Ahlgrens bilar, Sweden’s Most Bought Car, Hits Route 66 on First U.S. Road Trip

STOCKHOLM (Nov. 12, 2026) – Ahlgrens bilar, the iconic Swedish candy brand, today launches its first American Road Trip, a social-first campaign created with Pulse Advertising that sends Sweden’s Most Bought Car down Route 66 as America’s most iconic road marks its 100th anniversary this month.

Stretching more than 2,400 miles from Chicago to Santa Monica, Route 66 is the original American road trip. Ahlgrens bilar, which launched in the U.S. at Target in September, is closely associated with road trips in Sweden, where the Original variant is the most sold candy bag. Now, the brand is embarking on its first American road trip, introducing the candy to new audiences along the way.

Throughout the campaign, Ahlgrens bilar playfully joins the journey, turning up at iconic stops along the route. Creators will bring the candy on their own Route 66 road trips, enjoying the ride through America’s heartland. The content, rolling out on TikTok and Instagram beginning today, celebrates the overall road trip journey more than any single stop and invites fans to find themselves on the road and enjoy the taste of Ahlgrens bilar.

“Ahlgrens bilar has been a travel companion for generations in Sweden, and there's no better place to share that spirit with U.S. consumers than Route 66 in its 100th year,” said Thomas Biesterfeldt, Chief Marketing Officer at Cloetta Group. “We are only two months into the U.S. journey, and we want people to discover the brand the way they’d discover a favorite roadside stop, by coming across it, getting a taste and sharing with their friends. Creators are the best guides for that, so we’re putting the cars in the passenger seat and letting them take the wheel.”

Ahlgrens bilar has been produced in Sweden since 1953, when an attempt to make marshmallows produced something else entirely: a soft, chewy foam candy shaped like a car. It became a national favorite and is still made in Sweden more than 70 years later. At its U.S. launch, the brand introduced the tagline “Sweden’s Most Bought Car” to American audiences. The U.S. lineup includes four varieties: Original, Sour, Fruity Duo and Sour & Fruity.

“Route 66 is woven into the American story, and Ahlgrens bilar has a heritage of its own: more than 70 years of Swedish candy-making and a long association with road trips in Sweden,” said Jennifer Dickey, Country Manager North America, leading the U.S. market expansion at Cloetta Group. “A campaign like this reaches right into the American heartland and pairs our Swedish heritage with the Americana of one of the country’s most beloved roads. We’re excited to meet new fans along the way.”

Ahlgrens bilar is available at Target stores nationwide and on Target.com. To learn more about Ahlgrens bilar visit Cloetta.us or follow @ahlgrensbilar_us on Instagram and @ahlgrensbilar_us on TikTok.

Cloetta Group, the Swedish parent company behind Ahlgrens bilar, has been making confectionery products since 1862. Headquartered in Stockholm, the company has built a portfolio of brands sold in more than 60 countries.