Moment
Saturday sweets
A public health campaign that became a tradition.
The story
In the 1950s Swedish health authorities encouraged people to limit sweets to one day a week rather than eating them daily. The campaign worked so well that lördagsgodis, Saturday sweets, became a national habit that still holds. Swedish children buy loose sweets by the bag on a Saturday and Swedish confectionery developed accordingly, firmer, less sweet and far more varied than the British equivalent, because almost everything is sold loose rather than in packets.
