Few things taste as nostalgic as a classic Swedish jelly candy. Soft, sweet and dusted with sugar, they instantly transport us back to childhood pick-and-mix bags and corner candy shops.
One of the true guardians of that tradition is the brand Aroma. One of Sweden’s oldest confectionery companies, founded in 1921 in Stockholm. For over a century, Aroma has quietly remained a steady presence in Swedish candy culture, crafting beloved sweets that generations have grown up with.
From a small kitchen in Stockholm to nationwide shelves, their story is as heartfelt as their most famous candy.
A Sweet Beginning in Stockholm
The story begins in Stockholm in 1921. Two entrepreneurs, Gottfrid Eklund and Max Forslund, started making candy by hand in a small kitchen. At a time when confectionery production was far from industrialized, candy-making required patience, craftsmanship and care.
What began as small-scale production soon grew into something much bigger. Sweden in the early 20th century was developing its own distinct confectionery traditions and companies like Aroma helped shape what we now think of as classic Swedish sweets.
More than 100 years later, Aroma remains 100% Swedish-owned, something increasingly rare in today’s globalized candy industry. Even more remarkable, they continue to produce their candy in Sweden, preserving local craftsmanship and flavor heritage.
The Jelly Candy Classics
Aroma is especially known for its jelly candies. The soft, chewy treats that fill Swedish pick-and-mix bins.
Their most well-known varieties are:
– Raspberry Hearts
– Gelly Hearts
– Raspberry Gelly Bites ( Gelehallon)
– Green Frogs
– Sega Råttor
– Raspberry & Licorice Boats
These candies are defined by their balanced sweetness, soft yet resilient texture and nostalgic fruit aromas. Swedish jelly candy differs slightly from many international varieties. Often less aggressively sweet and more focused on natural fruit notes and chew.
The Iconic Red Jelly Heart
If Aroma has a signature product, it is undoubtedly the red jelly heart. At Dulce Deli named simply Hearts.
Soft, ruby-red, and lightly dusted with sugar, this simple heart-shaped candy has become a traditional favorite, especially around Valentine’s Day. In Sweden, these jelly hearts are more than just candy, they are small symbols of affection, often shared between friends, partners and family members.
The red jelly heart perfectly captures what Aroma represents. Tradition, simplicity and sweetness without excess.
At Dulce Deli, we see it as a beautiful example of how candy can carry emotion. A small heart-shaped sweet can say “I’m thinking of you” in the most timeless way.
Expanding Beyond Jelly
While jelly candy remains central to their identity, Aroma has expanded its assortment over the decades. Today, the company produces a broader range of confectionery, including chocolate products and creative novelty shapes.
Despite this growth, their roots are still visible in every product. There is a sense of continuity, a respect for classic flavors and traditional techniques that makes Aroma stand apart from trend-driven candy brands.
Anders Landelius owner of Aroma and the world famous Gelly Hearts.
Why Aroma Still Matters Today
In a world of rapidly changing food trends, there is something reassuring about a company that has stayed true to its origins for over a century.
Aroma represents:
– Swedish craftsmanship
– Local production
– Nostalgic flavors
– Timeless candy traditions
For those who grew up in Sweden, their candies are tied to childhood memories. For international candy lovers, they offer an authentic taste of Scandinavian confectionery culture.
At Dulce Deli, we are passionate about sharing brands that carry real history. Aroma is not just a candy producer, it's part of Sweden’s sweet heritage.
And sometimes, the simplest candy — a soft red jelly heart — is the one that tells the richest story.
Stay sweet & nostalgic,
The Dulce Deli Team
