Cloetta Group is bringing its Ahlgrens Bilar brand to the U.S., introducing American consumers to the car-shaped foam candy that has been sold in Sweden for more than 70 years.
Ahlgrens bilar was introduced in Sweden in 1953 after an attempt to produce marshmallows resulted in a soft, chewy candy shaped like a car. The brand has since become Sweden’s top-selling foam candy, according to Cloetta, with approximately 2.6 billion candy cars sold annually.
The U.S. lineup includes four varieties: Original, Sour, Fruity Duo, and Sour & Fruity. Original and Sour feature the brand’s signature white, green, and pink car-shaped pieces, with the flavors of the cars kept secret. Fruity Duo features raspberry, lemon, and tutti-frutti flavors, while Sour & Fruity combines raspberry, pineapple, and peach.
“By introducing Ahlgrens bilar in U.S. retail, we invite more consumers to discover Sweden’s most sold candy bag and experience the same joy that has made the brand a favorite in Swedish households for more than 70 years,” says Thomas Biesterfeldt, chief marketing officer at Cloetta Group.
The launch is part of Cloetta’s broader expansion in the U.S. The company opened a CandyKing store in New York’s West Village in 2025 and has been testing its Swedish Pick & Mix candy concept in the market.
