strengthen our connection. And then having meetings in the Cloetta corporate offices. We even got to travel around with them visiting grocery stores and shopping malls, touring the different options of Pick and Mix candy walls. That was such a cool experience, and I never expected I’d be invited to meetings in corporate offices for a big European candy company like that.
The value of these connections is obvious in the authenticity visitors experience when they visit a Sweetish store. Cloetta, one of the major brands sold by Sweetish, is an important player in Europe’s candy industry, similar to Hershey’s here in America. Partnering with Cloetta helps Sweetish stand out on the candy scene in America and provides Scandinavian expats an accessible taste of home.
A: Tell me, what is your favorite candy?
T: Well my favorite candy is Reese’s peanut butter cups! Which is a good thing because I’m not as tempted to eat candy every day at work! But in the world of Sweetish, I like the classic Forest Berry Gummies, and there are always Strawberry Mushrooms in my Pick and Mix bag.
A: So what do you look for in a candy when you’re searching for new products for Sweetish?
T: Sour is what we are looking for right now. Sour candies are very popular, making them great sellers. Attending the ISM trade show in Cologne, Germany every year is always a great way to get introduced to new products. We have also just had our own line of Sweetish gummies and Skandypop lollipops manufactured to offer our customers while staying compliant with US requirements for dyes and flavorings. The Lingonberry, Cloudberry, and Elderflower flavor lollipops are exclusive to us. They don’t even sell them in Sweden.
A: How exciting! Tell me more about these exclusive candies. What was it like creating these products?
T: It was more complicated than people might think. We could get them perfectly packaged in half pound bags shipped to us from the manufacturer, but the quantity would be greater than what we can handle right now. So we have opted to bag them in house for now so we can introduce these products to our customers. Some of them we didn’t even get to try until they came in. We just had to trust the manufacturer, and we are really happy with the end result. Picking out the flavors and colors was definitely the most fun part.
These new gummies and lollipops are giving customers authentic flavors with unique style in punchy custom designed bags. The new era of Sweetish Candy is proving to be bold and innovative. I needed to know more about what else Tyler has in store for the company.
A: What are you looking forward to in the next year?
T: We have a project with a new Pick and Mix wall. That will be delivered and installed soon. In the next year we have a lot of plans for further growth since we are dedicated to being a top player in the US for FDA compliant import Pick and Mix candies.
A: And what are your dreams for Sweetish’s future?
T: No idea! There are new opportunities all the time, and new windows opening for us. I also see growth for the wholesale division. I’m always amazed at how well the Queen St. location is doing, and how it remains so busy. I’m excited to see where that goes too.
That wide open attitude has served Sweetish well over the past six years. I am reminded of Tyler’s advice to past Tyler, “expect the unexpected”. Perhaps the same advice should be passed on to future Tyler in the next six years. As the Sweetish story continues to unfold, we can be certain it will be sweet. Thanks to Tyler for sharing so much about the behind the scenes magic that makes Sweetish a downtown Lancaster City shopping icon.
Special thanks to the team at Sweetish that keeps the magic flowing, and the patrons who keep the company thriving.
Annajane Williams
(Blog & Newsletter Author/
Fulfillment Center Employee)