Our Story · Est. Sweden-ish

Two swedes.
One wall.
A lot of gummies.

We couldn't buy proper Swedish pick-and-mix in Asia. So we built the wall ourselves. This is what happened next.

01 — THE PROBLEM

You couldn't get the good stuff

In Sweden, candy is a Saturday ritual. You grab a paper bag, walk up to a wall of 100+ flavors, and fill it with exactly what you want. It's called lördagsgodis, and we grew up on it.

In Asia? Nowhere to be found. So we stopped complaining and built it.

Sour Mix — Pucker up. Our sourest picks in one bag — the lineup rotates, so it's never boring
02 — THE TEAM

We'd done this before

One half of us helped scale Happy Plugs out of a Stockholm apartment to 120+ countries and a billion kronor. The other came from private banking - someone has to make the numbers work.

The brief was simple: real fruit, mostly vegan, zero nonsense, and stores that feel like a fashion drop, not a sweet shop.

We're not a
candy shop.
We're a lifestyle.

MUMS is a brand that happens to sell candy — the way Oatly happens to sell oat milk. The sugar's just the entry point.

The glow-up

From one wall to a plan for 100+ stores. We're not joking.
2025
№1

One Bangkok opens. The wall goes up.

2026
6

Centralworld, Central Ladprao, Central Northville, One Bangkok, Mega Bangna and Central Rama 9.

2026
134

Flavors on the wall, mostly real fruit.

NEXT
250+

Stores across Asia. Watch us.

Come meet
the Candy wall

134 flavors. Zero nonsense.

Find Your Nearest Store