Swedish Fish

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Swedish Fish
Three Swedish Fish: yellow, green, and red. Each has "Swedish" embossed on its side.
Salmiak-flavored black Swedish Fish or "salted herring", with the manufacturer's name "Malaco" embossed.
This article is about the candy. For real fish in Sweden, see List of fish in Sweden.

Swedish Fish is a fish-shaped wine gum candy, originally developed by the Swedish candy producer Malaco.


In 1957, Malaco, a Swedish confectionery manufacturer, expanded its business by exporting a few of their products to North America. Various licorice ribbon and licorice lace candies were the first products to be exported. Malaco CEO Thor Fjørgerson called the move "a landmark day for Sweden/US relations."[citation needed] International trade experts hailed the move, as it allowed Malaco to extend its brand beyond the Scandinavian Peninsula.

Malaco's export trade grew and in the late 1960s and early 1970s, Swedish Fish and Swedish Berries were developed specifically for the North American market. Malaco was eventually acquired by Leaf International.

During the late 1960s, Swedish Shells were created. These were identical in composition, flavor, and color to the original Swedish Fish, but were in the shape of scalloped seashells and came in red (cherry), yellow (lemon), orange (orange), and green (lime). The Swedish Shells were the first color/shape expansion of the Swedish Fish line. They were sold by the Broadway Department Store chain from the late 1960s well into the 1970s. From the late 1970s until they were discontinued in the early 1990s, they were carried and sold by various bulk candy stores and candy specialty shops.


According to the USA distribution packages, the candy is made out of the following ingredients:

In Sweden[edit]

A shelf of pick and mix candies similar to those used in Sweden

In Sweden, large amounts of confectionery are sold every year,[1] and a substantial part of it is sold as pick and mix. Wine gums are sold in many different shapes, of which fish is just one.[2][3] The Swedish Fish candy is marketed under the name "pastellfiskar",[4] literally "pastel fish", and under the Malaco brand among others.

The North American variety of Swedish Fish can be found at Swedish IKEA stores under the original name.[citation needed]

In North America[edit]

Today the Swedish Fish consumed in North America are made in Hamilton, Ontario, Canada, by Mondelēz International. In Canada, Swedish Fish are distributed under Cadbury's Maynards brand.

The fish are distributed in the U.S. by Cadbury Adams USA in Parsippany-Troy Hills, New Jersey, and are most commonly found in specialty candy stores in which they can be bought by the ounce. A recent resurgence in popularity has resulted in greater accessibility in supermarkets and convenience stores where they are often sold prepackaged in plastic bags.

Originally colored red with a flavor unique to the candy (often guessed to be lingonberry, but never verified), they are now also available in several different colors, such as Orange & Lemon-Lime. Purple Swedish Fish in grape flavor were discontinued in 2006. The fish come in two different sizes. Initially, the smaller fish came only in red; now fish of both sizes are available in all flavors.

According to a visit to the factory on the Food Network's show Unwrapped[citation needed], green is not lime, but pineapple flavor, while yellow is a lemon-lime flavor.

According to American taste tests conducted by APG in 2012, green is lime flavored, the Bryce G. company has held several blind fold competitions to determine this fact.

Rita's Italian Ice, a U.S. chain which serves Italian ice and Frozen Custard, makes a red Swedish Fish flavored Italian ice as a cobranded product.

Aqua Life[edit]

"Aqua Life" is a certain style of Swedish Fish candy in the shape of sea animals. They are available in yellow (lemon) starfish, green (lime) whales, purple (grape) puffer fish, orange (orange) seahorses, and blue (blue raspberry) dolphins.


External links[edit]