Aroma began in 1921 when Gottfrid Eklund and Max Forslund experimented with a caramel recipe in a kitchen in Vasastan, Stockholm. After 100+ years and two strategic acquisitions (Stens Choklad in 2004, Dals Konfektyr in 2019), Aroma is now Sweden's third-largest confectionery manufacturer.
The story
Aroma's most famous product is also one of Sweden's: the jelly rat. Designed by Jerrefeldt from 1928 onward, the raspberry jelly rats are still the piece Aroma is most associated with on a Swedish lösgodis wall. The broader catalogue runs through soft jelly, foam, and fruity formats — the heritage Swedish profile, made by a Stockholm institution.
Signature products
- Sour Strawberry Banana — pink/white strawberry-banana foam
- Jelly Rats — Aroma's most iconic product (raspberry jelly rats)
- Green Frogs and Crocodiles
- Jelly Raspberries
- Raspberry and Licorice Boats
Flavour profile and audience
Soft jelly, foam, fruity, traditional Swedish formats. Less sour-leaning than BUBS or S-Märke; closer to everyday Malaco territory. Heritage Swedish brand, nostalgic, mass-market lösgodis classics.
Where Aroma fits in the wider candy world
Many Aroma gummies are vegan / gelatin-free — verify per SKU. After the 2019 Dals Konfektyr acquisition, Aroma's scale puts it just behind Cloetta-owned Malaco in Swedish candy market position.
Where to start
Jelly Rats — the icon, and the easiest 'is this Swedish?' shorthand.
TheSweetsTruck launches May 2026 with Aroma on the shelf — pick-and-mix bags for households and pallet-quantity wholesale for retailers, cafés, and event planners across the US and Canada. Sign up and we'll email you the day the store opens, or talk wholesale if you stock candy for a living.